How Bartender Insight Is Reshaping Alcohol Industry Strategy

Bartenders are more than drink makers. They are storytellers, gatekeepers, and some of the most influential voices in the on-premise world. A new global study confirms what many in the industry have long known. If your brand matters to bartenders, it will matter to your consumers.

The CGA by NIQ Global Bartender Report 2025 is one of the most in-depth looks at bartender perspectives to date. Powered by the BarSights platform, this report includes insights from 1,500 hospitality professionals across ten major beverage markets including the U.S., UK, France, Mexico, India, and Australia. Every participant had at least six months of on-premise experience, and all worked in premium venues that focus on food and drink. Fieldwork took place in January 2025, with full reports available from April.

One of the most striking findings is just how influential bartenders are in the path to purchase. Seventy-nine percent of bartenders make a drink recommendation during every shift. When they do, guests order the recommended drink ninety-five percent of the time. That puts bartenders in a critical position to shape buying decisions and elevate the presence of any brand in a crowded marketplace.

Understanding what drives those recommendations is one of the key themes of this report. Bartenders are more likely to recommend brands that they trust, enjoy, and feel supported by. That support takes many forms. The seven things bartenders value most from suppliers are logistics and flexibility, understanding of the venue, relationships with sales reps or ambassadors, training and guidance on perfect serve, leadership and product recommendations, in-outlet activation support, and help designing menus. Each of these touchpoints plays a role in whether your brand earns their attention and advocacy.

The report also digs into loyalty and sentiment. Bartenders were clear about what makes a brand their favorite, what can cause sentiment to shift, and how quickly support can fade when a brand no longer delivers on its promises. Education plays a role here too. Training that helps bartenders better understand and present your product not only builds their confidence but also strengthens long-term loyalty. The right training experience can turn a bartender into a consistent advocate for your brand.

Beyond product knowledge and advocacy, the report explores how suppliers can support bartenders in other meaningful ways. Insights into bartender wellbeing highlight the personal, operational, and professional challenges that come with the job. Brands that offer meaningful support, whether through benefits, flexibility, or empathy, can earn deeper levels of trust and engagement.

Events and competitions also play an important part in the brand-bartender relationship. Bartenders shared which types of activations they find valuable, what barriers prevent them from participating, and how those engagements affect stocking decisions. When done well, events drive stronger brand sentiment, greater interest, and ultimately more presence behind the bar.

For brands looking to stay ahead of the curve, this report also covers bartender-driven trend data across beer, spirits, and cocktails. Experimentation, premiumization, and moderation continue to drive consumer behavior, and bartenders are often the first to recognize what is gaining traction. Whether a brand is trying to establish itself or expand globally, understanding what bartenders are seeing firsthand is an important strategic advantage.

CGA by NIQ is also offering country-level reports that provide insights in local languages based on 150 bartenders per market. Each report comes with expert presentations and market-specific recommendations. In addition to the core report, CGA offers ad-hoc research services including surveys, interviews, concept testing, mobile diaries, and trend identification to support ongoing innovation and growth.

For any brand operating in the on-premise space, this is not just a report. It is a strategic tool. It highlights what matters most to bartenders, how their choices impact your sales, and what it takes to earn their support. From training to engagement to relationships, every interaction with a bartender is an opportunity to build something meaningful.

The future of brand success in the on-premise starts behind the bar. And the more we listen to bartenders, the more likely we are to be the brands they choose to recommend. bartender insight in alcohol strategy