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Last updated on April 18, 2014 at 15:29 EDT

Diageo Reserve Continues to Transform Fine Drinking Experiences With the Start of World Class Global Final 2013

July 4, 2013

LONDON, July 4, 2013 /PRNewswire/ –

Bartender of the Year to be crowned after a week of intense challenges and

exclusive events celebrating the best in the business

Today, 44 of the world’s best bartenders – together with fine-drinking industry elite,
international celebrities, and global tastemakers – convene aboard the boutique Azamara
Journey cruise liner, for the fifth annual WORLD CLASS Global Final, the largest and most
credible mixology competition.

(Photo:
http://photos.prnewswire.com/prnh/20130704/625946 )

James Thompson, Managing Director Diageo Reserve, said, “We are thrilled to welcome a
record number of bartenders to this year’s Global Final WORLD CLASS. WORLD CLASS
bartenders are synonymous with sophistication, impeccable service and pushing the
boundaries of contemporary and experiential cocktail culture. The programme [WORLD CLASS]
elevates the craft of the bartender, discovers new talent and previews the latest trends
which consumers will soon be able to sample when visiting WORLD CLASS accredited bars
across the globe.”

Setting sail along the French Riviera in Nice and Monte Carlo, the voyage will include
stopovers in some of the Mediterranean’s most iconic and chic destinations including St.
Tropez and Ibiza, before culminating in the Catalan capital of Barcelona where the WORLD
CLASS Bartender of the Year 2013 will be crowned. This is the first time that the WORLD
CLASS Global Final is held on a luxury cruise liner, underscoring the concerted effort
that the industry is making to elevate the culinary experience in cruises.

Throughout the year-long WORLD CLASS programme, the world’s most elite bartenders each
receive rigorous training before competing in challenging national finals. Since the
launch in 2009, over 15,000 WORLD CLASS bartenders have been trained using the
award-winning spirits in the Diageo Reserve portfolio – KETEL ONE(R) vodka, CIROC(R)
vodka, TANQUERAY(R) No.TEN(TM) gin, DON JULIO(R) tequila, ZACAPA(R) rum, JOHNNIE WALKER(R)
GOLD LABEL RESERVE(TM) Blended Scotch Whisky, JOHNNIE WALKER(R) PLATINUM LABEL(TM) Blended
Scotch Whisky and JOHNNIE WALKER(R) BLUE LABEL(TM) Blended Scotch Whisky – to create the
most exceptional rituals, perfect serves and fine drinking experiences in the best
fine-drinking establishments all over the world.

Recognising the craft of the bartender, through its five-year history, WORLD CLASS has
become a landmark week in the mixology circuit. What began as a bartending training
programme is now an internationally recognized annual event transforming fine drinking
experiences and cocktail culture around the world. Launched in 2009, WORLD CLASS is an
international platform to showcase talent from the best bartenders all over the world
while creating an outlet for luxury fine drinking experiences to unfold.

In 2012 the WORLD CLASS TV Show was launched, a TV special putting a spotlight on the
WORLD CLASS bartenders and elevating a new generation of mixologists to celebrity status.
This year, the 4-episode series will be broadcast by 20 major TV networks in more than 100
countries with an opportunity to reach 25 million consumers. The WORLD CLASS social forum
on Facebook is a highly engaged community of over 16,000 elite bartenders who meet to
exchange ideas and debate on the latest trends in mixology.

Follow the competition on Facebook at the ‘Global WORLD CLASS Finals’ page:

http://www.facebook.com/GlobalWorldClassFinals

        For more information about Diageo, its people, brands and performance, visit
         http://www.diageo.com or contact:

        ANDRE CHONG
        Head of Brand Communications
        Global Reserve
        Telephone: +65-6876-4446
        Email: andre.chong@diageo.com

        JOANNA GOOD
        Neville McCarthy Associates
        Telephone: +44(0)20-7940-2900
        Email: Joanna@nevillemccarthy.com


    Photo: 

http://photos.prnewswire.com/prnh/20130704/625946

SOURCE DIAGEO


Source: PR Newswire