Bartender’s Choice Awards: Absolut celebrates the future of bartending

From supporting the Rising Stars category and collaborating with world-class bartender Alex Kratena to partnering with Mason Hereford from Turkey and the Wolf, Absolut’s presence was all about championing the future of bartending in an immersive and impactful way.

We sat down with Absolut’s Global SBM Advocacy Claes Ljungberg and Alex Kratena to talk about this year’s bartender competition, from the evolving role of bartenders to the importance of brand advocacy and why supporting the next generation of talent matters more than ever.

What makes the BCA such a big occasion for the industry?

Alex: BCA is not just another bartender competition. It goes beyond the individual awards, nominees and winners by putting the overall industry on a pedestal. BCA highlights some of the brightest talents, shines a spotlight on best employment practices and promotes the importance of the industry – including bars and spirits brands – to a wider consumer base. It’s a moment where the whole ecosystem is celebrated.

Absolut is sponsoring the BCA Rising Stars category. Why is this so important?

Claes: The next generation of bartenders is the future of the industry, and we believe it’s extremely important to support, empower and celebrate them early on in their careers. Rising Stars is a great way to do this – representing fresh talent, new ideas and the evolution of cocktail culture – while also investing in the industry’s long-term growth.

Supporting Rising Stars isn’t just about recognition – it’s about fostering a thriving bar community where talent is nurtured and celebrated.

Claes Ljungberg

You’ve worked with world-class bartenders, including Alex. Why are these collaborations so valuable for Absolut and the industry?

Claes: Top bartenders are more than just influential figures; they are industry leaders who shape trends and inspire the next generation. When we work with someone like Alex, it’s not just about his reputation – we’re engaging in a meaningful exchange of knowledge, innovation and creativity. 

These collaborations reinforce our credibility and commitment to quality, keep us at the forefront of industry trends and ensure our advocacy efforts remain relevant. From a trade perspective, it creates valuable opportunities for education and inspiration, helping bartenders refine their craft and push the industry forward. 

What do you enjoy most about collaborating with Absolut and why are these relationships so important for the bartending community?

Alex: I have worked with the Absolut team for more than a decade, and what sets them apart is their professionalism, organisation and genuine compassion. Their advocacy team has a deep understanding of the overall industry and really gets the world of bars. At the same time, they’re very open to feedback and willing to adapt. 

Strong, long-term relationships between the bar community and spirits brands are essential as they bring growth, wealth and prosperity to the entire ecosystem.

Alex Kratena

How do you see the role of spirits brands evolving in their relationship with the bartending community?

Claes: It’s becoming more about true partnerships, shared values and long-term investment in the industry. Increasingly, brands will need to go beyond education to offer more meaningful support – from career education and sustainability initiatives to platforms that elevate bartenders’ creativity. Advocacy will shift from brand-led to industry-driven, with brands acting as enablers rather than storytellers. Those that listen, collaborate, and create growth opportunities for bartenders – both professionally and personally – will thrive, ensuring dynamic, evolving and mutually beneficial relationships with the trade.

Can you share what advocacy means for Absolut and why it’s such an important part of the brand’s identity?

Claes: Advocacy has been at the heart of Absolut’s identity since the very beginning – it’s the foundation on which this brand is built. From the moment Absolut was launched more than four decades ago, advocacy wasn’t just what we did, it was who we were, and this commitment remains as deeply engrained in our DNA today as it was then. For us, it’s not just marketing – it’s about being a true part of the bartending community – building trust, credibility and lasting relationships.  Our advocacy efforts always aim to empower bartenders, foster creativity and ensure Absolut is the vodka of choice – not because we say so, but because the trade believes in what we stand for. 

Advocacy isn’t just about recognition – it’s about building deep and lasting relationships with the trade.

Claes Ljungberg

Beyond the BCA gala, Absolut hosted a pre-gala cocktail and bartender brunch. Can you tell us more about these events and why they were important?

Claes: We created two experiences that naturally fit into the BCA week. Both events were specifically designed to facilitate networking, highlight talent and create an inclusive space where everyone – from rising stars to world-class bartenders – felt valued. 

The Cult of One Sip Martini pre-gala event celebrated the martini as a timeless classic that easily rivals a glass of champagne as the ultimate celebratory drink. Partnering with Alex, we brought together some of the best bartenders in the world to put their own spin on the martini using Absolut.  With everyone dressed to the nines, it was the perfect prelude to the BCA gala, while reinforcing Absolut’s quality and craftsmanship.

The bartender brunch, on the other hand, was all about community. Hosted on the morning after the bartender competition, it offered everyone a chance to unwind, reflect on the awards and enjoy world-class hospitality over a shared meal and Absolut cocktails. 

A huge part of the brunch’s success was our collaboration with Mason Hereford and Turkey and the Wolf which brought something truly special to the experience. Mason is known for his playful, innovative approach to cuisine, and that spirit of creativity aligns perfectly with Absolut’s ethos. But more than just serving great food alongside great drinks, this was about creating a moment that resonated with the bartending community – an experience that felt special, memorable and deeply rooted in genuine hospitality.  

Turkey and the Wolf is a bucket-list spot at Tales of the Cocktail, but not everyone gets the chance to go – so we brought that experience to the Nordic hospitality community.

Claes Ljungberg

What trends in the industry are exciting you right now?

Alex: I love seeing how non-traditional cocktail markets are developing their own unique identities. The rise of bars that truly reflect their region – places that wouldn’t work anywhere else – is one of the most exiting shifts happening right now.

How has the role of the bartender evolved, and where do you see bartending in the next five to ten years?

Alex: Bartending has become more technique-driven, with culinary methods and precision taking centre stage. But at the same time, we can’t forget the fundamentals – service, operations and finance are just as important. The next generation needs to balance innovation with a strong foundation in these areas to really succeed.

Looking ahead, we’re facing a big reset. Many top talents are being recruited by spirits brands or leaving the industry altogether. 

If we want bartending to be seen as a viable career – not just a steppingstone – we need real change.

Alex Kratena

Young bartenders must see this as a long-term profession, and bar operators need to create better career opportunities to sustain the industry’s future.