Singapore is witnessing a **cocktail revolution** as its bartending talent redefines mixology by skillfully intertwining **flavor, technology,** and **storytelling**. This blend not only highlights mixology as a cutting-edge strategy for spirits marketing but also transforms the drinking experience into an **immersive event**.
The **World Class Bartender of the Year Singapore 2025 finals** showcased this creativity, where six finalists demonstrated their artistry using Diageo’s premium Reserve spirits—including Johnnie Walker, Don Julio, Zacapa, Tanqueray, and The Singleton. The competition unfolded at **Baia**, a stunning rooftop bar at Esplanade Mall, on June 16, setting the stage for an unforgettable showcase.
Drinking to the Future
The competition kicked off with the challenge **“Drink to the Future,”** inviting bartenders to envision what cocktails might look like in a decade. These creations transcended traditional tastes, incorporating **interactive and cross-sensory elements** that reflect the latest trends in the Asia-Pacific region.
By merging visual, aromatic, and tactile elements, modern mixology is evolving into a **multi-sensory storytelling experience**, fostering a deeper connection between the consumer and the spirit. The winning entry, **Possibilities** by Tryson Quek of **Side Door**, showcased Zacapa XO infused with kumquat foam, emphasizing a delicious shift toward complex savory profiles.
Other finalists employed **theatrical garnishes** and **digital features**, echoing broader themes such as the growing influence of AI in the industry. Ooi Foo Giap from **Last Word bar** presented **Resonance**, a smoky cocktail adorned with an **edible QR code**, creating an engaging blend of digital content and physical experience.
KOMA’s Marco Maiorano brought us **Drink for Thought**, garnished with a seaweed-based “AI chip,” harmonizing natural ingredients with futuristic concepts. Meanwhile, **Kelvin Saquilayan** from **Republic Bar** introduced **A Minute to the Moon**, which featured a fine mist of kombu and pine mint, captivating the senses.
Key Mixology Trends from the Competition
- **Savoury, umami-forward ingredients** and botanicals
- **Multi-sensory cocktail elements** (foam, mist, edible tech)
- **Storytelling through interactive garnishes**
Brand-led Cocktail Formats
In the second challenge, dubbed **“The Showdown,”** finalists faced a unique test of speed and creativity, needing to prepare five brand-specific cocktails within just five minutes. Each drink was inspired by Diageo’s premium spirits—like Johnnie Walker Blue Label, Don Julio 1942, and Tanqueray No. TEN—showcasing the company’s dedication to **brand storytelling** through classic cocktail formats.
This challenge not only evaluated the bartenders’ precision but also underscored how **structured brand integration** can enhance consistency and narrative across cocktail menus. Such strategies are increasingly embraced across Asia’s premium alcohol and hospitality landscape, illustrating a commitment to quality and storytelling.
Beyond the Competition
Through **World Class Singapore 2025**, Diageo is nurturing talent and positioning mixology as a **creative, experiential platform**. This initiative echoes a broader trend towards **premiumisation** and **experiential marketing** within Asia’s beverage alcohol sector, where innovation behind the bar serves as a pivotal touchpoint for brand differentiation.
Diageo’s World Class Singapore: Strategic Focus
- **Talent development**
- **Showcasing premiumisation through mixology**
- **Driving experiential consumer engagement**
- **Blending brand heritage with innovation**
Diageo’s renewed commitment to this platform highlights the increasing role of bartenders as both **brand ambassadors** and **creators of high-value consumer experiences** in the region. The competition illustrates how premium spirits brands are leveraging mixology as a medium for **consumer engagement, product education,** and **creative expression**, particularly in Asia’s dynamic premium on-trade and hospitality landscape.
