US Bartenders' Guild, Virgin Voyages Announce New SponsorSHIP

HENDERSON, NV - Today the United States Bartenders’ Guild announced an expansion of its relationship with Virgin Voyages to include presenting sponsorship of the inaugural United States Cocktail Championship (USCC) National Finals in New Orleans at Tales of the Cocktail on July 21.

Launched in 2026, the USCC is a nationwide competition designed to identify, elevate, and celebrate American bartending talent—from local communities to the global stage. The USCC National Finals will crown two champions, one in flair bartending and one in classic bartending, who will compete on behalf of the United States at the World Cocktail Championship later this year.

Said US Bartenders’ Guild Executive Director Bo Shuff, “Virgin Voyages is a natural partner for USBG. Their bar program is award-winning and a key component in their food and beverage program, and we're excited for USBG members and friends to experience all they have to offer. Our thanks goes out to Virgin Voyages for their support of the US Cocktail Championship.”

Said Charles Steadman, Director, F&B Experience and Strategic Partnerships at Virgin Voyages, “The USBG and IBA are powerful forces in championing bartending talent and community. While our onboard program is globally curated, this partnership creates a valuable bridge to the people and ideas influencing cocktail culture on land. We’re proud to be part of that ecosystem and to support one of the industry’s premier organizations.”

The announcement is the latest in a string of high-profile relationships inked by USBG, the national, member-led not-for-profit association of bartenders and other hospitality professionals. It comes just weeks after the USBG announced a member benefit relationship with Skechers at Work, the Comfort Technology Company for the Hands Free Slip-ins, work shoes, and boots.