From Features Desk
Launched by Diageo in 2009, World Class was
created to celebrate cocktail culture and elevate
bartending into a true art form. More than a
competition, it gives bartenders a global stage to
showcase creativity, craftsmanship, and
innovation, while championing diversity,
sustainability and positive drinking. By placing
Diageo’s World Class portfolio at the heart of
exceptional drinking experiences, it inspires
people to drink better, not more and drives a
deeper appreciation for modern mixology.
Since its debut in India in 2011, World Class has
become the country’s most prestigious
bartending platform treating bartenders like the
rockstars they are and unlocking careers that
transcend borders. The very first Indian winner,
Hemant Pathak, is now General Manager at
Junoon, a Michelin-starred restaurant in New York
a testament to how this stage can transform
talent into global success stories.
The Competition: A Platform for Excellence
World Class India remains the country’s only
bartending competition that celebrates cocktail
craftsmanship at the highest level. Each year, the
program unfolds through citywide roadshows,
training sessions and mentorships designed to
nurture the next generation of mixology stars.
In the last three years, World Class India has
exploded with 120% year-on-year growth, a 30%
rise in female participation and stronger, more
diverse talent than ever before.
The country’s only
platform for World Class bartending now draws
700+ bartenders across 10 cities with 425+ entries distilled to a Top 100, then a thrilling Top
16, before the ultimate national final.
More than a
competition, World Class India champions
creativity, inclusion, and innovation, welcoming
rising female talent, fresh regional voices and
bartenders with disabilities. With every shake and
stir, it continues to elevate India’s cocktail culture
– proving the nation’s bartenders are true
world-class rockstars.
Aashie Bhatnagar, 2023 World Class India
Winner, reflects on her journey:
“Preparation goes far beyond the
glass. I spent months researching
flavour profiles, understanding the
history of spirits, and rehearsing every
detail of my presentation. It’s about
storytelling as much as it is about
technique.”
Minakshi Singh, World Class Global & India Jury
adds:
“World Class is not just about making
the perfect drink it’s about vision. We
want to see bartenders who can
express culture, sustainability and
personality through every cocktail. The
true winners are those who can
connect with people as much as they
wow them with technique.”
From Industry Stage to Consumer Festival
Once the champion is crowned, the excitement
spills beyond the trade into a full-fledged
consumer spectacle. The World Class Cocktail
Festival brings India’s top bars to life, offering
cocktail enthusiasts a chance to sip, savour, and
celebrate the finest serves from the country’s
best talent.
This energy culminates in the World Class
Cocktail Festival a two day ticketed extravaganza
where cocktail culture meets music, art, and
culinary excellence. Here, consumers step into a
world inspired by Diageo’s Reserve portfolio,
enjoying:
- World Class Bar takeovers by past winners, alumni, and global icons.
- Interactive brand workshops where guests learn to craft their own elevated cocktails.
- A curated food experience featuring top restaurants pairing small plates with signature cocktails.
- Live performances from celebrated artists such as Edward Maya, Tech Panda x Kanzani, and more.
The scale is staggering over 2500 attendees,
5800+ cocktails, a 19 million+ social media reach,
and 1.8 million+ engagements. From intimate
masterclasses like the Don Julio 1942 session
with global ambassador Karina Sanchez to the
debut of the World Class x Speed X Home Bar,
every touchpoint is designed to inspire.
The Legacy Continues
This September, Bartender of the year Navjot Singh will carry the country’s pride to
Toronto, competing against winners from 55 nations on the global stage. His journey
is a reminder of what World Class India stands for celebrating cocktail culture, inspiring
exceptional artisans and proving that India’s bartending talent is ready to take on the
world.
From its humble beginnings in 2011 to today’s record-breaking festivals, World Class
India remains more than a competition it’s a cultural force, building credibility for
Indian mixology and encouraging everyone to drink better, not more.
Let’s Make It World Class!