Diageo: World Class

This case study describes the drinks group Diageo's programme, World Class, which includes an on-trade training programme and a mixology competition designed to transform drinking experiences and elevate the craft of the bartender.

Diageo: World Class

Rachel Chan and Louise McGuaneNeville MCarthy Associates, Iris

Campaign details

Brand owner: Diageo ReserveAgency: Neville MCarthy Associates, IrisBrand: Diageo portfolio including Johnnie Walker Blue Label, Johnnie Walker Platinum Label, Johnie Walker GCountry: Brazil, Russian Federation, United KingdomIndustry: Spirits, liqueursMedia budget (USD): Over $20 millionChannels used: Branded content, Events and experiential, Games and competitions, Point-of-purchase, in-store media, Public relations, Social media, Television

Executive summary

This case study describes the drinks group Diageo's programme, World Class, which includes an on-trade training programme and a mixology...

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