This is a best practice that I started doing when I was the on premise brand activation specialist for the Diageo luxury spirits portfolio. I would open a bar tab when the venue is slow and invite the bartenders to experiment with making signature cocktails using my spirits.
I would be their consultant and third party opinion, taste testing the drinks for them, providing recommendations as somebody who has judged cocktail competitions and who sees the numbers on what cocktails are selling best around the city.
You would be surprised how little bartenders actually get to experiment with mixing new cocktails. It can get expensive quickly for a bar owner to allow their staff to use the good alcohol for training purposes.
These sessions are so effective at getting listings that it’s now a service that I offer freelance.
