From bartender to cocktail king
Spike Marchant, global brand ambassador of Diageo Reserve World Class, talks to Thekiso Anthony Lefifi about the World Class Bartender of the Year competition, held for the first time in South Africa
Is there money in bartending or being a mixologist? Can you make a career out of it?
Absolutely, yes. Internationally, bartending and mixology have been embraced in such a way that with hard work and a tipping culture, making a life out of the craft is an achievable and realistic goal. So many young, talented bartenders have made it through the ranks, established their own businesses and continue to invest in their communities by developing the skills of young hopefuls.
How fast is the business growing internationally? What is the value of the industry?
The industry is growing and developing every day, in countries across the globe. Simply looking at the number of countries that participated in the 2015 World Class finals, the growth of the industry is evident. We have gone from 18 participating countries in 2009 to 54 this year — a testament to the relevance and success of our industry. It would be hard to tie an exact value to this sort of spread.
Do bartending competitions get enough sponsorship?
Yes, for sure. For example, Diageo’s commitment to the World Class competition is a significant reflection of how important the craft and creativity of bartending is.
Diageo is the biggest spirits company in the world and its investment in new young professionals is incredible.
What are your thoughts on the level and quality of bartenders produced in South Africa?
I have met so many young, creative and ambitious bartenders in South Africa. Dom De Lorenzo is one example — his hard work and passion have made him a standout competitor. As a part of our time in South Africa, we introduced many young people to the bartending industry through our Learning for Life programme.
Ultimately, if you think about it, there are no real barriers to entry in our industry. You don’t need a fancy degree to be successful and make your way up the ranks — all you need is the drive to work hard and learn as you go along.
How does World Class 2015 compare with previous years?
The breadth of talent this year is greater than ever before. This year, we are seeing competitors from less-established cocktail cultures, like Southeast Asia, winning challenges. It has shown that bartending, like many other professions, has gone digital. Bartenders are social for a living and with the internet they have an even bigger community of peers and friends to draw inspiration from. Living in a small town no longer disqualifies you from be- ing able to learn all the skills, tricks and tips needed to be a successful World Class bartender.
What stood out about the top six this year?
I think the competition really reflected the reputation that the Cape of Good Hope has had for centuries of sailors — it is an unpredictable and “rough” terrain, where being prepared can get you only so far before you have to rely on your ability to adapt to a new situation and handle it with skill. We’ve had quite a bit of unpredictability, with really intense challenges making for some surprising outcomes. Established cocktail countries, such as Britain and the US, are no longer the predictable challenge winners. Which once again speaks to the development and success of World Class and the global cocktail industry.
Why is World Class important for bartenders and the industry?
World Class is a platform from which we are able to broadcast the quality and transformation of this exciting, expanding industry. Since the inception of World Class, we have seen transformation globally in the amount of interest, investment and development there — the potential of our industry is showcased. We are able to show that no matter where you are, you can learn and develop your skills and mix with the best — literally.