In the spirits world, there are two very
important audiences: consumers of legal drinking age and bartenders. I heard a stat last week that 80 percent of
folks who go to a bar, don't walk in with an order in mind. Therefore, reaching those bartenders who are
so often asked 'what would you recommend?' or 'what's your favorite?' or even
encouraged to 'surprise me' is critical.
There are so many interesting trends happening in the spirits category right
now. Mixologists are playing more and
consumers are open to new flavors, techniques (cocktails in aromatic
bags...what?!) and spirits they’d typically be hesitant to try. Therefore, connecting and engaging with those
who influence the bartender community is incredibly important. There are also those unique people who resonate with both bartenders and consumers. It's critically important for these folks to maintain their relevance and credibity among those two groups. My suggestions - stay approachable, remain consistent with your tone and be generous with your knowledge.
Cheers!
