A Week Long WORLD CLASS Event

Branded WORLD CLASS Routemaster for bartenders & guests travelling around London

During the last week of July TBA produced the Global Final of Diageo Reserve WORLD CLASS. This is the industry’s most prestigious and respected mixology competition and this year it returned to it’s homeland, Great Britain.  TBA led the delivery of the creative concept ‘DISCOVER’  where bar tenders, guests, media and consumers were encouraged to discover the world’s best cocktails, served by the world’s best bar tenders. 

The competition started at the Gleneagles hotel in Scotland. This Diageo owned property housed the first two challenges; the Sensory challenge and the Blend of Two Worlds. The Bar tenders were tasked with creating a cocktail that appeals to all the senses and blending the stories and traditions of Scotch whiskey with their own national identity and cultural history. As well as viewing their favourite competitors, guests also enjoyed an al fresco lunch on the lawn. Traditional and local Scottish cuisine was served as well as a range of Reserve cocktails.

WORLD CLASS 2014 Finalists at Gleneagles

Welcome Ceremony in Edinburgh

Johnnie Walker Blue Label Event, Edinburgh

Johnnie Walker Blue Label Event / Product, Edinburgh

Following the first challenge all guests and bar tenders were transported to Edinburgh for the Johnnie Walker event at Mansfield Traquair. This event marked the opening of World Class 2014 with the presentation of the 48 finalists and launch of the new Johnnie Walker Blue Label film featuring Jude Law.  

On Tuesday, everyone boarded the Belmond train to London. Guests were given the opportunity to relax and TBA worked with Mortlach to create a bespoke tasting experience for everyone on board. The train came into St Pancras where the third challenge was waiting. Eight competition bars were built along the upper concourse and Searcy’s champagne bar was re-branded to the WORLD CLASS bar from which past winners’ punch was served to both guests and consumers. The Tale of Two Martinis ensued which tested the bar tenders on their Martini knowledge. They were tasked with creating one retro Martini dedicated to it’s traditions and history and one future Martini, inspired by wherever they thought this illustrious cocktail is going. As rush hour got in full swing, commuters stopped to watch the action and enjoy the atmosphere.

The Tale of Two Martinis Challenge, St Pancras Station

Bartender Arrival into St Pancras

Wednesday kicked off with the Five Star challenge where bar tenders were split into five groups and each sent to a different Five Star Hotel – The American Bar at The Savoy, The Connaught, The Artesian at the Langham, The Punch Room at the Edition and China Tang at the Dorchester. Following this everyone returned to the Pullman Hotel, central London point for the week, for the long awaited first elimination in the adjacent Shaw Theatre. 50 bar tenders became 16 and the competition continued in the afternoon with the Written Word Challenge. TBA managed a quick turn-around from the elimination to build two challenge bars on the theatre stage and the bar tenders had to create two cocktails inspired by literature. The end of the day saw a shock secret elimination when a further four bar tenders left the competition.

Written Word Challenge at the Sure Theatre

Five-Star Challenge at The Savoy

Market Challenge in Borough

With the competition in full swing by Thursday, BTs were tested to their limits with the Market challenge in the morning. They had thirty minutes to purchase ingredients from Borough Market and then made their way to Aqua in the Shard where they had to create the perfect Bloody Mary with Ketel One. Also that morning, the Zacapa gastronomy challenge took place at Oblix restaurant where the bar tenders had to pair cocktails with food dishes created by head chef Rainer Becker. The third challenge of the day was Against the Clock at Vinopolis where the competitors had to make 8 punches in 8 minutes. After another elimination there were only the final six left.

Charles Joly selecting his produce for Market Challenge

Elimination at Vinopolis

The final day took place at Old Billingsgate with the Punch and Glass challenge on the terrace over-looking Tower Bridge and the Shard. At this iconic London spot, the finalists had to show off their signature style to the judges to try and win the coveted WORLD CLASS Global Bar Tender 2014  prize at that night’s awards ceremony. Later that evening 600 guests attended the ceremony where the six finalist’s signature cocktails were served on arrival before Charles Joly from the USA was crowned the winner.  Several well-deserved cocktails then followed for the exhausted TBA team. 

Punch & Glass Challenge at Old Billingsgate

WORLD CLASS 2014 Winner, Charles Joly, USA

Well done to everyone involved. What a week!

Want to know more? Check out the New York Daily News Article around the Winner, Charles Joly - http://www.nydailynews.com/life-style/eats/chicago-mixologist-named-international-bartender-year-article-1.1891386