“Excuse me, please can I get a drink?”
“What is that drink made up of?”
“Give me more ice, please”
“Nonalcoholic.”
These are more often than not the crux of the conversations we have with bartenders when we encounter them at our favorite hangouts. This has informed the popular perception of many people about the role of bartenders-mixing and serving of drinks. Contrary to this, bartenders play a very critical role in consumer choices and experiences while driving demand for beverage brands. In fact, bartenders form a part of the chunk of unsung heroes for the beverage industry shaping consumer experiences and serving as an important touchpoint between beverage brands and consumers.
Data from CGA’s Spring 2023 US OPUS Report reveals that 3 in 6 on-premise visitors are influenced by bartender recommendations when choosing which category to order from at bars. This goes to reaffirm the crucial role of bar tenders in driving the demand for beverages.
Wondering how bartenders bridge the gap between consumers and beverage brands? Here is how.
Bartenders serve as the ultimate ambassadors for beverage brands. In Ghana, where the hospitality industry is booming and nightlife is an integral part of urban culture, bartenders are often the first point of contact between a consumer and a beverage.
Through their craft, they introduce new products, educate consumers, and build lasting impressions that influence purchasing decisions. Often the silent influencers in the beverage industry, playing a critical role in marketing that goes beyond traditional advertising, their direct interaction with consumers allows them to influence purchasing decisions in a way no billboard or TV commercial can replicate.
The enhancement of a brand’s visual appeal to prospective consumers lies many a time with bartenders. Bartenders, who act as both curators and advocates of the drinks they serve, are frequently responsible for improving a brand’s visual appeal to potential customers. By incorporating storytelling into their work, bartenders significantly influence client perceptions. They do more than just pour drinks; they serve as storytellers of tradition, relating the history of a local beverage, the importance of its constituents, or the distillery’s legacy. For instance, when introducing a contemporary cocktail crafted with sobolo (hibiscus tea), the bartender can highlight its health benefits, the meticulous process of brewing, or how it has evolved from a traditional homemade refreshment to a premium bar staple. Eventually, this storytelling aspect transforms a simple drink into a curated experience, fostering deeper emotional connections between consumers and some of their favourite beverage brands.
Members of the bartending profession are not just drink servers; they are relationship builders. Their ability to engage with customers on a personal level goes beyond mixing drinks—it’s about creating an inviting atmosphere where patrons feel valued and understood. This connection plays a crucial role in fostering brand loyalty, as customers are more likely to return to establishments where they feel a sense of belonging. A bartender’s recommendation carries significant weight, especially when delivered with warmth and enthusiasm. When a bartender suggests a cocktail featuring a particular beverage brand accompanied by a friendly smile and a compelling backstory about the brand’s heritage or unique qualities, the consumers’ drinking experience is enhanced. Instead of simply offering a beverage, the bartender is guiding the customer through a sensory and cultural journey. In essence, an emotional association fosters deeper brand affinity within consumers is formed.
With this, consumers are more likely to order the same drink over and over again.
Recognizing the relevance of bartenders to driving demand for beverages, it is no accident that the second edition of a bartender’s masterclass takes a centerstage among the bouquet of activities of this year’s Ghana Beverage Awards. This activity goes to reiterate the commitment of the Scheme’s organizers to the advancement of various elements along the beverage industry’s value chain.
Having received resounding testaments from participants of the maiden edition, this year’s edition is specially curated to be a refreshing mix of crispness, impact and fruitful interactions being spearheaded by seasoned industry experts.
Ahead of the masterclass, Emma Wenani Chief Director for Global Media Alliance, organizers of the Masterclass said:
“The Ghana Beverage Awards Bartenders’ Masterclass is to provide a unique opportunity for both aspiring and professional bartenders to refine their craft, learn from industry experts, and stay ahead of emerging trends. As the beverage and hospitality industries continue to evolve, those who invest in sharpening their skills will stand out, build stronger connections with consumers, and unlock new career opportunities. This masterclass is a must-attend for anyone looking to excel in the field.”
With the welcoming Front/Back Accra in Osu serving as the venue, already existing members of the bartending profession and aspirants are invited to take part in the Ghana Beverage Awards Bartenders’ Masterclass on Monday February 24, 2025.
So the next time you are served that chilled cocktail by the bartender at your favorite hangout, don’t forget to say thank you. Infact, their exceptional services should remind us that some true heroes of the Ghanaian beverage industry wear no capes. Cheers!
