Cocktail culture has transformed from a niche, often elite pastime into a global art form and social phenomenon.

Today, cocktails act as cultural ambassadors, blending local ingredients, traditions and storytelling.

Born on the backdrop of this transformation, World Class, a globally recognised Diageo Reserve spirits platform is the pinnacle of Cocktails globally, and it exists to drive credibility of the brand house’s spirits, and its usage in cocktails. World Class celebrates cocktail culture and the artisans that make them.

Launching on Sunday 14^th December in South Africa, World Class presents The Bar which is currently going on tour across major metropolis this season. This marks the brands stake on the ground of going bigger than ever to build its own commercially driven, experientially lead, cocktail bar to showcase Diageo’s drinks & drinks making standards over peak.

“World Class in South Africa is an advocacy platform that drives cocktail experiences and liquid credentials,” says Sean Tantsi, Reserve Trade Advocacy Manager at Diageo South Africa.

He adds that, “We are considered the gold standard of cocktail experiences, bartending, spirits and cocktail culture at large. Therefore, this platform exists to drive our portfolio credentials for our Reserve Spirits portfolio namely Don Julio, Johnnie Walker, Casamigos and The Singleton.

Having led the launch of the The Bar on tour featuring the heart of Jalisco: Don Julio 1942, World Class reinforced its commitment to driving credibility to our World Class spirits portfolio, aspiration for bartenders through the world’s biggest cocktail competition, and lastly driving desirability to consumers Diageo’s our spirits through cocktails and cocktail experiences.

The launch which took place in the City of Gold’s NOOK establishment hosted a star-studded list of Johannesburg’s finest media personalities.

Guests were treated to a delightful evening of cocktail splendour paired with some of South Africa’s richest food flavours created by Chef Tiisetso and Chef Mpho from Solo.

The aim of the evening was to deliver an unmatched curated speakeasy experience through cocktails as well as exposure to an alternative way of consuming them, in a unique setting.

“Today was about showcasing our excellence to our consumers, and the cocktail industry at large which we are excited to deliver through the festive season with even bigger ambitions for 2026” adds Tantsi.

With World Class consumers can expect experiences that are transferable to Diageo’s beautiful reserve brands given meaning through the unique delivery of cocktail culture that represents an even higher order to aspire to.