“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 & SAFETY

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:

• Hygiene and Cleaning
• Venue layout and bar ergonomics
• Guest communication
• Responsible serving

OPERATIONS

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:

• Product portfolio selection
• Operational efficiencies
• Takeaway and Delivery systems
• Measuring success

PROFITABILITY

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:

• Minimizing venue wastage
• Profitable menu development
• Creative ways to drive sales
• Finance and budgeting tools

TEAM MANAGEMENT

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:

• Physical and mental wellbeing
• Leadership
• Upskilling and capability
• Career development

SKILLS

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:

• Spirits in food occasions
• Personal technique and flair
• Measuring, pouring, and garnishing
• Batching and canning

GREAT HOSPITALITY

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:

• Building guest confidence & hospitality
• Customer Loyalty
• Measuring, pouring, and garnishing
• Batching and canning

EVENTS

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.