Can you mix it with best?

RESERVE Brands, Diageo's leading portfolio of luxury spirits, has launched the "World Class Program" - a global search for the world's best cocktail bartender which is taking place in 46 countries, including South Africa.

Owners, managers and head bartenders from selected participating outlets all over South Africa were flown to Johannesburg earlier this week to attend the launch of this unique trade competition.

The  launch was hosted by World Class Program ambassador and international cocktail guru Spike Marchant. He has created all of the bartending challenges for the World Class Program competitions, which were first launched in 2009, and is passionate about growing global awareness of drinks creativity and brands.

"The World Class Program has been established to promote South Africa's leading bars and bartenders to discerning consumers worldwide," says Dominic Bothner, national category development manager for spirits at brandhouse, South Africa's leading premium drinks company.

Starting in January, each month that the World Class Program is active will be dedicated to a different spirit category that comprises Diageo's RESERVE Brands portfolio which includes spirits such as Johnnie Walker Blue Label Scotch Whisky, Ciroc Vodka, Tanqueray No. TEN Gin and  Don Julio Tequila.

Barmen from selected outlets who wish to compete in the World Class Program will submit a cocktail of their making using a spirit chosen from one of the categories in Diageo's RESERVE Brands portfolio.

Regional finalists from Johannesburg, Cape Town and Durban will be chosen based on the name/concept, appearance and taste of their cocktails. They will then compete for a chance to prove their worth as one of six bartenders at the national final. The winning bartender at this event will represent South Africa in the international final taking place in Brazil this July.

The overall winner of the World Class Program will publish a globally distributed cocktail book; travel the world acting as the global representative for the World Class Program; be the face of the World Class Program retail campaign in high-end stores across the globe and have an open (all expenses paid) invitation to visit the RESERVE Brand distilleries to meet the distillers.

"This year, the World Class Program will put our local bartender's skills to the test more than ever before and promises to be one of the most anticipated events on the bar industry calendar this year. Ultimately, consumers will be the beneficiaries of these sophisticated, yet fun products." says Bothner.

The competition is open to leading outlets who stock the complete Reserve portfolio and have committed to the conditions of The World Class Program for the rest of the Fiscal year.

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