Diageo boosts its premium spirits strategy in Asia through immersive experiences to tap on consumer 'desire for the extraordinary'
Diageo is placing Singapore at the centre of its Asia-Pacific push, using its World Class programme to double down on experiential marketing and bartender empowerment to fuel premium spirits growth.
This came to the fore at the World Class Bartender of the Year Singapore 2025 finals, held on June 16 at Baia - a rooftop bar at Esplanade Mall.
The event spotlighted multi-sensory cocktails, highlighting the importance of talent development and immersive experiences across Diageo's core categories: tequila, rum, and whisky.
Singapore's cocktail scene is described by Diageo as dynamic, bold, and innovative - a hub where bartenders push boundaries in flavour, storytelling, and immersive experience.
The firm's decision to anchor its regional programme here reflects Singapore's influence as a trendsetter for Asia's premium on-trade sector.
"Singapore has long been a recognised market in Asia's cocktail scene, boasting several world-famous bars and a vibrant community of bartenders who consistently raise the bar for creativity and innovation," said Jay Shankar, Diageo's marketing director for strategic partnerships.
"We recently crowned Tryson Quek as World Class Singapore Bartender of Year 2025. He will go on to represent Singapore at the global finals in Toronto.
"Singapore is a key market for us, and bringing World Class back here reflects our dedication to nurturing local talent and providing a platform for their skills to be spotlighted regionally and globally," said Shankar.
But beyond the competition, the programme forms part of a broader premiumisation strategy that spans training, on-trade partnerships, and culturally attuned product launches.
Diageo sees bartenders not just as service professionals, but as brand stewards and creators of experiences. By providing professional training and international exposure through World Class, the company is positioning mixologists as vital touchpoints in the consumer journey.
"We're incredibly proud to empower local bartenders through our World Class programme, providing them with professional training, global exposure, and opportunities to showcase their craft and creativity on an international stage," Shankar told us.
This approach reflects a broader industry shift from product-led marketing to experience-led engagement.
According to Shankar, today's consumers "seek both quality and purpose in their cocktail experiences", often forming 'tribes' around shared values and aesthetics.
In response, Diageo is investing in platforms that enable storytelling through cocktails - whether through ingredient innovation, multi-sensory presentation, or thematic garnishes that link each serve to a broader narrative.
Its recent South East Asian launch of Ron Zacapa in January was positioned as more than just a rum debut - it was designed to tap into that desire for the extraordinary, said Shankar.
"We want to resonate with the dreamers who want to feel enchanted by experiences that inspire and awe," said Shankar, noting how the launch event was held at Sushisamba at Capital Tower - one of Singapore's highest rooftop venues - to evoke the brand's "aged-above-the-clouds" origin.
Diageo is also growing emerging categories like tequila and rum.
"We are actively introducing more consumers in South East Asia to new categories such as rum and tequila, and we're excited to push out more innovation and collaborations," Shankar said.
Examples include a collaboration with DJ Peggy Gou for a limited-edition Don Julio 1942 release, and a couture-themed Johnnie Walker bottle co-created with fashion designer Olivier Rousteing.
These initiatives reflect the firm's attempt to blend heritage with high-concept lifestyle marketing - part of its broader strategy to "deliver exceptional, elevated experiences for today's consumers".
Running from March to May, the World Class Cocktail Festival featured city-wide competitions that culminated in the national finals at Baia.
The initiative was designed to deepen consumer engagement and raise the profile of Singapore's cocktail scene.
"Not only does the festival inspire more bar visits, it also drives tangible, meaningful impact for our partner venues across the region - enhancing visibility and elevating the cocktail scene as a whole," Shankar said.
By combining trade engagement with brand storytelling, Diageo is leveraging cocktail culture as a commercial platform - positioning bartenders as both brand builders and experience curators - to fuel long-term growth in Asia's evolving on-trade landscape.