If you’re in the early stages of promoting your craft spirits brand, getting your product on a bar menu is only half the battle. The real challenge? Making sure your liquor doesn’t just sit on the shelf. That’s where bartenders come in.
Bartenders aren’t just mixing drinks—they’re the gatekeepers to your success in the on-premise world. This blog will break down how to use trade marketing strategies to build strong bartender relationships and turn your spirits into customer favorites.
Think about the last time you ordered a drink at a bar—chances are, the bartender influenced your choice. Bartenders don’t just serve drinks; they tell stories, offer suggestions, and guide customer decisions.
Here’s the proof: 73% of customers trust their bartender’s recommendations when choosing a drink. That’s an incredible opportunity for your brand.
When bartenders love your product, they’ll:
Example:
Jameson Irish Whiskey took bartender advocacy seriously. They hosted annual Bartenders’ Balls—exclusive events designed to celebrate bartenders and connect them to the brand. This strategy helped build a network of loyal advocates who recommended Jameson to their customers again and again.
Want bartenders to support your brand? Start by supporting them.
Bartenders are the backbone of the spirits industry, and investing in them can pay huge dividends. Here are a few ways to show you care:
When you support bartenders, you’re not just helping them—you’re building goodwill for your brand that can lead to long-term advocacy.
This industry thrives on relationships, and that includes your relationships with bartenders.
When you or your brand ambassadors visit a bar, don’t just focus on the manager—get to know the entire team. Bartenders notice when you’re thoughtful and genuine.
These small gestures go a long way in showing bartenders that you value their time and hard work. When bartenders feel appreciated, they’re far more likely to support and recommend your product.
Swag can be a great way to keep your brand top of mind, but it has to be something bartenders will actually use.
Skip the generic t-shirts and think about practical, stylish items that bartenders can use behind the bar or in their daily lives:
When bartenders use your swag every day, it becomes a subtle reminder of your brand. And when customers see them using your branded tools, it sparks curiosity and starts conversations about your product.
Strong relationships with bartenders today can lead to incredible opportunities for your brand down the road.
When bartenders trust and recommend your product, it builds credibility. Over time, this translates to:
Plus, these relationships often lead to new opportunities. A bartender might recommend your product to a restaurant owner or create a signature cocktail featuring your spirit. The possibilities grow when you have advocates within the industry.
Spend time building genuine relationships. Visit bars, support the industry with events or training, and offer tools that make their jobs easier.
Yes, but only if it’s practical. Items like bar tools, glassware, and high-quality apparel are far more impactful than generic t-shirts.
Start by educating bartenders about your product’s unique story and flavors. Show them why your spirit is worth recommending.
Absolutely. When bartenders recommend your product, it creates demand beyond the bar. Customers will look for your spirits in liquor stores and online.
Track on-premise sales, bartender feedback, and the number of accounts featuring your product in cocktails or specials.
If you’re wondering, “How do I sell my liquor at a bar?” the answer is simple: focus on bartenders. They’re the key to making your spirits stand out and fly off the back bar.
By investing in trade marketing, building genuine relationships, and creating tools that support bartenders, you’ll set your brand up for sustainable growth.
Got questions or want help with your trade marketing strategy? Reach out to us—I’d love to help. Cheers to your success!
