On a high

Tim Etherington Judge, brand ambassador of World Class at Diageo, created some single malt inspired concoctions, keeping everyone in high spirits at Farzi Café. By Devi Singh

For a young lad growing up in the countryside of England, passion for mixing drinks and carving a niche in tending bar was something which might have stemmed out of practicality than mere inclination. He never knew the same lack of options will later transform into his life-long obsession. Hailing from an unknown place to judging the most prestigious competition in bartending Tim Judge has come a long way. He recently hosted a masterclass at Delhi’s Farzi Café, showing some off his intrinsic and acquired skills, educating people about World Class and the significance it holds in the industry. The evening was spent with him discussing the nuances and the use of single malts in cocktails with special attention given to Singleton of Glen Ord from the Diageo. Judge kept the inquisitive guests entertained while concocting two of his signature drinks paired with appetizers like Braised lamb chops and Arancini balls. The first cocktail he made comprised single malt whisky, coffee and orange bitters like the good old, Old fashioned. The second one had single malt whisky, egg whites and lemon juice going in it.

Having lived and worked in India before, Judge, is a veteran when it comes to the world of mixing and serving drinks. With a fair idea of the country’s tastes and preferences which might have come from his association with the Taj group in Mumbai for a year especially at a time when the hotel manifested its perseverance by reopening its bar after 26/11. Judge has had varied affairs with the chain before he became the brand ambassador of Diageo where he travelled the length and breadth of the country for two years training local bartenders, finding gems out of the typical bartenders and eventually honing their skills helping raise the standards of cocktails.

At present Diageo has four brand ambassadors to India. “It used to be only me but now they have four. They had to take four people for my replacement,” laughed Judge, Diageo Global Ambassador and ex-India Reserve Brand Ambassador. Incidentally, he launched World Class in India back in 2011 hosting the global finals of the same in the same year. “I think the model really worked so they decided to boost it in a bigger manner expanding their power of expertise and that’s how now we have four ambassadors in major cities like Delhi, Mumbai and Bangalore besides having ten local ambassadors who work under the four expats. Eventually we need more brand ambassadors crucial for the expansion,” he added.

“The local ambassadors come very handy as these are the guys we need when we want to know the local flavor and preferences of people. As of now I mostly put my energies into Delhi and Gurgaon. I have an associate in Rajasthan which really helps me concentrate on the bigger cities,” said Nicholas Ord, Diageo Reserve Brand Ambassador.

On how the World Class has changed the lives of bartenders and why is it important to have more of such platforms Judge told us, “The training program is the most essential part of the entire programme. We make sure the basic skills of the young bartenders are raised to the level of perfection and beyond. It’s not only about the art of making better cocktails but we also teach how to master the art of winning  customer’s hearts.” The platform doesn’t let these guys compete with each other for the title of India’s best bartender but also hone their personality. “If I have to give you instances which will work as a testimony as to how two bartenders from the capital have done really well at World Class and used it as a springboard to chase their dreams and change their lives eventually.” He then goes ahead to elaborate on the achievements of Hemant Pathak from Blue bar from Taj Palace and Devendra Sehgal from Taj Mansingh. “Pathak was the first winner of World Class India who went to global finals to represent India and today he works in Michelin-starred restaurant in New York and is touted to be as one of the most sought after Indian bartenders. He’s quite a celebrity in New York in the bartending scene. The second year, we had this guy from one of the Taj properties, being Taj Mansingh. He was from Rick’s and I still remember how I trained him up and he won World Class after which we took him to Copacabana beach in Rio for the global competition. He now works in the only three Michelin-starred Italian restaurants outside of Italy as the bar manager,” narrated Judge enthusiastically. 

On what sets a bartender apart Judge opined, “It’s not the flamboyance but the personality which counts. It’s all about understanding the nerve of your guest. People come to a bar not for drinks but to have a good time. Drink is something that helps them having a good time so a good bartender can make or mar your night.”

On what lies for the next generation of bartenders he said, “I think the new generation has started enjoying bartending in a better way now. There was a time when it got really somber for them, wearing bow ties and serving like robots which became super geeky. Now they have more personality coming out which is good for them, drinks and of course the guests.”

On the upcoming trends in the industry he said “There are no new trends in the industry. We have reached a phase where you can open any style of bar, at any place, serve any style of drink as long as you put your customer first,” he concluded.