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Diageo Bar Academy

Entered in Integrated Campaign


DBA celebrates the industry through global multi-channel campaigns including World Bartender Day (reach: 36M+ users, engagements: 10.8M), work to champion inclusion and diversity (+7 yoy increase in female DBA membership), and skills development (130,000 trained face-to-face globally last year).

As the pandemic ended, bar professionals worked hard to make up lost time — driving recovery of the hospitality industry, and going the extra mile to offer guests the best possible experiences. Through immersive multi-channel campaigns, DBA showed its appreciation and support, providing the opportunity to connect with, recognise, and learn from peers globally.

These campaigns aim to advance a thriving hospitality sector that works for all, driving long-term benefit for Diageo brands, by:

KPIs are focused on reach and community engagement, not short-term commercial results.


DBA's 12-month campaign engaged the DBA community across a wide range of on/offline touchpoints; delivering culturally relevant country-specific content across 40+ markets; and encouraging peer-to-peer communities.

International Women’s Day campaign included:

World Bartender Day (4-week campaign) included:


International Women’s Day

A unique social reel engaged users globally, provoked debate, and highlighted experiences of women in the industry.

An exclusive blog featured stories from trailblazing women who are paving the way for greater inclusion in the Spirits sector.

World Bartender Day:

Overall, DBA boosts bar professional recommendations of Diageo brands by 20% percentage points.


Video for Diageo Bar Academy

Entrant Company / Organization Name

Smarts, Diageo