Diageo Partners with Cruise Lines to Shake Up Cruise Line Cocktails


Princess Cruises, Norwegian Cruise Line and Diageo Global Travel and Middle East today announced a new partnership for 2013 to deliver an exciting on-board cocktail training program, as part of one of the world’s most prestigious mixology competitions – DIAGEO RESERVE WORLD CLASS.

Following a successful pioneering partnership with Princess Cruises last year, WORLD CLASS is expanding and welcoming Norwegian Cruise Line to the program for 2013. The extended program will revolutionise the cocktail culture for passengers on board and place the cruise lines at the forefront of mixology trends.

The cruise channel has been identified as one of the most exciting sectors for development in the global cocktail market, and this growing initiative reflects a significant investment by Diageo into the channel.

This year’s DIAGEO RESERVE WORLD CLASS program will train over 400 cruise line bartenders in locations spanning the globe, from Sydney to Buenos Aires to Naples. The cruise line bar staff will be trained by experts in the most progressive cocktail trends and pitted against each other in a series of hotly-contested heats. A cruise line finalist will then go forward to take part in the DIAGEO RESERVE WORLD CLASS Bartender of the Year final, competing alongside bar tenders from the four corners of the globe.

Launched in 2009, DIAGEO RESERVE WORLD CLASS operates in 50 countries and has inspired and educated over 15,000 bartenders globally, using the finest spirits from the Diageo Reserve collection.

The announcement that both Princess Cruises and Norwegian Cruise Line will take part in the 2013 initiative, follows news that this year’s star-studded global final will be also held aboard a boutique cruise liner in the Mediterranean Sea – highlighting the increasing importance of the cruise channel, as a sector leading the way in global cocktail culture.

Bartenders will be instructed in cutting edge cocktail-making trends such as ‘Retro Chic,’ ‘Tropical Journey,’ and ‘Hollywood Bollywood Hong Kong,’ balancing a spirit of old school glamour with creative concoctions such as the ‘Casino Royale.’ They will also be coached to develop showmanship in DIAGEO RESERVE WORLD CLASS, the drinks industry’s largest and most credible investment in luxury drinking experiences.

Follow the competition on Facebook at the facebook.com/GlobalWorldClassFinals or follow the boards on Pinterest for our top selection of luxury photos from the 2012 finals.

You can see a couple of photos below sent to us by email, which include Bartenders enjoying the first World Class training session aboard The Caribbean and on board bartenders tasting a cocktail created during training.



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