SINGAPORE: The highly anticipated final of WORLD CLASS 2011, an international
bartending competition recognized as the Oscars of the industry, will be
taking place in Delhi, India.
World Class is a global programme in its third year that celebrates the
craft and skill of the bartender. An estimated 10,000 entrants across 39
markets from the most established and prestigious bars around the world will
be shaking, pouring and stirring their way through their regional heats. Only
the truly exceptional will win a coveted place to the prestigious final.
Some of the most renowned and respected names in the industry, including
Salvatore Calabrese, Dale de Groff and Peter Dorelli, will be judging the
global finalists who will be supported and advised by the 2010 winner, Erik
Lorincz, Head Bartender at The Savoy, London.
Andrew Fell, Commercial Director, Diageo RESERVE, explains, "India is the
perfect choice for the 2011 Global final. The Asia Pacific market is
currently driving global wealth and India is spearheading growth in the
luxury goods industry. We have a fantastic portfolio of luxury brands
positioned to meet the demands of the growing cocktail culture evident in the
increasing number of great bars found in this vibrant, international city."
"We are truly privileged that WORLD CLASS is coming to India at a most
opportune time. Diageo RESERVE is best placed to cater to the growing
appetite for luxury brands in India, and we are excited about bringing to our
customers the opportunity to witness the latest international trends and
experiences," says Roland Abella, Managing Director, Diageo India.
Over the course of the final, contestants will be creating cocktails with
some of the finest spirits in the world from the Diageo Reserve portfolio -
Ketel One(R) vodka, Ciroc(R) vodka, Tanqueray(R) No.TEN(TM) gin, Don Julio(R)
tequila, Zacapa(R) rum, Johnnie Walker(R) Gold Label(TM) and Blue Label(TM)
Blended Scotch Whisky. The winner will be propelled into the public spotlight
overnight and become a recognized name among the industry and consumer for
being the best bartender in the world. Erik Lorincz, World Class winner 2010,
explains what winning the title means to him. "World Class gives the
bartender a stage where it is possible to truly showcase their knowledge,
skills and creative flair. The 2010 final in Athens was a once in a lifetime
experience. I met some of the greatest names in the business, discovered new
techniques and ingredients and also made many new friends. Since winning I
have travelled the world as a WORLD CLASS ambassador and am honoured to have
published my own cocktail book."
Now in its third year, WORLD CLASS is not only about finding the best of
the best, it is an international celebration of the craft of bartending. The
industry looks towards WORLD CLASS as a leader in setting global trends
alight, where bartenders are educated and inspired to create exceptional
cocktails, service and experiences for consumers, engendering loyalty for
their bars.
These breaking new trends are shared and discussed by the WORLD CLASS
gurus on the WORLD CLASS facebook page, Global World Class Finals, where
members are kept up to date on competition news and events. Inspirational
cocktails and exciting trends from Erik and the WORLD CLASS contestants have
also been captured in a new cocktail book, edited by Simon Difford and
launched in early 2011.
"World Class aims each year to inspire, educate and recognize the
craftsmanship of the bartender. This culminates annually at the global final
which is becoming one of the industry's most anticipated events. New Delhi
will provide the backdrop this year for our biggest final yet and an
outstanding showcase of the very best in cocktail culture," confirms Global
Commercial Marketing Manager, Louise Mc Guane.
Follow the competition on Facebook at the "Global World Class Finals"
page http://www.facebook.com/GlobalWorldClassFinals
About Diageo
Diageo is the world's leading premium drinks business with an outstanding
collection of beverage alcohol brands across spirits, wines, and beer
categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B,
Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard
and Sterling Vineyards wines.
Diageo is a global company, trading in more than 180 countries around the
world. The company is listed on both the New York Stock Exchange (DEO) and
the London Stock Exchange (DGE). For more information about Diageo, its
people, brands, and performance, visit us at Diageo.com. For our global
resource that promotes responsible drinking through the sharing of best
practice tools, information and initiatives, visit DRINKiQ.com.
Celebrating life, every day, everywhere.
For more information about Diageo, its people, brands and performance,
visit http://www.diageo.com or contact:
Joanna Good
+44(0)207-940-2900
joanna@nevillemccarthy.com
