US BARTENDERS’ GUILD, VIRGIN VOYAGES ANNOUNCE NEW SponsorSHIP
HENDERSON, NV (May 13, 2026) - 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 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.
Follow the USBG through multiple social media channels: IG/FB/X: @usbg/@TheUSBG/@TheUSBG.
About the United States Bartenders’ Guild
Founded in 1948, the United States Bartenders' Guild®️ is the national, member-led not-for-profit association of bartenders and other hospitality professionals that unites and elevates the bar industry through education, community, and advocacy. Through its network, the USBG connects members with peer-to-peer learning, expert instruction, service projects, and skills-based competition, all while fostering a fun and healthy environment and reinforcing the importance of the ‘third place’ in neighborhoods across the country.
About Virgin Voyages
Promising to Create an Epic Sea Change for All, Virgin Voyages is the award-winning, exclusively adult cruise line founded by Sir Richard Branson. Delivering unforgettable, relaxing vacations at sea, Virgin Voyages launched at the end of 2021. Inspired by superyacht design, its fleet of Lady Ships exemplify an elevated, boutique hotel at sea with contemporary spaces that strike the perfect balance of nautical chic and glamour. Currently departing from the sun-soaked cities of Miami, Barcelona, Athens and San Juan, the fleet offers more than 60 unique itineraries, sailing to 150+ incredible ports of call. On-board, 20+ eateries feature culinary experiences from Michelin-star chefs, stylish workout spaces and group fitness classes are offered daily, and a festival-like line-up of intimate and larger-than-life shows are on the agenda. Paired with modern, tech-savvy cabins, designer suites fit for a rockstar and a mermaid-inspired spa and thermal suite, the brand is taking the industry by storm. For three consecutive years – 2023, 2024 and 2025 – Virgin Voyages won best cruise line in Travel + Leisure’s highly coveted World’s Best Awards for mega-ship ocean cruise line, along with the 2023 and 2024 Condé Nast Traveler’s Readers’ Choice Awards for best large ocean cruise line.
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