World Class 2015: The Next Generation

There’s no global cocktail competition quite like World Class – it needs no introduction.

For those around the globe that have been lucky enough to be part of it, they are honestly some of the luckiest people around the world.

Many including myself were at the heart of this year’s global final right here in London, where Charles Joly from The Aviary in Chicago was crowned World Class Bartender of the year 2014 – a title shared by a select few such as Tim Phillips and Eric Lorincz.

For the first time it got the public involved with a very special pop-up here in London – World Class House. This pop-up was set over multiple floors with experiences from each of the the Diageo Reserve brands – short films, sensory experiences and masterclass made it an engaging experience for trade and consumer alike.

The global awards themselves were no small feat with the best and brightest of our industry coming together to celebrate a cocktail competition of immeasurable scale. Well, it’s that time again with the beginning of World Class 2015 now upon us, but with a big difference.

In previous years World Class “forum” events would set the tone and individual brand challenges for the initial entry and eventually culminate in multiple regional heats and the country final. This year’s UK finalist saw James Fowler of the Larder House, Bournemouth, go forward to compete on the global stage. This year the forums have been scrapped in favour of allowing you to provide your own, unique interpretation for a World Class serve based upon the “Fundamentals of Flavour” challenge.

Max La Roca, World Class Ambassador for Western Europe has these insights – “flavour is not just about taste, it engages the rest of the senses – smell, sight, sound and touch’ he also goes on to say ‘we’re looking for drinks with richness, warmth & complexity”. Watch the video to learn more.

2015’s UK winner will enjoy not only the chance to travel the world to educate and inspire new bar-tending talent, they will also become a World Class judge and mentor, as well as taking part in the World Class TV show and the opportunity to create their own bespoke cocktail collection book to be released globally. The bar of the ultimate UK finalist will also be awarded a one-off £10,000 marketing fund to create their own, exclusive World Class ritual serve.

First burst UK entries are open from 21 November to 30, with the burst one regionals happening in February. The UK final will take place in Scotland and the global final in Cape Town, South Africa later next year.

For more information, inspiration, and to enter visit theworldclassclub.com.