Every distillery visitor is a potential customer, and they’re more likely to consume your spirits in a cocktail than neat. That’s why the bar is a crucial piece of any distillery’s planning and why maximizing the guest experience is essential. The bar should be a simple, focused, and efficient showcase of your spirits.
Then, once you’ve honed that program, you can begin applying its successes and lessons learned to the wider on-premise market. What follows is advice from veteran bartenders and experts on how to achieve that goal.