We’re Recapping Chilled 100 ELEVATE: Beyond the Bar: How to Get from Here to There

Beyond the Bar: How to Get from Here to There was an ELEVATE seminar presented by three industry experts: Greg Cohen, formerly from Patron who now does brand consulting, PR marketing, and more for smaller brands; Josh Hafer, who ran corporate communications for Heaven Hill; and Stephen Halpin, who has spent more than 15 years working around the world in brand advocacy, trade marketing, mixology, and more.

Photos by Justin D. Harrison

The group explained that bartenders looking to broaden their horizons within the industry have four types of roles to consider: ambassador, education, trade advocacy, and execution. Bartenders should consider where their interests lie, whether they want to be a generalist or a specialist, and if they’d prefer working for a small company or a big corporation. Finding both a position and a brand that align with your passions is ideal.

Regardless of what one wants to do and when, it’s imperative to begin laying the groundwork now. Cohen, Hafer, and Halpin suggest attending conferences like ELEVATE and other relevant seminars whenever possible, as well as joining local bartender guilds and participating in opportunities like Tales and Camp Runamok.

They also stress the importance of constant networking. You never know who might walk into your bar, so it’s important to always maintain a good attitude and refrain from talking badly about brands. Good behavior is a must both at work and while out with friends at other bars.

Keeping an active and professional social media presence is also vital, as potential future employers and recruiters will surely check your online persona. Avoid any mention of religion and politics and do more than just post—connect with others in the community and show your engagement. Keep a mentee/mentor mentality and take the initiative to seek out people you aspire to be like.

Once you’re ready to make the move to a new role, aim to excel at the routine parts of the job. Being active in meetings, responding quickly to emails, and being on top of deadlines, reports, and KPIs will all set you apart. If you play your cards right, you’ll have a lot of fun while positioning yourself for a promising future in the industry.