Brand Strategy & Marketing

DIAGEO BAR ACADEMY
DBA x World Class Roadshow

Diageo Bar Academy Raise the Bar logo black
A five-city, immersive trade engagement program complete with training sessions and discussion panels from world-renowned hospitality legends Julie Reiner, Tiffanie Barriere and James Irvine. Bartenders received a holistic learning experience at iconic venues in each city in preparation for World Class Australia 2026.
Diageo Bar Academy Raise the Bar logo black
Crowd at Diageo Bar Academy x World Class Roadshow 2026 in Sydney, Australia

The ask

Combine the Diageo Bar Academy and World Class Australia programs into a unmissable multi-day, multi-city, multi-session training roadshow.

Bartender mixing apples in metal bowl at Diageo Bar Academy x World Class Roadshow 2026 in Sydney
Ketel One Tomatini cocktail

What we DID

Reinforced the program’s “learn from the best” ethos through hosting globally renowned industry icons, leveraging our Brand Ambassadors’ social networks, and highlighting the Diageo portfolio. All of which was possible by Sweet&Chilli’s travelling logistics and execution team ensuring consistent delivery across all five states.

Bartenders mixing apples at Diageo Bar Academy x World Class Roadshow 2026 in Melbourne

Results we delivered

498
Total attendees
+26%
from 2025
61,828
Social reach
~2,500
Cocktails served over the five days
1,992
Total bartenders trained
+71%
from 2025
Kate McGraw speaking at Diageo Bar Academy x World Class Roadshow 2026 in Melbourne

Havana Club – Serve Suite Content

 Campaign & Content

Pepsi – Superbowl Hotel

 Curated Brand Experience