New SIP and CGA-Nielsen report looks to the future with the world’s best bartenders

‘Bars in 2035: Insights from the Leaders’ is based on the views of nine of the world’s most celebrated, experienced and influential bar leaders, captured at a special roundtable in Madrid as part of celebrations around the World’s 50 Best Bars (see below for full list). Hosted by CGA and SIP, it provided expert perspectives on the state of play in the world’s bars in 2025, plus forecasts for the opportunities and challenges to come in the next decade. 

‘Glocalisation’
Roundtable participants highlighted how consumers now demand both big international brands and experiences with local appeal. Globally, a quarter (24%) of consumers say it is now more important to them than it was a year ago that their drink is from their own country—and concerns about environmental impacts are likely to drive more interest in locally-sourced products. “There will be an increased emphasis on bars and restaurants that understand they are part of the cultural landscape of a place,” said Remy Savage.

Challenges 
The report also explores some of the challenges facing bars in 2025, including the recruitment, retention, motivation and well-being of staff. CGA by NIQ’s Global Bartender Report reveals that while 72% of bar staff want to stay in the bar industry for the foreseeable future, 46% are currently facing challenges in their work-life balance. “Positive workplace culture is the key to attracting talent, retaining good people and mental wellbeing,” said Indra Kantono.

Social media
Roundtable participants said social media was transforming the way bars and drinks brands influence both consumers and one another. CGA by NIQ data shows 72% of consumers have visited a specific bar after seeing it on social media or online, while 66% have bought a specific drink or food item after spotting it there. Influencers are likely to have an even more powerful impact on drink choices in the next ten years. “There are people on TikTok and Instagram who none of us have heard of, but they influence more consumer behaviour than any of us,” said Danil Nevsky. 
However, there is also a mounting interest in disconnecting from the ‘always-on’ culture of social media, with some consumers returning to more meaningful experiences in the offline world. “Disconnecting in the On-Premise will get more and more important because we have such hectic lives now. We don’t want to succumb to that pressure 24/7,” said Priyanka Blah.

Moderation movement
CGA by NIQ’s research reveals the moderating consumer can be a growth market if bars and brands can present them with the high-quality options they demand. 32% of On-Premise consumers say they are drinking or planning to drink alcohol less frequently than they were a year ago. However, moderating consumers still want to drink out, and drinking better, which is driving a surge of premium beverage options, both alcohol and alcohol-free. “No alcohol and lighter drinks alternative drinks are a great option on bars now,” said Remy Savage.