New CGA and SIP report looks to the future with the world’s best bartenders

‘Bars in 2035: Insights from the Leaders’ is based on the views of nine of the world’s most celebrated, experienced and influential bar leaders, captured at a special roundtable in Madrid as part of celebrations around the World’s 50 Best Bars (see below for full list). Hosted by CGA and SIP, it provided expert perspectives on the state of play in the world’s bars in 2025, plus forecasts for the opportunities and challenges to come in the next decade.

‘Glocalisation’
Roundtable participants highlighted how consumers now demand both big international brands and experiences with local appeal. Globally, a quarter (24%) of consumers say it is now more important to them than it was a year ago that their drink is from their own country—and concerns about environmental impacts are likely to drive more interest in locally-sourced products. “There will be an increased emphasis on bars and restaurants that understand they are part of the cultural landscape of a place,” said Remy Savage.

Challenges
The report also explores some of the challenges facing bars in 2025, including the recruitment, retention, motivation and well-being of staff. CGA by NIQ’s Global Bartender Report reveals that while 72% of bar staff want to stay in the bar industry for the foreseeable future, 46% are currently facing challenges in their work-life balance. “Positive workplace culture is the key to attracting talent, retaining good people and mental wellbeing,” said Indra Kantono.

Social media
Roundtable participants said social media was transforming the way bars and drinks brands influence both consumers and one another. CGA by NIQ data shows 72% of consumers have visited a specific bar after seeing it on social media or online, while 66% have bought a specific drink or food item after spotting it there. Influencers are likely to have an even more powerful impact on drink choices in the next ten years. “There are people on TikTok and Instagram who none of us have heard of, but they influence more consumer behaviour than any of us,” said Danil Nevsky.

However, there is also a mounting interest in disconnecting from the ‘always-on’ culture of social media, with some consumers returning to more meaningful experiences in the offline world. “Disconnecting in the On-Premise will get more and more important because we have such hectic lives now. We don’t want to succumb to that pressure 24/7,” said Priyanka Blah.

Moderation movement
CGA by NIQ’s research reveals the moderating consumer can be a growth market if bars and brands can present them with the high-quality options they demand. 32% of On-Premise consumers say they are drinking or planning to drink alcohol less frequently than they were a year ago. However, moderating consumers still want to drink out, and drinking better, which is driving a surge of premium beverage options, both alcohol and alcohol-free. “No alcohol and lighter drinks alternative drinks are a great option on bars now,” said Remy Savage.

More insights

The exclusive ‘Bars in 2035’ report from CGA by NIQ and SIP by Pernod Ricard sets out several more big trends and issues that will impact bar operators and suppliers in the years ahead, including:

• Drinkers’ growing interest in simple, stripped-back cocktails providing fewer frills and good value for money

• Increased presence of alternative mood-boosts, including nootropic and CBD-based drinks

• The need for businesses to adapt quickly in a volatile world after challenges from recessions, COVID, conflicts and sustained high inflation

Dylan Battick, consumer research manager at CGA by NIQ, said: “The bar industry is one of the most dynamic and exciting parts of the world’s hospitality scene, and this research makes clear that venue operators, teams and suppliers have a lot to look forward to over the next decade. But there will be challenges too, and all businesses will need to stay nimble, guest-focused and on top of big trends and issues. Our unprecedented roundtable and report are perfect examples of the collaboration that will be needed for businesses and bartenders to thrive in the years ahead.”

 

Roland Krupinski, head of global On-Trade development at SIP by Pernod Ricard, said: “Never before has such a diverse and talented group convened on this scale for a roundtable discussion on the future of the bar trade, and I couldn’t be happier with the outcome. Organized by SIP by Pernod Ricard, our Trade Advocacy platform, this initiative brings together key industry leaders to discuss the most important and impactful topics for them. SIP serves as our global forum to SHARE ideas, INSPIRE the industry to go the extra mile, and PIONEER advancements that elevate the industry and enhance the guest experience in the hospitality sector. It aligns perfectly with Pernod Ricard mission as ‘créateurs de convivialité’—to keep the trade motivated, listen to their insights, and collaborate to foster industry growth.”

The roundtable was co-chaired by Dylan Battick, consumer research manager at CGA by NIQ, and Charlie Mitchell, head of insights and consumer research at CGA by NIQ. You can download the full report for free here.