x World Class

Immersing consumers in cocktail culture by reinventing a brand.

Making World Class is at the forefront of cocktail culture and the go to place for better drinking.

World Class, an umbrella brand for Diageo’s reserve spirits, has long been a mark of quality among bartenders the world over. Through their support and promotion of the bartending community they have built a solid base within trade, but were virtually unknown to consumers. But, with cocktail culture growing year on year, World Class was ideally placed to educate consumers on how and where to drink better. We brought World Class to a new consumer audience by delivering an integrated comms ecosystem, driving sales in 100 markets globally.

Our Role

Strategy, Creative, Distribution

What we did

World Class List Trailer

The brand

Although World Class was already well established within trade, its identity was inconsistent and fragmented across all of their channels, and was entirely focussed on a trade audience. 

As part of our repositioning of World Class we created a complete refresh of the brand with a new, holistic look and feel that would appeal to both bartenders and consumers alike.

Class List

World Class List is a 360 campaign, positioned to drive sales on e-commerce with a TV show at its heart. The List is our completely new take on branded content, starting with looking at how we can best add value to our consumer audience and then embedding Diageo brands within it.

The series followed Carey Watkins as he meets some of the worlds best bartenders, and gets an insider’s view on what, where and how to drink better. 


Each episode explored cocktail culture in different cities across the world and culminated in the featured bartender making a cocktail that represented their city, bringing Diageo brands to the forefront.

Our partnership with Amazon connected the episodes to an
e-commerce platform that meant consumers were never more than one click away from purchase. 

The partnership resulted in:

After viewing, 78% were more likely to purchase Diageo Reserve products
Sales increase during campaign
benchmark return on campaign ad spend
Make It
World Class

In order to bring cocktail culture to life for consumers we created a destination that would immerse them in better drinking through practical content to inspirational looks at the world’s best bars.

The partnership resulted in:

Pageviews + 132.54% YOY
Average Session Duration 1 min 33 seconds
(+32.78% Food & Beverage benchmark)
Traffic from Organic Search + 97.43% YOY

The partnership resulted in:

Organic Facebook rate
(benchmark 1-2%)
Monthly growth rate on Instagram

We wanted to give the at-home bartender access to some of the best cocktail recipes around, so we created a series of ‘how-to’ films based on the drinks made in the World Class List TV series.


The partnership resulted in:

(10 second video views)
Video views

(paid results, how to’s were promoted to our global audience)


Each year World Class holds the world’s most prestigious bartending competition, where bartenders from all over the globe go head to head to see who will be crowned World Class Bartender of the Year.

2018’s event took place in Berlin, for which new created an entirely new, standout identity inspired by Bauhaus design. We also covered the event creating film and stills content, as well as using our pioneering influencer model, Flock, to gain traction on social.

The partnership resulted in:

Reach across Facebook & Instagram
Facebook Engagement Rate on Owned Global Finals coverage
Pieces of content created

Overall we made people care as much about cocktails as they do about food by making drinks culture as accessible as fine dining.”