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LONDON, July 5, 2021 /PRNewswire=KYODO JBN/ --

Diageo reveals top trends set to make your drinks World Class

- Digital platforms set to predict your favourite cocktail: Pinterest launches

first of its kind partnership with Diageo World Class, allowing people to use

their interests to inspire their next cocktail

- Sustainable socialising will be a priority for cocktail enthusiasts:  people

are increasingly seeking out great tasting drinks which are also good for the

planet

- At home mixologists are on the rise: lockdown-inspired at home bartenders set

to continue honing their skills using new technology  

As 50 of the world's best bartenders battle it out to be crowned the world's

best bartender, global leader in beverage alcohol, Diageo [

https://www.diageobaracademy.com/en_zz/world-class/competition/livestreams/ ],

has brought together some of the leading industry figures to reveal the trends

and experiences it believes will shape the future of drinks experiences

worldwide.  

From partnerships with Pinterest to inspire your next cocktail, to leveraging

the latest AR technology to make world class drinks in the comfort of your own

home, the future of socialising looks full of new ideas, aiming to inspire

people to drink better around the world.  To bring the trends to life Diageo

has opened the virtual doors to a Taste of the Future experience:

https://www.diageo.com/tasteofthefuture/.  

Simon Earley, Head of Diageo World Class, said: "Each year we work with the

world's best bartenders and innovators to discover the future of world class

drinks. The past year has seen extraordinary innovation and creativity within

cocktail culture; we want to celebrate that and give everyone a taste of what's

next. A Taste of the Future is a fully interactive virtual space, allowing

everyone to explore for themselves some of the near-future partnerships

appearing at home or in a bar near them soon."

Among other things, the virtual space sees visitors able to use Pinterest to

answer a series of trend-based questions and as a result find a Pin board,

including a cocktail match, completely personalised to their taste; explore how

using advanced augmented reality technology via a phone or tablet can create a

perfectly measured Johnnie Walker Highball and unlock the next generation of

drinks personalisation on a Ketel One Espresso Martini with a unique selfie,

using Ripples printed cocktail technology.  

But don't just take our word for it, drinks enthusiasts can also hear leading

drinks innovators Ryan Chetiyawardana (Mr Lyan), Tim Philips-Johansson (World

Class Winner 2012 /Johnnie Walker Global Brand Ambassador), Benni Lickfett

(Diageo's Global Head of Digital Innovation) and Anna Sudbury (Senior Partner

Manager at Pinterest) discuss how elements such as tech and sustainability are

central to the future of our drinks experiences in an exclusive Taste of the

Future and Johnnie Walker panel 'The Future of Social Culture'.

Benni Lickfett, Diageo's Global Head of Digital Innovation, said: "There is a

huge amount of passion in our industry, with a lot of the magic happening at

the intersection of drinks, food, hospitality, tech and media. At Diageo we

collaborate with different partners like Pinterest to really understand their

insights and perspectives on how consumer behaviour is shifting, allowing us to

focus on experimenting, getting things into market and to really be ahead of

the curve."

Discussing the role of sustainability in future bar experiences, Ryan

Chetiyawardana, sustainability trailblazer and Johnnie Walker partner, added,

"There has been a real moment of reflection for the trade over the past 18

months, be it connections to consumers; digital tools and sometimes purely

operational shifts.  The idea of human connection has become so important -

people have been craving something new and exploring new horizons. It's helped

people reassess what's important and fast-tracked concerns such as

sustainability.  With people increasingly wanting to find the balance between a

luxury experience and protecting the planet - there's a lot to be optimistic

about."

OVERVIEW OF WORLD CLASS 'TASTE OF THE FUTURE' VIRTUAL SPACE

A PINTEREST COCKTAIL PALATE

Diageo has turned to Pinterest, the visual discovery platform where people go

for inspiration, to help users spark fresh ideas across their drinks choices.

Visitors to a Pinterest Cocktail Palate can answer a series of trend-led

questions, select their favourite aesthetics, and Pinterest will generate a Pin

board, including a cocktail match, completely personalised to the user.

Anna Sudbury, senior partner manager at Pinterest, commented: "We're thrilled

to be teaming up with Diageo on this first-of-its-kind partnership. Pinterest

is where people come for inspiration and to discover new ideas, and

unsurprisingly people are super excited to play host this summer, reunite with

friends in a safe way, and enjoy delicious food and drinks! We've seen an

increase in the past few months of people searching for cocktail party ideas,

so we know Pinners will love the ability to find personalised cocktail

recommendations and recipes based on their individual tastes"

PERSONALISED COCKTAILS CONTINUES TO GROW

Personalisation continues to be a mega-trend in the drinks industry and Israeli

innovators, Ripples, (the brains behind printed cocktails) return to World

Class with their latest tech, the Ripples 2.0 platform. Amongst a series of

updates, Ripples has launched a second-generation printer and a revised way to

easily build customised web apps to maximise the experience.  All of this is

alongside food technology development of "Glow" prints using natural extract,

providing a surprise element to any drink as it glows under UV light.

AR COCKTAILS CREATE WORLD CLASS HOME BARTENDERS

A partnership with Verizon and Yahoo Ryot Lab sees incredible augmented reality

technology inspiring the next generation of mixologists.  Use your phone or

tablet's camera and be guided step by step on how to make the perfect Johnnie

Walker Highball cocktail - from adding the ice, to pouring the perfect

measure of Johnnie Walker, the BETA AR tech ensures a final product of a

perfect Highball.  

GET INSIDE THE BOTTLE

ThreeDium's forward-thinking technology provides the opportunity to view and

explore bottles online of your favourite brands through immersive and

interactive 3D technology - you can even place them into your own home -

inspiring you to try something new.

DISCOVER YOUR FAVOURITE WHISKY

What's Your Whisky?' is an innovative digital experience using Artificial

Intelligence (AI) to analyse your flavour preferences to match you with your

perfect Whisky serve. Prepare to be inspired to try something new and learn a

whole lot more about whisky along the way.

VOICE GUIDED TASTING

The Alexa/ Google Home-enabled immersive Talisker Tasting experience transports

users to the Isle of Skye, inviting you to join the iconic tasting tour, all

from the comfort of your own home.  

Visit https://www.diageo.com/tasteofthefuture/ to explore the World Class Taste

of the Future space and follow @WorldClass on Instagram for the latest drinks,

trends, cocktail recipes and experiences.

Photo- https://mma.prnewswire.com/media/1557374/Diageo_Reserve_World_Class.jpg

Photo- https://mma.prnewswire.com/media/1557375/Taste_of_The_Future_Ripple.jpg

SOURCE: Diageo Reserve World Class