Diageo's World Class platform is transforming cocktail culture into a global phenomenon, showcasing the artistry of bartenders and the rich flavours of local ingredients.
Image: Supplied
Cocktail culture has evolved from a niche, often elite pastime into a global art form and social phenomenon.
Today, cocktails serve as cultural ambassadors, blending local ingredients, traditions, and storytelling into every glass.
Against this backdrop, World Class, the globally recognised Diageo Reserve spirits platform, stands at the pinnacle of cocktail culture worldwide. The platform celebrates the craft, the artisans behind it, and the house of spirits that bring each creation to life.
World Class South Africa is taking this mission further than ever with the launch of World Class Presents The Bar, a commercially driven, experientially led cocktail bar touring major metropolitan cities across the country this season.
“World Class in South Africa is an advocacy platform that drives cocktail experiences and liquid credentials. We are considered the gold standard of cocktail experiences, bartending, spirits, and cocktail culture at large. This platform exists to drive credentials for our Reserve Spirits portfolio, namely Don Julio, Johnnie Walker, Casamigos, and The Singleton.”– Sean Tantsi, Reserve Trade Advocacy Manager, Diageo South Africa.
World Class in South Africa is an advocacy platform that drives cocktail experiences and liquid credentials.
Image: Supplied
The tour kicked off on Sunday, 14 December 2026 at Nook, headlined by Don Julio 1942: The Heart of Jalisco. A star-studded guest list of South Africa’s finest media personalities gathered for an evening of cocktail splendour, paired with South Africa’s richest food flavours crafted by Chef Tiisetso and Chef Mpho from Solo.
Tjing Tjing was hosted as a fully curated experience by Philip Burrows, who was crowned the champion of World Class South Africa 2025, bringing his award-winning expertise to deliver an unforgettable cocktail experience for guests.
The events delivered curated speakeasy experiences, showcasing aspirational ways of enjoying cocktails in unique settings. Through this tour, World Class reinforced its commitment to elevating the credibility of its world-class spirits portfolio, inspiring bartenders through the world’s biggest cocktail competition, and building desirability for Diageo’s spirits via immersive cocktail experiences.
“World Class The Bar is about showcasing our excellence to consumers and the cocktail industry at large, which we delivered over the festive season, with even bigger ambitions for 2026.”– Sean Tantsi
With World Class, consumers can expect experiences rooted in Diageo’s Reserve brands, each imbued with meaning and delivered through a level of cocktail culture that sets a higher standard for all to aspire to.
About Diageo Brands:
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, J&B, Buchanan’s and Windsor whiskies, Smirnoff and Cîroc vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO) and our products are sold in more than 180 countries around the world.
For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.
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