DIAGEO WORLD CLASS

Global Final Berlin 2019

Audience
Widely regarded in the drinks industry as the leading bar culture event in the world. The World Class Global Finals mixes the brightest and the best bar tenders with most influential people from across the drinks community, to drive Diageo’s reserve portfolio advocacy. 

An audience from across the highest levels of the drinks industry and global hospitality sector and bigger than ever this year with over 1000 attendees over 3days and nights, consisting of industry VIP’s, Diageo partners, stakeholders, influencer’s, Global media and competing bar tenders. 

Challenge
In its 10th anniversary year, the World Class evolution continued in Berlin. A single destination that incorporated 4 incredible challenges for the bar tenders but also seamlessly bringing to life the Diageo Reserve portfolio. All integrating and showcasing their individual personalites into the experience.

Bright Idea
Far more than a bar tending competition, but a multichannel experience that brought the energy and eclectic diversity of Berlin to life:

We took the essence of Berlin threading it through the World Class platform to create an experience that was culturally relevant, exciting and constantly evolving throughout the duration of the event.  Staged in a 1920’s disused power station the industrial backdrop gave us the perfect canvas to create a vibrant, sensory experience and festival vibe never before seen at World Class.

 We brought World Class to life through with a Berlin attitude through multiple environments, food pairings, an outdoor festival, media sessions, hosted trend sessions and live broadcasts to Facebook, wrapping up with an awards show and epic cocktail clash finale – a spectacular event, and platform for the best bar tenders in the world and a cultural experience that continues to lead the way in the drinks industry.

Result

1 Global Winner

Over 1000+ attendees

960 guests attended brand sessions in 2018

2000+ media articles published, including The Times, Daily Mail and Timeout.

130+ media interviews hosted

2.28m combined global reach

667 average number of articles per story

100% of trade media coverage