The exclusive research delivers a wide range of insights to help suppliers maximise engagement with bartenders and earn recommendations. Based on a BarSights survey of 1,500 bartenders, managers and other decision-makers in ten leading markets around the world, it sets out the key reasons why investment in understanding and supporting bartenders can generate big returns.
1 Earn recommendations
Securing advocacy from bartenders helps brands earn vital recommendations to guests. Four in five (79%) bartenders say they suggest specific drinks to consumers on every shift, making them one of the biggest influences on decision-making in the On Premise.
2 Build sales
Even more importantly, bartenders’ endorsements translate directly into sales. 95% of bartenders say their recommendations are purchased every time or most times.
3 Grow listings
Strong engagement can also lead to new listings. Nine in ten (90%) bartenders say they are likely to advocate for stocking a brand at their bar if they feel fully supported by its supplier.
4 Feedback
Bartenders’ feedback is crucial to the evolution of brands, and good engagement raises the chances of securing it. 85% of survey respondents say they are likely to provide feedback about products and initiatives if they have a positive opinion of a drinks brand.
5 Trendspotting
By staying close to bartenders, brands can get an early understanding of key industry trends and innovations before they hit the mainstream, and achieve a head start on competitors.
Engagement with bartenders is essential, as 92% of them are likely to recommend a brand to guests if they felt fully supported by a brand supplier. The 2025 Global Bartender Report reveals the best ways to secure this engagement, including via:
- Career support… 86% of bartenders agree they have stronger relationships with brands that have supported their career
- Events… 90% are likely to enquire about stocking a new brand if they have a positive experience with it at an event
- Collaborations… 90% of bartenders are likely to collaborate with brands on activations or events if they feel fully supported by a supplier.
The 2025 Global Bartender Report delivers many more insights into bartenders’ preferences, priorities and demographics to help drinks suppliers and manufacturers build stronger relationships with industry professionals and gain a competitive advantage. It also explores the best ways to improve engagement, including through education, training, career support, events and competitions. Country-level reports are available to help identify nuances in bartenders’ views. To learn more and purchase the report, contact the CGA by NIQ team.
