At Merch & Effect, we believe the most valuable insights in the drinks industry don’t come from spreadsheets or trend decks: they come from the bar counter.

That’s why we regularly step into the field and talk directly to the people shaping drinking culture every night: bartenders, bar managers and hospitality professionals. Their perspective reveals what really drives menu placement, guest recommendations and brand advocacy — the factors that ultimately determine whether a spirit wins in the glass or gathers dust on the back bar.

For our latest study, we interviewed bartenders across multiple markets, exploring everything from cocktail strategy and menu design to trade activations, POSM and brand perception. The goal was simple: understand what actually matters in the on-premise when it comes to vodka.

The findings challenge some common assumptions, and highlight a clear roadmap for brands looking to win the category in the years ahead.

Vodka Wins Through Behaviour, Not Story

Vodka is one of the most mature spirits categories globally. Unlike whisky or rum, it rarely wins through deep narrative or terroir storytelling. Instead, vodka succeeds through familiarity and repetition.

Across markets, bartenders consistently pointed to three structural ways the category performs:

• Prestige signalling in luxury venues through bottle design and image

• Default highball behaviour in mid-volume bars

• Attachment to modern classics, particularly the Espresso Martini

In other words, vodka is usually chosen because the serve is familiar, the menu suggests it, or the bartender recommends it, not because the consumer has a detailed understanding of the brand story.

This means brand success depends heavily on visibility, operational ease and bartender advocacy.

The Cocktail Strategy That Actually Works

One of the most striking insights from the interviews was that vodka doesn’t have a single universal “hero drink”.

Some bartenders championed Vodka Soda-style highballs, others argued the category must anchor itself in Martini culture, while others pointed to modern classics like the Espresso Martini.

Rather than confusion, this divergence signals something important: vodka ownership must be engineered deliberately, and sometimes market-by-market. What did bartenders agree on?

A successful vodka cocktail strategy follows a few core principles:

• Simplicity drives repeatability — drinks must be quick to execute during busy service

• Specification creates ownership — glassware, garnish and ritual must be consistent

• Visibility beats complexity — distinctive serves help bartenders recommend confidently

• Operational ease matters — drinks must work within the realities of bar service

If a serve is easy to explain, easy to build and commercially viable, it spreads organically across menus.

Relationships Beat Activations

Another clear message from the research: flashy campaigns rarely change bartender behaviour.

What does? Relationships.

Bartenders consistently emphasised that consistent presence, reliable supply and genuine engagement drive listings and long-term sell-through more than one-off activations.

In practice, this means brands should prioritise:

• Reliable distribution and supply

• Regular account visits

• Practical support for bar teams

• Understanding operational challenges

In the words echoed across interviews: bars want relationship, not noise.

The POSM Bartenders Actually Want

One of the most revealing sections of the research explored POSM, and the results were brutally honest: generic branded clutter doesn’t survive on the bar.

Bartenders overwhelmingly prefer high-quality, high-utility tools that genuinely improve their work.

The items most likely to remain in use include:

• Premium bar spoons and precision tools

• Japanese-style knives or professional bar equipment

• Well-designed aprons or apparel with subtle branding

• Glassware that reinforces a signature serve

What doesn’t work? Over-branded merchandise, low-quality gadgets and generic promotional objects that add nothing to service.

The lesson is clear: utility creates longevity, and longevity builds brand presence.

Training That Invests in Bartenders

Perhaps the most powerful advocacy driver isn’t POSM at all, it’s education. But not traditional brand training.

Bartenders told us that the most impactful sessions are those that develop their skills and perspectives, not just promote a product.

Examples include:

• Ice carving or advanced technique workshops

• Fermentation or ingredient exploration

• Hospitality psychology or service design

• Cross-industry expertise (coffee, culinary, craft disciplines)

When bartenders feel the brand is investing in their personal development, advocacy follows naturally.

The Commercial Fundamentals Still Matter Most

Despite all the discussion around creativity and activations, the final takeaway is refreshingly practical: before any marketing or engagement strategy can succeed, the economics must work.

Bartenders repeatedly highlighted the real drivers of adoption:

• Buying price and margin logic

• House-pour viability

• Consistent supply

• Distribution reliability

If these fundamentals aren’t right, no amount of competitions, tools or storytelling will compensate.

Merch & Effect POV: The Trade Always Knows

The most valuable insight from this research isn’t about vodka itself, it’s about the on-premise.

Bartenders operate at the intersection of consumer behaviour, operational reality and brand influence. When we listen closely to them, we gain a much clearer picture of what truly drives category success.

That’s why we continue investing in first-hand trade research. It allows us to bring our clients something far more valuable than theory: real-world insight from the people who shape drinking culture every night.

And if there’s one lesson that applies to vodka - and beyond - it’s this: Brands don’t win in the boardroom.