bar virtual - diageo bar academy

Diageo Bar Academy launches “virtual bar”, a unique industry experience

Diageo Bar Academy announces the opening of a new Virtual Bar designed for the bar industry to connect and learn through a series of new materials, events, and resources.

*via Diageo press release

The Virtual Bar is a unique 3D space with inspirational content and live events designed exclusively for bar professionals.

The Virtual Bar bridges the physical and digital worlds, creating a unique space for the global online community with interactive events, live workshops, Q&A panels, and more.

Each Virtual Bar room has a distinct style based on a specific theme and topic. Bartenders, owners, and managers can learn about new industry trends in Bar Central, bring out their experimental side in the Creative Lab, familiarize themselves with their favorite drink categories in the Liquid Studio, and connect with like-minded bar professionals in the Social Club.

Photo: Virtual Bar Diageo

Exclusive video content on creative bar techniques, such as smoked cocktails and fermentation, will encourage bar professionals to push their creativity to the limit, while the unique Retro Cocktail Match Maker will help users discover their favorite classic cocktail recipes.

The Virtual Bar will also host community events, such as a virtual whisky tasting with Johnnie Walker and a non-alcoholic cocktail workshop with Seedlip, mentoring sessions, and Q&A panels with leading industry figures.


The Diageo Bar Academy – a hub for networking, training, and inspiration for bar professionals.

Launched in 2011, the Diageo Bar Academy is networking, training, and, inspiration hub for bar professionals, helping them to advance their careers, connect with others within the community and create incredible drinks experiences.

From skills training and education to beverage trends and inspiration, it’s a valuable resource for those who love the industry and want to go even further.

Today’s launch of the Virtual Bar builds on the support provided to bartenders during the downturn when the Academy moved to online training courses and became a critical lifeline for the community in incredibly difficult times.

Diageo Bar Academy member Ben Kanyi said, “I love the concept – having lots of rooms available is a great idea as you can explore different topics relevant to bartenders. The Creative Lab was my favorite room – a place to explore my creative side, whether that be elevating classic cocktails or discovering new recipes!”

Diageo spokesperson Jacqueline Nasta, Global Marketing Director, On Trade Clients, said, “Innovation, creativity, and community have always been at the heart of Diageo Bar Academy, and we are really excited that the Virtual Bar has given us the opportunity to bring these core principles to life.”

Photo: courtesy of Diageo

This exciting space was built with our community members in mind – to provide them with a friendly local neighborhood bar no matter where they are in the world.

With what feels like the limitless possibilities interactive 3D experiences offer, we can’t wait to see how the Virtual Bar evolves in step with the future of our industry.

To celebrate its launch, Diageo Bar Academy is hosting a special scavenger hunt inside the Virtual Bar. Find all the clues for a chance to win a customized barware kit.

Bar professionals can sign up for free as Diageo Bar Academy members to gain exclusive access to the Virtual Bar.

If you would like to enter the Virtual Bar now, follow this link:

The Diageo Bar Academy has partnered with Threedium, an innovative London-based company that creates 3D augmented reality experiences to bring the Virtual Bar to life.

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