Stakeholders have identified Nigeria’s growing cocktail culture as a potential catalyst for economic growth, job creation, and professional development within the hospitality industry. With targeted investment in training and mentorship, they say bartending can evolve into a recognised career path that contributes meaningfully to the country’s service economy.
The observation was made in Lagos during the launch of the Diageo World Class Bartending Competition, a global mixology programme designed to upskill bartenders and expose them to international standards and opportunities. The Customer Marketing Director for West and Central Africa at Diageo, Bodam Taiwo said, “This is not just about mixing drinks. It is a viable pathway for economic empowerment. When you empower bartenders with the right tools, you are creating skilled workers, stimulating nightlife economies, and potentially opening doors for exportable talent.”
The competition, which runs in over 60 countries, is being introduced in Nigeria with activities spanning Lagos, Abuja, and Port Harcourt. It includes regional contests, masterclasses, brand education, and networking, culminating in a global final in Toronto, Canada.
The Commercial Director at Diageo, Ujunwa Chukwumah, said the initiative goes beyond competition. “It’s a long-term investment in people. We are creating a structured platform for bartenders to improve, innovate, and access new income streams,” she said.
Also speaking, Diageo’s global mixologist, Berg Baboyan, noted that cocktail making had become an integral part of modern hospitality across the world — blending creativity with sustainability and craftsmanship. He added that Nigeria is ripe for such transformation. “Cocktail culture globally has evolved into a profession. Nigeria has the energy and potential, all it needs is the right structure and support,” Baboyan said.
According to the company, over 40,000 bartenders have been trained worldwide through the World Class platform in the past 15 years, with Nigeria now poised to join the global conversation. Meanwhile, Diageo Nigeria’s brand ambassador, Modo Sylvester, explained that engaging local outlets and hospitality players is key to making the initiative impactful. “We are not just looking for a winner,” he said. “We are trying to elevate the entire ecosystem and that includes raising standards across bars and lounges nationwide.”
He added that following the start of the competition, “attention will be on how the country’s bartenders respond to the challenge and whether cocktail culture can serve not just social, but economic value in Nigeria’s evolving hospitality landscape.”