World Class Presents: The Bar — A New Chapter in South Africa’s Cocktail Culture
Cocktail culture has quietly outgrown its old labels.
What was once seen as niche, exclusive, or reserved for hotel bars has evolved into a global language — one shaped by place, people, and storytelling. Today, cocktails function less as drinks and more as cultural markers, blending local ingredients with global technique and personal expression.
It’s against this backdrop that World Class presents: The Bar arrived in South Africa.
Launched on Sunday night in Johannesburg, the experiential cocktail concept marks World Class’ most ambitious local move yet — stepping beyond competition and into a fully realised, commercially driven bar experience designed to showcase Diageo’s Reserve portfolio at its highest standard.
From Platform to Physical Experience
World Class has long positioned itself as the global benchmark for cocktail excellence. Best known for hosting the world’s biggest bartending competition, the Diageo-backed platform has spent years shaping talent, technique, and taste across continents.
With The Bar, that philosophy now takes physical form.
Rolling out across Johannesburg, Cape Town, and Durban this festive season, the pop-up concept is designed to immerse guests in the craftsmanship behind Diageo’s Reserve spirits — not through product placement, but through experience.
“World Class in South Africa is about advocacy,” said Sean Tantsi, Reserve Trade Advocacy Manager at Diageo South Africa. “It’s about driving credibility for cocktail culture, spirits, and the artisans behind them.”
Don Julio 1942 Takes Centre Stage
The Johannesburg launch placed Don Julio 1942 at the centre of the experience — both as spirit and storytelling device.
Hosted at NOOK restaurant in the City of Gold, the evening unfolded like a curated speakeasy rather than a brand showcase. Guests moved through a tightly designed cocktail journey that fused influences from Asia, South America, Mexico, and South Africa, reflecting the international DNA of World Class itself.
For Tebogo Nyemba, Head Mixologist of Solo Group and World Class Finalist 2025, the brief was personal.
“World Class is an international platform,” he explained. “I wanted to design drinks that connect continents through flavour, while still honouring the uniqueness of 1942. This experience allowed me to tell my story as a mixologist — which is a big part of what World Class stands for.”
Cocktails as Craft, Not Consumption
The menu debuted four hero cocktails — 1942 Asian Pearl, Evergreen 1942, The Don 1942, and Tribe 1942 — each designed to challenge conventional ideas of how tequila is consumed. Rather than leaning into excess or spectacle, the experience focused on precision, balance, and narrative, encouraging guests to engage with cocktails as crafted expressions rather than party fuel. The room reflected that intent. Media personalities, creatives, and culture tastemakers filled the space, not for a launch announcement, but for an education in flavour and form.
Raising the Bar — Literally
At its core, The Bar represents Diageo’s decision to go deeper into culture, not wider.
Beyond showcasing Don Julio, the platform will continue to spotlight Johnnie Walker, Casamigos, and The Singleton, each delivering distinct experiences across the tour. The long-term ambition is clear: build aspiration for bartenders, credibility for spirits, and relevance within culture.
“Tonight was about showcasing excellence,” Tantsi added. “Not just to consumers, but to the cocktail industry at large. And this is only the beginning.”
More Than a Moment
As World Class presents: The Bar continues its journey across South Africa, it signals a shift in how cocktail culture is positioned locally — less about exclusivity, more about mastery and meaning. In a country where food, music, and nightlife increasingly intersect with global culture, the bar has officially been raised. And this time, it’s not just about what’s in the glass — but the story behind it.
About Post Author
