In the world of beverage brands, the key to increasing on-premise sales lies in a place many overlook: the bartenders and servers on the frontlines. These hospitality workers are responsible for 100% of your on-premise sales, making them the ultimate gatekeepers to your brand’s success in bars and restaurants. Yet, many beverage brands fail to invest where it counts the most—educating and empowering these crucial staff members to become advocates for your products.
Enter the Learn More to Earn More (LM2EM) principle, which highlights how providing bartenders and servers with in-depth product knowledge directly impacts sales. For beverage brands, this isn’t a luxury—it’s a necessity. By educating the people responsible for recommending and serving your drinks, you can double your sales over time, ensuring your brand thrives in the competitive on-premise market.
The Untapped Power of Bartenders and Servers
When a guest walks into a bar, they’re not always sure what they want to order. According to a study by CGA, 74% of guests order the drink or brand recommended by the bartender almost every time. This statistic should send a clear message to beverage brands: the people pouring and serving your drinks hold the power to influence your sales more than any other factor.
Bartenders and servers are not just order-takers—they’re brand ambassadors. Their recommendations carry weight with guests, and when they have deep knowledge of your product—its taste profile, story, and ideal pairings—they can confidently sell more of it. The more they know, the more they sell. This is the foundation of Learn More to Earn More.
Why Beverage Brands Must Invest in Education
For beverage brands, education is the single most effective way to increase on-premise sales. Yet, many brands stop at providing promotional materials or occasional in-person tastings, without realizing that the real opportunity lies in providing ongoing education that sticks. Training bartenders and servers to know your products inside and out transforms them from passive order-takers into active promoters of your brand.
Imagine a bartender who not only knows the basics of your whiskey but also understands the depth of its flavor profile, the ideal food pairings, and the unique production process. This knowledge allows them to recommend your whiskey confidently to guests who are undecided. Over time, this leads to more sales, more repeat orders, and stronger brand loyalty.
The Stats Are Clear: Knowledge = More Sales
The numbers don’t lie. Beverage brands that invest in educating on-premise staff see a significant uptick in sales. Consider these statistics:
- 74% of guests order the drink recommended by the bartender (CGA).
- Establishments that prioritize product knowledge training for staff report an average 30% increase in check size over two years (National Restaurant Association).
- Restaurants and bars that implement detailed beverage training programs experience a 15-25% rise in sales within the first year (Beverage Information Group).
These stats clearly show that knowledge isn’t just power—it’s profit. By educating the staff who recommend and serve your products, you’re directly influencing purchasing decisions. It’s not just about being on the menu—it’s about being the drink they actively recommend.
Nitecapp Empowers Beverage Brands to Educate and Grow Sales
So, how can beverage brands make this education happen? That’s where Nitecapp comes in. Nitecapp is a revolutionary platform designed specifically for beverage brands to connect with the frontline staff at hospitality accounts. With Nitecapp, brands can create and distribute a wide range of educational content directly to bartenders, servers, and other sales staff, ensuring they have the knowledge they need to promote your products effectively.
What Nitecapp Offers:
Certifiable Courses: Develop in-depth training modules that educate bartenders and servers about your brand, products, and serving techniques. These courses can be completed at their own pace, and staff can earn certifications that prove their knowledge.
Short-Form Videos: Capture attention with quick, engaging video content that explains product details, ideal pairings, or signature cocktails featuring your brand.
Drink Recipes and Brand Profiles: Provide bartenders with easy access to your brand’s cocktail recipes, product stories, and key differentiators, making it simple for them to recommend your beverages.
Product Profiles: Ensure that every server and bartender knows the full story behind your product—how it’s made, its unique characteristics, and why it stands out from the competition.
Flashcards and Quizzes: Reinforce product knowledge through interactive flashcards and quizzes that help staff retain information. Regular testing ensures they’re always up to date with the latest knowledge.
By investing in these tools, you’re giving bartenders and servers the confidence and resources they need to sell more of your product—whether it’s a craft beer, premium spirit, or signature cocktail.
Why This Investment Is Critical
The current landscape of the on-premise market is more competitive than ever. Beverage brands need to stand out not only to guests but also to the staff who are making the recommendations. While traditional marketing methods—like print ads or social media—are valuable, they don’t have the same direct impact on what’s happening in bars and restaurants. The people who can make or break your sales are the bartenders and servers interacting with guests every single day.
Without the proper knowledge, these staff members are left to guess or rely on limited information when recommending your product. But with the right education and tools, they become brand advocates, confidently steering guests toward your beverages and increasing their likelihood of purchase.
Educating Staff = Long-Term Sales Growth
Investing in bartender and server education isn’t a short-term tactic—it’s a long-term strategy. As staff grow more familiar with your products, they’ll be able to sell them more effectively, which leads to higher guest satisfaction and greater repeat business for your brand.
And the best part? This investment continues to pay dividends. Every time a bartender or server recommends your product, you’re earning valuable brand loyalty and repeat purchases. Over time, as more staff become educated, your on-premise sales will grow exponentially.
Conclusion: Beverage Brands Must Invest in Bartender and Server Knowledge
The evidence is overwhelming: educating bartenders and servers is the most direct way for beverage brands to boost their on-premise sales. By investing in their knowledge, you’re positioning your brand for long-term success.
Nitecapp offers the perfect solution for beverage brands to reach, educate, and certify these critical salespeople through tailored content like certifiable courses, short-form videos, drink recipes, product profiles, flashcards, and quizzes. With Nitecapp, you’re not just putting your product in the hands of bartenders—you’re empowering them to sell it with confidence. Invest in the education of the people who sell your products, and watch your sales soar.