WHAT IS WORLD CLASS?
This year 2025 we are celebrating 16 years of celebrating cocktail culture with WORLD CLASS. Our goal is to immerse the world in upscale drinking and cocktail culture and to consciously engage with the topic of Fine Drinking.
In addition to educating on current trends, cocktail creations and drink recipes, WORLD CLASS also provides essential news from the bar scene and takes part in shaping future drinks experiences. Since starting in 2009, we are proud to have trained or engaged with over 400,000 bartenders globally.
Every year, the world’s largest and most prestigious bartending competition brings together the most talented bartenders from around the world to crown the "WORLD CLASS Global Bartender of the Year“, driven by our industry’s extraordinary creativity and unparalleled sense of community. Hailing from over 50 countries, the best bartenders are selected in advance to the travel to the WORLD CLASS Global Final to compete for the title, connect globally and share an unforgettable experience.
This year marks a transformative moment, showcasing an exciting innovation in the competition’s journey! This year, for the first time, the Northern European markets (Austria, Denmark, Finland, Germany, Luxembourg, Netherlands, Norway, Poland, Sweden, Switzerland) come together under the unified banner of the Northern Europe WORLD CLASS.
What’s changing with the unified Northern Europe WORLD CLASS Competition?
The unified Northern Europe WORLD CLASS Competition brings together the ten markets under a shared framework, with largely standardized challenges across countries. Each country will host the competition up to the semi-final stage locally, culminating in June when the top bartenders from each market meet in Berlin, Germany, for the Northern Europe Final. This collaboration aims to foster international exchange among Northern European bartenders, encouraging them to learn from and inspire one another while transforming WORLD CLASS into a vibrant, multicultural platform for connection and growth.
What characterises a WORLD CLASS bartender?
A WORLD CLASS bartender is characterised by creative, in-depth knowledge of our WORLD CLASS brands and Fine Drinking, exceptional preparation techniques, hospitality, professionalism, and a commitment to continuous learning.
What defines a WORLD CLASS drink?
A WORLD CLASS drink is distinguished by innovative ingredients, creative presentation, meticulous balance, exceptional preparation techniques, inspiring stories and consistent quality. Such a cocktail embodies the best terms of creativity, quality and artisan craft.
ENTRY CHALLENGE
This year, the WORLD CLASS will once again take you into the fascinating world of Fine Drinking and challenge you to take your drink creations to a higher lever. You can find this year’s Entry Challenge for the WORLD CLASS competition 2025 here.
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Contacts
Here are the key contact details for your local Brand Ambassador in Northern Europe, whom you can reach out to for any questions regarding the competition.
AUSTRIA
NETHERLANDS
LUXEMBOURG
GERMANY
Sembo Amirpour
Luxury Brand Curator Germany
sembo.amirpour@diageo.com
Thomas Ebs
Luxury Brand Curator Germany
thomas.ebs@diageo.com
Martin Thibault
Luxury Brand Curator Germany
martin.thibault@diageo.com
DENMARK, FINLAND, NORWAY
SWEDEN
POLAND
SWITZERLAND
Vera Zimmermann
Luxury Brand Ambassador CH
vera.zimmermann@diageo.com
Justine Nudelmann
Luxury Brand Ambassador CH
justine.nudelmann@diageo.com