Jun 4, 2025
Jun 4, 2025
Jun 4, 2025
Jun 4, 2025
We Asked the World’s Best Bartenders What They Actually Want
We Asked the World’s Best Bartenders What They Actually Want
We Asked the World’s Best Bartenders What They Actually Want
We Asked the World’s Best Bartenders What They Actually Want
Here’s What They Told Us
Here’s What They Told Us
Here’s What They Told Us
Here’s What They Told Us
It started with a simple question: How do we build POSM that bartenders don’t just accept—but ask for?
Some months ago, while developing a growth strategy deck for a client, we realised we were doing what most brands do—talking about bartenders, not with them. So we flipped the process.
We reached out directly to the people shaping modern bar culture: over 10 of the Top 100 bartenders in the world. We hosted in-depth focus groups, digging into their needs, pain points, and product truths around everything from customer behavior to POSM functionality, tool design, and sustainability.
What we found isn’t just valuable—it’s a blueprint for trade relevance.
What Bartenders Want from Brands Today
Let’s be clear: most current POSM isn’t just underused—it’s disliked. Bartenders are tired of generic bar mats, over-branded tools, and promo junk that clutters their space without helping their workflow.
What they asked for instead was consistent:
1. Function First, Branding Second
Custom-designed tools built for professional use, not just visibility.
Subtle, etched branding over loud logos.
POSM that complements, not clashes with, premium bar aesthetics.
2. Sustainability That’s Real
No more throwaway kits or wasteful packaging.
Preference for recycled materials, reusable glassware, and eco-conscious delivery.
POSM that stays in the bar and serves a second life.
3. Apparel They’d Actually Wear
High-quality aprons, shirts, and hats made from durable materials.
Thoughtful design (pockets, fit, fabric), not just marketing merchandise.
Optional venue customization—so it feels co-created, not imposed.
4. Digital-Ready Tools
QR or AR-linked elements built into tools or displays.
Menus and coasters that unlock cocktail videos or brand storytelling.
POSM that engages not just the bartender—but their guests too.
5. Luxury and Customisation
High-end bars want POSM that respects their vibe.
Items like embossed metal ice buckets, vintage-style tools, or custom glassware resonate more than standardised kits.
Customization shows thought and elevates trade partnerships.
M&E Perspective: We Don’t Guess What Works. We Ask.
This isn’t theoretical. These are first-hand insights from the people who use the tools, shape drink trends, and drive brand perception on the front lines.
Too often, POSM is treated as a brand expression. But in reality, it’s a bartender’s toolset. And when it works for them, it works for everyone:
For the bar: increased speed, smoother service
For the guest: more consistent drinks, more interaction
For the brand: more visibility, more recommendations, more adoption
Our takeaway? Trade relevance comes from listening, not assuming. This research is the first of several direct-to-industry insight projects we’re building, and the beginning of a more collaborative future for brand-building at the bar.
Want to see what your POSM would look like if it started with the bartender? Talk to us!
It started with a simple question: How do we build POSM that bartenders don’t just accept—but ask for?
Some months ago, while developing a growth strategy deck for a client, we realised we were doing what most brands do—talking about bartenders, not with them. So we flipped the process.
We reached out directly to the people shaping modern bar culture: over 10 of the Top 100 bartenders in the world. We hosted in-depth focus groups, digging into their needs, pain points, and product truths around everything from customer behavior to POSM functionality, tool design, and sustainability.
What we found isn’t just valuable—it’s a blueprint for trade relevance.
What Bartenders Want from Brands Today
Let’s be clear: most current POSM isn’t just underused—it’s disliked. Bartenders are tired of generic bar mats, over-branded tools, and promo junk that clutters their space without helping their workflow.
What they asked for instead was consistent:
1. Function First, Branding Second
Custom-designed tools built for professional use, not just visibility.
Subtle, etched branding over loud logos.
POSM that complements, not clashes with, premium bar aesthetics.
2. Sustainability That’s Real
No more throwaway kits or wasteful packaging.
Preference for recycled materials, reusable glassware, and eco-conscious delivery.
POSM that stays in the bar and serves a second life.
3. Apparel They’d Actually Wear
High-quality aprons, shirts, and hats made from durable materials.
Thoughtful design (pockets, fit, fabric), not just marketing merchandise.
Optional venue customization—so it feels co-created, not imposed.
4. Digital-Ready Tools
QR or AR-linked elements built into tools or displays.
Menus and coasters that unlock cocktail videos or brand storytelling.
POSM that engages not just the bartender—but their guests too.
5. Luxury and Customisation
High-end bars want POSM that respects their vibe.
Items like embossed metal ice buckets, vintage-style tools, or custom glassware resonate more than standardised kits.
Customization shows thought and elevates trade partnerships.
M&E Perspective: We Don’t Guess What Works. We Ask.
This isn’t theoretical. These are first-hand insights from the people who use the tools, shape drink trends, and drive brand perception on the front lines.
Too often, POSM is treated as a brand expression. But in reality, it’s a bartender’s toolset. And when it works for them, it works for everyone:
For the bar: increased speed, smoother service
For the guest: more consistent drinks, more interaction
For the brand: more visibility, more recommendations, more adoption
Our takeaway? Trade relevance comes from listening, not assuming. This research is the first of several direct-to-industry insight projects we’re building, and the beginning of a more collaborative future for brand-building at the bar.
Want to see what your POSM would look like if it started with the bartender? Talk to us!
It started with a simple question: How do we build POSM that bartenders don’t just accept—but ask for?
Some months ago, while developing a growth strategy deck for a client, we realised we were doing what most brands do—talking about bartenders, not with them. So we flipped the process.
We reached out directly to the people shaping modern bar culture: over 10 of the Top 100 bartenders in the world. We hosted in-depth focus groups, digging into their needs, pain points, and product truths around everything from customer behavior to POSM functionality, tool design, and sustainability.
What we found isn’t just valuable—it’s a blueprint for trade relevance.
What Bartenders Want from Brands Today
Let’s be clear: most current POSM isn’t just underused—it’s disliked. Bartenders are tired of generic bar mats, over-branded tools, and promo junk that clutters their space without helping their workflow.
What they asked for instead was consistent:
1. Function First, Branding Second
Custom-designed tools built for professional use, not just visibility.
Subtle, etched branding over loud logos.
POSM that complements, not clashes with, premium bar aesthetics.
2. Sustainability That’s Real
No more throwaway kits or wasteful packaging.
Preference for recycled materials, reusable glassware, and eco-conscious delivery.
POSM that stays in the bar and serves a second life.
3. Apparel They’d Actually Wear
High-quality aprons, shirts, and hats made from durable materials.
Thoughtful design (pockets, fit, fabric), not just marketing merchandise.
Optional venue customization—so it feels co-created, not imposed.
4. Digital-Ready Tools
QR or AR-linked elements built into tools or displays.
Menus and coasters that unlock cocktail videos or brand storytelling.
POSM that engages not just the bartender—but their guests too.
5. Luxury and Customisation
High-end bars want POSM that respects their vibe.
Items like embossed metal ice buckets, vintage-style tools, or custom glassware resonate more than standardised kits.
Customization shows thought and elevates trade partnerships.
M&E Perspective: We Don’t Guess What Works. We Ask.
This isn’t theoretical. These are first-hand insights from the people who use the tools, shape drink trends, and drive brand perception on the front lines.
Too often, POSM is treated as a brand expression. But in reality, it’s a bartender’s toolset. And when it works for them, it works for everyone:
For the bar: increased speed, smoother service
For the guest: more consistent drinks, more interaction
For the brand: more visibility, more recommendations, more adoption
Our takeaway? Trade relevance comes from listening, not assuming. This research is the first of several direct-to-industry insight projects we’re building, and the beginning of a more collaborative future for brand-building at the bar.
Want to see what your POSM would look like if it started with the bartender? Talk to us!
Source: Proprietary Research
Source: Proprietary Research
Source: Proprietary Research