World Class, one of the world’s most prestigious bartending competitions organised by Diageo, has returned to Nigeria.
First launched in 2009, the competition has trained over 40,000 bartenders in more than 60 countries, offering education, mentorship, and cultural exchange.
This year marks the 6th Nigerian edition, and for those in the industry, it will be more than winning a trophy but showcasing how far Nigeria’s cocktail culture and the creatives behind the bar have come.
World Class Community workshops will begin this month, taking place across Lagos, Abuja, and Port Harcourt. Hands-on sessions will prepare 100 bartenders with brand education, insights into the latest industry trends, and the craft of fine drinking.
From there, the heat intensifies. In May, regional finals in the three cities, hosted at some of the country’s most exclusive TLA bars, will see the best bartenders put their creativity to the test.
Diageo’s premium brands, Johnnie Walker, Singleton, and Don Julio, will be at the center of the drinks, which bartenders must develop in original serves.
Each city will host a regional competition in May, with two winners from Lagos and one each from Abuja and Port Harcourt moving on to the national finals in June, where one will be crowned World Class Nigeria Bartender of the Year and win an all-expense-paid trip to Toronto for the Global Finals in September. Past winners have also been to Dubai.
But before the shake-offs begin, competitors must craft a “modern classic” cocktail, a serve that tells their personal story and reflects the essence of the bar they represent to be shared on social media.
Berg Baboyan, Diageo’s cocktailian and mixologist who has witnessed Nigeria’s cocktail evolution firsthand, says the scene has changed. “When I first arrived in Nigeria decades ago, there were only a few cocktails, including Chapman, Fanta, Sprite, Piña Colada, and Long Island,” he recalled.
Now, bartenders are getting more creative working with fresh juices, syrup combinations, dehydrated citrus, almond-flavoured syrups and integrating some local ingredients like palmwine local leaves, licki licki, basil scent leaf and hibiscus.
He believes World Class can help shift public perception, proving that bartending is a serious profession, not just a side hustle. “People appreciate better drinking than drinking more. They don’t just want to drink for fun, they want to drink quality,” he said.
Bodam Taiwo, customer marketing director for West and Central Africa at Diageo, sees Nigeria as a prime market. She said Diageo trains over 2,100 bartenders in Nigeria every year, calling it “training global for local.” She added, “It’s not just about the brands. It’s about giving back, creating opportunities and changing lives.”
The company believes Nigeria’s 160 million youthful population offers potential. “The country is youthful and creative. If any brand wants to succeed here, it capture the heart of the young population,” Bodam said.
Ujunwa Chukwumah, commercial director at Diageo, stated that Nigeria has the potential to shape the global cocktail culture. “I imagine a world where the finest cocktails come from here, using our local ingredients and our incredible talent,” she said.
Judges at the regional competitions include big industry names like Ceasario M., Lola Pedro, Miss Lara, Moe Barakeh, and Hardy.
