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Bartenders are key influencers in bars and restaurants, often guiding patrons to new cocktails and premium spirits. In the UK, these on-premise experts play an outsized role in shaping what consumers drink - effectively acting as brand gatekeepers for the latest spirits, wines, and cocktails. Their recommendations carry weight: just over half of consumers worldwide say they’re likely to order a drink based on a bartender’s suggestion. Moreover, research shows that more than half (54%) of consumers have later purchased a brand in stores that they first tried at a bar or restaurant. In other words, a bartender’s endorsement can spark initial trial and even foster long-term brand loyalty beyond the bar.
According to NielsenIQ’s Global Bartender Report 2025, bartenders in Britain top the global charts for recommending specific drink brands to their customers. The survey - which gathered insights from 1,529 hospitality professionals across 10 countries - found that 42% of UK bartenders will recommend a particular spirits brand or serve multiple times each shift, compared to just 31% on average globally. They’re also more likely to suggest cocktails by name: nearly three in five British bartenders (about 58%) make cocktail recommendations every shift, versus 52% of bartenders worldwide. This means British bar staff are especially proactive in steering patrons toward certain brands and serves.
This enthusiastic recommendation culture indicates that UK bartenders are more confident than their international counterparts when it comes to endorsing brands behind the bar. For drink suppliers and marketers, that confidence is a golden opportunity. If your spirit or liqueur is one that bartenders love to recommend, it stands a much higher chance of being tried by consumers in Britain’s pubs, bars, and restaurants. Bartenders in the UK often take pride in showcasing premium and craft spirits, so they can be key advocates for higher-end products that might not sell themselves without a knowledgeable nudge. A well-placed recommendation of a top-shelf gin or an up-and-coming tequila can introduce guests to a new favorite - and potentially convert them into repeat buyers.
Spirits and cocktails may dominate bartender recommendations, but Britain’s on-premise shows promise for wine brands as well. Over a quarter of UK bartenders (around 27%) say they recommend a specific wine to guests on every shift - about 8 percentage points more than the global average. This suggests an untapped potential for wine and fortified wine labels through bartender advocacy, since historically these categories have been less active in bartender-led promotions.
A bartender who confidently suggests a particular Malbec or sherry is providing the same kind of guidance as one recommending a top-shelf bourbon. By training bartenders on wine varietals and offering tasting sessions, wine producers can equip staff with the knowledge to recommend their bottles. If wine brands engage bartenders with the same vigor as spirits brands do, they could see more guests taking a chance on their wines - and ultimately more follow-up sales once consumers acquire a taste for them.
British bartenders aren’t just recommending more drinks - they also crave more product knowledge and support from the brands they serve. The NIQ report found that interest in brand-led training among UK bartenders is 20 percentage points higher than the worldwide average. In practice, this means bartenders in Britain are eager to learn about a brand’s story, production, and optimal serves. They also over-index in enthusiasm for exclusive perks like signature recipes or experiential events that can make their venue stand out. When brands invest in these relationships, the payoff can be significant: nearly 9 in 10 British bartenders say they’re more likely to advocate for a brand’s inclusion on the menu if they have a positive impression of it. In other words, win over the bartender, and the bartender will win over customers on your behalf.
To capitalize on this dynamic, alcohol brands should treat bartenders as key partners in their growth strategy. Here are several approaches brands can take to earn bartender support and drive more recommendations:
By implementing these strategies, brands signal that they value the bartender’s role and expertise. This kind of support not only boosts bartender enthusiasm; it often translates directly into better menu placements and more frequent recommendations for the brand at the bar.
The influence of a bartender’s recommendation doesn’t end when the customer leaves the pub. On-premise trial is a proven springboard for broader brand growth. In fact, one consumer study found that more than half of people (54%) have purchased an alcohol brand from a store after first trying it in a bar or restaurant. That means every time a bartender suggests your drink and a patron enjoys it, you’re potentially gaining not just a one-time sale, but a new customer who might seek out your product later for home use. For brand owners and marketing leaders, this reinforces a clear takeaway: bartender advocacy is not just about moving more drinks tonight - it’s about seeding longer-term demand across all channels.
Britain’s on-premise scene offers an outsized opportunity for alcohol brands willing to engage. Bartenders in the UK have shown themselves to be enthusiastic recommenders and trusted tastemakers. Brands that empower these influencers through training, partnerships, and genuine support can turn them into passionate ambassadors for their products. The result is a win-win: patrons discover drinks they love, and brands enjoy accelerated growth fueled by the credibility and charisma of Britain’s bartending community.
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