Diageo Confirm World Class Finals to Take Place in Madrid in July 2021

Diageo World Class Bartender of the Year Global Final: Madrid, Spain, July 5th-8th, 2021

For the past nine months, every event-related press release sent to BarLifeUK has read ‘it’s cancelled’. After a while we stopped publishing the stories because it was obvious – everything was cancelled (with the notable exception of London Cocktail Week). So it is fitting that in this week, which has seen mass vaccinations against coronavirus begin in the UK, the first ‘it’s happening’ press release should arrive. And it’s a big one – Diageo has confirmed that its World Class global final, which is a hugely complex, multi-national event, will take place in July next year.

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Originally slated to happen in Sydney earlier this year, Diageo have moved the event to Madrid in order to ease travel and time-zone complications, and the competition challenges will include scenarios in which bartenders will compete in person if safe and allowed, or virtually from their own country should some regions still be under social distancing and travel restrictions. Aussies should not feel too disappointed at the venue change, as Sydney has been confirmed as host city for the 2022 global final.

Pedro Mendonça, Global Reserve Managing Director, said: “It’s a genuine privilege for me to confirm the World Class Global Finals will take place next year. Our priority is the safety of our people and our bartenders so we’re delighted to be able to announce this unique multi-format World Class finals to safely celebrate the people taking drinks culture to new heights. Madrid is a fantastic city, full of culture and creativity and home to some of the best bars and bartenders in the world.”

Details on the World Class 2021 format are yet to be announced, however Mr Mendonça added: “The final decision on which format we’ll adopt for the World Class Finals 2021 will be decided early in the new year, based on the global situation. Whatever the scenario, we will create something special and we will showcase and celebrate the very best of cocktail culture and the bartenders who make it happen. For now, I’m inviting interested bartenders to sign-up and get practising – because next summer one of them will be named Diageo World Class Global Bartender of the Year.”

We will bring you further news as it is released, and you can visit the Diageo Bar Academy website by clicking here.