What Categories Are Winning Behind the Bar & Why

n this in-depth industry webinar, we sit down with Zachary Faden to understand how shifting guest expectations, evolving spirit trends, premiumisation, and changing buying behaviour are redefining what bartenders stock

This session explores how bar buying decisions are being made today and what will shape spirits menus between 2026 and 2030. Drawing on data-driven insights and Zachary’s experience as a judge, educator, and programme builder, we break down which spirit categories are winning, which are slowing, and how top-performing bars evaluate new brands.

Whether you’re a bartender, bar director, spirits producer, distributor, or brand owner, this webinar delivers practical insight into how the modern on-trade thinks about categories, flavour, value, and storytelling.