Bangkok--13 Jan--Hill+Knowlton Strategies
Diageo Moet Hennessy (Thailand) led by Mr. Pornseak Pharksuwan, Diageo Reserve Channel Director (right, second row) together with Mr. Colin Chia, Regional Commercial Manager, Reserve SEA (left, second row), Mr. Chennarong Bhumichitr, Senior Brand Ambassador, Diageo Reserve (middle, front row), Mr. Supawit Muttarattana, Brand Ambassador, Diageo Reserve (right, front row) and World Class Thailand 2014 winner, Mr. Ronnaporn Kanivichaporn (left, front row) officially launched World Class 2015 in Thailand
Diageo Moet Hennessy (Thailand), Thailand’s leading importer and distributor of premium wines and spirits, announced it has started accepting applications from bartenders to join World Class 2015 - the world’s largest and most exclusive mixology education programme that celebrates the skills and creativity of bartenders and introduces the latest cocktail-making trends to the global community.
Since the programme’s inception in the UK in 2009, it has quickly spread around the globe, inspiring and educating over 15,000 bartenders in the art of mixology and becoming a permanent fixture in the diary for mixology heavyweights of the luxury drinks industry.
World Class was introduced to Thailand in 2011 and has since grown immensely to elevate the craft of mixology and bartending in the country. So far, the programme has trained around 250 Thai bartenders and has helped sharpen their skills and emerge onto the international arena. This year, the program will be launched in Bangkok on January 21st with a goal to celebrate and sharpen the knowledge, skills and creativity of Thai bartenders and introduce the latest cocktail-making trends to the community.
“Thailand has seen a shift in its drinking trends over the past few years,” said Mr. Pornseak Pharksuwan, Diageo Reserve Channel Director. “More and more people are now appreciating fine and responsible drinking, which is the core of what World Class stands for. We believe the programme will have a positive impact on the alcohol industry in general and will serve as a career boost for mixology talents, while spreading the knowledge of the art and culture of cocktail-making among the general public.”
Supporting Bartenders
World Class is more than just a competition. It provides the participants with educational and training opportunities, and helps them polish their skills and knowledge in the art of bartending, mixology, grooming and etiquette, which ultimately help them become World Class bartenders.
“World Class is about recognising and celebrating the craft and talent of bartenders around the world,” said Mr. Chennarong Bhumichitr, Senior Brand Ambassador, Diageo Reserve. “Those who receive the World Class certification become synonymous with class, sophistication, impeccable service and creativity, and are true masters of cocktail-making.”
Commenting on the effect the programme has had on his life, World Class Thailand 2014 winner Khun Ronnaporn Kanivichaporn said, “Representing Thailand at the World Class Global Finals 2014 was a life-changing experience. I learned so much about the art of mixology and was inspired by the high standards and limitless talent of the fellow bartenders. I wish this year’s participants the best of luck.”
The programme will enter its 1st round of competition in Bangkok on January 21st, and on March 18th in the South of Thailand. After various training and competition rounds, 16 finalists from Bangkok and the South will compete to secure a place among the four national finalists who will represent Thailand in the South East Asia Finals in July.
In addition, under the umbrella of the World Class programme, selected venues and mixologists in Thailand will be awarded World Class “stars” – a trademark of the fine drinking experience and exceptional service, while selected cocktails created by the World Class mixologists will earn the prestigious World Class logo.
“If you see a venue displaying a World Class logo, you can rest assured that the service there is exceptional, drinks served are top-class, and bartenders are true masters of the art of mixology,” explained Mr. Pharksuwan.
World Class and Responsible Drinking
“DMHT is committed to good corporate citizenship and responsible alcohol consumption,” said Mr. Thanakorn Kuptajit, Diageo Corporate Relations Director. “The World Class programme is one of the ways in which we promote responsible drinking in Thailand and globally, and provide our customers with the best drinking experience.”
World Class expands on the company’s approach to alcohol and is a part of DMHT’s long term plan to provide the public with knowledge and understanding about alcohol and its effects on the body, encouraging those who choose to drink, to do so responsibly.
World Class Program Application
Hotels, bars, clubs and drinking establishments are invited to nominate two Thai representatives to the 1st round of the competition on January 21st that will start at 08:30 hours at The Radisson Blu Plaza hotel in Bangkok. The day will consist of the qualifying examinations on general spirit and industry knowledge, and will feature an exciting Classic Cocktail Challenge where contestants will be asked to make random cocktails from the list.
For more information on the application process, programme schedule and classic cocktail list please contact: Diageo Reserve Brand Ambassador, Supawit (Palm) Muttarattana at
[email protected] or 089-162-5222.