The power behind the bar  

Asia’s vibrant bar scene 

NIQ’s recent REACH surveys have shown that Asia is home to many of the world’s most dynamic On-Premise sectors, with widespread signs that consumers here plan to increase their spending and visits in 2026. In Hong Kong, nearly nine in ten (87%) consumers go out to eat or drink at least weekly – 27 percentage points more than the global average and the second highest frequency anywhere in the world. To add to this as a global hub for tourism the panel discussed ongoing increases to inbound Hong Kong visitors as local consumption has moved to mainland China. 

Strong demand has led to stellar growth in Asia’s premium bar scene. The APAC region is home to 13 of the venues on The World’s 50 Best Bars list in 2025, including the overall winner, Bar Leone. Ratchenberger and other panellists agreed on the growing vibrancy of the local bar industry, which is attracting more and more of the world’s most renowned professionals and is being fuelled by a strong sense of community.  

Local and lower-ABV 

VinExpo Asia heard that although media may suggest the Asian On-Premise in 2026 is seeing more influence of local culture and drinks bartenders place locally relevant experiences last in terms of what they are prioritising. Japanese whisky and Chinese baijiu are just two of the many segments that at the forefront of bars like The Aubrey and Pony & Plume to create a sense of place but according to the panel what keeps customers coming back is the experience not the categories. 

Other big dynamics in the bar sector this year include moderation. Nearly half (49%) of bartenders in Hong Kong think low-alcohol cocktails will be a major trend in their bars this year. However, panellists told the session that moderation doesn’t mean guests want to cut out alcohol altogether; instead, they’re seeking lower-ABV serves as a refreshing, daytime and 1^st drink offering. 

The mega-influence of the bartender 

For drinks suppliers, Asia’s bar leaders are among the most valuable sources of market knowledge and brand advocacy. NIQ’s Barsights Global Bartender Report, which provides insights from key Asian markets including Japan, Korea, Hong Kong and Singapore, reveals the average bartender at a premium venue influences nearly 11,000 drinks decisions every year.  

Brands that value, help and influence these staff can get a significant head start on the competition. Half (51%) of bartenders think brands that work closely with bars and their teams are best placed to thrive in 2026.  

What bartenders want 

To earn bartenders’ trust, partners first need to deliver what they want. Panellists agreed on the need for them to take time to understand venues’ concepts, strategies and priorities. Unsurprisingly, profitability and margins top venues’ list of priorities when they select brands, so it’s essential to get the commercial basics right. Conchar discussed how he believes joint business partnership and listening to their customers is key to the success of their business as a supplier and their customers. 

But beyond financial terms, there is a lot of interest in collaborations on promotions. Nearly nine in ten (88%) bartenders agree that activations can drive more guest interest and footfall. However, with four in five (80%) also noting that activations can be disruptive or box-ticking exercises, bar leaders want to be sure they will create genuine benefits for guests, sales and teams alike. The focus of the panel on a 3-way win for consumers, suppliers and operators was key to winning in the On Premise. 

NIQ’s Global Bartender Report flags other forms of bartender engagement for brands, including training, events and competitions. AI – which is already being used by around half of respondents for tasks like admin, menu development, scheduling and generating new ideas – is likely to be another area for support in the future. 

Experience is king 

NIQ’s data and VinExpo panellists were also in agreement that partnerships need to enhance not just guests’ drinks but their whole visits. With 95% of guests choosing bars for the all-round experience rather than just the drink, brands need to help venues make memories and create compelling reasons to come back for more.