Diageo Nigeria is extending fresh opportunities to Nigerian bartenders through the 2025 edition of the World Class Bartending Competition—a globally acclaimed event that celebrates cocktail culture and the art of mixology.
As one of the world’s leading spirits companies, Diageo organizes this prestigious contest to spotlight exceptional bartending talent worldwide. However, the platform is more than a competition—it serves as a creative hub focused on innovation, sustainability, and skill development, offering participants a chance to refine their craft and explore new levels of artistry.
Speaking during a press briefing in Lagos, Bodam Taiwo, Diageo’s Customer Marketing Manager and Director for West and Central Africa, highlighted the need to reshape how Nigerians perceive bartending. He urged people to view it not as a stopgap job, but as a respectable and rewarding profession.
“Many still see bartending as something you do while waiting for a ‘real’ job. But it’s time we start seeing it as a serious career path—just as it’s regarded in other countries,” Taiwo said.
He underscored the deeper mission behind the World Class initiative—transforming lives through education and professional development. “Yes, our brands support the platform, but our focus is bigger than that. This is about uplifting people, transforming communities, and reshaping an entire industry,” he added.
Taiwo noted that the initiative trains about 2,100 individuals annually, equipping them with practical skills to improve their livelihoods. “Each year, thousands of people gain the tools to better support their families, and this ripple effect strengthens entire communities,” he said.
Diageo Nigeria’s Mixologist, Robert Baboyan, praised the platform for sparking creativity, professional growth, and innovation. Reflecting on his decade in the Nigerian hospitality scene, Baboyan observed a significant transformation: “A decade ago, most cocktail menus were limited. But today, the industry is thriving, with a surge of new venues and bold, creative menus that reflect a changing culture.”
Ujunwa Chukwumah, Diageo’s Commercial Director for West and Central Africa, also spoke on Nigeria’s growing influence in global culture. She likened the country’s beverage potential to international standards such as Mexico’s tequila and Scotland’s Scotch. “Nigeria is shaping the global cultural narrative—whether it’s through music or mixology. I look forward to a time when Nigerian beverages are exported worldwide,” she said.
Brand Ambassador Modo Sylvester echoed this vision, saying the cocktail festival is more than a party—it’s an educational experience. “We’re not just here to celebrate; we’re here to teach. It’s about encouraging smarter, more refined drinking habits,” Sylvester emphasized.
The Nigerian leg of the competition will begin with hands-on training sessions for bartenders in Port Harcourt (April 7), Abuja (April 8), and Lagos (April 14). These workshops will provide foundational skills necessary for the next phase of the contest.
From these workshops, four winners—one each from Port Harcourt and Abuja, and two from Lagos—will move on to the national finals. The overall champion will go on to represent Nigeria at the global finals in Toronto, Canada, where they will compete for the prestigious title of World Class Bartender of the Year.