Canadian Jacob Martin has been recognized by industry legends as the 2023 World Class Global Bartender of the Year. He brushed off competition from more than 10,000 other elite bartenders who took on bartending’s Everest this year.
In this competition, Jacob participated in a series of challenges over four days. From creating classic cocktails and elevating them to his TEN with the bartender’s favorite Tanqueray No. TEN, Jacob also takes Johnnie Walker a step further with the versatile flavors of his black label. I dared to go. Not only did he impress the judges with his flavor creativity, but he also had a positive impact on the local community in Canada.
Upon winning, Jacob said: “It’s an incredible honor to win at World Class, not only because it’s the best in the industry, but also because of the giants I’ve had the privilege of competing against this week. The bartenders are amazing. We are a community, and this week has been a constant reminder of that. We have all been pushing each other, learning from each other, and absorbing great energy from this great city. The standards of the competition are out of this world. But now I’m looking forward to enjoying cocktails made by someone else!”
As part of the competition, São Paulo will be joined by Monika Berg (former of London’s Teare & Elementary), Giacomo Giannotti (former of World’s Best Bar Paradiso, Barcelona) and Ago Perrone (former of London’s The・World famous bartenders such as Connaught Bar (formerly of Connaught Bar) are participating. The city will judge the event and host a special “world-class” experience at some of the city’s most iconic nightlife venues.
The competition also marks the beginning of a world-class cocktail festival featuring collaborations from great bars across the city, including Bar Dos Arcos, Tan Tan and Guilhotina Bar.
Collectively, the World Class Cocktail Festival spans more than 1,000 venues across Brazil, offering hundreds of thousands of cocktail lovers unique experiences such as Johnnie Walker, Tanqueray No. TEN, Don Julio, and more.
This year’s World Class also included an industry forum, an opportunity to engage, educate and inspire the bartending community with seminars and panel discussions from world-class judges and guests. Highlights include: ‘Them’ features World Class 2017 winner Caitlin Stewart and Diageo Global Reserve Culture Manager Juliana Bae Benito, and ‘Them’ by bar owners such as Monica Berg, Thiago Benares and Benjamin Padrón. A behind-the-scenes look at the world’s best bars.
Marissa Johnston, Global Head of Diageo World Class, said: “Following last year’s World Class in Sydney, there were always big questions, but World Class teams from all over the world, the Brazilian team and, of course, an incredible 54 contestants all stepped up to bat. Knocked out the at-bat. The energy level on the scene here was incredible and it was so exciting to see it all come together like this after months of planning. It’s so exciting to see it come alive with great experiences.
“Jacob has truly taken this competition to the next level. He has excelled across the board and the feedback from the judges has been incredible. Jacob truly deserves to win and we look forward to I can’t wait to work with him for the next 12 months and we’ll go far.”
Since its founding in 2009, Diageo World Class has played a key role in driving better drinking and transforming cocktail culture around the world by supporting more than 450,000 bartenders around the world through training and education. I have fulfilled my goal.
For more information about World Class and to stay up to date on the latest drinks, trends and training, visit www.diageobaracademy.com/en_zz/world-class-/ and follow @WorldClass on Instagram.