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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.