The Definitive Drinking Guide, must-dos on any discerning traveller's itinerary
Utilising bartenders' talents, reach, and credibility
Diageo wanted to reposition its trade-focused ‘Worldclass Cocktail Competition’ to help market its premium spirits to consumers. They needed an idea that would utilise bartenders’ talents, reach, and credibility to create a platform that would resonate with contemporary consumers. The Definitive Drinking Guide was our solution.
We created ‘The Definitive Drinking Guide’, a must-do list for any discerning traveller’s itinerary—part countdown of the world’s best bars, part guidebook, and part how-to guide.
Each year, we showcase ‘The Worldclass 50’, finalists from the Diageo Worldclass Barman competition, giving each bartender a platform to highlight their unique ‘Worldclass Experience’.
My Role
Creative Direction
Graphic Design
Brand Strategy
Client
Diageo
Agency
Independents United
Contributors
Video direction by Alex Oldham
Editor/Colourist Jon Dobson