The power of bartender advocacy in the On-Premise
The exclusive Global Bartender Report 2026, powered by BarSights, NIQ’s market-leading survey of more than 1,700 hospitality professionals around the world – all with at least six months’ experience and in roles that involve selling spirits. It highlights the pivotal role of the bartenders in connecting brands to buyers, and is packed with insights into how to meet their needs and leverage their sentiment.
A route to growth in a tough market
Market challenges highlight why bartenders are more important than ever in sales terms. NIQ’s international REACH research shows footfall is under pressure, with the number of consumers visiting the On-Premise dropping by 1 percentage point in the last year to 59%. Financial pressures are weakening disposable incomes, and 29% expect to reduce their spend in the next 12 months, while only 18% will increase it. Rising costs are also hurting businesses in many countries, by reducing profitability, slowing growth and compromising buying decisions.
Despite this, the On-Premise has an enduring appeal around the world. While footfall is dropping, it is also creating a shift towards fewer but higher quality occasions in bars and other venues. More and more consumers seek memorable experiences, and this is playing to the advantage of cocktails. Over a quarter (28%) plan to buy cocktails more often in the next 12 months, which is nearly double the number (15%) who will buy them less. Cocktail culture is spreading into new locations and demographics as guests seek premium options – but they want to be sure that they are getting top quality and value for their spend.
The power of bartenders
On-Premise growth isn’t coming from volumes, but from a smaller number of higher value moments. In this competitive environment, bartenders are the gatekeepers of selection and the deliverers of enhanced experiences. As one contributor to the BarSights survey put it: “Guests come to our bar for an experience. They’re paying for the atmosphere, the quality of the cocktails and the bartender’s knowledge.”
This gives bartenders a pivotal role in influencing how consumers perceive brands and choose drinks. The Global Bartender Report estimates that the average bartender in a premium or luxury venue will actively influence 10,976 drinks decisions every year. And this knowledge translates directly into sales, because nearly half (46%) of consumers agree they are likely to purchase a drink based on a bartender’s recommendation.
For brands, it’s crucial to understand exactly what and why bartenders recommend. Cocktails and spirits make up 60% of suggestions, with whiskey, agave and gin the three most common spirits. Advice is often driven by teams’ perceptions of a drink’s authenticity, flavour and artisanship. Local production and regional identity are among the other important qualities. This creates opportunity for advocacy for both global and independent brands that can prove they fit these factors.
Three steps to advocacy
But in an ultra-competitive field, how can brands achieve this all-important advocacy? The Global Bartender Report is stacked with insights to help suppliers build positive sentiment via three key pillars.
The first is support. Asked about the qualities that will make brands best placed to thrive in 2026, bartenders cite reliability and support as two of the three most important factors. This means dependability in stock, supply and ordering, as well as help with tasks like menu development and activations. But support has to be personalised rather than one-size-fits-all, because venues want brands understand their specific needs and challenges.
Second, relations. Bartenders that trust a brand or have a personal connection to it are much more likely to recommend it. Ambassadors and sales reps have big roles to play here, and venues want them to be knowledgeable, friendly and reliable. One bartender said: “The relationships I have with brands need to be based on authenticity, mutual respect and shared values, as opposed to being transactional.” Tastings, visits to distilleries or industry events and competitions are just some of the ways to create these personal ties.
Finally, education. Training can establish the understanding and confidence that bartenders need to advocate for a brand, and activities like hands-on workshops, immersive experiences and live demonstrations can be very impactful. Advanced cocktail techniques, flavour pairings and spirit tastings are the three most wanted areas for education. As well as improving venues’ operations, these activities provide the skills development that bartenders want in order to progress their careers.
“Bartenders carry a vitally important influence on On-Premise sales around the world. Their recommendations are a powerful driver of both short-term sales and long-term demand – but their advocacy has to be earned. It’s shaped by what they know and feel about a brand, and suppliers have some great opportunities to go beyond their product to give teams everyday support, help venues navigate challenges, and earn extra sales. This engagement is complex but essential, and our Global Bartender Report 2026 provides the insights that all brand owners need to achieve it.”
Dylan Battick – Consumer Research Manager – On-Premise – NielsenIQ
Learn more
The Global Bartender Report 2026 features many more takeaways to help suppliers deepen their connections with bar teams and get a head start on competitors. It also helps brand owners understand bartender demographics and the latest trends, with support for creating experiences and activations, growing partnerships and optimising ambassador programmes. Country-level reports are also available to unlock insights into specific territories and adapt strategies accordingly.
Download more information about the Global Bartender Report 2026.
