Diageo has relaunched its Western European online bartending community and annual competition to find the world’s best bartender under the banner The World Class Club.
The World Class Club is the latest evolution of Diageo’s three-year-old Reserve Club initiative and centres on an online hub packed with content to educate and inspire bartenders and mixologists and offer tips on how to win the prestigious competition.
TMW has rebuilt the online hub to make it more engaging and accessible. The agency created relevant, shareable multi-format content, including training videos, information on bars and events around Europe, inspirational interviews with previous competition winners and updates on latest trends.
The World Class Club launches this week to coincide with the opening of registrations for the 2015 World Class Bartending Competition.
Malin Mollerberg, Diageo World Class Communications Manager, Western Europe said: “World Class Club is an exciting relaunch that will help us reach bartenders with engaging, inspirational new content. By celebrating the skill of the bartender, and sharing the personal stories of those involved in World Class, we’ll be connecting with the bartending industry better than ever before.”
James Aufenast, Editor at TMW, said: “The new World Class Club is simply made for bartenders. They can get great insight and tips on how to win at World Class, learn about exciting new bars and events across Europe, and be inspired by different ways of looking at the latest trends."view more - Creative
Technical Lead: Iqbal Khan
Editor: James Aufenast
Director: Ian Thorpe
Producer: Jenny Taylor, Zander Martineau
Creative Agency: TMW
Designer: Lorena Teruel
Group Account Directors: Tracey McCulloch
Team Manager: Stephanie Lawson