Diageo sponsors world’s biggest cocktail competition
Keegan McGregor from Canada wins World Class Global Bartender of the Year 2024
Keegan McGregor from Canada has been awarded the title of World Class Global Bartender of the Year 2024 at the world’s biggest cocktail competition, World Class, sponsored by Diageo, celebrated in Shanghai this year.
Competing against finalists from 44 regions around the world, spanning six continents, McGregor was named as the winner by an international line-up of judges, during the annual celebration of global cocktail culture.
McGregor of Highwayman Bar stood out amongst the other competitors by presenting a series of signature serves that celebrated community, sustainability and innovation, to earn a place at the Global Final, hosted in one of the most historic and famous cities in the world, Shanghai. The World Class competition, hosted by Diageo, seeks to challenge and inspire the next generation of bartenders through a spirited contest where they are rewarded for pushing their creativity, storytelling and techniques to the next level.
Under the theme of “Future Legacy,” this year’s event brough excitement for the future of bartending, with the discovery of unique flavour combinations and cocktail concepts that are reflective of the vibrancy seen in the best bars around the world.
As part of his journey, the winner showcased how Scotch Whisky can elevate a new generation of serves using technology, with a bespoke Johnnie Walker Blue Label serve. He was also challenged to create a duo of drinks reimagining both his home city and Shanghai featuring indigenous ingredients alongside Don Julio tequila. For his home city, Halifax, Nova Scotia, he showcased his take on a dish called Hodge Podge – a stew with local harvested vegetables – and took elements of that to create a twist on a classic eggnog.
McGregor said, “My World Class journey started six years ago, so it’s a really special experience to be recognized as the World Class Global Bartender of the Year 2024. The camaraderie amongst the competitors this week has been both inspiring and has kept me going. The biggest piece of advice I was given was to be myself and that’s exactly what I did.”
A Ketel One vodka challenge saw McGregor tasked with creating a cocktail initiative that supports the growth of the hospitality community in his neighbourhood in Halifax. He also created three pioneering gin cocktails with Tanqueray No. TEN, which took the judges on a journey through bartending history and into the future, with each drink paying tribute to an industry legend.
The Singleton challenge was about designing an ingeniously theatrical Single Malt Scotch whisky serve, blending taste with sound. In the Shanghai Showdown final challenge, McGregor and seven other finalists created an immersive bar pop-up experience.
Some of the industry’s most respected and awarded talent, including Agostino Perrone, Director of Mixology at London’s Award-Winning Connaught Bar, Ryan Chetiyawardana, mastermind of the Mr. Lyan empire, Julie Reiner from NYC hot-spots, Milady’s and Clover Club, alongside an elite team of bartenders and bar owners from behind some of the world’s most celebrated bars formed the judging panel throughout the week.
Kevin Delaney, Global Senior Brand Manager of World Class, commented on the event: “World Class has gone from strength to strength over the last 15 years and grown a reputation as a hotbed of trends and a pinnacle of bar culture. This year's program truly feels like the culmination of a decade and a half of learning and growth for our program and global hospitality community. Shanghai is a unique meeting of traditional and modern and the city set the scene for an incredible week of creativity, professionalism, and hospitality at its best. Diageo has long been committed to celebrating the best of this wonderful industry and tonight we celebrate this year’s winner but also everyone who has been part of World Class over the last 15 years. I couldn’t be prouder of Keegan and can't wait to be a part of this exciting new chapter of his journey as World Class Global Bartender of the Year.”
