Diageo Philippines Partners with TESDA to Elevate Filipino Bartending Talent Through Global-Standard Training

As the Philippines continues to grow as one of Asia’s premier hospitality and tourism destinations, Diageo Philippines and the Technical Education and Skills Development Authority (TESDA) have joined forces to launch the Diageo Masterclass Series, a new bartending development program designed to strengthen Filipino bar talent by equipping learners with world-class skills to deliver premium hospitality experiences.

Shift in Tourism Industry

The partnership comes at a pivotal moment for the Philippine tourism industry, which is increasingly shifting its focus from driving visitor volume to attracting higher-value travelers seeking elevated, experience-driven journeys. Research by Oxford Economics shows that travelers are willing to spend significantly more in 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 collaboration was formalized through a Memorandum of Agreement (MOA) signing held at the TESDA Administration Building in Taguig City, attended by TESDA Secretary and Director General Jose Francisco “Kiko” Benitez and Diageo Philippines General Manager Nok Laohaphan.

Under the partnership, Diageo Philippines will enhance TESDA’s Bartending NC II curriculum with internationally recognized training modules from the Diageo Bar Academy, bringing global mixology trends, advanced spirits education, and modern bar management principles directly to Filipino learners. Through the Masterclass Series, aspiring bartenders will gain skills aligned with the evolving demands of high-end bars, luxury resorts, hotels, and premium hospitality establishments both in the Philippines and abroad.

The initiative is part of Diageo’s global commitment to expanding access to hospitality education and improving employability in the sector. This includes programs such as Learning for Life, which empowers individuals through skills development and training opportunities, and the Diageo Bar Academy, a global hospitality 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 supports the country’s ambition to position itself as 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 commence in Q3 2026, initially accommodating 25 students over a three-week program. The curriculum will also include ancillary business modules such as customer engagement, marketing fundamentals, and responsible drinking principles—key competencies for modern bar management.