In the ever-evolving world of spirits, advocacy is a vital factor in shaping trends and influencing consumer choices. By educating bartenders about the brands they represent advocacy empowers them to create unforgettable experiences and enhance the drinking journey for consumers. To stand out in a competitive market, Brand Ambassadors are the relatable faces of the company. Passionate about their products, they act as a bridge between brands and bartenders - the key influencers in the cocktail culture. Through engagement IRL and online programmes, this relationship is strengthened, fostering loyalty and turning bartenders into dedicated brand advocates. Advocacy is the backbone of a thriving spirits industry, where passion, knowledge, and collaboration intertwine to create an unforgettable world of flavors and experiences.
#1
Hannah Lanfear is considered a preeminent force in the world of spirits education, having delivered seminars the world over, and taught WSET Spirits courses to as many as two thousand industry folk.
She joined Speciality Drinks as their Advocacy Manager, to build and implement an advocacy programme. With two decades of industry experience, spanning both elite cocktail bars and as an international brand ambassador, in 2017 Hannah cut an independent path and
founded The Mixing Class, a company dedicated to delivering spirits education to the cocktail and spirits industry. Founded on the principle that education is a powerful tool to better the equity of opportunity in our trade.
Hannah is an O icial Cognac Educator; Armagnac Educator to the UK; is listed in the IWSC & WSET’s Future 50; is #38 on the Bar World 100 ’22; Imbibe magazine’s Educator of the Year 2019.
Any decision on what to drink is made with a subconscious intent to grow one's ‘cultural capital’, an idea coined by Pierre Bourdieu that states that all our decisions regarding consumption are a reflection of how we wish to be perceived. ‘Do I see myself as a Malibu and coke kinda person or a dry Sipsmith martini kinda person’ for instance.
The bartender, who presides over a vast selection of spirits, is the gatekeeper of this cultural capital and can help the consumer navigate those choices, giving them moments that can result in a feeling of ownership over those choices, and lifelong loyalty to certain brands. Therefore the bartender is absolutely vital in communicating the qualities of each product on the backbar. So advocacy to me is entirely education; not just teaching bartenders to fully understand the flavour profiles and how to use them, but how to create a magical experience for their guests that is built on accurate communication.
The hospitality industry o ers a phenomenal career for young people. You need only a smile and a can do attitude to join it; there’s no limit on what you can achieve. Advocacy can create knowledgeable, passionate, professional bartenders, and ultimately that’s the secret to sustaining the quality across the entire cocktail industry.
How WSET and spirits education, as well as advocacy are supporting bartenders at every level of their career?
Qualifications that are relevant to our industry are rare. I’ve witnessed WSET Spirits education become more and more important to employers when making a hire, and I think that they demonstrate what is required knowledge for those in the trade. The Spirits Level 3 course has been stretching the expected level of knowledge for the trade and has been incredibly important in bridging the gulf between production and advocacy.
I hope that the future is going to be a reweighting of the importance of education, and that solid training and education programmes are a staple in every bar. Existing statistics demonstrate how important professional growth is to Gen Z when choosing a role, and key to satisfying that is a progressive education system that is willing to engage with those who are completely new to the industry.
An award-winning writer and editor, Mark Sansom is Director of Content across the 50 Best Bars portfolio including The World’s 50 Best Bars, Asia’s 50 Best Bars and North America’s 50 Best Bars. As part of his role he oversees the Academy voting structure that creates the lists and all Bars content across both digital channels and live events. In 2022, he was named #88 in the Bar World 100Drinks International’s list of the most influential figures in the global drinks industry.
He joined William Reed, the parent company of 50 Best, in April 2019 after five years as Editor of Food and Travel, the world’s leading gastronomic tourism magazine. Before that, he was Food and Drink Editor on Men’s Health and News Editor at London’s Square- Meal. When not eating out in the name of good and proper research, he hits golf balls along the floor and cricket balls in the air.
To me, advocacy in a brand sense, means building a community that has impact. It’s about deep, relevant communication that really resonates with both industry and the consumer and genuinely highlights brand values that actually matter to people. When brands nail this and the sentiment really hits, people remember it and do your advocacy for you.
I guess at its core, the 50 Best awards give on-trade stakeholders legit cultural currency in the market. We only allow one sponsor per category, so if a brand is working with 50 Best, they are directly connected with the very best bartenders in the world who attend our events. This means that those talented bartenders and buyers will be linked with brand’s liquid and tangentially become advocates by sampling and being seen with their drinks.
For consumers, the impact is more ambient. The hundreds of thousands of people who use our lists to inform their decisions when booking bar visits will see the brands’ logo presence on our channels. If this connection is then followed through with the liquid available in the bars themselves, they immediately associate them with the best of the best in booze with the respective categories of the brands we work with.
What is the idea behind the launch of targeted /regional awards (North America, Asia...)?
Essentially, the regional awards give us the opportunity to shine the spotlight on di erent parts of the world and explore and highlight a greater number of bars than The World’s 50 Best Bars list a ords us. It also gives us a chance to connect our partners with new markets and gives them the opportunity to meet and work with new bars that they may not have had the chance to before.
What's the future of advocacy and on-trade programs?
From my experience, I would say that I can see advocacy programmes trying to make more deeper market penetration and start creating really lasting relationships with individuals that will span an entire career.
I can see more brands trying to really embed deep-seated links with younger bartenders through advocacy projects that target grass-roots talent, through activities such as the 50 Best Bars The Blend Scholarship, which in my opinion is one of the best, most authentic advocacy programmes in the world of bartending.
#3
With now more than 20 years of experience in the London and UK beverage industry, Renaud started at Quo Vadis where he learned his craft and quickly took the lead. He then specialised in re-launching outof-breath spaces by rejuvenating their o er. Later directing openings and new concepts earned him nominations in several award ceremonies, including Tales of the cocktail top ten Restaurant cocktail bars.
8 years ago, Renaud began a new journey as Bombay Sapphire UK Ambassador. During 5 years, he rebuilt both the advocacy platform and educational content with an emphasis on bespoke content for each segment of the on-trade. As part of the several global programmes created, he initiated the Bombay Paint and the Glasshouse Project.
Renaud is now at the helm of the beverage at Louie London, a fine dining restaurant and cocktail bar in Covent Garden.
I am a veteran bartender, and when I started, the simple status of brand ambassador was a beacon of influence. Figures like David Cordoba and such walking into a bar gave the bartender a sense of recognition, the feeling that what they did in their bar was good enough to have their presence. Now that role has been popularised, the competition increased to gain that status. The role advocacy in terms of education, experience, and recognition of the individual is crucial to di erentiate a brand from the competition.
Advocacy now needs to be very engaging and in very positive ways to have any impact, partly due to the increased amount of platforms and activations. The variety of tools to remain at the forefront of bartenders’ minds is getting larger by the day. Education seems the most obvious, but a simple brand story does not have much leverage anymore. Many brand stories are embellished or even barely true, and therefore have lost gravitas and impact.
Education has to be inspiring but also teach something new and valuable. I need pieces of information to be pushed in front of me, without requiring an active e ort to find it, such as snippets of information and data seeded that I can remember, use, and share, allowing me to be more knowledgeable. The content has to be distinctive, fun, and to the point.
Training in-house by the brand ambassador becomes complicated, as a bar manager, it requires me to ask my team to come to work early at a time when sta ing shortage is almost a state of fact, so even if I'd like to, I am reluctant to do so unless I know that the masterclass will be an experience. But having available relevant clear, and novel information about the brand so I can train my team ongoingly is of real interest. The other good option is for the brand ambassador to come to the bar at opening time and deliver a short clear and to-the-point training (10mn max). Positive and social experiences are often underrated. Bartenders live an upside-down life with little socialising time, so bonding activities go a long way. Giving exposure to bar and bartenders, and supporting them to gain recognition among our peers is important, and bring a sentiment of fulfillment. Beyond showing, again and again, the ten most successful bartenders in the world and what they do. Visiting distilleries is a powerful advocacy tool, a first-hand experience of the brand. Lastly, but the list can go on, never underestimate premium and long-lasting bar equipment. I would rather own one great shaker than work in a bar equipped with crappy branded equipment.
What advocacy programme made a di erence and shifted your loyalty to a brand?
Platforms that gave me a sense of community and fun, like the Highland Games or the softball, are still fresh in my mind, and my gratitude to the brand remains to this day (10 years later). Even if I realise that the cost is prohibitive, brand trips to distilleries and the genuine interaction with the people who make the product, which systematically makes me realise the immense work and passion they put into what they do. Brand Ambassadors are the day-to-day brand relatable representation, but experiencing this will always assert the belief that the brand is of greater quality and will motivate me to push the product in my bar and to my patrons ( because I now personally know the people behind it).
Hendricks' bespoke barware created over the years has always given me a sentiment of desire and excitement; that I must admit has maintained my interest in the brand. And the few I own are still prized possessions.
If I resume all of the above, from an operator perspective, I need:
Online engaging content pushed on my bartenders' social media, with an educative nature, short enough so it is being consumed, and engaging enough so it creates a desire to know more on an online platform with videos, how they can use the liquid to create drinks, with techniques, and technical data, tasting note and engaging stories... The fun goes further than prestige and sparkle A brand ambassador presence in my venue to interact with the team and give them the sentiment of recognition, as well as being able to share education and listen to our needs (activations, menu support, bartender activities
Cool POS to own (Quality over quantity)
Ba (Joseph Ellis, UK)
One of the most meaningful advocacy programmes that have been running for the last 6 years, and continues to run this year is William Grant & Sons' bold 1887 collective. Each year they gather nearly 30 bartenders from across the UK for a variety of sessions including educational talks, distillery visits, foraging days, and wellness sessions and there is a graduation event at the end of the year.
Jagermeister has changed focus over the last few years and has a more targeted approach to bartenders looking for a spirit with versatility, which currently resonates with trade. The competition has large cash prizes for 1st 2nd and 3rd place, which in the current economic climate is an alluring prospect.
Lastly, the UK-based “Nc’Nean Creations” cocktail competition is worth keeping an eye on. The distillery was set up to be as sustainable as possible, and since has been verified as having net zero carbon emissions, B corp certified, 100% organic, 100% renewable energy use, and using 100% recyclable glass for their bottles. The winner will be involved in creating a special single cask release, get their name on the bottle, and receive a 6-bottle case as well as 10% net profit.
Altos Tequila launched the Tahona Society, a competition that invites people to submit a business idea or concept that can better support the industry. After a period of mentoring and a final event in Mexico, the winner will walk away with $50K USD and a year’s worth of business mentoring to bring their business to life.
Hennessy has returned with a lighthearted trade engagement programme. Across Sydney, influential industry members have been turned into collectible and tradable basketball cards. These cards can be traded to unlock access to secret Hennessy cocktails on menus in each of their venues, leaning into their global basketball partnership.
Hendrick's Gin Palace is one of the best examples of distillery experience. In the company of their master distiller Lesley Gracie, bartenders get to know the brand in the most unusual way possible, surrounded by cucumbers of course!
Toki Whisky Pear &
Laphroaig 10, Ancho Reyes Verde, acidified strawberry whey,
Thunder Mushroom is a blend of grain and legumes, inoculated with koji spores, fermented, fortified and finally electrocute to oxidise the alcohol.
1466 Pershore Rd, Stirchley, Birmingham B30 2NT (@couchstirchleyb30)
Miso Caramel.
cacao blanc syrup, & basil oil.
Katie Rouse of Couch was one of the 4 winners of the Dojo programme.
Grey Goose Vodka, Hepple Gin, hyraceum, & thunder mushroom vermouth.
1266 Pershore Rd, Stirchley, Birmingham B30 2XU (@ikigai.brum )
Haku Vodka, pineapple syrup, lemon, almond milk & blueberries.
1131 Argyle St, Finnieston, Glasgow G3 8ND (@porterandrye)
Makers Mark, Pineapple, Miso &
Maker’s Mark Bourbon, sticky date pudding syrup, &
Roku Gin, Cocchi Americano Bianco, Suze, Miso, Parsnip & Carrot
Ketel One Vodka, Beetroot Wine, Beetroot Leaf, Whey Garum
Basement/199 Clarence St, Sydney NSW 2000 (@ginnyscanoeclub)
Citrus
Katie Rouse of Couch was one of the 4 winners of the Dojo programme.
Basement/70 Pitt St, Sydney NSW 2000 (doorknock_sydney)
115 Harrington St, The Rocks NSW 2000 @maybe_sammy_sydney
Jerry Thomas, known as the "Father of American Mixology" publishes the first cocktail recipe book, "How to Mix Drinks or The Bon Vivant's Companion" which becomes a seminal reference for bartenders.
1886
Club Suntory, bartender fraternity based in Australia, is established, allowing keen hospitality industry individuals to learn more about the Suntory brands' portfolio. Later, launching Barfly magazine, bartending competitions, and acclaimed initiatives driving the cocktail culture in the country, Club Suntory evolved into The Blend by Beam Suntory in 2015.
1941
John G. Martin (Smirno CEO) travelled state to state pouring Moscow Mules in a copper mug (from a surplus) and convincing bartenders to do the same. Snapped a Polaroid of the bartender mixing things up with Smirno vodka, then showed that photo to the next bar, and kept the cycle going until he'd convinced the whole country to try his drink.
1947
The International Bartenders Association (IBA) is founded, a global organisation promotes bartending cocktail culture, hosting international cocktail competitions.
2019
The Blend by Beam Suntory launches globally. Advocacy programme created for Hospitality by Hospitality and focusing on mentorship, innovation, sustainability, and creativity, The Blend brings authentic, insightful, and educational content to the global community, supporting them at every stage of their career.
2018
The Green Hustle by Aboslute Vodka is a Global Bartender initiative with the ambition to change the way the industry operates to the better through sustainable practices. Participants are educated via a packed itinerary of Absolut seminars and workshops on creative ways to reuse organic waste, how to make ice stretch further and the ways bars around the world can link up with local green initiatives to create urban gardens.
2017
The Mixing Class founded on the principle of delivering peerless education to the cocktail & spirits industry. It has grown to become the world’s leading independent supplier of WSET Spirits education.
Trash Collective is a drinks consulting and educational resource primarily focusing on sustainability, for bartenders and bar owners, through bartender technique, e icient systems and tighter operations
2007
International Association founded, becoming organisation that bartending and culture, including international competitions.
Bob and Carl Nolet decided to advertise Ketel One through word of mouth. Going from bar to bar with a video explaining the production process and educating bar owners on vodka. Local wholesalers couldn’t supply a bar with Ketel One until they had received the education programme, and personally approved the opening of a new account.
Tales of the Cocktail is launched in New Orleans, Louisiana, as a trade-show celebrating the history, craft, and culture of cocktails through Industry Awards. It became one of the world's premier cocktail events, featuring seminars, tastings, and competitions.
Lindsey Life Founder & CEO, Runamok is the first designed for With a focus on charity, and building, it aims immersive Whiskey the heart of Country.
2010
The Campari Academy Italia is introduced, aiming to provide bartenders with educational opportunities, access to industry events, and networking platforms to further their knowledge and career development.
2009
World Class competition is established by Diageo, aiming to find and recognize the best bartenders globally, featuring their Diageo reserve collection. The program also includes educational initiatives and mentorship opportunities for bartenders.
2007
The Monkey Shoulder Ultimate Bartender Championship is introduced, a multi-disciplinary competition that tests bartender’s skills in cocktail making, knowledge, speed, and creativity. The winner has the opportunity to create is own pop-up bar.
2008
The Bacardi Legacy Cocktail Competition was launched in the UK, challenging bartenders to create a classic cocktail with a contemporary twist using Bacardi rum. The competition has grown in popularity to become international in 2011 .
Not requiring anything out of the ordinary but with a distinctive touch that everyone will remember like Hendrick's cucumber garnish, fun and unusual, or the orange hue of the Aperol Spritz recognizable by every client in the room, and a sign of warm weather and “Better times” (even if the rain was pouring outside). Every bartender has experienced these moments where, after serving the first one, another 12 were ordered by other tables within minutes.
Hendricks has dedicated every ounce of imagination, creativity, and resources to this goal. ` from education and experiential platform to all of their marketing communication, cucumber is king, and there is now a National cucumber day. A quirky and engaging identity can go hand-in-hand with an elevated experience.
Aperol has taken ownership of every occasion that could be linked to the serve, every rooftop and terrace, every spring awakening, and every friend’s gathering. Aperol leveraged its cultural elevation of APERITIVO and engraved it in bartenders' and consumers' minds.
Both Hendricks and Aperol have a common element; they both spent YEARS working on this only serve and NOTHING else in all of their communication with the consumer and while allowing the trade to have fun with the brand, simply ensure the consumer request would always be satisfied in venues, a slice of cucumber, a bit of prosecco and an orange slice.
They have managed to retain the bartender's excitement through ingenious POS tied to their universe, so satisfying that giving a slice of cucumber to a guest was never too much of a bother, as the brand was “COOL”, so “I can do this much”.
A balance between branding and perfect integration in a bar is key. T he counter -example is the Bombay Sapphire coppa glass. The consumers like it, but most of the premium venues are avoiding it: Over-branded, too clunky, and taking away the personality of the venue. POS that bars want to use are the ones you want to steal.
MOMENT
23% Skill learning & developmental pressures
15% Keeping ahead of trends
Engagement programmes are a valuable, demanded resource from bartenders, supporting the sector to overcome issues around career development. The benefits of advocacy include building educated brand loyalists, who will recommend the Beam Suntory portfolio and increase sales.
Although There remains a scepticism towards brand-led content, especially when it is delivered in cliches and industry-talk, Members of advocacy engagement programmes are twice as likely to recommend a brand than others.
What, if anything, would make your job easier?
90%
27%
Sta education /training
of bar sta would find trade engagement programmes appealing
Usually recommend the rst spirit brand that comes in mind when guest asks for a recommendation
39% 31%
of sta with 1-5 years of experience typically recommend the rst spirit brand that comes in mind
39%
of sta with 5-10 years of experience describe ‘building pro le’ as an appealing aspect of engagement programmes
I have a set of selection of spirit brands that I use for recommendations and rarely recommend outside of these
32%
37%
Strongly agree Agree
Are looking to develop their professional careers 4 in 5
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