Diageo unveils World Class 2026: 'Nigeria rising force in hospitality culture'
Lagos played host to a gathering of industry leaders, hospitality experts, and media stakeholders as global drinks company Diageo formally introduced its World Class 2026 initiative, positioning Nigeria as a
Lagos played host to a gathering of industry leaders, hospitality experts, and media stakeholders as global drinks company Diageo formally introduced its World Class 2026 initiative, positioning Nigeria as a rising force in the global cocktail and hospitality landscape.
The event, held in an engaging and celebratory atmosphere, drew key figures across the value chain, including the Commercial Director for West and Central Africa, Ujunwa Chukwumah; Managing Director of Celebrate Life Limited, Shobhit Jindal, marketing director, Diageo South West Central Africa along side brand ambassadors, mixologists, and hospitality consultants.
In her opening remarks, Diageo’s Customer Marketing Director for West and Central Africa Ujunwa emphasized the company’s long-term commitment beyond selling beverages, noting that the initiative is deeply rooted in driving positive impact within the hospitality ecosystem. She highlighted the importance of empowering bartenders, mixologists, and industry professionals through skill development, collaboration, and global exposure.
“This is not just about drinks,” she said. “It’s about building an industry, shaping experiences, and contributing meaningfully to society through the people who bring these moments to life.”
At the core of the event was the unveiling of World Class 2026 described not merely as a competition, but as a platform designed to identify talent, build capabilities, and connect Nigerian professionals to global standards of excellence.
Speaking on the initiative, Ujunwa Chukwumah noted that Nigeria’s hospitality industry is undergoing a significant transformation, driven by a growing demand for immersive experiences rather than just products.
“Consumers are no longer just asking for drinks; they are seeking craftsmanship, storytelling, and connection,” she said. “The bartender today is not just a server but a curator, a creative, and a cultural influencer.”
She further stressed that Nigeria’s creativity and resilience position it strongly on the global stage, adding that strategic investments in skills, partnerships, and platforms are critical to unlocking the industry’s full potential.
Echoing similar sentiments, Shobhit Jindal the General Manager of Life Limited described Nigeria as a global cultural powerhouse, citing its influence in music, fashion, food, and art. He argued that the country’s cocktail culture should not be left behind in this global recognition.
“Our bartenders are no longer just bartenders they are bar chefs,” Sarkar said, pointing to emerging trends such as molecular mixology, sustainability, and storytelling in drink creation. “World Class gives us the opportunity to showcase Nigerian creativity through liquid experiences that tell our stories.”
Panel discussions at the event explored the evolving dynamics of cocktail culture, with experts highlighting premiumisation, storytelling, and sustainability as key drivers of growth. Hospitality consultant Mr. Costa emphasized the need for improved technical training, including flair bartending, to elevate entertainment and service standards.
Industry stakeholders also underscored the economic potential of the sector, noting that a thriving cocktail culture contributes significantly to tourism, job creation, and overall economic activity.
According to the organisers, the 2026 edition will begin with regional competitions in Lagos on May 18–19, followed by Abuja on May 25–26, and Port Harcourt on June 1–2. The national grand finale is scheduled for June 28.
Participants will undergo training sessions ahead of the competition, with opportunities to advance to global stages, including the World Class finals in Edinburgh.
Beyond the competition, Diageo reiterated its broader investment in capacity building through initiatives like its bartending and hospitality training programmes aimed at empowering young and underprivileged Nigerians.
Experts at the event encouraged aspiring bartenders to embrace originality and draw inspiration from Nigeria’s rich cultural heritage. From local ingredients to indigenous flavours, speakers stressed the importance of exporting Nigerian identity rather than imitating global trends.
“We must bring Nigeria to the world, not the world to Nigeria,” one panellist remarked, reinforcing the call for authenticity and cultural pride.
As the event concluded, there was a shared optimism about the future of Nigeria’s cocktail industry. With increasing global attention and structured investment, stakeholders believe the country is well-positioned to become a leading voice in the global drinks and hospitality space.
The launch of World Class 2026 marks a significant step in that direction, setting the stage for a new generation of Nigerian talent to redefine excellence in cocktail craftsmanship.
