Diageo Nigeria Offers Platform For Bartenders Through Competition

Diageo Nigeria is offering opportunities to bartenders in Nigeria through 2025 edition of World Class Bartending Competition, a global event that champions cocktail culture and showcases the creative artistry of mixology.

The competition, organised by Diageo, one of the world’s largest spirits company, is widely regarded as the pinnacle of bartending contests, attracting top talent from across the globe.

According to the company, the World Class platform goes beyond competition as it serves as a hub for innovation, sustainability, and craftsmanship, offering bartenders and cocktailiers the opportunity to refine their skills and explore new frontiers of creativity.

In Nigeria, the competition kicks off with community-based bartender training workshops in three cities: Port Harcourt on April 7, Abuja on April 8, and Lagos on April 14. These workshops aim to equip participants with the expertise required for the next stages of the contest.

Four winners, one each from Port Harcourt and Abuja, and two from Lagos will advance to the national finals, with the ultimate winner representing Nigeria at the global final in Toronto, Canada. The global event will see top bartenders from around the world compete for the coveted title of World Class Bartender of the Year.

Speaking at a press conference in Lagos, Customer Marketing manager and director for West and Central Africa at Diageo, Bodam Taiwo, emphasised the importance of shifting perceptions of bartending in Nigeria.

He urged people to see it as a respected profession rather than a temporary stopgap.

“Today, many people view bartending as a means to an end. You finish school, and if you can’t find the job of your dreams, you pick up bartending or waiting tables to make ends meet. But the key is to start viewing bartending as a viable, respected profession, the same way it’s regarded in other countries,” Taiwo said.

Taiwo highlighted the transformative mission of the World Class platform, which aims to redefine the industry and uplift individuals through skill development. “Yes, our brands are essential; they fund these initiatives. But our mission goes beyond that. It’s about changing lives, transforming mindsets, and redefining an industry,” Taiwo said.

With the initiative upskilling 2,100 individuals annually, Taiwo described the profound impact on communities. “Each year, 2,100 people are better equipped to provide for their families. Over time, this adds up, helping to uplift communities and create genuine change,” she noted, adding that the platform inspires engagement with Diageo’s world-class brands.

Diageo Nigeria’s Mixologist, Robert Baboyan, also lauded the World Class platform for its focus on advocacy, inspiration, and innovation. Reflecting on his 10-year involvement in Nigeria’s hospitality sector, Baboyan remarked on the industry’s evolution. “When I first came to Nigeria, cocktail menus were limited to a handful of options. Chapman, for example, was fascinating. Now, new restaurants, clubs, and cafés are opening all the time, driving creativity and investment,” he said.

Commercial Director for Diageo West and Central Africa, Ujunwa Chukwumah, praised Nigeria’s growing cultural influence, comparing the country’s trajectory to global beverage traditions like Mexico’s tequila and Scotland’s Scotch. “Nigeria is shaping global culture right now. From Burna Boy exporting Afrobeat to cocktails gaining traction, our impact is undeniable. I dream of a future where Nigeria’s unique beverages are exported to the world,” Chukwumah said.

Echoing this sentiment, Brand Ambassador, Diageo Nigeria, Modo Sylvester described the cocktail festival as more than just a celebration. “Yes, it’s a party, but it’s not just about partying. It’s about teaching and inspiring people to drink better rather than simply drinking more,” Sylvester said.