Bartenders are the gatekeepers of the spirits industry—but most brands still treat them as an afterthought. Free swag, a branded shaker, maybe a logo-etched jigger? Nice try, but that’s not what they really want.

With bartenders now holding the same cultural clout as chefs, their influence on consumer choices is stronger than ever. According to IWSR, 74% of drinkers say bartender recommendations influence their ordering decisions. So why are brands still handing out generic POSM instead of giving bartenders what actually helps them move products?

To find out, Merch & Effect, a leading POS marketing agency, tapped into its global network of bartenders—from award-winning cocktail creators to high-volume service pros—to uncover the five things they really want from brands in 2025.

1. Tools That Actually Work (Not Just Look Good)

Bartenders don’t need another flashy bottle opener. They need durable, well-designed tools that improve their workflow.

📌 86% of bartenders prefer function over branding when it comes to tools, according to a 2024 industry survey.

📌 Time-saving equipment—from ergonomic shakers to fast-pour systems—ranks as a top request.

💬 “If it’s not better than what I already use, I won’t even take it home.” – Jon Lee, Bar Director, Singapore

What brands should do: Stop slapping logos on mass-produced tools. Co-design barware with bartenders who actually use them.

2. POSM That Sells—Not Just Sits There

Branded displays and backbar gimmicks often end up in storage because they don’t help the bar function. The best POSM does more than advertise—it drives sales.

📌 Data from NielsenIQ shows that 58% of on-premise customers ask bartenders for recommendations.

📌 Dynamic, QR-integrated POSM—offering cocktail recipes, brand stories, or loyalty incentives—increases engagement by 3x.

💬 “The best POSM is something I’d actually use during service, not just something to look at.” – Minakshi Singh, Owner, Sidecar, New Delhi

What brands should do: Invest in functional POSM—menu enhancers, interactive elements, or tools that integrate with service.

3. Training That Adds Real Value

Bartenders love learning new skills—but not through outdated PowerPoint slides or generic brand scripts. They want engaging, expert-led education that actually helps them elevate their craft.

📌 73% of bartenders say the best brand trainings involve hands-on workshops, not passive presentations.

📌 Brands that offer career-development content (flavor science, menu engineering) see higher loyalty from bartenders.

💬 “If the training feels like a commercial, I tune out. If it’s useful, I’ll rep your brand all day.” – Tom Egerton, Consultant & Bartender, Bangkok

What brands should do: Make training feel like an industry masterclass—not a sales pitch.

4. Sustainable Products That Don’t Feel Like Greenwashing

Sustainability isn’t just a consumer trend—it’s a growing priority in bar programs. But bartenders can spot inauthentic eco-branding a mile away.

📌 68% of bars have implemented sustainable practices, but only 32% feel brands provide genuinely useful eco-friendly products.

📌 Reusable, zero-waste POSM (instead of disposable swag) is in higher demand than ever.

💬 “If your brand preaches sustainability but sends me plastic promo junk, I’m not buying it.” – Holly Graham, Drinks Writer & Bartender, Tokyo

What brands should do: Provide real sustainable solutions—not just marketing claims.

5. Collaboration That Feels Genuine (Not Just Transactional)

Bartenders don’t want to be “used” for one-off promotions. They want genuine partnerships where their skills and ideas are valued.

📌 79% of bartenders say they are more likely to recommend a brand that involves them in creative development.

📌 Bartender-led limited edition products (like signature serves or co-branded cocktails) drive 35% higher consumer interest.

💬 “The best brands make us feel like partners, not just a sales channel.” – Alex Francis, Bar Manager, London

What brands should do: Build long-term relationships with bartenders, not just momentary activations.

Conclusion: The Brands That Win, Listen First

Bartenders are more than just service staff—they are the face of the industry. If a brand isn’t supporting them in meaningful ways, they’re not going to support the brand back. The solution isn’t more branded swag. It’s smarter tools, better training, functional POSM, real sustainability, and authentic collaboration.