India’s Bartenders: How Spirits Brands Can Win in a Cocktail-First Market  

Bartenders in India’s On-Premise 

India’s bartenders overwhelmingly work in cocktail-led environments. In fact, nearly nine out of ten drink focused venues identify as cocktail bars, a figure that dwarfs pubs and late-night bars. This isn’t just a trend; it’s a cultural shift toward mixology as a marker of sophistication and experience. And these venues aren’t tucked away, they’re urban, vibrant, and highly visible, with 70% located in city centres and another 17% in suburban hotspots. For brands, this means the battleground is clear: the cocktail bar is king. 

But it’s not a one size fits all story. Half of these venues describe themselves as independent, small group bars with a cocktail focus, while a significant slice of the market sits inside five-star hotels. That duality demands two distinct playbooks: one that celebrates craft and individuality for indie bars, and another that delivers polished rituals and premium service for luxury hotels. 

From behind the bar 

The people shaping guest experiences are deeply invested in their craft. Head bartenders and mixologists hold disproportionate influence. The average premium bartender will actively influence 8,360 consumer drinks decisions every year, and they’re working marathon shifts—often 55 to 65 hours a week. For brands, this is a call to action: make engagement frictionless. Bitesize training, tools that save time, and activations that fit seamlessly into service flow will earn goodwill. 

When it comes to brand love, India’s bartenders are clear about what matters. They gravitate toward brands that share their values and respect their artistry. Alignment with bartending and mixology culture tops the list (44%), also with competitions and events that spotlight their skills (44%). Education (43%) is another powerful lever—practical, hands-on training beats glossy presentations every time. Innovation counts too: unique products that inspire new serves are a fast track to relevance. And don’t underestimate reputation; peer credibility within the bartending community can make or break a brand’s standing. Much of bartender advocacy is driven by sentiment in India, with the majority of bartenders having preferred brands, as 92% are likely to recommend a brand’s products to customers if they have a positive opinion of the brand. 

Sustainability & practical solutions

Sustainability is rising on the agenda, but it’s not about lofty promises—it’s about practical solutions that reduce waste and improve efficiency. Likewise, incentives and reliable logistics matter, but they’re hygiene factors rather than differentiators. The real emotional currency lies in helping bartenders feel seen, supported, and empowered. 

So, what does winning look like? It’s about showing up as a craft partner, not just a supplier. Co-create seasonal cocktail modules that blend global trends with local flavours. Offer micro-trainings that respect the reality of long shifts. Host competitions that celebrate creativity and reward fairly. And amplify these efforts through authentic storytelling—spotlighting bartenders and their menus across your channels to build community and credibility. 

“India’s On-Premise is a cocktail-first, experience-driven ecosystem. Brands that lean into this reality, by investing in skills, sustainability, and shared success, won’t just secure menu placements; they’ll earn a lasting place in the hearts of the people who pour, shake, and stir the future of drinking culture””

Abhi Sehgal
NIQ’s Client Solutions Manager

About the Global Bartender Report

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.   

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