
Diageo has announced the opening of submissions for the 2025 edition of its World Class mixology competition.
Entries will open next Monday, January 27th, and close on Friday, February 28th – during which time bartenders are invited to submit their recipe for an original cocktail using either The Singleton Single Malt Scotch Whisky or Don Julio Tequila.
Once those entries are sifted, the top 100 finalists will be announced on March 10th, and invited to attend one of the World Class Judging Roadshow events which will take place in five cities across the country.
The top 10 bartenders that emerge from that process will then attend a three-day event in London or Scotland, culminating in the crowning of one winner who will represent Great Britain in the competition’s global final in Toronto in September.
There are 10 major prizes to be won, including an all-expenses-paid trip to that global final in Toronto; a journey to New York City; a Soho House membership; and a two-year talent representation with Global Bartending.
Also on offer is a 12-month contract with Diageo GB to become a drinks creative on partnerships; VIP entry to two of the best sporting events in the country; VIP entry to two music events in the country; two all expenses paid trips to visit Diageo luxury brand homes; and mentoring sessions with GB judges and Diageo GB, ahead of the World Class final.
Diageo maintains that its World Class competition has ‘undoubtedly been one of the biggest shapers of cocktail culture as we know it’.
“Since its inception, Diageo World Class has produced an immense legacy of UK-based winners, including its first crowned champion, Ryan Chetiyawardana, known for his innovative bar concepts and countless awards,” said the company, in this year’s competition launch statement.
“Erik Lorincz, who won in 2010, was appointed head bartender at the Savoy Hotel later the same year and is now celebrated as one of the greatest bar mentors of our time.
“More recently, Matt Arnold of Passing Fancies (2023) and Danilo Frigulti of Viajante87 (2024) flew the flag for Great Britain, each representing some of the most exciting cocktail bar concepts of the current cocktail renaissance.”
Aside from its core competition, the 2025 World Class program includes a number of new events and initiatives that will take place throughout the year.
In particular, the ‘World Class Presents’ series will feature three events, exclusively for members of the hospitality industry, at city locations still to be confirmed.
Described as ‘a new way to meaningfully engage the community through thought provoking immersive brand experiences’, the three events are ’Curated Moments with The Singleton’ in February; ‘Depth in Blue with Johnnie Walker’ in April; and ‘Palomarama with Don Julio’ in May.
There will also be an initiative to ‘empower greater gender diversity’ in the bar industry; a new partnership with Schweppes; and the World Class Cocktail Festival, running from April 14th to 27th, showcasing cocktail creations in the bars of this year’s World Class GB Top 100.
“We are really excited about this year’s program,” said Diageo GB’s advocacy manager Jo Last. “Particularly the introduction of more moments for the World Class family to connect with each other; be that during the Top 100 Roadshows or at World Class Presents, our experience led brand sessions dotted throughout the year.
“We can’t wait to spend time with new and returning competitors – I would love for us to bring the global trophy home this year!”