In a competitive On Premise, bartenders are the ultimate touchpoint between drinks brands and consumers. Their advocacy can make a huge difference in achieving trial and trade-ups.
Nearly nine in ten (88%) bartenders make a recommendation to a customer at least once every shift. Based on average performance, it means the average bartender in a premium or luxury venue will actively influence a remarkable 10,976 drinks decisions every year.
Why bartender engagement matters
There is compelling evidence that bartenders are suppliers’ most important sales representatives. Globally, exactly half (50%) of consumers say they typically rely on staff knowledge and recommendations when deciding their drink—and even more (52%) agree they are likely to purchase a drink based on a bartender’s recommendation.
Endorsements are particularly important on emotion-driven visits like special occasions and calendar events, when consumers want memorable experiences and are ready to spend. Bartenders are the gatekeepers that determine which brands will be remembered and revisited.
How to achieve advocacy
Bartenders suggest a very wide variety of brands, across all categories and price points, though spirits and cocktails are where recommendations are most frequently sought. Whiskey is currently the most popular segment for suggestions, followed by gin, agave and vodka.
Advocacy is powered by familiarity, the research shows, and bartenders are much more likely to recommend popular global brands rather than niche ones. Bartenders are also responding to consumers’ desire for high quality drinks—but only if the price is right. As one bartender told the survey: “Guests are opting more and more for quality over quantity… they are much more willing to listen to bartender recommendations than ever before.”
Bartenders’ advocacy can change over time. While guests’ preferences are the most important factor in recommendations for all individuals, experienced ones are more likely to incorporate their own favorite brands and ones they have learned about during training. These experienced staff are also more likely to focus on lesser-known and flavor-complex spirits, making them an ideal target for new and premium brands.
Securing sentiment
For suppliers, the top priority is promoting positive brand sentiment within bars’ teams. More than nine in ten of the bartenders who have a positive opinion of a brand say they are likely to not only recommend it to customers (96%) but to endorse it to their peers (95%) and advocate for it to be included on menus (90%). Again, high quality is the most important factor in securing these positive impressions, but reputation in the bar community, innovation and brand values are vital too.
The supplier playbook for bartender loyalty
The Global Bartender Report 2025 is packed with invaluable insights to help suppliers earn this brand sentiment, with deep dives into the roles of education, training, events and competitions. There is also advice for supporting bartenders with their wellbeing, plus the inside track on bar and consumer trends that will drive brand advocacy and sales in 2026.
The Global Bartender Report 2025 is powered by BarSights, NIQ’s in-depth research with 1,529 hospitality professionals in 10 major countries around the world—all with more than six months’ experience in the sector and hand-picked to secure the best possible insights. The report is available to purchase now, and bespoke analysis is available to help businesses understand bartenders’ views on specific brands, categories or issues.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.
