Phone-free zone: the rise of ‘offline’ bars
A growing number of ‘offline bars’ are building intrigue while offering guests a reprieve from their devices.
*This feature was originally published in the June 2025 issue of The Spirits Business magazine.
Like it or not, social media has become a huge part of running a bar. It’s remarkably useful for marketing, with many venues hiring people or agencies specifically to run their accounts. It can even begin to run itself, with influencers and enthusiastic guests promoting your bar for you, sharing carefully staged photos and videos that spread far beyond your own channels.
But as bars compete for ever more digital attention, a small but growing number are taking the opposite approach: stepping back from the screen entirely. These venues are betting that scarcity, secrecy and genuine human connection can be even more powerful than a well‐timed post.
The trend was observed in a report by CGA and Pernod Ricard, with hospitality consultant Anna Sebastian saying: “Offline bars like The Spy Bar in London aren’t new, but they are growing. In the future, there will be a need for bars like this, where consumers can just enjoy the night without the pressure to take photos.”
The Spy Bar’s manager, Sotiris Konomi, isn’t sure about the terminology of being an ‘offline bar’, but says the venue “is certainly a bar where everything is happening off the record”.
“In 2025, it is quite a bold move to decide not to have any social media or any exposure from phone cameras,” he explains. “But we’ve noticed that people are way more interested in visiting the Spy Bar because they can’t see it online.”
The appeal is simple but powerful: exclusivity through absence. Without a stream of curated Instagram posts or tagged location check‐ins, curiosity builds. “I believe word of mouth is the strongest marketing campaign,” Konomi posits. “It takes more time, and it can be more painful in the beginning, but eventually it’s very effective.”
The decision to keep The Spy Bar off social media wasn’t just to build exclusivity, however. The intention was to keep the experience authentic to its speakeasy theme. Konomi explains: “Back in the day, speakeasy bars were a ‘if you know, you know’ situation. You couldn’t just walk in and then expose the bar to everyone else.”
While secrecy and exclusivity are part of the game, Konomi is keen to emphasise that the bar remains approachable. Anyone who enquires at the hotel can visit the bar, though he advises booking in advance. Admittedly, the booking email isn’t made public – that would ruin the vibe. But those who make it in will be given a business card with information on how to book next time.
Phones aren’t banned outright. Those entering the bar will first arrive at the Moneypenny desk, a reception area where the house rules are gently explained. Chief among them? No photos inside. A branded sticker is placed over each guest’s phone camera – a subtle, tactile nudge that shifts their mindset. “Technically, anyone could take it off. But mentally, people know they don’t have to use their phone – they leave it on the side.”
Do guests always respect the rule? Around 95% of the time, yes. For the other 5%, The Spy Bar team gently remind the guests of the rules and explain why it’s important. Persistent offenders will be asked to relocate to one of the hotel’s other two bars.
“Bars are social places. People go to bars to have fun and enjoy themselves, but I think this vibe is lost a little bit with cameras,” he says. “I’m not sure if people are going to bars to show other people that they’ve been to that bar, or if they go to have a drink, to interact with the bartenders, to understand the flavours of a drink and the concept of the bar.”
Preserving presence
The Spy Bar isn’t alone. At Chihuahua Julep in Finland, owners Minna Kettunen and Jami Järvinen have enforced a no‐device rule for the seven years the bar has been open – long before ‘offline bars’ became a talking point. For them, it’s not about exclusivity; it’s about preserving presence. “We wanted to give people an opportunity to experience our bar and cocktails, as beautiful and exciting as they are,” Kettunen says. “We knew we needed to give people a chance to be fully present to sense everything we are offering.”
Guests are asked to switch off their phones before entering and keep them tucked away. Charging cabinets are also available to store devices securely. “People like the rule a lot. Some guests actually come here because of the rule, rather than for the cocktails,” Järvinen adds. “People come here for a first date because there are no distractions.”
He adds: “These days, people have difficulties being without their devices. For many, the only way to relax without a device is when they have no choice about it.” Running a bar in this way does have practical challenges. Digital wallets have become the norm in recent years, but Chihuahua Julep has stuck to its guns and doesn’t allow phone payments. “We tell people about our payment methods when they enter,” Kettunen says. “These days, some people like the fact we’re a cash‐friendly bar, especially as some venues no longer accept cash at all.”
A strict policy won’t be right for every bar. For some, encouraging guests to take a second to be present – rather than enforcing it – might be enough to elevate the experience. But in an era where disposable income is scarce and expectations are high, guests want to get full value from every visit. For some, that means switching off and taking it all in; for others, it means capturing every detail to relive later. Neither approach is wrong; the key is understanding what makes sense for your bar and your clientele.
Offline or online, the best bars are the ones where people want to stay a little longer – not just post a photo and leave.
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