Scotch Creatives partnered with World Class to deliver a groundbreaking bartending competition experience that redefined industry standards across Dubai and the UAE.
Project overview
World Class Dubai 2025 was designed as a multi-phase programme to unite and elevate the region’s top bartending talent. The journey began with three immersive Studio Sessions, each blending education, innovation, and cultural heritage. The first, Oud Awakening, explored Dubai’s rich fragrance traditions. Led by renowned bartender Kevin Armstrong and a local perfume expert, participants learned to translate Middle Eastern scent profiles into modern cocktail expressions using Tanqueray No.TEN. Next came Symphony in Blue, a theatrical masterclass with industry icons Minakshi Singh and Simone Caporale. Bartenders were challenged to craft luxury tasting rituals for Johnnie Walker Blue Label, focusing on multisensory storytelling and presentation. The final session, Sub Zero, pushed technical boundaries with ice carving and cold-extraction techniques. Kaitlyn Stewart and Iain McPherson guided participants through temperature mastery using Tanqueray 0.0%, showcasing precision and innovation. The national finals brought together the region’s best for a high-stakes showdown. Bartenders competed in futuristic Don Julio cocktail flights, mystery box challenges with Ketel One, and a speed round judged by global legends Ago Perrone, Eric Van Beek, and Bannie Kang. This transformative programme positioned Dubai as a global hospitality leader and marked a milestone in Middle Eastern cocktail culture, preparing the ultimate winner for the World Class Global Finals.
"I am writing to extend our deepest gratitude for the exceptional whisky experience tour we had with you in Edinburgh. It's evident that your team embodies the essence of Scottish hospitality."
Johnnie WalkeR
"It’s by far the best brand execution we’ve ever done and the word has spread internally that it was a triumph. Barrie, the drinks were insane – I don’t know how you do it, but every detail and the team you managed to curate was spot on – delighted."
The Dalmore
"You really did take the brief and really exceed our expectations on everything. Everyone thoroughly enjoyed the cocktails presented (you were right they were absolutely banging) and we can’t wait to launch them into the menu. "
Bubble food
"I want to thank you for an amazing week. It has been an absolute pleasure to work with you guys."
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