Diageo India's World Class Competition Highlights Tier 2 City Growth and Female Bartender Participation
Event summary
- Diageo India's World Class competition shortlisted 100 bartenders from India, Nepal, and Sri Lanka, with 14% being women, the highest in the platform's history.
- Tier 2 cities like Pune, Kochi, and Coimbatore saw strong representation, with the West region leading at 27 bartenders.
- Sours, Highballs, and Old Fashioneds were the most reinterpreted classic cocktails, featuring local ingredients like jaggery, banana, and mushroom.
- The Top 100 will compete in regional finals starting January 29, 2026, culminating in a national final to determine India's World Class Champion.
The big picture
Diageo India's World Class competition reflects a broader trend of professionalization in the bartending industry, with a focus on local flavors and diversity. The strong showing from Tier 2 cities and the increasing participation of women highlight Diageo's strategic investment in nurturing talent across regions. This aligns with the company's goal of fostering a sustainable and inclusive alcobev ecosystem in South Asia.
What we're watching
- Tier 2 Expansion
- Whether Diageo India can sustain the growth of bartending talent in Tier 2 cities through continued investment in education and mentorship.
- Diversity Initiatives
- How Diageo's 'Our Hive' and other diversity-focused programs will impact female participation in future competitions.
- Local Ingredient Trends
- The pace at which local and native ingredients will influence cocktail trends beyond the competition.