Recently, the eight top bartenders in mainland China of the Diageo World Class were born, and eight top bartenders are about to participate in the wonderful finals of the mainland China competition.
Not only that, but Diageo also launched the Diageo Bar Academy this year. Why did Diageo put so much energy into bartending education? The WBO took a look at this
Big brands embrace bartending culture
Diageo World Bartending Competition top eight
In this regard, an industry insider pointed out that in the 1990s, when the night market culture was just emerging in China, many people used foreign wine to drink drinks, which contributed to the earliest wave of hot sales of foreign wine brands. Because of this, the night market has always been one of the most important sales channels for foreign wine brands.
This is indeed the case, and modulation is one of the relatively easy ways to drink foreign wines for Chinese consumers. Today, many cocktail bars have sprung up all over the country. The younger generation planting grass and various bartending tutorials can also form a boom during the epidemic. The enduring charm of bartending is evident.
Indeed, using gin, tequila, whiskey, etc. as the base wine, plus different ingredients, drinks, ice cubes, etc., different flavored cocktails can be easily accepted by more people than drinking directly. For brands, embracing such consumption habits is undoubtedly a good opportunity to get close to consumers.
In fact, Diageo does it all the time. When the WBO participated in an event for Diageo-owned whisky brand Johnnie Walker many years ago, the brand ambassador dedicated one of the sessions to the favorite method of mixing. Now, Diageo has launched the Diageo Bartending Academy and held the Diageo World Bartending Competition, which has changed from proactively approaching consumers to promoting the development of the industry.
After fierce competition, the top eight in mainland China of the Diageo World Bartending Competition finally came out. Among them, the Southeast and Midwest Divisions that ended earlier
Not only the Diageo World Bartending Competition
Also launched the Diageo Bartending Academy applet
Since its inception in 2009, more than 400,000 bartenders from 60 countries and regions have competed on this highly anticipated stage. Now, after eight years, the Diageo World Bartending Competition is back in China again.
The competition is divided into two challenges: “Talley Classic Martini” and “Whiskey Ambassador”. In the first challenge, the organizers stipulated that the martini brand Tali 10 gin was used as the base wine, and more than one of five on-site designated vermouths were used to reconcile a balanced, supple, full and hygienic wine. . The second item is to use Johnnie Walker Blue Label Scotch Whisky, Sogden 15 Year Old Single Malt Scotch Whisky, and Taiska Storm Single Malt Scotch Whisky, all of which come with their own edible ingredients for blending.
At the same time, the two challenges also require contestants to have requirements on the background knowledge of brands and products, the vividness of the description of whisky and gin, and the rationality of services.
In order to provide corresponding promotion opportunities to the national winning bars and players who are shortlisted for the regional competition, Diageo held the Diageo World Class 2022 Cocktail Festival from March 1st to May 11th. Guests spend in-store And scan the QR code to follow the Diageo official applet, you will have the opportunity to get gifts. Scan the QR code and fill in the questionnaire at the preferred bar to participate in the lucky draw. The prize includes tickets to the World Class finals.
It is worth mentioning that one of the entrances to this competition is the Diageo Bartending Academy applet. It is reported that Diageo Bartending Academy is a bartending knowledge applet launched by Diageo.
At the same time, the two challenges also require contestants to have requirements on the background knowledge of brands and products, the vividness of the description of whisky and gin, and the rationality of services.
In order to provide corresponding promotion opportunities to the national winning bars and players who are shortlisted for the regional competition, Diageo held the Diageo World Class 2022 Cocktail Festival from March 1st to May 11th. Guests spend in-store And scan the QR code to follow the Diageo official applet, you will have the opportunity to get gifts. Scan the QR code and fill in the questionnaire at the preferred bar to participate in the lucky draw. The prize includes tickets to the World Class finals.
It is worth mentioning that one of the entrances to this competition is the Diageo Bartending Academy applet. It is reported that Diageo Bartending Academy is a bartending knowledge applet launched by Diageo.
Making the industry cake bigger is the strategy of leading companies
Whether it is the Diageo World Bartending Competition or the Diageo Bartending Academy, the energy and funds required are not cheap. Why does Diageo spare no effort to do these tasks?
Diageo is a world-renowned multinational wine group that brings together more than 200 high-quality wine brands and has a sales network in more than 180 countries and regions. The portfolio includes consumer favourite Scotch whisky brands such as Johnnie Walker, The Singleton, Mortlach, Talisker, Lagavulin etc., as well as premium brands in different alcohol categories such as Baileys, Tanqueray, Smirnoff, Don Julio and Guinness, etc.