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“Raising the Bar” is Diageo’s global program to support pubs and bars as you welcome customers back and adapt to new practices following the COVID-19 pandemic. We want to stand beside you every step of the way.

“Raising the Bar” offers any bar, anywhere in the world, free access to digital training and practical support through Diageo Bar Academy, with regularly updated resources to support you and your business.


Hygiene and safety standards will be the defining factor in maintaining customer confidence and trust in your business, as well as helping to ensure the wellbeing of venue staff. Discover expert advice and best practices to help to apply them in your outlet:


The industry is transforming in ways that will require bar owners and managers to become savvier operators. Learn how to improve operations and ensure your venue is firing on all cylinders:


Creating a memorable guest experience, while effectively managing your business costs, is the key to profitability. Get a handle on bar economics and finance with tips from industry experts:


Behind every successful bar is a happy, thriving team. Learn how to bring your A-game as a bar manager or owner with our top team management resources:


The right tools, combined with passion and practice, are what it takes to stay at the top of your bartending game. Here, you’ll find cutting edge resources to improve on your existing skills and experience, with topics including:


Making great drinks is only half the battle. But success in bartending depends as much on your skill with customers as it does your mixology abilities. Learn to make your guests feel right at home:


Find out all about our upcoming live masterclasses and one-to-one virtual training sessions with industry experts, top influencers, and DBA trainers. We're here to help you stay at the top of your bar game.