Since its launch in 2009, Diageo Reserve WORLD CLASS™ has been instrumental in transforming fine drinking and cocktail culture around the world. The WORLD CLASS™ Bartender of the Year competition brings together the best bartending talent from around to globe to decide who will be crowned the world’s best bartender.
I was involved in WORLD CLASS™ for 4 years from 2014 to 2017 and produced two World Class Houses (London and Cape Town) and was livestream producer for the following two years (Miami and Mexico City).
This case study focuses on the WORLD CLASS™ House, a pop‐up consumer facing event and venue in Cape Town in 2015, which was open to the public to showcase experiences from World Class Spirits through a series of boutique cocktail bars, cantinas and a series of intimate and engaging master class experiences.
Experiences at the WORLD CLASS™ House included intimate tastings of Bulleit Bourbon, a one-of-a-kind mentoring session courtesy of Johnnie Walker Blue Label. Tanqueray Gin brought 1920s glamour to life with timeless martinis and Gin & Tonics with Ketel One vodka showcasing a whole new perspective of the classic cocktail Bloody Mary.
Finally, guests could enjoy the great taste of Mexico from Don Julio Tequila, while the culture of Guatemala was brought to life by Zacapa Rum with an unforgettable tasting experience.
Over 1 week, the WORLD CLASS™ House welcomed over 1000 visitors, served more than 5000 cocktails and washed at least 20,000 glasses!
