Diageo has launched the Nigerian edition of its World Class 2026 bartending competition, aiming to deepen premium‑spirits consumption and professionalise the country’s fast‑growing hospitality sector.
The global drinks company unveiled World Class Nigeria 2026 at a launch event in Lagos, opening entries for a nationwide search for the nation’s top bartending talent. The competition, now in its 17th year and active in more than 60 countries, seeks to identify bartenders who can compete on the international stage while raising local industry skills and standards. The Nigerian winner will represent the country at the global finals in Scotland later this year.
The rollout comes as multinational beverage firms intensify efforts to capture Nigeria’s premium drinks market despite persistent economic pressures such as high inflation and weaker consumer spending. Demand for curated nightlife experiences, cocktail culture and upscale hospitality continues to grow in Lagos, Abuja and Port Harcourt, creating new opportunities for trained bartenders and hospitality professionals.
Ujunwa Chukwumah, Diageo’s Commercial Director for West and Central Africa, said the initiative is more than a conventional cocktail contest. “Our strategy is anchored on raising industry standards, expanding opportunities and strengthening Nigeria’s drinks culture,” she said, adding that the programme will identify emerging talent, improve professional capability and expose Nigerian bartenders to international best practices.
The launch, held at The Wings in Victoria Island, attracted hospitality operators, mixologists, beverage consultants, bar owners and media executives. A panel moderated by Diageo’s Head of Customer Marketing for West and Central Africa, Anie Ekwere, discussed the evolution of Nigeria’s cocktail industry and the rising influence of premium consumer experiences on hospitality demand. Panelists included Shobhit Jindal (General Manager, Celebr8lyfe), Bodam Taiwo (Customer Marketing Director, Diageo West & Central Africa), hospitality consultant Kostantine Madi (also known as Costa) and beverage consultant Lara Rawa.
Speakers described a sector shifting from traditional nightlife to an experience‑driven model where bartenders act as brand storytellers, creators and cultural influencers. Taiwo noted that World Class has evolved from a competition‑only format into a broader platform for industry development and capacity building, saying, “Today they are curators, creatives and cultural influencers. World Class is no longer just a competition but a platform.”
Kostantine Madi emphasized that long‑term success will depend on participants translating global exposure into a distinctly Nigerian creative identity that can attract 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.
Applications are open online until 17 May 2026. Interested bartenders and mixologists must submit short videos preparing cocktails with Diageo brands such as Singleton, Johnnie Walker or Don Julio and post them on Instagram using the competition tags and hashtags. After the entry phase, the programme will move to regional community engagement sessions in Lagos (18 May), Abuja (25 May) and Port Harcourt (8 June), followed by city‑level contests.
The national finalist will be crowned at the World Class Cocktail Festival and National Finals on 28 June 2026. Diageo says the initiative links bartender development to broader economic activity across bars, restaurants, distributors and hospitality supply chains, arguing that improved professional skills can support job creation and sector expansion.
