Definitive Drinking Guide.
A great cocktail in the prefect setting is a Worldclass experience. 

From 'owning to 'doing'
Diageo wanted to re-position their trade focused 'Worldclass Cocktail Competition' to help market their premium spirits to consumers. They needed an idea that would utilize the talents of bartenders and the reach of their personal brands to help create a platform that would resonate with contemporary consumers.

As consumers have become more sophisticated 'aspiration' is moving away from 'owning' and moving towards 'doing'… unique experiences are king. Fine dining and global travel have created worlds of achievable, aspirational experiences and we wanted to do the same for cocktail culture. Our answer was the 'Definative Drinking Guide'.

My Role
Creative Direction, Art Direction, Brand Strategy

Agency
Independents United

Client
Diageo

Contributors
Video direction Alex Oldham, Editor/Colourist Jon Dobson

My Role
Creative Direction, Art Direction, Brand Strategy


Agency
Independents United
Client
Diageo


Contibutors

Video direction Alex Oldham, Editor/Colourist Jon Dobson

Lifestyle craftsmen
The Definitive Drinking Guide elevated the worlds best bartenders to a status beyond that of 'just a bar tender', it looks beyond traditional product led content and instead leverages bartenders as ‘lifestyle craftsmen’. Positioning Diageo’s premium spirit brands at the heart of aspirational lifestyle experiences.

A home for the best in global cocktail culture
We created the idea of a ‘Worldclass Experience’. A 'must do' on any discerning travelers itinerary. The Definitive Drinking Guide was created to act as a hub for these 'Worldclass Experiences'. Part countdown of the worlds best bars, part guidebook and part how to guide.

Each year we showcased 'The Worldclass 50', finalists from the Diageo Worldclass Barman competition, giving a platform for each bartender to highlight their unique 'Worldclass Experience'.

The Results
Over two years the Definitive Drinking Guide expanded globally covering over 40 countries. We created hundreds of pieces of content including coverage of the Worldclass bartender finals, multiple short films and over fifty unique cocktail recipes all viewed by hundreds of thousands consumers.

The idea of a 'Worldclass Experience' acted as a guiding principle for design and content and created a consistent theme that extend beyond the Definitive Drinking Guide to help shape Diageo's Worldclass brand positioning as a whole.

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