Diageo Reserve World Class Bartender of the Year 2011

SINGAPORE, January 28, 2011 /PRNewswire/ --

- Delhi - India Announced as Host City for Global Final

The highly anticipated final of WORLD CLASS 2011, an international bartending competition recognized as the Oscars of the industry, will be taking place in Delhi, India.

World Class is a global programme in its third year that celebrates the craft and skill of the bartender. An estimated 10,000 entrants across 39 markets from the most established and prestigious bars around the world will be shaking, pouring and stirring their way through their regional heats. Only the truly exceptional will win a coveted place to the prestigious final.

Some of the most renowned and respected names in the industry, including Salvatore Calabrese, Dale de Groff and Peter Dorelli, will be judging the global finalists who will be supported and advised by the 2010 winner, Erik Lorincz, Head Bartender at The Savoy, London.

Andrew Fell, Commercial Director, Diageo RESERVE, explains, "India is the perfect choice for the 2011 Global final. The Asia Pacific market is currently driving global wealth and India is spearheading growth in the luxury goods industry. We have a fantastic portfolio of luxury brands positioned to meet the demands of the growing cocktail culture evident in the increasing number of great bars found in this vibrant, international city."

"We are truly privileged that WORLD CLASS is coming to India at a most opportune time. Diageo RESERVE is best placed to cater to the growing appetite for luxury brands in India, and we are excited about bringing to our customers the opportunity to witness the latest international trends and experiences," says Roland Abella, Managing Director, Diageo India.

Over the course of the final, contestants will be creating cocktails with some of the finest spirits in the world from the Diageo Reserve portfolio - Ketel One(R) vodka, Ciroc(R) vodka, Tanqueray(R) No.TEN(TM) gin, Don Julio(R) tequila, Zacapa(R) rum, Johnnie Walker(R) Gold Label(TM) and Blue Label(TM) Blended Scotch Whisky. The winner will be propelled into the public spotlight overnight and become a recognized name among the industry and consumer for being the best bartender in the world. Erik Lorincz, World Class winner 2010, explains what winning the title means to him. "World Class gives the bartender a stage where it is possible to truly showcase their knowledge, skills and creative flair. The 2010 final in Athens was a once in a lifetime experience. I met some of the greatest names in the business, discovered new techniques and ingredients and also made many new friends. Since winning I have travelled the world as a WORLD CLASS ambassador and am honoured to have published my own cocktail book."

Now in its third year, WORLD CLASS is not only about finding the best of the best, it is an international celebration of the craft of bartending. The industry looks towards WORLD CLASS as a leader in setting global trends alight, where bartenders are educated and inspired to create exceptional cocktails, service and experiences for consumers, engendering loyalty for their bars.

These breaking new trends are shared and discussed by the WORLD CLASS gurus on the WORLD CLASS facebook page, Global World Class Finals, where members are kept up to date on competition news and events. Inspirational cocktails and exciting trends from Erik and the WORLD CLASS contestants have also been captured in a new cocktail book, edited by Simon Difford and launched in early 2011.

"World Class aims each year to inspire, educate and recognize the craftsmanship of the bartender. This culminates annually at the global final which is becoming one of the industry's most anticipated events. New Delhi will provide the backdrop this year for our biggest final yet and an outstanding showcase of the very best in cocktail culture," confirms Global Commercial Marketing Manager, Louise Mc Guane.

Follow the competition on Facebook at the "Global World Class Finals" page http://www.facebook.com/GlobalWorldClassFinals

About Diageo

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

Celebrating life, every day, everywhere.

For more information about Diageo, its people, brands and performance, visit http://www.diageo.com or contact:

    
    Joanna Good
    +44(0)207-940-2900
    joanna@nevillemccarthy.com