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How Social Media Has Impacted The Craft And Business Of Bartending


The world of bartending has been significantly impacted by social media. Mixologists have seen growth and tremendous popularity through these platforms. However, the impact of social media on the craft of making cocktails may not necessarily have a positive impact. Many mixologists have shared their views on using social networking platforms. Some popular online mixologists such as Josue Romero aka The Garnish Guy, Karl Steuck, who goes by @SpiritandSpoon on social media, and Lucas Huff, The Bartender’s Fable have shared their opinions. Let's break down their notions on how social networks have affected the art of mixology, the bartenders and their businesses.


Bars and the method of making cocktails have received tremendous exposure through online platforms. This has helped bartenders pick on food and beverage trends and also challenge themselves creatively to innovate.

For regular social media posters or social network active bartenders, the platforms have helped create a fan base and promote their work consistently.

Many amateur mixologists do not apply the purist methods. But their work has helped bartenders learn about obscure ingredients and interesting flavour combinations.

The feedback, whether positive or negative, is helpful for their business. Criticism helps them understand the areas where they need to grow. And any kind of social media engagement, whether good or bad, makes them a part of online conversations. As the saying goes, bad publicity is still publicity.

Different avenues to upload content on social media also help bartenders churn out interesting posts and use the platforms judiciously. For instance, if they have excess content, they put up a story on Instagram. For regular posting, they use normal post options on the gram.

The ease of reaching customers is indeed a plus for mixologists. They can sell their products online due to the access they have to their customers.

making of a drink

Social media opens up opportunities for monetising their content and collaborating with brands and earning good money.

Ultimately, word of mouth via social networks is great marketing for mixologists and their businesses. The mixologists' level of engagement with their customers helps them grow their business.


Anybody with any kind of experience can claim to be a mixologist. Hence there are plenty of people claiming to know the craft of making cocktails but very few are genuine mixologists. Such people can spread misinformation about the techniques used in bartending.

A lot of information spreading too quickly is also a setback for mixologists as this creates a certain impression about their craft and businesses.

The pressure to constantly engage with the audience impacts the output of a professional bartender. This impacts the quality of their work.

The need to follow trends can hamper the creativity and taste of the bartender. Social networking platforms are also a transient medium. Content worthy of making history does not stick in the audience's memory at all, as they move from one post to another.

It can also make bartenders complacent and rely on spin-offs then focus on what every mixologist aspires to do: create a cocktail that becomes a classic.

Thus, social media avenues are great platforms for marketing, they also have flipsides that bartenders need to be cautious about. Using social networks for their craft and businesses is like walking on a tightrope and making it to the end.