The concept of a “guest shift” in a bar, where a bartender from one establishment temporarily works at another venue, is challenging to attribute to a single originator. However, the practice gained popularity within the global bartending community over the past few decades as a way to foster collaboration, share knowledge, and promote camaraderie among bartenders and different establishments. Various bartenders and bars around the world have contributed to the evolution and widespread adoption of guest shifts as a common practice in the bar industry.
But what lies behind this trend, and why are bartenders travelling so extensively nowadays?

Undoubtedly, guest shifts and tours are highly coveted opportunities for bartenders. They provide a unique chance to leverage brand support to travel the world and showcase their bar, service, and personal brand on an international stage. This not only attracts significant media attention to the represented bar/brand but, more importantly, offers an invaluable opportunity to network with new communities that share the same passion for the industry.
Often, this entails getting close with not only other bartenders and bars but also local brands, representatives, ambassadors, brand managers, media, and influencers.
Now, remember that wanker in a suit that used to say: – Your Network is your Net Worth?!
Well, you may not like the dude, but he ain’t wrong!
These individuals play pivotal roles in the industry, judging awards, competitions, and possessing the power to elevate your brand’s local and global recognition.
In recent years, many top bars worldwide have integrated this strategy into their operations, involving extensive planning sessions to coordinate who goes where and when.
Stressful?
You Bet!
Let’s address a few of the unspoken truths:
These days, travelling for guest shifts has become the top strategy for many bars and bartenders aiming at awards, especially those looking to scale up globally. We’re fortunate to have several of those bars here in Australia, and observing them up close definitely enhances our understanding of the process.
Does the sponsoring brand you select influence the outcome?
Absolutely! But this time, it’s not just about the money. Once again, it comes down to networking. Which bars and bartenders can they connect you with? Global brands, obviously, tend to destroy the local competition having a significant advantage in terms of budget and reach. However, don’t assume it’s easy for them. There’s intense competition among the big players too! And it is a constant battle to secure placement in the world’s top bars, often involving substantial investments in venues and events such as the 50 Best Awards, Tales of the Cocktail, and more.
Does the bar you collaborate with matter?
Yes, again! The bars involved in these activities form a close-knit circle. For those who may doubt it, the alternative often involves a new bar founded by bartenders from one of these aforementioned establishments. These individuals know the game inside out, and they play it very well. This is more than just making drinks; it requires a distinct set of skills that are rare and extremely valuable nowadays.
Is it unfair to see brands investing always in the same people?
Not always.
Some of them are professionals who stand out from the masses by being highly engaged in the industry and consistently going above and beyond, dedicating countless hours to achieving their personal and business goals.
Likewise, many bartenders nowadays couldn’t care less about cocktail competitions, leading to always the same people competing across various states with different brands.
Are there downsides to this strategy?
I believe so.
Often, it appears that bartenders and establishments tend to lose sight of what matters most—their own bar and guest experience.
Larger teams have an advantage here as they can rotate responsibilities among their staff, ensuring consistent standards of service across their venues and operations.
Small teams, on the other hand, bear the brunt and often pay a hefty price!
Firstly, it’s important to note that most of the time, these guest shifts (especially for newcomers) are sponsored by brands to a certain extent. Flights and accommodations are typically covered, and in the best cases, bartenders and venues may also receive an allowance, though this is rare.
Of course, the brand invests in the bar to get something in return
— your souls!
Just kidding! maybe…
We’re talking about volumes, cocktail listings, brand presence on social media, but most importantly, brand recognition and the ability to leverage you and your establishment to reach a wider audience.
For smaller teams, it’s challenging to fly frequently, leaving operations behind, accumulating business bills, and failing to meet minimum volume requirements.
Brand money is like the paparazzi — if people talk about you, they’re all in, but as soon as the new kid on the block comes up with something cool, it’s “bye-bye, bello!”
It’s the law of business — no hard feelings.
However, what’s often underestimated is why strategies such as ‘guest shifting’ and ‘consultancy’ for other venues are employed in the first place. The end goal, realistically, is to generate awareness and interest in your brand to drive people to you. But when they finally visit your venue/s…
… you GOTTA deliver!

A recent personal experience
I recently visited a nearby bar owned by an individual who had recently been featured in all the newspapers for their role in the opening of a well-known new venue. However, it turned out to be an absolutely horrible experience!
I had to wait 30 minutes for a drink (a simple spirit and mixer, and it was a Monday). The staff appeared disorganised, and unfortunately, some of them seemed quite intoxicated (despite it being 10 pm).
Yet, this bar is often celebrated as one of the best venues locally, prompting questions about some of the outdated industry standards that require change.
I want to clarify that nobody is questioning the owner’s experience, expertise, or their ability to run a profitable business or provide consultancy services. However, it does create the impression that they may not prioritise the experience of their guests or the quality of service their team delivers.
It’s a bittersweet reality, unfortunately.
We often find ourselves caught in a vicious cycle, investing more and more energy and resources into pursuits that distract us from our brand’s core focus and ultimate purpose.
So, maybe, it would be useful sometimes….. to keep our feet on the ground!
Now, it’s your turn! Share your thoughts with us. Your opinions matter, and we’d love to engage with you. If there’s another topic you’re itching to discuss, feel free to drop us a dm. We’re all ears and excited to continue the conversation with our amazing community!