The Australian Bartender Report 2025, powered by CGA by NIQ’s cutting-edge BarSights data, confirms what many in the industry have long understood – bartenders are not only essential to service but are also influential brand advocates. The Report highlights how these professionals shape consumer behaviour, steer purchasing decisions, and elevate brand perception.
For drinks brands and suppliers aiming to lead in the On Premise space, the message is clear: bartender advocacy is not just beneficial – it’s essential.
Why bartender advocacy is a secret sales weapon
Bartenders hold considerable power in influencing what’s poured into a customer’s glass. Here’s why:
- 57% of Aussie consumers like interacting with venue staff when ordering drinks
- 43% lean on staff recommendations to choose what they drink
- Almost three quarters (73%) expect knowledgeable staff who go above and beyond
(Source: CGA by NIQ: REACH Australia)
A key point is that 75% of bartenders say they recommend specific drinks on every shift.
They’re abundantly supplying what consumers are demanding and enjoying. In turn, bartender influence underlines the importance to brands and suppliers of getting them on side and keeping them there by proactively:
- Keeping products front of mind and easy to recommend
- Building advocacy programmes to put drinks in the right bartenders’ hands, and in turn, into more customer orders
- Nurturing relationships and investing in bartender engagement to generate both bartender loyalty and its consequent ripple effect
Loyalty starts behind the bar
Brand sentiment isn’t built overnight. But bartenders, especially those just starting out, form fierce allegiances early in their careers:
- Almost half (48%) say a few standout brands are their absolute favourites
- This figure jumps +7pp for those with less than two years’ experience
As for the implications for drinks brands and suppliers, it’s never been more imperative to:
- Understand every shift is a chance for bartenders to deepen brand ties with end customers
- Make a killer first impression on new bartenders
- Cultivate their loyalty by providing continued support, product education, and career-enhancing initiatives
Educate to advance and engage
Training is the foundation for professional growth. And bartenders want it. In fact, an overwhelming 96% of Aussie bartenders believe education and training is important for their progression, with 70% ranking it as highly important.
So, what can brands do to leverage this thirst for knowledge?
- Grow a reputation as a brand that genuinely supports the bartender journey
- Deliver accessible and worthwhile training to build advocacy
- Ditch dull PowerPoints for interactive experiences and snackable digital content
Connect, compete, and create beyond the bar
Today’s bartenders want to connect, compete, and grow. Brand events are prime opportunities to achieve these aims. And bartenders in Australia demonstrate a proven track record of turning out in force when invited:
- A quarter (25%) – Around every six months
- 21% – Every two – three months
- 15% – Monthly
- 18% – Rarely or never
Tellingly, the primary barriers to attendance include never being offered any opportunities, not being provided with enough information, and not knowing events are happening, rather than any lack of interest.
And the key takeaways for brands?
- If bartenders aren’t coming to events, chances are they don’t know they exist
- Ramp up visibility, using reps, social media, and direct outreach to spread the word
- Design events flexibly around shift schedules, providing value and inclusion
Turn bartender buy-in into brand wins
Bartenders aren’t just service staff. They’re trusted advisors, talkers, and opinion formers.
Ultimately, the brands showing up for bartenders are the ones standing out. As the latest Report shows, brands engaging authentically with this audience are more likely to win on the floor, at the bar, and in the hearts, minds – and wallets – of consumers.
Tom Graham, NIQ’s Insights Lead, BevAl, summarised:
“The most powerful brand stories in today’s On Premise are starting with a bartender. This is why it’s no longer optional for drinks brands, suppliers, and operators to invest in advocacy, whether it’s through targeted education, meaningful event opportunities, or a quick check-in on a busy Friday night. It’s the smartest power move in 2025.”
Global Bartender Report
The Global Bartender Report 2025 presents an invaluable opportunity for beverage suppliers to connect with and drive advocacy among bartenders worldwide.
This industry-leading study delves into the insights, preferences, and trends within the global bartender community. The report also offers the opportunity to discover market-specific insights based on a robust sample of 150 bartenders across 10 key regions, including Australia-specific insights, findings, and recommendations.
