The world’s largest cocktail festival unveils Jacob Martin as the world’s best bartender – September 30, 2023 at 5:08 p.m.

The highly anticipated competition brings colorful cocktail experiences and never-before-seen collaborations to the city of São Paulo

SÃO PAULO, Brazil, Sept. 30, 2023 (GLOBE NEWSWIRE) — Jacob Martin from Canada has been named World Class Global Bartender of the Year 2023 by industry legends. He won the competition against more than 10,000 other top bartenders who tried their hand at this year’s Everest of bartending.

As part of the competition, Jacob completed a series of challenges over a four-day period. In addition to concocting classic cocktails and taking them to the next level with bartender’s favorite Tanqueray No. TEN gin, Jacob also dared to take it a step further with the flavor versatility of Johnnie Walker Black Label, before creating a Ketel cocktail One Garnished with Good who not only impressed the judges with their taste creativity, but also had a positive impact on their local community in Canada.

After his victory, Jacob said: “It’s an incredible honor to win World Class. Not only because it represents the pinnacle of the industry, but also because of the giants I had the privilege of facing this week. The bartending community is amazing and this week has constantly reminded me of that. We all pushed each other, learned from each other and tapped into the fantastic energy of this incredible city. The level of the competition was extraordinary, but for now, I’m just looking forward to tasting a cocktail made by someone else! »

As part of the competition, São Paulo saw world-renowned bartenders like Monica Berg (of Tayer + Elementary in London), Giacomo Giannotti (of the best bar in the world, Paradiso in Barcelona) and Ago Perrone (of The Connaught Bar in London) take over the city to judge the event and host special ‘World Class’ experiences at some of the city’s most iconic nightspots.

The competition also marks the start of the World Class Cocktail Festival, with exciting bar collaborations across the city including Bar Dos Arcos, Tan Tan and Guilhotina Bar.

Overall, the World Class Cocktail Festival spans more than 1,000 establishments across Brazil, bringing hundreds of thousands of cocktail lovers unique experiences from brands such as Johnnie Walker, Tanqueray No. TEN and Don Julio.

This year’s World Class also saw the inclusion of the Industry Forum, a chance to engage, educate and inspire the bartending community with seminars and panel discussions from judges and guests World Class. Forum highlights include “From Insta to IRL: trends and how to master them” with 2017 World Class winner Kaitlyn Stewart and Giuliana Pe Benito, Global Director of Culture at Diageo Reserve, as well as “Behind the Scenes of the World’s Best Bars” with bar owners like Monica Berg, Thiago Benares and Benjamin Padron.

Marissa Johnston, Global Director of Diageo World Class, said: “Following the success of World Class in Sydney last year, World Class teams from around the world, Team Brazil and, of course, our amazing 54 competitors have everyone pulled out all the stops and was really confident this year. The energy level on the ground here is incredible and after many months of planning, it was great to see it all come to fruition like this. It’s truly thrilling to see a city come to life with quality cocktails and exceptional experiences.

“Jacob really took the competition to the next level. He excelled in all areas and the judges’ comments were extremely positive. Jacob thoroughly deserves his victory and I look forward to working with him over the next 12 months – he will go far. »

Since its launch in 2009, Diageo World Class has played a significant role in inspiring a more refined drinking experience and transforming cocktail culture globally, supporting more than 450,000 bartenders across the world through training and education.

To learn more about World Class and keep up to date with the latest designs, trends and training, visit and follow @WorldClass on Instagram.

Contact :
Sarah Deller

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