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Diageo mixes it up with leading cruise lines

Diageo mixes it up with leading cruise lines

Diageo Global Travel has announced a new partnership for 2013 with Princess Cruises and Norwegian Cruise Line to deliver an exciting on-board cocktail training program.

The cruise channel has been identified as one of the most exciting sectors for development in the global cocktail market, and this growing initiative reflects a significant investment by Diageo into the channel.

Following a successful pioneering partnership with Princess Cruises last year, World Class is expanding and welcoming Norwegian Cruise Line to the program for 2013.

The extended program will elevate the craft of the on-board bartender, revolutionising the cocktail culture for passengers and placing Princess Cruises and Norwegian Cruise Line at the forefront of mixology trends.

This year’s Diageo World Class Reserve program will train over 400 cruise line bartenders in locations spanning the globe, from Sydney to Buenos Aires to Naples.

The cruise line bar staff will be trained by experts in the most progressive cocktail trends and pitted against each other in a series of hotly-contested heats.

A cruise line finalist will then go forward to take part in the World Class Bartender of the Year final, competing alongside bar tenders from the four corners of the globe.

Louise Higgins, marketing director, GTME Americas, said: “We are delighted to be investing in and expanding the program this year to welcome Norwegian Cruise Line on-board.

“Last year Princess Cruises was our first partner in World Class.

“Both are renowned for their best-in-class bartenders. By participating in what is one of the world’s most credible cocktail competition, these bartenders will take their cocktail making skills to new levels and hone their excellent customer service skills – all to the benefit of guests who will enjoy their innovative creations in the luxury setting of the cruise liners.”