Bartenders hold the key to Britain’s drinks brand growth, says NIQ

New data from the Global Bartender Report finds British bartenders recommend spirits, cocktails and wine more often than their global peers — giving brands an outsized opportunity to drive trial and loyalty through the on-premise.

Britain’s On-Premise continues to exert a powerful influence over consumer drink choices, according to NIQ’s Global Bartender Report. The research highlights the central role bartenders play in shaping brand awareness, advocating new serves and steering customers towards premium options.

Bartenders as brand gatekeepers

NIQ’s survey of leading bartenders found 42% of those based in Britain recommend a specific spirits brand or serve on multiple occasions every shift — 11 percentage points above the global average of 31%. Cocktail recommendations follow a similar pattern, with nearly three in five (58%) British bartenders recommending cocktails on every shift, compared with a global average of 52%.

The findings point to a strong advocacy culture in Britain and suggest bartenders are more confident than their global counterparts when it comes to endorsing branded spirits. NIQ argues this has clear implications for suppliers and manufacturers, particularly in premium spirits where bartender engagement can accelerate trial in signature serves and classic cocktails.

Consumer insights gathered for the report underline the commercial importance of bartender advice. Globally, just over half (52%) of consumers say they are likely to purchase a drink based on a bartender’s recommendation.

Wine sees room to grow

While spirits and cocktails dominate bartender recommendations, the report indicates wine brands could also benefit from greater engagement. More than a quarter (27%) of British bartenders say they recommend a specific wine on every shift — 8 percentage points above the global average. NIQ notes this represents untapped potential for wine and fortified wine brands that have historically been less active in bartender advocacy programmes.

Training and activations drive listings

The research also finds that British bartenders place significant value on brand-led support. Interest in training activities is 20 percentage points above the worldwide average, signalling strong appetite for education and product knowledge.

Bartenders in Britain also over-index in their interest in exclusive serves and experiential activations, which venues use to differentiate themselves and elevate guest experience.

Engagement appears to translate directly into listings. Nearly nine in ten (88%) British bartenders say they are likely to advocate for a brand’s inclusion in venue offerings if they have a positive impression of it.

NIQ says this strengthens the case for suppliers to prioritise activations which demonstrate premium credentials and clear differentiation in crowded categories. It also argues that marketing teams should align their approach to bartender-led storytelling, with assets that make championing brands simple at the point of service.

“Britain’s On-Premise is a high-engagement market where bartenders play a pivotal role in shaping consumer choices. The numbers speak for themselves: bartenders recommend spirits and wines more frequently than their global peers, making them powerful allies for brand growth,” said Rachel Weller, NIQ’s Commercial Leader UK & IRE.

“It’s clear that drinks brands that invest in education, advocacy, and experiential marketing will win in this competitive landscape. If you want to succeed, start with the bartenders — they are your most influential advocates,” she added.

About the report

The Global Bartender Report 2025 is powered by BarSights, NIQ’s research platform, and draws on responses from 1,529 hospitality professionals across 10 major countries — all with at least six months’ experience in the sector.

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