Diageo World Class, raising the bar, changing lives
By Felicia Nwosu
For many, bartending is a job, but for Diageo, it is a dream machine, one that is helping young Nigerians rewrite their stories, one cocktail at a time.
The global spirits giant recently kicked off the 2025 edition of its prestigious World Class Competition in Nigeria with a vibrant media launch in Lagos.
But beyond the glitz, this is a competition that has become a life-changing experience for many, while some others,it has become an accelerator of talent, a passport to global stages, and a platform that is redefining the craft of mixology in Nigeria.
Diageo is once again raising the bar in cocktail excellence with the launch of the 6th Nigerian edition of its prestigious World Class competition.
The 2025 program, will see Nigeria’s top bartenders compete across Lagos, Abuja, and Port Harcourt for a chance to represent the country at the World Class Global Finals in Toronto, Canada.
Speaking at the event, Sylvester Modo, Brand Ambassador, Diageo Nigeria, described World Class as more than a competition.
“It’s an educational and mentorship platform where we inspire bartenders to become the best version of themselves.”
He noted that the program will unfold in multiple phases, beginning with a pre-challenge round where participants showcase signature serves that reflect their identity and local culture.
“The Port Harcourt challenge will hold on April 7, Abuja on April 8, and Lagos on April 14.”
The global company ambassador emphasised that after each training session, contestants will have time to reflect before proceeding to the next stage, ensuring that learning and creativity are embedded in their journey.
Sylvester further highlighted the competition’s 15-year global legacy, its reach across 60 countries, and partnerships with Diageo’s Reserve brands like Johnnie Walker, Don Julio, and Singleton.
According to him, bartenders will go through structured modules, regional qualifiers, and then a national final, after which the winner will earn an all-expenses-paid ticket to Toronto for the global showdown.
Berg Robert Baboyan, Mixologist for Diageo Nigeria, gave a breakdown of the competition’s practical framework.
He explained that registration starts with the use of a unique hashtag, followed by immersive studio sessions and community days.
“We take them through different modules on tools, techniques, confidence, and cocktail mastery.”
Baboyan noted that challenges will include reinventing classic drinks using local ingredients, a move designed to deepen creativity and elevate local bar culture.
He also celebrated the progress of past Nigerian participants who have gone on to build international careers after taking part in the World Class platform.
From a brand and consumer engagement standpoint, Bodam Taiwo, Customer Marketing Director for West and Central Africa, shared Diageo’s broader ambition.
“We want people to care about what they drink in the same way they care about what they eat.”
Taiwo stressed the need to demystify premium spirits and encourage everyday appreciation of quality drinks,while urging consumers to embrace the World Class experience in their daily lives.
“We’re changing the narrative that luxury drinks are only for special moments. Singleton, Don Julio, and Johnnie Walker are meant to be enjoyed, creatively and comfortably.”
Adding a commercial and CSR perspective, Uju Chukwuma, Commercial Director, Diageo West and Central Africa, emphasised that the World Class platform is also about empowering individuals with employable, globally relevant skills, affirming that it aligns with Diageo’s corporate social responsibility visions.
“This initiative contributes to solving unemployment by turning bartending into a respectable and viable profession.”
Chukwuma pointed out that the structured masterclasses, mentorship opportunities, and brand immersion sessions will not only enrich participants’ knowledge but also expose them to international standards.
Since its inception in 2009, the World Class program has impacted over 40,000 bartenders across more than 60 countries. The initiative continues to champion mixology as an art form, by combining technical skill, sustainability, and storytelling with every serve.
As Nigeria’s cocktail culture continues to evolve, Diageo World Class remains at the forefront of shaping the industry, championing responsible drinking, and redefining bartending as a respected craft.
The stage is set, the shakers are ready, and anticipation builds as Nigeria prepares to discover its next World Class Bartender of the Year
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