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Diageo World Class 2023- São Paulo


Diageo's largest World Class event featured a global bartender competition, headline events, an Industry Forum, brand activations, and seminars, culminating in the Global Bartender of the Year award.


NVE was tasked with developing a creative concept and production plan that engaged top-tier bartenders, distinguished the event in a competitive landscape, and promoted Diageo Reserve brands. The event in São Paulo aimed to position World Class as the foremost international bartending forum while connecting attendees with innovative programming and headliner experiences.


NVE’s strategy for the World Class event helped solidify Diageo Reserve’s role in revitalizing classic cocktails and Brazil’s evolving twists on the Caipirinha. This synergy, combined with São Paulo’s rich cultural tapestry, set the stage for a truly immersive experience. Recognizing that competition fosters camaraderie among global bartenders, the event in São Paulo celebrated this community spirit, offering unparalleled, culturally infused experiences that resonated with the city’s vibrant essence.



NVE successfully orchestrated the most expansive World Class program to date. The week was packed with activities, including five bartender competitions between 54 mixologists, engagements with six Diageo brands, and seven premier events that served as the program’s headliners. Additionally, we hosted 51 seminars across five distinctive venues, creating a comprehensive and immersive experience. 


Over four days, 52 events were seamlessly executed, marking the successful integration of the Industry Forum into the World Class program. The week saw 1,430 unique attendees, a significant engagement increase. Notably, content creation by talent doubled to over 1000 pieces, compared to the previous year’s 500. Media coverage also saw a substantial boost, with over 3000 earned media mentions, surpassing the previous year’s 1900, demonstrating the event’s growing influence and reach.