USBG steps away from Diageo World Class
The United States Bartenders’ Guild (USBG) will no longer present World Class after 12 years working with Diageo on its global cocktail competition.
No reason was given for the decision but the move comes a week after the USBG announced a partnership with the International Bartenders Association (IBA).
“We want to thank Diageo for their longstanding effort to elevate the craft and artistry of cocktails through the years,” USBG executive director Bo Shuff said. “World Class has offered participants opportunities for growth, recognition, and connection while building a community that encourages and rewards exceptional performance.”
Shuff said the two companies would continue to work on other initiatives during 2025.
The Spirits Business has approached Diageo for a comment.
Last week, the USBG announced plans to create an educational programme and qualifying competition in association with the IBA. The new programme will field a team of US representatives to compete annually.
“Beginning in 2026, the USBG, working with our local chapters as well as regional and national partners, will implement a three-tiered competition programme through which USBG local chapters will choose their best to represent their community at regional competitions,” Shuff added.
“The winners of each regional competition will compete to be crowned the national Team USA champion and then compete on the global stage.”
Chapters will send a representative to one of five regional heats to be held over the spring and summer of 2026.
Winners in each category at the regional level will come together for national finals to determine who will represent the US on the global stage at the Pan-American and the World Cocktail Championships in Macao in autumn 2026.
“USBG competitions celebrate skill, creativity, and community in bartending,” Shuff continued.
“This three-level competition will help bartenders increase their skills in competitions and on the job. Each level will add complexity and challenge so that Team USA can bring home the wins. USBG is optimistic that this programme will inspire bartenders of every stripe, style, and sensibility to participate and will add to the sense of community among our chapters.
“The ultimate goal is to encourage professional development for our members.”
The 2024 World Class competition crowned Canadian bartender Keegan McGregor as Global Bartender of the Year.
The global final for this year’s contest will be held in Toronto, Canada.
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