Manila, Philippines – June 3, 2026 – As the Philippines continue to grow as one of Asia’s premier hospitality and tourism destinations, Diageo Philippines and TESDA have joined forces to launch the “Diageo Masterclass Series”. The Masterclass is a new bartending development program designed to grow Filipino bar talent by equipping them with world-class skills to deliver premium bar and hospitality experiences.
The partnership comes at a pivotal time for the Philippine tourism industry as the country increasingly shifts its focus from driving visitor volume to attracting higher-value travelers seeking premium experiences. Research by Oxford Economics found that travelers are willing to spend significantly more on destinations that offer exceptional food, beverage, and hospitality experiences, underscoring the need to develop world-class talent that can help elevate the Philippines’ tourism offering.
The partnership was formalized through a signing ceremony for a Memorandum of Agreement (MOA) between Diageo Philippines and TESDA, held at the TESDA Administration Building in Taguig and attended by TESDA Secretary and Director General Jose Francisco “Kiko” Benitez and Diageo Philippines General Manager Nok Laohaphan.
As part of the collaboration, Diageo Philippines will supplement TESDA’s Bartending NC II curriculum with internationally recognized training modules from the Diageo Bar Academy, bringing global mixology trends, deeper spirits education, and modern bar management principles directly to Filipino learners. Through the Masterclass, aspiring bartenders will pick up skills aligned with the evolving demands of high-end bars, luxury resorts, hotels, and premium hospitality establishments both locally and abroad.
The partnership formed part of Diageo’s global efforts to support accessibility and employability within the hospitality industry. This includes programs such as Learning for Life, an international initiative focused on empowering individuals through skills development and education opportunities and Diageo Bar Academy, the world’s leading hospitality and bartending education platform.
“TESDA is proud to partner with Diageo Philippines in equipping Filipino bartenders with globally recognized skills that will enhance their competitiveness and open up more opportunities in the hospitality industry. When the government and private sector work together, we can better provide up-to-date training that leads to trabaho,” said TESDA Secretary Kiko Benitez.
For Diageo Philippines, the collaboration represents an opportunity to support the country’s ambitions to become a leading destination for premium hospitality experiences.
“As the Philippines continues to grow as a premium tourism destination, developing world-class hospitality talent is more important than ever. Through the Diageo Masterclass Series, we are proud to support the country’s vision of elevating tourism and hospitality standards by helping Filipino bartenders build the skills, knowledge, and confidence to succeed on the global stage,” said Nok Laohaphan, General Manager of Diageo Philippines
“TESDA has a wealth of experience in quality technical education and skills development. Diageo is honored to partner with TESDA on this meaningful initiative and play a role in nurturing future talent in the hospitality industry,” she added.
The first run of the Diageo Masterclass will begin in Q3 2026 with an initial group of 25 students and runs for a period of 3 weeks. The curriculum also includes ancillary business modules, such as customer engagement, marketing fundamentals, and responsible drinking principles that are integral to managing a bar.
About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, J&B and Buchanan’s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray, and Guinness.
Diageo is a global company, and our products are sold in more than 180 countries around the world.
The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice.
About TESDA
The Technical Education and Skills Development Authority (TESDA) is the government arm mandated to reduce overlapping in skills development activities initiated by various public and private sector agencies, and to provide national directions for the country’s technical-vocational education and training (TVET) system.