AS Jamaica prepares for an influx of visitors for the Carnival season, attention is increasingly turning to a critical, and often under-recognised, driver of Jamaica’s hospitality experience, its bartenders.

Globally, the role of bartenders has evolved far beyond service delivery. Industry research consistently shows that bartenders play a decisive role in influencing consumer choices at the point of purchase, with many patrons only deciding what to drink once they are inside a venue. This places bartenders at the centre of both brand perception and the overall guest experience.

That shift is becoming increasingly relevant in Jamaica where the quality of night life and service delivery plays a defining role in the country’s tourism competitiveness.

Minister of Tourism Edmund Bartlett has consistently emphasised the importance of service excellence in strengthening Jamaica’s global tourism product, noting that the visitor experience is shaped not only by attractions, but by the people who deliver those experiences at every touch point.

Bartlett recently underscored the power of Carnival as he reported that the 2025 staging of the event generated an estimated $7.7 billion in direct expenditure, while producing an estimated overall $165.7-billion boost for the local economy.

This represented a 48 per cent increase in revenue generated by Carnival 2025 when compared to 2024, and Bartlett is expecting a further increase this year, with high-touch environments such as bars and lounges seen as critical to delivering a more competitive and memorable visitor experience.

Within that context, Red Stripe’s Learning for Life Brewtenders programme is positioning bartenders as a strategic part of the tourism value chain.

Launched last year as an extension of the Learning for Life Bartender Programme which has already impacted more than 10,000 bartenders across Jamaica, Brewtenders focuses on deepening both technical expertise and professional confidence among those operating in high traffic, on-premise environments.

The programme equips participants with skills in responsible alcohol service, customer engagement, precision pouring techniques, and in-depth product knowledge — all essential to delivering a consistent and elevated guest experience.

This investment becomes particularly significant during high-traffic periods such as Carnival, when bars and lounges — especially within the Corporate Area — serve as key touch points for business travellers and international visitors.

Recent sessions have brought together bartenders from leading establishments, reinforcing the importance of consistency, service excellence, and a deeper understanding of both brewing and spirits portfolios.

“Brewtenders is about shifting how bartenders see their role, from simply serving drinks to shaping the overall experience,” said Daika Mitchell, facilitator of the Brewtenders programme.

“When that mindset changes, you see greater confidence, stronger engagement with customers, and ultimately a higher standard of service across the board,” added Mitchell.

The programme also integrates global expertise, with spirits consultant Teika Samuda contributing to training in mixology and product knowledge, helping to align local practices with international standards.

As Jamaica continues to position itself as a premier destination for culture, entertainment and lifestyle experiences, initiatives such as Brewtenders are helping to ensure that the people delivering those experiences are equipped to meet, and exceed, global expectations.

In an increasingly experience-driven tourism economy the bartender is no longer just behind the bar, but at the forefront of how Jamaica is experienced and remembered.

Summit House bartender Andrew Williams (left) and Rooftop Chillinz bartender Christina Chang show off their “Red Walker” cocktail creation during the training session.