MIAMI, February 24, 2014 /PRNewswire/ --
- Cruise passengers to experience
cutting-edge cocktail culture as DIAGEO RESERVE WORLD CLASS™
takes to the high seas with Princess
Cruises, Norwegian Cruise Line, Royal Caribbean International and
Celebrity Cruises
One of the world's most prestigious cocktail competitions is
taking to the high seas to turn floating bartenders into
mixologists extraordinaire. The Diageo Global Travel team today
announced the launch of the biggest ever DIAGEO RESERVE WORLD
CLASS™ program, in partnership with four of the world's leading
cruise lines: Princess Cruises, Norwegian Cruise Line,
Royal Caribbean International and
Celebrity Cruises.
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This year the program will see over 5,500 cruise line bartenders
(almost 15 times the number of 2013 participants) trained in the
art of mixology then whittled down to just four via a series of
explosive heats. These four will go head-to-head at the glamorous
DIAGEO RESERVE WORLD CLASS GLOBAL TRAVEL semi-final event in
Miami, Florida on 5th
June. The winner will compete at the star-studded DIAGEO RESERVE
WORLD CLASS Bartender of the Year global final, pitted against
bartenders from the four corners of the globe.
Managing the training program this year will be World Class
Global Winner for Latin America
& Caribbean 2013, Mario Seijo, supported by leading mixologists
Julio Cabrera, Joseph Brooke and Michael Parish. In sessions around the world
from Shanghai to Sydney and Naples to Cozumel, they will coach on board
bartenders in showmanship skills and the latest cocktail-making
trends such as 'Mediterranean Mastery' and 'Gin and the Secrets of
Distillation' to create delicious drinks for on board guests.
Pushing the boundaries of high-end cocktails, the bartenders are
encouraged to innovate and experiment using some of the world's
leading collection of fine spirits: the Diageo Reserve Brands
portfolio.
Following a successful partnership with Princess Cruises
and Norwegian Cruise Line last year, WORLD CLASS is doubling
in size and welcoming Royal Caribbean International and
Celebrity Cruises in 2014. DIAGEO RESERVE WORLD CLASS will
elevate the craft of the cruise line bartender, revolutionise on
board fine-drinking experiences and ensure these cruise lines
bartenders are ahead of the latest mixology trends.
Now in its fifth year, DIAGEO RESERVE WORLD CLASS has trained
over 15,000 bartenders in 50 markets worldwide, using the finest,
award-winning spirits from the Diageo Reserve collection. It has
been transforming the face of cocktail culture by creating new
experiences for the discerning drinker around the world.
Louise Higgins, Marketing
Director, Diageo GTME Western, said: "WORLD CLASS
has become synonymous with creativity, style and sophistication,
constantly pushing the boundaries of contemporary and experiential
cocktail culture. Through DIAGEO RESERVE WORLD CLASS, the drinks
industry's largest investment in luxury drinking experiences, we
are delighted to be collaborating with the best cruise lines in the
industry to transform fine-drinking for holiday makers. This is our
biggest year ever by some way and we are excited to see these
bartenders will take their cocktail making skills to new levels in
the world's most credible cocktail competition."
Jonathan Wilson, Vice President,
Food and Beverage Services and Product Development, Princess
Cruises added: "As the pioneer cruise line that broke new
ground with our participation in the program in 2012 and cemented
our place as the Cruise Channel winners for DIAGEO RESERVE WORLD
CLASS 2013, we are absolutely thrilled to be returning for another
year of participation and excellence. The influence of on-trend
mixology training from accomplished celebrities of the cocktail
industry has ignited a new level of passion and enthusiasm for our
crew."
Michael Flesch, Senior Vice
President of Hotel Operations, Norwegian Cruise Line: "At
Norwegian Cruise Line, we have seen incredible success with The
DIAGEO RESERVE WORLD CLASS program and look forward to continuing
our participation once again this year, on an even broader level.
The program allows us to provide excellent training, elevate
our mixology and, ultimately, further enhance our guests' on board
experience."
"Royal Caribbean International is glad to be part of
DIAGEO RESERVE WORLD CLASS mixology program," said Brian Abel, Vice President of Food &
Beverage for Royal Caribbean International. "The program will help
enhance the on board beverage experience and deliver the WOW to our
guests like never before. It will help showcase our talented
bartenders and beverage staff, as well as their individual
creativity and skill in serving delicious cocktails to guests on a
Royal Caribbean vacation."
"Celebrity Cruises' collaboration with DIAGEO
RESERVE WORLD CLASS is an incredible opportunity to showcase the
progressive and award-winning beverage program guests can enjoy
while sailing on board our modern, luxurious ships," said
Chanelle Duarte, manager of Beverage
Development, Celebrity Cruises. "Working with WORLD CLASS
will also enhance our bar experience through specialized training
emphasizing innovation and impeccable service - two hallmarks of a
Celebrity Cruises vacation experience."
Notes to editors
Follow the competition on Facebook at the 'Global WORLD CLASS
Finals' page: http://www.facebook.com/WorldClass
ABOUT DIAGEO RESERVE WORLD CLASS
Throughout the program, WORLD CLASS bartenders are trained using
the collection of fine spirits from the Diageo Reserve luxury
portfolio - JOHNNIE WALKER® BLUE LABEL™ Blended Scotch Whisky,
JOHNNIE WALKER® PLATINUM LABEL™ Blended Scotch Whisky, JOHNNIE
WALKER® GOLD LABEL RESERVE™ Blended Scotch Whisky, The SINGLETON™
Single Malt Scotch Whisky, CÎROC® Vodka, KETEL ONE® Vodka,
TANQUERAY® No.TEN™ Gin, DON JULIO® Tequila, ZACAPA® Rum, Bulleit®
Bourbon, and Talisker Single Malt Scotch Whisky.
DIAGEO RESERVE WORLD CLASS is transforming fine
drinking experiences and cocktail culture around the
world and in the home. The industry's largest, most credible
investment in the luxury on trade, it discovers the next generation
of bartending talent who set the latest mixology
trends and bring these to the best bars worldwide. At the
core is an outstanding, global training program and internationally
recognized platform that elevates the craft of the
bartender and builds careers in the
industry culminating in an annual luxury landmark week
where the DIAGEO RESERVE WORLD CLASS Bartender of the Year is
announced. Launched in 2009, over 15,000 bartenders have been
inspired and educated in the craft of mixology using the finest
spirits in the DIAGEO RESERE collection. A partnership
and collaboration with gurus, media, partners and owners, DIAGEO
RESERVE WORLD CLASS is widely recognized as a mark of
sophistication and distinction of international fine
drinking culture by bartenders and customers alike.
As an extension of the DIAGEO RESERVE WORLD CLASS
training program, in 2011 Diageo launched the Diageo Bar Academy in
Asia Pacific, the region's largest
bartending course accredited by the Wine and Spirit Education Trust
(WSET), which has trained 27,000 bartenders to date.
WORLD CLASS is brought to you by the largest spirits company in
the world with an award-winning collection of luxury spirits,
including: JOHNNIE
WALKER® BLUE LABEL™ Blended Scotch Whisky,
JOHNNIE WALKER® PLATINUM
LABEL™ Blended Scotch Whisky, JOHNNIE
WALKER® GOLD LABEL RESERVE™ Blended Scotch
Whisky, The SINGLETON™ Single Malt Scotch Whisky, CÎROC®
Vodka, KETEL ONE® Vodka, TANQUERAY® No.TEN™
Gin, DON JULIO® Tequila,
ZACAPA® Rum, Bulleit® Bourbon, and Talisker
Single Malt Scotch Whisky. All words and associated logos are trade
marks © DIAGEO 2014.
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