Transforming Bars and Elevating Experiences

The trend of bar takeovers and bar programs led by celebrity bartenders is creating waves in the industry, bringing both tangible and intangible benefits to the forefront. Spiritz spoke to some celebrated mixologists and alcobev experts from different parts of the world to understand the impact of this trend on bars, brands, and consumers. Top industry professionals highlight the excitement and buzz generated by these events, attracting new customers while maintaining the loyalty of existing ones. The sense of discovery and novelty adds to the vibrant atmosphere, creating a more engaging and dynamic environment compared to regular nights at the bar. They feel that these bar takeovers provide an exciting opportunity for brands and bars to showcase their creativity, build relationships, and drive business results. Additionally, bar takeovers offer strategic benefits, including increased revenue and enhanced community engagement. While some experts question the long-term sustainability of this trend, it undeniably promotes innovation, engagement, and community building. Overall, bar takeovers ensure memorable experiences for customers and provide significant advantages for the alcobev industry. Let us read what some top names of the mixology have to say on this trend.

Hemant Pathak, GM/Beverage Director –Junoon New York & Jazba New York

The bar takeovers offer a unique opportunity for brands and bars to showcase their creativity, and build relationships and drive business results while enhancing their reputation and engagement with customers and the community. Also, the fear of missing out (FOMO) effect is elevated due to limited-time cocktails, special menu items or rare products. It also creates a social media moment. Overall, bar takeovers are memorable experience for the guests while encouraging repeat visits and loyalty.

Yangdup Lama, Co-Founder, Sidecar, Cocktails & Dreams, Speakeasy

When it comes to the benefits of bar takeovers, it’s about relationship-building while promoting a particular brand. If done properly, it helps elevate the craft of the bartender as well and build great brand relationships with the fraternity, thus resulting in gains in volumes. It also allows the customer to engage and experience something new, something different which they would otherwise not be able to. But the trick is to organise bar takeovers with precision and the right elements of excitement.

Lorenzo Di Cola, Head of Brand, Altamura Distilleries

Bar takeover is a really good platform to find inspirations and attract customers. It is a good way to maintain the loyalty of the customers and if the bars have good deals with brands they can have lot of profits from takeovers. Bar takeovers create lots of excitement and buzz. As for customers, the loyalty factor gets a shot in the arm with the level of excitement and buzz that such takeovers generate.

Rohan Carvalho, Proprietor, Bar Square Hospitality Services

At such bar takeovers, a sense of discovery and novelty is a major draw. The takeover event itself can create a more vibrant and exciting atmosphere compared to a regular night at the bar. Live music, special menus and the buzz of the event contribute to a memorable experience. Participating in a bar takeover allows consumers to show their support for both the visiting brand and the host bar. This fosters a sense of community and goodwill.

Robert Hospet, Portfolio Advocate, South India, Suntory Global Spirits

Bar takeovers are a strategic win-win for both visiting brands and the host bars. Some of the tangible benefits for host bars include increased revenue, boost to slow nights and revenue from visiting brands’ cocktails while the intangible benefits include enhanced reputation, employee development and community engagement. From a customer’s perspective, bar takeovers offer a chance to break away from the routine experience and explore new and exciting cocktail experiences.

Cinalli Luca, Food and Beverage Consultant with Hospitality Gourmet

With the costs of managing bars getting into oceanic depths given the fact that patrons need ‘more and new’ all the time, how will the operational and financial curve shape up in the near future? As of now, concepts like bar takeovers are definitely helping to promote bars and brands through the generation of a loud buzz that reaches out to the consumers and attracts them to try out new cocktails. In terms of branding, this works well but the question is will it sustain over a longer timeframe. For the moment though, and in particular for the consumers, it’s ‘enjoy while it lasts’!

Kama K M, Founder & Director – Drinking Safari & The Big Bhaang Theory

It’s a great thing for bartenders too to get reach and exposure by going out of their comfort zones. Following stories and posts on social media, most of the aware consumers are always aspiring for experiencing the world’s best bars and it’s a great way to experience at their favourite aspirational bars and enjoy some new cocktails in their very own city through these bar exchange programs and bar takeovers.