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Diageo World Class GB returns with new programming
By Georgie CollinsJohnnie Walker owner Diageo will open entries for its 2025 World Class GB competition on Monday 27 January, with a roster of new events and bigger prizes to be won.

This year’s competition features a list of 10 exclusive prizes to be won, including an all-expenses-paid trip to the global final in Toronto, Canada, an ‘unforgettable journey’ to New York City, a Soho House membership, and a two-year talent representation with Global Bartending.
Furthermore, the winner will receive a personalised stylist to dress them for the global World Class journey, which includes a 12-month contract with Diageo GB to become a drinks creative on partnerships and events such as the London Fashion Week afterparty.
They will also receive two all-expenses-paid trips to visit Diageo luxury brand homes, including an exclusive experience with Johnnie Walker.
In addition, this year’s programme will feature a number of new initiatives that will take place throughout the year.
Highlights of the 2025 programme include a new partnership with Schweppes, as well as an immersive event series that aims to deepen bartenders’ connections with Diageo’s brand portfolio while fostering community ties.
Returning for its second year, the competition will also host the World Class Cocktail Festival, which will run from 14-27 April. This ‘vibrant celebration of mixology’ will showcase the unique cocktail creations in the bars of this year’s World Class GB Top 100.
In addition, the initiative formerly known as World Class Women Plus will return, evolving to prioritise mentorship, career advancement, and inclusive practices that aim to empower greater gender diversity in the bar industry.

The competition considers itself to be ‘an ally to the bartending community’, and as such these initiatives have been born from feedback World Class has received in recent years, and have been implemented to ensure its continued relevance to the bartending community.
The aim, it says, is to provide more opportunities for bartenders to connect with peers and trade icons throughout the full World Class journey. Building on this, a new judging format will also be announced in the coming months.
To enter Diageo World Class 2025, bartenders must create an original cocktail with either The Singleton single malt Scotch whisky or Don Julio Tequila, and submit their entry by 28 February.
On 10 March, the top 100 finalists will be announced and invited to join the World Class Judging Roadshow, where they will come together to celebrate their success in one of five key cities across the country.
The top 10 bartenders will then attend a three-day immersive event in London or Scotland, culminating in the crowning of one winner who will represent Great Britain on the global stage in Toronto in September.
This year will also see the introduction of the new World Class Presents series, which will feature three events at venues in key cities across the UK throughout the spring.
Exclusively for members of the hospitality industry, these events have been designed as an opportunity for all bartenders to be part of World Class, even if they’re not competing. Diageo hopes this will provide a way for the bartending community to ‘meaningfully engage’ through thought-provoking immersive brand experiences.
“We are really excited about this year’s program,” said Jo Last, Diageo GB’s advocacy manager. “Particularly the introduction of more moments for the World Class family to connect with each other, be that during the Top 100 Roadshows or at World Class Presents – our experience-led brand sessions dotted throughout the year. We can’t wait to spend time with new and returning competitors – I would love for us to bring the global trophy home this year.”
Submissions will be open via The Diageo Bar Academy Platform from 27 January until 28 February. All applicants must be over 18.
For more information visit Diageo.com and Global Bartending.com.
Ever wondered what it takes to win Diageo World Class? We spoke with last year’s champion Jacob Martin to find out.
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