With half of consumers arriving at a venue undecided on what they are going to drink, bartenders have a huge opportunity to not only deliver a fantastic guest experience but influence their decision[2].
The key? Exceptional service, skilled drink preparation and proactive engagement with the customer.
But how can venues ensure their staff are equipped to make this impact?
The hospitality industry has long struggled with retention and limited resources for staff development.
General managers and venue owners are often thinly stretched across daily responsibilities, with staff training often a challenging priority.
While many training programmes focus on individual brands, the need for a more holistic approach to bartender development is clear.
Significant commercial difference
A bartender’s ability to recommend a drink with style, confidence and knowledge can make a significant commercial difference.
Research shows two in five consumers wish bartenders were more proactive in making drink recommendations and an impressive 91% of consumers are likely to order the drink recommended by staff[3].
Yet without the proper training and support, staff often cannot realise their full potential, the customer misses out on an excellent experience – and most importantly, the venue may miss out on optimising sales and margin.
Staff are the face of any venue, and their ability to positively engage with guests can directly impact the bottom line.
We believe there are three significant reasons to invest in staff training: well-trained bartenders make informed recommendations, create eye-catching drinks, and can increase the value of a drinks orders; you empower your staff to deliver exceptional, personalised experiences that turn first-time visitors into repeat customers and; we know half of consumers seek out venues that offer better-quality drinks, and seeing someone else with a great-looking drink is one of the most significant drivers in changing their order[4].
Training programmes are not just about creating expert drink makers but empowering staff to provide exceptional, personalised experiences that turn first-time visitors into repeat customers.
Brand-agnostic approach
In a nutshell, training can increase the value of an order, encourage repeat custom and drive incremental sales. Therefore, investing in having trained staff that can deliver on these expectations is crucial.
This year, we relaunched our Diageo Bar Academy (DBA) in response to this growing need to support pub and bar operators with upskilling their workforce behind the bar across all levels.
A comprehensive training programme that goes beyond brand-specific knowledge, DBA provides both digital and in-person training to ensure all staff can access relevant content wherever they are.
DBA’s training modules focus on building a complete skill set, including drink preparation, customer engagement, menu knowledge and service excellence. Unlike many other brand-based training initiatives, it is brand-agnostic, empowering staff to deliver high-quality drinks and experiences across various brands and venues.
Despite the challenge ahead in 2025, there are opportunities for operators, from the growth in moderation – 22m (45%) of adults are attempting to moderate[5] to premiumisation – 41% of spirit drinkers agree it’s worth paying extra for quality[6].
As we look ahead to the next year, a confident and skilled team on the front line, with strong working knowledge on drinks trends and opportunities, will help pub and bar operators to drive sales.
Sources:
[1] CGA Hospitality Market Monitor 2024
[2] CGA and Diageo Path to Purchase 2024
[3] CGA and Diageo Path to Purchase 2024, CGA The Role of the Bartender 2024
[4] CGA and Diageo Path to Purchase 2024
[5] Kantar | Alcovision | Data to 30.06.2024
[6] CGA OPMS to 18.5.24
