In this country, bartending is often considered a transitional job while employees work their way through college or pursue some other career goal. Once, when an arrogant “fill-in” bartender was asked to smile behind the bar by a Morton’s executive, the bartender told him that his true career was acting, not bartending. The executive looked him in the eye and said, “Well, then why don’t you act like one?” The Morton’s manager was right to expect professionalism.

Demanding higher standards of service and professionalism behind the bar is a responsibility of every employer or manager who runs a beverage operation. Providing bar staff with the tools and opportunities it needs to expand its knowledge will result in effective service. And by establishing credibility as professionals, bartenders gain not only the trust of their employers but also the respect and loyalty of their patrons.

Certification
What does it take to be a professional bartender? It is encouraging to see such entities as the Southern Wine & Spirits of America’s Academy of Spirits and Fine Service, the New York City–based Beverage Alcohol Resource (BAR), Gary Regan’s “Cocktails in the Country” seminar, and the United States Bartenders’ Guild (usbg.org) making a difference by providing product knowledge and commitment to quality. They also educate individuals about different drinking cultures and the bartender’s professional image. Similarly, culinary schools around the country are instituting more focused bar-education programs. Recognizing and standardizing the different tiers of the profession to identify the difference between a generic bartender and a certified mixologist is in the works. This type of certification will make a huge impact during the hiring process because certified individuals will be ready to concentrate their expertise within a specific beverage concept from the very first day of work, without the restaurant’s having to spend precious resources on basic training.

On-the-Job Training
Education for the professional bartender is a lifelong endeavor, which employers and staff should work together to accomplish. If professional bartenders are going to perform their duties competently, they will have to keep current on all aspects of professional practice. Continuing education involves more than passively attending a few courses; bartenders must take some responsibility for their own learning. They should work with their employers to contact suppliers and local distributors to organize spirits tastings hosted by master distillers and brand ambassadors. These sessions can be staged 30 minutes before lineup or during a slow business day. Once a month, focused spirit tastings should be mandatory.

Here are some steps managers can take to boost the professionalism of their staff:

• Assess training needs. What skills and knowledge do bartenders already have, and what do they need to perform better in their jobs?
• Observe on-the-job performance. Critique a bartender preparing a drink, including professional posture behind the bar, proper handling of bar tools, and cleanliness of the work area. Work to correct weaknesses.
• Interview your staff and encourage honest feedback. Ask such questions as, “What part of your job makes you feel the least comfortable or the least confident behind the bar?”
• Engage in group discussions. Create focus groups among your bar staff and introduce topics for discussion. Sharing knowledge and expertise among peers can be a very effective training method.
• Support off-premises educational opportunities. Staff participation in symposia, tours of production facilities, and conventions/media events can help it expand its professional credentials. Subscribe to trade magazines to provide bartenders with current information about industry forecasts, trends, and new products.

After nine years spent in this country educating talented individuals in the bartender’s craft, I am very pleased to see that the bar is experiencing an evolution in professionalism. I hope soon to be able to walk into a neighborhood bar and enjoy a delicious hand-shaken Peruvian pisco sour that follows the original 1915 recipe, prepared by a devoted bartender who moves effortlessly between the Guinness draft system and the mixology station.

Francesco Lafranconi is director of mixology for Southern Wine & Spirits of America, Inc., and the director of its Academy of Spirits and Fine Service. He is the chairman and cofounder of the United States Bartenders Guild, Nevada Chapter, and an active member of the International Bartenders Association.