Diageo expands premium drinks push

Diageo has launched the Nigerian edition of its World Class 2026 bartending competition, expanding its push to deepen premium spirits consumption and professionalise the country’s fast-growing hospitality sector.

The global drinks company formally unveiled World Class Nigeria 2026 at an event held recently in Lagos, opening entries for what it described as a nationwide search for the country’s top bartending talent.

The competition, now in its 17th year globally and active in more than 60 countries, is designed to identify bartenders capable of competing on the international stage while strengthening industry skills and standards locally.

The winner of the Nigerian edition will represent the country at the global finals scheduled to be held in Scotland, United Kingdom, later this year.

The programme comes as multinational beverage companies intensify efforts to capture Nigeria’s premium drinks market despite persistent economic pressures, including inflation and weaker consumer spending.

Demand for curated nightlife experiences, cocktail culture, and premium hospitality offerings has continued to grow, particularly in Lagos, Abuja, and Port Harcourt, creating new opportunities for trained bartenders and hospitality professionals.

Speaking during the launch, the Commercial Director for West and Central Africa at Diageo, Ujunwa Chukwumah, said the initiative goes beyond a conventional cocktail competition and forms part of the company’s wider strategy to support talent development and strengthen the hospitality ecosystem.

Chukwumah said the programme is intended to identify emerging talent, improve professional capability, and expose Nigerian bartenders to international standards and best practices.

“Our strategy is anchored on raising industry standards, expanding opportunities, and strengthening Nigeria’s drinks culture,” she said.

The launch event, held at The Wings in Victoria Island, Lagos, drew hospitality operators, mixologists, beverage consultants, bar owners, and media executives, reflecting growing commercial interest in Nigeria’s nightlife and experiential entertainment economy.

A panel session moderated by the Head of Customer Marketing for West and Central Africa at Diageo, Anie Ekwere, featured discussions on the evolution of Nigeria’s cocktail industry and the increasing role of premium consumer experiences in shaping hospitality demand.

Participants included Shobhit Jindal, General Manager at Celebr8lyfe; Bodam Taiwo, Customer Marketing Director for West and Central Africa at Diageo; hospitality consultant Kostantine Madi, also known as Costa; and beverage consultant Lara Rawa.

Executives and consultants at the event said Nigeria’s hospitality sector is gradually evolving from traditional nightlife operations into a more experience-driven industry where bartenders increasingly function as brand storytellers, creators and cultural influencers.

Taiwo said the World Class initiative has evolved significantly from its original competition-focused structure into a broader platform aimed at industry development and capacity building.

“At the centre of this is no longer just the bartender as we knew it,” Taiwo said. “Today, they are curators, creatives, and cultural influencers. World Class is no longer just a competition but a platform.”

She added that while Nigeria possesses significant creative potential, sustainable growth in the sector would depend on continuous investment in training, partnerships, and infrastructure supporting hospitality professionals.

Investments are becoming increasingly important as bars, lounges, restaurants, and hotels compete for affluent consumers seeking premium experiences and internationally aligned service standards.

Hospitality Consultant for Knowhere Lagos and Vaniti Lagos, Kostantine Madi, said the long-term success of the initiative would depend on how effectively Nigerian participants convert global exposure into a distinctly local creative identity capable of attracting international recognition.

“While the platform is global in scope, its impact depends on how countries like Nigeria build and export their own creative identity,” he said.

According to Diageo, online applications for the competition will remain open until May 17, 2026. Interested bartenders and mixologists are expected to submit short videos of themselves preparing cocktails using selected Diageo brands, including Singleton, Johnnie Walker or Don Julio, before posting the entries on Instagram with designated competition tags and hashtags.

The competition will subsequently move into regional community engagement sessions and contests across Lagos, Abuja and Port Harcourt.

Community Days designed for training, mentorship and networking are scheduled to be held in Lagos on May 18, Abuja on May 25, and Port Harcourt on June 8. Regional competitions will follow in each city, with successful participants advancing to the national finals.

The national winner will be crowned during the World Class Cocktail Festival and National Finals slated for June 28, 2026.

Diageo said its broader Nigeria strategy connects bartender development to wider economic activity across bars, restaurants, distributors, and hospitality supply chains, arguing that improving professional skills within the segment could support job creation and industry expansion.