NIQ’s 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.
About the Report
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.
Unlock essential On-Premise insights
Contact us to unlock On-Premise Bartender insights. Understand the trends, views, and opportunities to win across this crucial channel.
