SÃO PAULO, Brazil — Jacob Martin, from Canada, has been recognized as the 2023 World Class Global Bartender of the Year, besting over 10,000 other elite competitors.
Martin participated in a series of challenges over four days, creating classic cocktails and elevating them with Tanqueray No. TEN and exploring Johnnie Walker Black Label’s versatility of flavours. He also created a Ketel One Garnished with Good cocktail that impressed the judges with its flavour creativity and delivered a positive impact in their local Canadian community.
“It’s an unbelievable honour to win World Class. Not just because it’s the pinnacle of the industry but also because of the giants I’ve had the privilege of competing with this week. Bartending is an amazing community and this week has constantly reminded me of that. We have all pushed each other, learned from each other and fed off the amazing energy from this fantastic city,” says Martin. “The standard of the competition was out of this world, but right now I’m just looking forward to enjoying a cocktail made by someone else!”
World-renowned bartenders including Monica Berg (from London’s Tayer + Elementary), Giacomo Giannotti (from the World’s Best Bar, Paradiso in Barcelona) and Ago Perrone (from London’s The Connaught Bar) were the judges of the event. The competition also signals the beginning of the World Class Cocktail Festival, featuring bar collaborations including Bar Dos Arcos, Tan Tan and Guilhotina Bar. The festival extends to over 1,000 venues across Brazil, offering unique experiences from brands like Johnnie Walker, Tanqueray No. TEN and Don Julio.
This year’s World Class also saw the inclusion of the Industry Forum, a chance to engage, educate and inspire the bartending community with seminars and panel discussions from World Class judges and guests – highlights included: “From Insta to IRL: trends and how to master them”, featuring World Class 2017 winner, Kaitlyn Stewart and Diageo Global Reserve Culture Manager, Giuliana Pe Benito and “Behind the Scenes of the World’s Best Bars” with bar owners including Monica Berg, Thiago Benares and Benjamin Padron.
“Following last year’s World Class in Sydney was always going to be a big ask, but the World Class teams around the world, the Brazil team and, of course, our amazing 54 competitors have all stepped up to the plate and knocked it out the park,” says Marissa Johnston, global head of Diageo World Class. “The level of energy on the ground here is incredible and after so many months of planning it’s been such a thrill to see it all come together like this. It’s so exciting to see a city come alive with great drinks and great experiences. Jacob has truly taken this competition to the next level – he excelled across the board and the feedback from the judges has been incredible. Jacob is such a deserving winner and I can’t wait to work with him over the next 12 months – he’ll go far.”
Since its launch in 2009, Diageo World Class has played a significant role in inspiring better drinking and transforming cocktail culture around the world by supporting over 450,000 bartenders worldwide through training and education.
