What bartenders want: global trends and on-trade movements
In our latest YouTube video, we discuss global bar trends, how venues can adapt and remain relevant, and how brands can build strong relationships with the on-trade.
At The Spirits Business Hub at ProWein, Ingo von Ameln, commercial manager at Choya Umeshu, and Edward Nijhoff, co-owner of Rumah Bar in Rotterdam, brought their expertise to a conversation centred on the topic of ‘key mixology and on-trade movements worldwide’.
So, what do bartenders really want right now?
Nijhoff said: “What bartenders want right now is connections with brands they can work with. And I think what’s most important is not to focus anymore on the cocktail itself, but actually on the flavour of the spirit that is handed to the bartender. So, for example with Choya, what we are looking for is to have the plums and look for a product that can connect with it and make it more flavourful.”
He continues to note simplicity in cocktails is in demand at present.
“We’ve been in a situation over the last 10 years that everybody wants to have vapour, make their own spirits and infusements, and that’s actually what we want to step against,” Nijhoff explains. “If I can make everything myself, but I find a syrup that is easy to get that gives me the flavour I’m looking for, I’m not going to make it myself anymore.”
Von Ameln recognises the importance of the on-trade as the channel where “you make the volume for your brand”.
From the brand perspective, he said success comes from building long-term, meaningful relationships with on-trade accounts. He noted the importance of communicating brand goals with on-trade accounts, while allowing the venue room to remain creative.
“This is the most interesting part of my work, and most important,” von Ameln said. “If I can shut my mouth and listen to the experts, you get so much inspiration. It is a masterpiece of work. These guys [the bartenders] have the experience and it’s fascinating.
“It’s like a supplier of colours for a painter, and to see what they’re creating out of it is really inspiring. And this is what I love so much [about] the on-trade, to get in touch with these creative people.”
For Nijhoff, he also sees a responsibility for bartenders today to show younger adult generations how the on-trade and alcohol industry can bring communities together when done correctly and responsibly.
“The way I was drinking with my friends was always to have a community together and enjoying the moment of that time. I think that’s what we’re missing right now with technology, that everybody’s on their phone or online or at home just scrolling on Instagram. The ways that alcohol brings us together is something we need to show the younger generation,” Nijhoff stressed.
The full discussion is available to watch on The Spirits Business’ YouTube channel and via the link below.
Additional published videos from The Spirits Business Hub 2026 include a talk about the rise of alternative agave spirits, and a look behind the scenes of building a celebrity-backed brand.
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