The exclusive Bartenders and Brands report has essential insights that can help the two communities create a virtuous circle and influence consumers’ decision-making—provided by the people who know the market best.
Here are just five of the top takeaways.
1 Understand the power of engagement
It’s hard to overstate the value of the bartender-brand relationship. NIQ research estimates that the average bartender influences nearly 11,000 purchasing decisions every year, and they translate brands into memorable experiences. On the other side of the equation, brands provide bar teams with essential practical support, new knowledge, fresh skills and career opportunities. Great partnerships achieve a quadruple win: stronger sales for brands, greater fulfilment for bartenders, better experiences for guests and a thriving hospitality sector as a whole.
2 Deliver must-see events
One of the best ways for brands and bartenders to connect is through events. There’s a clear demand for these, with half (50%) of bartenders attending at least one event every quarter, and two thirds (67%) planning to increase their attendance over the next year. But teams are inundated with invites to showcases, masterclasses, competitions, industry shows and more. To get noticed, brands need to make sure their activities have clear USPs and tangible career benefits.
3 Promote wellbeing to inspire advocacy
Bars provide rewarding careers, but long hours and high-pressure environments can cause stress and be detrimental to progression. More than three in five (62%) bartenders say they face significant wellbeing challenges, and 84% would like to engage with support—but only 64% know where they can get it. Brands that can provide this support are likely to earn the gratitude of bartenders and achieve a head start in the competition for advocacy.
4 Win online influence and advocacy
It’s not just within the four walls of the bar where brands and bartenders need to connect. Around a fifth (19%) of consumers now name social media accounts from industry professionals as an impact on their decision making in the On Premise, so platforms like TikTok and Instagram are vital in driving brand advocacy. To hit home, campaigns need be authentic and generate emotional responses.
5 Break out of the industry bubble
For bartenders and brands alike, it’s easy to get trapped in bubbles of trends and influences. However, this is a diverse, dynamic and global sector, with opportunities and inspiration to be found around the world—from neighborhood dives to cutting-edge city-centre bars. Brands can engage with these new and emerging markets via distribution partners, while bartenders can look to them for hot trends and inspiration.
The Bartenders and Brands report is based on an ‘Unlocking Advocacy’ panel session at the recent Athens Bar Show, featuring bartender leaders Danil Nevsky, of The Indie Bartender, Kate Gerwin of the Happy Accidents Bar in Albuquerque, Roland Krupinski of Pernod Ricard, and Dylan Battick and Charlie Mitchell of NIQ. The event’s findings have been augmented by NIQ’s 2026 Global Bartender Report, an exclusive survey of 1,500 bartenders across the globe that delivers essential intelligence about the views, habits and priorities of the people on the frontline of drinks sales.
The new report from NIQ and Pernod Ricard delivers many more insights and practical learnings to help brands and bartenders establish meaningful, authentic and long-term connections that lead to mutually beneficial outcomes. Download the full report here.
Unlock essential On-Premise insights
Discover more about sales performance and access the latest intelligence on consumers, channels and occasions and opportunities to win.
