Queer representation or repression: Should Diageo World Class 2026 head to Dubai?

Diageo World Class is one of the most prestigious cocktail competitions, attracting thousands of entries from bartenders globally. But should a business that loudly trumpets equality take its juggernaut event to Dubai, where queerness in all forms is outlawed?

Diageo World Class is heading to Dubai for the 2026 edition of the cocktail competition

By all accounts, it was a dazzling final. On 3 October, Norwegian bartender Felice Capasso emerged triumphant in Toronto, seeing off competition from 51 bartenders from six continents to lift the 2025 Diageo World Class trophy. Before even getting on the plane he’d defeated other entrants from his country, and then took on all manner of challenges in Canada. The prize? As well as that “career-defining” trophy, he will now benefit from mentorship, be spotlighted as a guest bartender at top bars, and embark on all-expenses-paid trips to key Diageo markets. Oh, and he’ll head to next year’s World Class Finals set to take place in Dubai, UAE.

Diageo is a company that loudly and proudly trumpets its work around diversity, equity and inclusion. And deservedly. Its board comprises 70% women, and 46% of its leadership population, including our Executive Committee, is ethnically diverse. It has robust parental, menopause and fertility policies, and several of its senior leadership team have been named on the Outstanding LGBT+ Role Model List. So the decision to host World Class in Dubai, where queer people, women and some migrant workers face reduced rights, feels discordant.

By the letter of the law, queer people who date in the United Arab Emirates face up to fourteen years in prison. Transgender people, and people who express their gender outside of the binary, are also criminalised. There are no hate crime protections. For World Class, an organisation that has gone to great efforts to attract a diverse array of bartenders, it feels like a regressive decision, and one that could discourage queer and trans entrants. But what does the drinks industry think? I asked and interviewed a breadth of queer bartenders, brand ambassadors and producers, some on- and some off-record. The view is fascinatingly mixed and nuanced.

Let’s get Diageo’s comment out first. I asked a spokesperson why Dubai was chosen as the World Class 2026 destination given its criminalisation of queer and trans people, and what measures would be put in place to protect queer and trans bartenders who make the final. I also asked what assurances will be given at the application stage to make sure queer and trans bartenders feel able to take part. This is the response in full. 

“World Class is hosted in cities that can deliver truly exceptional global finals; offering world-class venues, seamless logistics, strong connectivity and outstanding hospitality for hundreds of competitors and guests. As one of the world’s most vibrant hubs for hospitality, Dubai meets all of these criteria, with a proven track record of hosting large, international events safely, professionally and at scale.”

“World Class thrives on the diversity of talent and perspective, and Diageo’s global standards on inclusion apply in every market we operate. The 2026 Finals will take place exclusively within private, accredited venues and hotels and, as always, the welfare of everyone involved in the event is our top priority.”

The representation element

It is important to stress that there are queer and trans people everywhere. As much as certain governments might not like it. These communities are not homogenous and span a whole range of cultural and religious identities. Likewise, there are also many different attitudes towards queerness. “The problem is the government, not local people,” one gay man who works in the whisky industry and has lived in the region told me. He is keen to highlight that many Middle Eastern societies are more tolerant than the laws suggest. 

Others see World Class heading to Dubai as a huge opportunity. “Lesbian here!” One person chirped up. “It’s a good thing. Queer people are everywhere. I see this as solidarity and strength.”

Bartender and blender Mel Hack has entered World Class since 2021, and plans to compete for Canada in 2026. “Honestly, it doesn’t make me less likely to enter. As a queer and gender-diverse person, I’m aware that Dubai, like many other countries I’ve visited around the world, may have cultural differences and socially accepted norms that differ from what I’m used to in Australia, where I was born, or Vancouver Island, where I live now. So I’d approach it, like I do when travelling anywhere else in the world, with some caution and discretion.”

They add that in her experience, World Class has been “amazing” at considering the inclusivity and safety of participants. “Generally, I think visibility in these spaces matters – especially when it’s handled with respect and awareness. For me, participating would still be a valuable personal and professional opportunity.”

William Toombe, Brand Academy ambassador for Bruichladdich, has spent extended periods of time in Qatar and Saudi Arabia working at events. He says he was publicly ‘out’ while in both countries. “Culture is definitely moving more forward, more rapidly now. I think that's only happening because [queer] people are going to places like this.” He shares an anecdote about a “very flamboyant” gay couple who were accepted in Qatar. “It’s important to be represented everywhere.”

He mentions a colleague he met while working. They kept in touch once Toombe returned home to the UK, and he eventually disclosed his own queerness. “I like to see how he's getting on because I was one of the first people he ever came out to. I don't know what path his life would have taken if I hadn't walked into it, being proud and open about my sexuality.”

The risks exist

While representation is undoubtedly important, other industry professionals I spoke to expressed different levels of anxiety around World Class taking place in Dubai. To sum it up: queer and trans participants will face additional challenges in and around the competition that their straight or cisgender counterparts won’t. How ‘out’ to be, how safe it is to be yourself. This tension exists for queer people in every facet of life, to some extent. But in a high-pressure competition environment, it’s likely to weigh heavier. 

“Participating in this year's competition presents some significant personal dilemmas,” one bartender told me. “For the first time, I find myself weighing the risks to my safety and well-being against the professional opportunity.”

Another said: “I’m not involved in World Class but at [major drinks company] I pushed back at queer brand ambassadors being put in these markets.”

It wasn’t just queer and trans rights that came up. The UAE’s wider human rights record was also highlighted in conversation – and rightly so. It’s critical that equity is seen within this wider context. “Dubai's history with labour rights is complex and troubling,” one person said in an email comment. While slavery was officially abolished in the 1960s, the legacy persists in modern forms. “Migrant workers, who constitute a substantial portion of the labour force, often face conditions akin to modern-day slavery. The kafala system, which ties workers' legal status to their employers, has been criticised for enabling exploitation and abuse. Despite some reforms, these practices continue to affect many workers.” Another added that they’d like assurances that staff working with Diageo for World Class were paid fairly and were there freely. The two-tier reality of working as a so-called “expat” – wealthy, usually white – compared to a lower-paid “migrant worker” is telling.   

Then there’s the discussion about other countries. As one Black queer cis man commented, “White people who travel to the USA and then express outrage are playing out white fragility draped in a rainbow flag.” Very valid, valuable thoughts when racism, homophobia and transphobia is on the rise in much of North America and Europe. And by the same measure, should Diageo have taken World Class to Shanghai in 2024 when China has been accused of committing crimes against humanity against the Uyghur population?

Diageo World Class is a top-tier international cocktail competition from the world’s biggest spirits company. Its presence in Dubai is an important conversation, and a bold statement. But queer and trans bartenders need assurances. Diageo needs to prove that taking World Class to Dubai was the right decision with loud and forthcoming assurances. How will it support queer and trans entrants? Is it prepared to provide any necessary legal support? More needs to be done to ensure the next edition is a fair, equal and inclusive competition for all entrants.