By Ngozi Nwoke
In a bid to empower and give back to society, Diageo West and Central Africa has announced its plans to roll out its World Class bartending competition and training programme in Nigeria.
The programme, which is considered one of the most prestigious cocktail competitions globally, aims to showcase creativity, skill, and knowledge of mixology among bartenders.
Speaking at a press conference in Lagos, Mrs. Bodam Taiwo, Customer Marketing Director, Diageo West and Central Africa, noted that the programme is not just a competition, but a platform for advancing cocktail culture, with a focus on innovation, sustainability, and craftsmanship.
She said: “We believe that by empowering bartenders with the right skills and knowledge, we can create a positive impact on the industry and society as a whole.”
Mrs. Ujunwa Chukwumah, Commercial Director Diageo West and Central Africa, added that the competition includes regional and national rounds, culminating in a global final where the best bartenders compete for the title.
“It’s a great opportunity for bartenders to showcase their talents and compete with the best in the industry.
“The programme is not just about competition; it’s also a training and mentorship course that helps bartenders develop their skills through masterclasses, brand education, and industry networking,” she said.
Also speaking, Mr. Berg Baboyan, Diageo cocktailian and mixologist, noted that the platform looks to showcase forward-thinking creativity in cocktail making and fine drinking.
He noted: “It’s an annual gathering of the best cocktail makers globally for knowledge sharing and competition.
“With its focus on innovation, sustainability, and craftsmanship, the programme is set to make a lasting impact on the industry and beyond.”
Modo Sylvester, brand ambassador of Diageo Nigeria, revealed that the company intends to immerse outlets from three of its biggest markets – Lagos, Abuja, and Port Harcourt – into the process, resulting in a national winner/Nigerian contender for the final global stage.
He stated: “We have been training over 40,000 bartenders across 60 countries for the past 15 years. World Class is an authority for global trends in partnership with leading brands such as Johnie Walker, Singleton, and Don Julio.
“The programme is a testament to the company’s commitment to empowering and giving back to society. By providing bartenders with the right skills and knowledge, the company is not only creating a positive impact on the industry but also contributing to the economic empowerment of individuals and communities.
“As the competition heats up, bartenders from across Nigeria are expected to showcase their creativity, skill, and knowledge of mixology. The finals will be in Toronto, Canada, with all expenses covered by us. The winner will not only take home the coveted title of World Class Bartender of the Year but also gain international recognition and opportunities.”
As the programme kicks off in Nigeria, it’s clear that the company is committed to giving back to society and empowering the next generation of bartenders.