Diageo India Advances Top 20 Bartenders to National Finals in Regional World Class Competition
Event summary
- Diageo India's World Class competition narrowed 800+ entries to 20 finalists across India, Nepal, and Sri Lanka.
- Finalists will compete in Delhi on March 27, 2026, for the regional championship and global finals representation.
- Bartenders showcased creativity using Johnnie Walker Black Label in three cocktail formats within six minutes.
- South India had the highest female representation, while Tier 2 cities demonstrated strong participation.
- Two cocktail festivals will be held in Mumbai (March 14) and Delhi (March 28) to engage consumers.
The big picture
Diageo India's World Class competition underscores its strategy to elevate cocktail culture by fostering creativity and regional talent. The event aligns with the company's broader mission to innovate whisky experiences and strengthen its premium brand positioning in the alcobev sector. The focus on local ingredients and personal storytelling reflects a growing trend in the industry toward authenticity and cultural relevance.
What we're watching
- Brand Engagement
- Whether Diageo India's cocktail festivals will effectively boost consumer interaction with the World Class platform and its bartending community.
- Creative Innovation
- How the finalists' experimental approaches with Johnnie Walker Black Label will influence future cocktail trends in the region.
- Regional Talent
- The pace at which bartenders from Tier 2 cities and diverse backgrounds will continue to rise in the competitive landscape.