Insights from the "Bars in 2035" Report: The Future of the Bar Industry

The "Bars in 2035" report, produced by CGA by NIQ and Pernod Ricard's SIP initiative, gathers insights from the world's leading bartenders and industry experts to identify major trends shaping the future of bars. This article integrates personal insights with industry perspectives, highlighting essential trends and offering valuable strategies for bar operators and bartenders looking to thrive in the coming decade.

1. Bartender Challenges: Talent is the Ultimate Competitive Advantage

According to the report, although 72% of bartenders express a strong passion and desire to remain in the industry, 46% face significant work-life balance challenges, and around 30% are concerned about their mental health.

The rapidly changing industry environment has intensified competition among bars, and with an increasing number of bartending competitions and events, bartenders' expectations and pressures have also shifted. While traditional salary considerations remain important, younger bartenders today value professional growth opportunities more deeply—such as gaining new skills and accessing resources, and platforms that boost their personal visibility within the global industry.

Therefore, creating a healthy workplace culture with ample training and clear career development paths will be essential for attracting and retaining top talent in the coming years.

2. A Return to Simple, High-Value Cocktails

Post-pandemic, consumers are increasingly drawn back to classic, simple, high-quality cocktails at reasonable prices. The popularity of intricate and overly complicated cocktails in recent years has sometimes led consumers to feel overwhelmed and indecisive. Thus, a return to simplicity has become a preferred option.

This trend was notably reinforced during COVID-19 lockdowns, as consumers rediscovered the joy of preparing simple cocktails at home, reigniting their appreciation for well-executed classic recipes. Additionally, given the ongoing economic uncertainty, consumers now prioritize "value-for-money" experiences, making classic cocktails with excellent craftsmanship even more essential for bars seeking sustained success.

Doing classic cocktails right has never been more crucial.

3. Moderation and Alternative Ways to Unwind

Globally, around 32% of consumers plan to reduce their alcohol intake. However, most are choosing to moderate frequency rather than abstain entirely, reserving higher-alcohol drinks for special occasions. The report emphasizes that, often, the social experience provided by bars outweighs the actual taste of the drink itself.

In response, bars should offer sophisticated, low-alcohol or alcohol-free options that match the quality and appeal of traditional cocktails. Additionally, the rising popularity of functional beverages, such as CBD-infused or botanical drinks, presents a new opportunity. Bars and brands must adapt by emphasizing their cocktails' role in relaxation and social bonding, positioning themselves to compete with alternative relaxation methods.

4. Navigating Social Media Influence and Digital Fatigue

Social media continues to significantly influence consumer behavior. The report reveals that 72% of consumers have visited bars due to social media recommendations, and 66% purchased specific drinks or dishes they saw online. Yet, this strong visual focus sometimes causes consumers to overlook the actual flavors and quality of the drink.

At the same time, bartenders themselves are becoming influential key opinion leaders (KOLs), with consumers increasingly drawn to bartenders' personal brands rather than just venues or drink brands.

Conversely, there's also a growing trend toward digital detox, exemplified by bars like London's Spy Bar, which restricts smartphone use to prioritize real-world interaction. Striking a balance between impactful social media presence and offering meaningful offline experiences will be essential for bars aiming to attract diverse consumer segments.

5. Balancing Globalization and Local Authenticity

Globalization has allowed bars to quickly adopt international trends, but 67% of consumers prefer local brands when drinking out-of-home. In addition, 24% place increasing importance on whether drinks are sourced from their own country.

Thus, future bars must find a harmonious balance between offering globally recognized brands and incorporating local ingredients and culture. Embracing “glocalization” — global influences combined with local authenticity — will be a strategic necessity, enhancing sustainability and cultural resonance in consumers' minds.

6. Escaping the Industry Bubble to Engage Mainstream Markets

Industry-driven trends don't always resonate with mainstream consumers. For example, drinks celebrated within the trade, such as mezcal, might struggle to gain broader market acceptance without wider mainstream media support.

To bridge this gap, bars, and brands need to step out of their insular circles and leverage mainstream media and influential bartender KOLs, connecting more effectively with a broader audience. Today’s consumers often follow charismatic bartenders rather than brands, underscoring the rising importance of personal branding for industry success.

7. Adapting to an Uncertain Future: Agility and Resilience

With uncertainties such as economic volatility, supply chain disruptions, and past crises like COVID-19 highlighting industry vulnerabilities, the ability to adapt has become critical. Successful bars will invest in enhancing their teams' independent capabilities and rigorous training to swiftly respond to unexpected challenges.

Furthermore, the rise of bartender influencers highlights another dimension of adaptability. Consumers increasingly follow bartenders as individuals, rather than focusing solely on specific venues or brands. Therefore, cultivating a talented team with strong personal brands is essential for future-proofing businesses and maintaining customer loyalty amidst volatility.

Conclusion: Strategies for Future Bar Success

Looking towards 2035, successful bars and brands will prioritize the following:

• Improve bartenders' working conditions, emphasizing career growth, fair wages, and mental health.
• Deliver simple, high-quality, and value-driven classic cocktails.
• Expand quality low or no-alcohol drink offerings, catering to moderation-focused consumers.
• Optimize social media marketing, leveraging bartender KOLs to enhance engagement.
• Offer digital detox experiences, creating immersive, technology-free bar environments.
• Balance global appeal with local culture, emphasizing sustainable practices.
• Respond proactively to rising alternatives such as nootropic beverages and cannabis-infused products.
• Break industry bubbles by engaging with mainstream consumer trends and media.
• Enhance adaptability by investing in training and building strong, independent teams capable of navigating uncertainty.

The future of bars will belong to those who can skillfully balance these diverse and evolving trends, fostering innovation while remaining deeply connected to their consumers' real needs and experiences.

source: Bars in 2035: Insights from the leaders