Diageo has opened entries for the 2026 edition of its World Class bartending programme in Nigeria, widening its focus from competition to structured training and long-term talent development in the country’s hospitality sector.
The competition, regarded as one of the industry’s most established global bartending platforms, will run its entry phase from April 30 to May 13.
At the World Class Press Conference on Thursday, Ujunwa Chukwumah, commercial director for West and Central Africa, said the initiative reflects broader changes in Nigeria’s hospitality landscape, where consumer expectations are shifting beyond basic service.
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According to her, bartenders are increasingly expected to deliver storytelling, craftsmanship, and immersive experiences, positioning them as central figures in shaping customer engagement.
“People are no longer just ordering drinks; they are seeking experiences, connection, and quality,” she said. “The bartender is no longer just a server but a curator, a creative, and a cultural influencer.”
Chukwumah said the programme is designed to identify talent, build capability, and connect Nigerian bartenders to global standards, adding that the company’s strategy is anchored on raising industry standards, expanding opportunities, and strengthening Nigeria’s drinks culture.
Bodam Taiwo, customer marketing director for West and Central Africa, said World Class has evolved beyond its original competition format into a broader platform for industry development.
“At the centre of this is no longer just the bartender as we knew it. Today, they are curators, creatives, and cultural influencers,” she said. “World Class is no longer just a competition, but a platform.”
She noted that while Nigeria has strong creative potential, growth in the sector depends on sustained investment in skills, partnerships, and training infrastructure.
The Nigerian competition feeds into a global contest involving bartenders from more than 50 countries, with the national winner advancing to represent the country at the global finals scheduled to hold in Toronto.
The 2026 edition is now open from April 30 until May 13. Regional activations will follow: Lagos on May 18–19, Abuja on May 25, and in June, and Port Harcourt on June 1–2. The national grand finale is scheduled for June 28.
Kostantine Madi (Costa), hospitality consultant, Knowhere Lagos & Vaniti Lagos, said the programme’s long-term impact will depend on how effectively local participants translate global exposure into distinct Nigerian creative expression.
“While the platform is global in scope, its impact depends on how countries like Nigeria build and export their own creative identity,” he said.
Diageo said its Nigeria strategy links bartender development to broader economic activity across bars, restaurants, and supply chains, arguing that skills development in the segment can drive wider industry growth.
One of the highlights at the event was the 2025 experience shared by Ulan Jampak, brand ambassador for West and Central Africa, where Nigerian bartenders demonstrated competitive standards on the global stage.
She noted that Joshua Alabi emerged as the national winner, reinforcing the country’s rising profile in the global bartending space.
World Class, launched in 2009, now operates in more than 50 countries, Jampak said. Nigeria’s inclusion reflects its growing influence in global culture, nightlife, and entertainment.
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For this year’s competition, she said participation requires applicants to be professional bartenders or mixologists based in Nigeria, employed within recognised hospitality establishments, and above the legal drinking age. Entrants are required to submit a short video of themselves creating a cocktail using any Diageo brand, with shortlisted candidates progressing to regional and national stages.
“The winner will earn the title of World Class Nigeria Champion and represent the country at the global finals, with additional exposure, mentorship, and career opportunities tied to the platform,” she disclosed.