Shanghai Hosts Diageo World Class 2024 Bartender Competition

The grand finale of one of the most prestigious global bartender competitions, Diageo World Class 2024, was held in the vibrant city of Shanghai. This city’s selection as host highlighted its status as a bustling metropolis and a thriving hub for contemporary and traditional culture.

World Class is recognized for elevating bartenders beyond their traditional roles, turning them into global influencers and entrepreneurs. Since its inception 15 years ago, the competition has played a critical role in shaping modern mixology, showcasing innovation, sustainability, and the celebration of local ingredients.

This year, the competition commenced with local challenges in various countries, with each nation selecting its top representative to compete in Shanghai. Forty-four bartenders from around the world converged in the city, participating in a series of challenges designed to eliminate contestants gradually.

The W Hotel on the Bund served as the primary venue, hosting tastings, seminars, debates, and events by day, while night sessions featured guest shifts by past champions in several of Shanghai’s renowned bars, such as Speak Low, Odd Couple, and COA Shanghai. These activities were accessible to attendees via the World Class app, which was essential for planning their participation throughout the week.

Cristina Diezhandino, Chief Marketing Officer for Diageo, expressed the importance of the competition in influencing the global hospitality industry. She noted, “World Class really starts from every corner and small city across the world. It forms connections, friendships, partnerships, and professional opportunities.”

The final champions were subjected to the ultimate challenge, where each finalist was tasked with creating and operating a unique bar concept. The bar experience was tailored to embrace technology, sustainability, and local flavors. Importantly, finalists selected colleagues who did not advance in the competition to assist, fostering a spirit of collaboration and camaraderie.

On the final night, with Shanghai illuminated as a backdrop, Canada’s Keegan McGregor was announced as the World Class 2024 champion. Additionally, it was revealed that the World Class 2025 final would take place in Toronto, marking a significant win for Canada.

The event concluded with a reflection on future goals. Kevin Delaney, Global Senior Brand Manager, mentioned plans to foster a global community among participants and stakeholders, with a strong emphasis on equity, inclusion, and sustainability, both in personal interactions and product packaging.

This year’s competition not only celebrated mixology but also strengthened international bonds and set a high standard for the upcoming events in Toronto.