Bartender clinking drinks at the bar with customers

How Lifestyle Trends are Redefining Drinks Choices

Sign up to the Masterclass HERE

Join us for a jam-packed Masterclass on June 25th at 11am (EDT) and get top tips on how to respond to growing wellbeing and lifestyle trends in the bar industry including trends towards more considered socializing, low sugar, vegan drinks, no alcohol options and more. 

Led by experts Graeme Loudon, Managing Director at hospitality research & insights company CGA and Liisa Lindroos, Bartender and Manager at Helsinki’s future-forward bar Bardem, this Masterclass will equip you with all the right tools to meet rising guest demand. 


  • How guest dietary and lifestyle trends are evolving 
  • What this means for your venue 
  • Practical steps for responding to these trends and meeting guest demand 


Graeme Loudon

With over a decade of experience consulting in the global on-trade market, Managing Director of CGA, Graeme Loudon, has built his career by helping drinks brand owners make smarter decisions in the industry. He uses global drinks industry data and insights to help thousands of industry professionals, and he’s excited to share his knowledge on the biggest guest lifestyle trends he’s seeing right now. 

Liisa Lindroos

Liisa Lindroos is a multi-talented Bar Manager at Bardem and Co-founder of  Women and Whiskeys in Finland. A three-times cocktail champion, Lisa recently won of BCA Best Bartender in Finland 2024 and took home the trophy for World Class Bartender Finland in both 2019 and 2022. And, as a passionate environmentalist with a wealth of knowledge on sustainable practices and low-sugar cocktails, you’ll be in safe hands.


  • Have your questions answered by our industry experts, Graeme Loudon and Liisa Lindroos. 
  • Watch live demos on how to create trending vegan, non-alcoholic and sustainable cocktails. 
  • Pick up new recipes and practical tools to use straightaway! 
  • Receive an industry-recognized Diageo Bar Academy certificate. 

…all for free! 

Sign up as a DBA member now to gain access to your certificate after the Masterclass. 

This Masterclass will be streamed in English with real time translation in Spanish, Portuguese and German.  

Bartender clinking drinks at the bar with customers

Conscious Living: How Lifestyle Trends are Redefining Drinks Choices