As a bartender you are a key partner, a prescriptor, an important relay of information and strategy for any wine or spirit brand that you serve.

For brand owning companies, you are an important link between the brand and its consumer helping to generate sales, create brand image and relay brand specific information.

To help create a mutual understanding between you and brands, and to develop a ‘same language’ culture with them, we have developed this glossary of terms.

This is intended to support you with some basic knowledge of the terms and concepts that brand owners use and work with. Some of these go beyond your own world of bartending but are important for the brands, and therefore in turn, are important for the relationship you want to create. If there are any words or concepts that you come across which you would like to share with us, let us know