Bartenders are a key B2B audience for drinks companies - research shows many consumers don’t know what to drink when entering a bar, and look to their bartender for a recommendation.

Diageo Reserve, the luxury portfolio of the world's leading premium drinks company, launched Taste of the Future at the world's biggest bartending competition, World Class, as a way to showcase its innovation credentials to this key audience.

The campaign delivered unprecedented reach, engagement and media coverage but importantly also delivered long-term B2B affinity and behavioural change, too.