Raising the Bar: How the 2025 Diageo World Class Global Final Elevated Bartending Excellence in Toronto
In early October 2025, Toronto's Fairmont Royal York Hotel became the epicenter of global cocktail culture. The 16th annual Diageo World Class Global Final brought together 51 of the world's best bartenders, each representing their nation in the most prestigious bartending competition on earth.
For Search & Rescue Denim Co., this event represented a milestone: every finalist competing on that global stage wore one of our handmade Canadian aprons, each embroidered with "Diageo World Class Global Finalist 2025." This partnership aligned two craft-focused brands committed to excellence, durability, and honouring the professionals who make hospitality an art form.
Why Toronto Hosted the 2025 World Class Global Final
Toronto's selection as host city was deliberate and strategic. According to Michael Armistead, National On Premise, Reserve & Sponsorship Manager at Diageo Canada, the city offered "the perfect stage to spotlight the craft, creativity, and culture of modern bartending and hospitality."
From September 27 to October 2, bartenders from 51 countries across six continents competed in challenges testing five core pillars: hosting, craft, flavour analysis, knowledge, and World Class advocacy. The competition wasn't simply about mixing drinks. It demanded storytelling, innovation, technical precision, and the ability to perform under pressure in front of industry luminaries and hundreds of peers.
Toronto represented more than a venue. With four global World Class winners in its history (Kaitlyn Stewart in 2017, James Grant in 2021, Jacob Martin in 2023, and Keegan McGregor in 2024), Canada stands as the best-performing nation in the competition's 16-year legacy. Hosting the finals on home soil celebrated this achievement while showcasing Toronto's multicultural vibrancy and sophisticated hospitality scene to the world.
Felice Capasso: World Class Global Bartender of the Year 2025
Diageo World Class
The coveted title went to Felice Capasso from Norway, representing Nedre Løkka Cocktailbar in Oslo and founder of Sesto Senso Academy, a center for wine and spirits education.
Originally from Naples, Italy, Capasso impressed judges through seven rigorous challenges over three days. His winning performances included:
The Johnnie Walker Black Label Challenge: Capasso reimagined classic gin cocktails with a whisky twist, creating "Top Notes," inspired by the French 75 but built on Scotch's complexity.
The Don Julio 1942 Challenge: He drew inspiration from AI-generated artwork to craft an aperitif that honored tequila's Mexican heritage while pushing creative boundaries.
The Singleton Multi-Sensory Challenge: Capasso designed a custom record sleeve inspired by "That's Amore," paired with his signature cocktail "Between Us," evoking the warmth of a Napoli street corner.
The judges included some of the industry's most respected names: Ago Perrone of London's Connaught Bar, Eric Van Beek from Mexico City's Handshake Speakeasy (named World's 50 Best Bar 2024), Monica Berg of London's Tayēr + Elementary, and Erik Lorincz of Kwānt (himself a 2010 World Class winner).
As Van Beek explained to Forbes, "For someone to win this competition I want a person who exudes authenticity. Are you acting this way because you think I want to see you this way? Or because you are really this way."
Capasso's response to winning captured the weight of his achievement: "Winning World Class is not just a dream come true. It is a goal I have worked tirelessly to achieve. By winning I know that I am taking on a responsibility which I plan to take seriously, promoting education in spirits and inspiring other bartenders who want to progress in the industry."
His prize includes a year of all-expense-paid travel to Diageo markets worldwide, guest bartending opportunities at top-tier venues, leading training sessions, mentorship responsibilities, and an all-expenses trip to the 2026 Global Finals in Dubai.
Custom Canadian-Made Aprons for Every Finalist
When Diageo approached Search & Rescue Denim Co. about outfitting every competitor at the 2025 Global Final, the partnership felt natural. Both brands share a commitment to craftsmanship, durability, and supporting professionals who take their work seriously.
Every one of the 51 finalists received a custom S&R apron, handmade in our Vancouver workshop and embroidered with "Diageo World Class Global Finalist 2025." These weren't generic promotional items. They were functional, durable pieces of professional gear designed to perform under the intense demands of competition bartending.
What Made These Aprons Special
Handmade in Canada: Each apron was cut, sewn, and finished by hand in our Vancouver workshop using premium materials.
Built for Performance: Adjustable straps, reinforcing hardware at stress points, and thoughtfully designed pocket layouts ensured finalists could work comfortably through hours of competition, and have a keepsake to wear for years after the competition.
Professional Durability: Bar work is demanding. Aprons face spills, heat, ice, citrus acids, and constant movement. We engineered these pieces to withstand real-world bar conditions, not just look good on stage.
Lifetime Repair Guarantee: Every apron came with our standard promise of free repairs for life. This reflects our belief that professional gear should be investment-worthy and built to last.
The embroidered branding unified 51 competitors under a shared identity while allowing each bartender's individual style and personality to shine through their performance.
Behind the Scenes: Logistics and Production
Producing custom aprons for a global competition required careful planning and execution.
Timeline: We began production 10 weeks before the event to account for manufacturing, embroidery, quality control, and international shipping logistics.
Customization: Each apron required precise embroidery placement. We created standardized templates to ensure consistency across all 51 pieces while maintaining the premium aesthetic World Class demanded.
Durability Testing: Knowing these aprons would be worn during competition, photographed extensively, and potentially shipped home to 51 different countries, we reinforced pocket corners, strap anchors, and other high-stress areas.
Brand Alignment: We worked directly with Diageo's activation team to ensure the aprons complemented the event's visual identity, from stage lighting to photo backdrops to the overall premium feel of World Class.
Packaging: Each apron was carefully packaged with our lifetime repair warranty card and a welcome note to the finalists.
What This Partnership Represents for the Hospitality Industry
The 2025 World Class Global Final underscored several important trends for hospitality professionals:
Craftsmanship as Currency
From Capasso's inventive cocktails to the bespoke aprons worn by finalists, the message was clear: quality, refinement, and story matter. In an industry where anyone can learn to pour drinks, what sets professionals apart is their commitment to craft.
Professional Identity Matters
When bartenders from 51 nations converge on a global stage, professional presentation becomes part of personal branding. An apron that carries your competition designation isn't just functional gear. It's a statement about who you are and what you've achieved.
Longevity Over Disposability
Kevin Delaney, Global Head of World Class, noted that the program has "celebrated and nurtured the careers of over 450,000 bartenders." This long-term investment mindset mirrors our lifetime-repair philosophy. The best professionals think in terms of careers, not jobs, and invest in tools and gear that reflect that commitment.
Community and Support Systems
World Class exists to "inspire people to drink better, not more" while providing year-round training, mentorship, and networking for bartenders worldwide. When a global brand like Diageo partners with a maker-focused brand like Search & Rescue Denim Co., it reinforces that hospitality is a craft supported by community.
The Global Impact of World Class
Since launching in 2009, Diageo World Class has trained and inspired over 450,000 bartenders across the globe. The competition has evolved from a talent showcase into a comprehensive platform for elevating cocktail culture and bartending as a profession.
As Kevin Delaney explained to Forbes, planning World Class is "full time, full year" work. The team evaluates host cities based not just on execution capabilities but on where the competition can have the biggest impact on local cocktail culture.
"We're looking not just for where we can execute the best quality event, but equally, where can we have the biggest impact on cocktail culture," Delaney said. "That's driven our decision the last few years in places like São Paulo, Shanghai and now Toronto."
The choice to spotlight emerging markets rather than defaulting to established cocktail capitals like New York or London reflects World Class's mission to elevate the entire industry globally.
For Hospitality Professionals: Key Takeaways
If you're a bartender, bar owner, or hospitality professional, here's what this partnership illustrates:
Invest in gear that reflects your commitment. Professional tools and uniforms aren't expenses. They're investments in your brand and your craft.
Show up as a craftsperson, not just a service worker. The best bartenders aren't just mixing drinks. They're creating experiences, telling stories, and building relationships.
Think long-term. Whether it's competition goals, skill development, or the gear you choose, durability and longevity matter.
Engage with your community. From global competitions to local bar scenes, the network and support systems around you shape your career trajectory.
Consider sustainability and quality. Our lifetime-repair promise aligns with a broader industry shift toward gear that lasts and values that endure.
Frequently Asked Questions
Who won the 2025 Diageo World Class competition? Felice Capasso from Norway won the title of World Class Global Bartender of the Year 2025, competing at the Toronto finals held from September 27 to October 2.
Where was the 2025 World Class Global Final held? The competition took place at the Fairmont Royal York Hotel in Toronto, Canada, marking the first time Canada hosted the global finals.
How many bartenders competed in the 2025 World Class Global Final? 51 national champions representing countries across six continents competed for the global title.
What is Search & Rescue Denim Co.'s connection to World Class? Search & Rescue Denim Co. provided custom handmade aprons for every finalist at the 2025 competition, each embroidered with "Diageo World Class Global Finalist 2025."
What makes World Class the most prestigious bartending competition? As the only major bartending competition organized by the world's largest spirits company, World Class offers year-round training, mentorship, global networking, and has supported over 450,000 bartenders since 2009.
Where will the 2026 World Class Global Final be held? The 2026 finals will take place in Dubai.
Closing Thoughts
The 2025 Diageo World Class Global Final in Toronto celebrated excellence, innovation, and the global community of hospitality professionals who elevate cocktail culture. At Search & Rescue Denim Co., being part of this story through custom Canadian-made aprons aligned perfectly with our mission to support professionals who invest in their craft and build meaningful brands.
If you're a bartender, bar owner, or hospitality professional seeking premium gear that reflects your commitment to craft, consider this your invitation. Treat your apron the way you treat your bar tools: with pride, intention, and an eye toward longevity.
Want to learn more about how we can create custom gear for your bar team or hospitality event? Contact us to discuss how Search & Rescue Denim Co. can help tell your brand's story through handmade, durable professional gear.
Search & Rescue Denim Co.
Handmade in Canada. Worn by the world's best.
