You remembered the drink they made for you. You remembered the conversations. Maybe you remembered the way they greeted regulars or somehow knew exactly what you wanted before you ordered it. But outside the four walls of their bar, they were largely anonymous.

Today, a bartender can have thousands of followers, travel internationally for guest shifts, collaborate with global spirits brands and become recognizable far beyond their home city. In an industry built on personal connection, bartenders have gone from being behind-the-scenes hospitality professionals to public-facing personalities. So, when did bartenders become celebrities?

From service to spotlight

The answer lies somewhere between the cocktail renaissance of the early 2000s and the rise of social media a decade later. As consumers became increasingly interested in craft cocktails, premium spirits and the stories behind what they were drinking, bartenders began stepping into roles that extended well beyond service. They became educators, storytellers and ambassadors for a growing culture that treated cocktails with the same seriousness that food enthusiasts had long reserved for fine dining.

At the same time, the industry itself was becoming more interconnected. International competitions expanded. Cocktail conferences attracted attendees from around the world. Rankings such as The World’s 50 Best Bars became influential enough to shape tourism and media coverage. Major spirits companies invested heavily in bartender education, ambassador programs, and international travel opportunities.

For the first time, bartenders had a global stage. Then social media arrived.

The social media effect

Unlike chefs, who had long benefited from television appearances, cookbooks and mainstream media coverage, bartenders suddenly had a platform they controlled themselves. Instagram transformed cocktail culture into a highly visual medium. A drink created in Montreal could be seen in Tokyo within minutes. Techniques, recipes and ideas travelled faster than ever before.

For Kaitlyn Stewart, winner of the 2017 World Class Global Bartender of the Year title, social media helped bring bartenders into the spotlight. “I think with the rise of social media, especially in the last five years, we are seeing a shift from just having chefs and sommeliers in the forefront, to bartenders putting themselves front and center to promote not just themselves, but also their businesses,” she said.

The opportunities that followed were significant. A bartender no longer needed to spend decades building a local reputation before being noticed. Visibility could lead to speaking engagements, consulting work, brand partnerships, judging opportunities and international travel. In some cases, bartenders became destinations in their own right, attracting guests who specifically wanted to experience their cocktails. “Your social channels end up becoming part of your resume,” said Stewart.

That reality has fundamentally changed how success is measured within the industry. Twenty years ago, success was largely local. A respected bartender built a loyal clientele, earned the trust of colleagues, and perhaps became known within their city. Today, success can also mean competition titles, international recognition, brand collaborations, educational platforms and a substantial online following.

In many ways, bartending has followed a path similar to that of the culinary world. Recognition is no longer tied exclusively to a venue. Increasingly, individual personalities have become brands. Not everyone, however, believes visibility should be confused with excellence.

Visibility isn’t everything

Montreal bartender and consultant Maxime Coubès has witnessed the transformation firsthand. Like many bartenders who came of age during the industry’s rapid growth from 2010 to 2020, he benefited from an era marked by competitions, guest shifts and unprecedented opportunities for international collaboration. He credits those experiences with helping legitimize bartending as a profession and creating stronger connections between bartenders, producers and distillers around the world. At the same time, he believes the industry’s fascination with visibility sometimes overshadows the work itself.

“Social media can accelerate opportunities if you want to work with marketing, activations, agencies and brands,” he said. “But bartending has never been, and will never be, dependent on the internet.”

Bartending has never been, and will never be, dependent on the internet.

Maxime Coubès, bartender and consultant

His perspective highlights a tension that continues to shape modern hospitality. While visibility can accelerate a career, many of the industry’s most respected figures built their reputations through years of service, mentorship and consistency rather than online audiences. Reputation among guests and peers still matters, particularly within Canada’s relatively tight-knit cocktail community. Yet there is little doubt that visibility has become increasingly valuable.

Today, a bartender’s Instagram account often functions as a portfolio. Event organizers, spirits brands and employers frequently encounter someone’s online presence before they encounter their work in person. Understanding marketing, branding and content creation has become a professional advantage. The challenge is determining where visibility ends and performance begins. That question becomes particularly relevant as social media continues to blur traditional definitions of expertise.

For Quebec bartender, educator and manager Claudia Doyon, one of social media’s greatest strengths is its ability to democratize knowledge. When she entered the industry nearly 20 years ago, aspiring bartenders relied primarily on books, mentors and the experience gained on the floor. Today, techniques and educational resources are available instantly, allowing professionals to learn from colleagues around the world. But increased access has also created new complications.

As cocktail content has become increasingly popular, audiences have become exposed to a growing number of influencers operating within the drinks space. Some have successfully transformed that visibility into consulting work, event opportunities and collaborations traditionally associated with experienced hospitality professionals. The issue, Doyon argues, is not that influencers exist. Rather, it is that visibility can sometimes be mistaken for expertise.

“It is essential to maintain balance,” she said. “At the end of the day, we work in hospitality. Our passion should never be overshadowed by the desire to showcase ourselves on virtual platforms.”

Her concern reflects a broader conversation occurring throughout the industry. The rise of bartender personalities has unquestionably brought benefits. Greater visibility has elevated the profession, educated consumers and created opportunities that previous generations could scarcely have imagined. Yet celebrity culture introduces its own pressures.

The cost of being seen

Maintaining an active online presence requires time and energy in an industry already known for long hours and burnout. The pressure to remain visible can sometimes feel relentless, particularly for younger bartenders trying to establish themselves. There is also the question of what happens when personal branding becomes more important than teamwork.

Your social channels end up becoming part of your resume.

Kaitlyn Stewart, bartender

Doyon notes that recognition can inspire others and bring positive attention to the profession. As a manager, however, she has also witnessed situations where image began to outweigh collaboration. Hospitality remains a collective effort, and the strongest bars are rarely built around a single individual. The same tension appears in conversations surrounding competitions, rankings and guest shifts. Over the past decade, these platforms have become increasingly influential in defining success. They create opportunities, generate publicity and encourage innovation. Yet they can also create hierarchies that do not necessarily reflect the guest experience.

Coubès believes some aspects of modern cocktail culture have become overly focused on visibility and optics. “The best bar is simply the bar where you feel good, where the bartender becomes a friend,” he said. It is a deceptively simple statement, but one that speaks to a larger shift currently taking place across the industry.

Back to hospitality

After years of celebrating technical innovation and increasingly elaborate cocktail programs, many bartenders are returning to fundamentals. Guests are looking for experiences rather than performances. They want connection as much as they want creativity. In that sense, the industry’s future may look surprisingly similar to its past. The irony is that while bartenders have never been more visible, the qualities that define a great bartender have remained remarkably unchanged.

A strong social media presence may open doors. A competition title may attract attention. A guest shift in Singapore or London may expand a network. But none of those achievements guarantee the one thing guests actually experience when they sit down at a bar: hospitality. This sentiment is clear in Stewart, Coubès, and Doyon, despite their differing perspectives. Each acknowledged the opportunities that visibility has created. Each recognized the value of broader recognition for the profession. Yet all ultimately returned to the same principle: the work itself still matters most.

Bartenders may have become public figures. Some have become educators, consultants, ambassadors and entrepreneurs. Others have built audiences that extend far beyond their home cities. But behind every award, every ranking, every viral cocktail video and every international guest shift is still a person standing across from a guest, trying to create a memorable experience.

Bartending has finally earned the recognition many believe it deserves. The challenge now is ensuring that the spotlight never becomes more important than the people sitting on the other side of the bar.

In November, the prestigious Siebel Institute of Technology brewing school announced that it will relocate from Chicago to Montreal. In a press release, the school confirmed the move was effective Jan. 1, 2026, but didn’t provide a date for when classes would begin at its new location.

The Siebel Institute is the oldest brewing school in North America. It was founded by German-born chemist John Ewald Siebel, Ph.D., in Chicago in 1868. It was originally known as the John E. Siebel Chemical Laboratory before being renamed the Siebel Institute in 1872, and it has called Chicago home since its opening.

The new location will be at 3035 rue Sainte-Catherine near the former Molson Brewery site in downtown Montreal. That site is part of a planned $2.5 billion redevelopment aimed at revitalizing the city’s downtown core, which will also include a public park and waterfront walkway, retail spaces and some 5,000 new housing units. Siebel Institute, which is owned by Lallemand Inc., cited changes in the brewing industry, rising operational costs and challenges obtaining student visas to enter the U.S. as reasons for the move.

“Recent regulatory changes in the U.S. have made it much more challenging for many of our international students, who have become the majority of our student body, to attend classes in person. This relocation of North America classroom operations to Montreal allows us to pivot without sacrificing the student experience,” Siebel Institute’s general manager and director of education, John Hannafan, said in the news release.

Montreal’s brewing industry reacts

Philippe Roy, vice-president of Beer Canada for Montreal, says he was pleasantly surprised to learn Siebel Institute was relocating to Montreal. Neither he nor his organization had any advance knowledge of the move.

He says he has seen two reactions from those in the industry. “The first was to say that it’s very good news…. It’s the oldest school for beer in North America, so their coming to Canada seemed to send a message that brewing in Canada is going well. But at the same time, we all felt that it was kind of normal … because we all feel that Quebec and Montreal are the cradle of beer in North America.

“In Canada, beer is still the number one alcohol beverage that people consume. We feel it’s a special beverage that can define Canada so we’re very happy about the Siebel Institute coming and joining us here in Montreal,” said Roy.

We’ll have access to high-quality training, and that will benefit all brewers in Canada.

Philippe Roy, Beer Canada

Marie-Eve Myrand, executive director of the Quebec Microbrewery Association, says she, too, was surprised to learn about Siebel Institute’s move. “We were not part of the decision or the discussion around that, but we were pleased to be informed,” said Myrand, whose organization lobbies government, promotes the brewing industry and provides production support to member brewers. “It’s a very prestigious institute.”

Myrand says the addition of the Siebel Institute to Montreal’s brewing landscape will help to make up for the recent loss of the brewing sciences certificate program at Bishop’s University.

The Bishop’s program was established by chemistry professor Dale Wood in 2015 and offered a graduate opportunity that blended chemistry, creativity and entrepreneurship. During its time, the program and its students helped develop more than 500 recipes, several of which were in partnership with Quebec-based microbreweries.

While it’s difficult to determine what kind of economic impact Siebel Institute’s move to Montreal might have on the city, Roy predicts it could have a huge effect on the brewing ecosystem, not only in Quebec, but across the country. “We’ll have access to high-quality training, and that will benefit all brewers in Canada. We already have schools that offer brewers education, but having one more, and one more here in Montreal, that’s giving brewers new access to highly qualified people [who] are going to work in their breweries,” he said.

It’s always good news for brewers to have an opportunity to improve knowledge and be at the top of the best practices.

Marie-Eve Myrand, Quebec Microbrewery Association

Myrand says the move will benefit brewers in Quebec and other parts of the country by creating a larger pool of talent to draw from. “It’s going to be very exciting,” she said. “It’s always good news for brewers to have an opportunity to improve knowledge and be at the top of the best practices. I think there will now be more opportunities for brewers to be part of that kind of improvement.”

Roy says he hopes to speak with someone from the school soon to work out the details of a scholarship that Beer Canada is looking to offer to students there. He is also anxious to learn more about the academic programming Siebel Institute will offer once its Montreal campus is up and running.

“I’m sure they’re going to want to adapt. It’s the same product, it’s still beer, but the Canadian way is a little bit different than what we see in the U.S. brewing industry, so I’m sure they intend to adapt their information to being in Canada,” he said.

Myrand is also curious about how Siebel Institute will adapt to its new surroundings, especially regarding the province’s language laws. “A good beer is a good beer. But being in business in Montreal, I think it’s mandatory to have an offering in French. It’s a very personal opinion, and not the association’s position, but I would find it [difficult] to have just an English version of all the information,” she said.

Hosted by Monkey Shoulder, the Ultimate Bartender Championship (UBC) is one of the world’s most rigorous tests of real-world bartending skills. Unlike traditional cocktail competitions, UBC challenges competitors across every facet of the job, from knowledge and speed to accuracy, hospitality and technical execution.

This year’s Americas Final was one of the most competitive to date, with an exceptionally strong field of contenders and a packed crowd who watched each bartender advance through six high-pressure skill stages, including: The Quiz, Pouring, Nosing, Table Service, The Perfect Serve and the highly demanding Round Building final.

Roy-Bilodeau excelled across the board, advancing to the semi-finals as the only woman remaining in the top four. In the final round, where competitors are tasked with producing five cocktails and a shot at top speed with flawless technique and balance, she delivered a performance that outpaced the region’s best. Her victory marks a major milestone for Canada on the international bartending stage.

“I wasn’t expecting to win,” said Roy-Bilodeau. “When I saw how many people I was competing against, I was very nervous, but everyone was so welcoming and made me feel included even though I was the only competitor who didn’t speak Spanish! I’m so grateful to Monkey Shoulder for making this competition possible.”

UBC’s signature, “Skills That Pay The Bills,” is a unique bartending competition format as it puts as much weight on service and technique as mixology itself, reflecting the real-world pace and pressure of a working bar. Whether precisely measuring pours to within one millilitre, identifying 10 spirits by aroma alone, or building round after round at speed, consistency is critical.

The move is driven by rising operational costs, visa challenges for its largely international student body and evolving industry dynamics. Siebel will continue to offer both campus and online programs from its new Montreal location.

Wineries have been forced to re-evaluate traditional practices and explore innovative solutions to adapt to this new reality. From experimenting with grape varieties that are more resilient to heat stress, to implementing advanced irrigation techniques, the quest for sustainability and resiliency in the face of climate adversity has become paramount. In this era of environmental uncertainty, the Canadian wine industry may find itself at a crossroads, navigating the delicate dance between tradition and adaptation to preserve the essence of world-renowned wines.

Michelle Bouffard, a certified sommelier, highlights the global decline in wine production due to these challenges. She says consumers play an important role in promoting a sustainable future for the industry.

“The choices we make in promoting, purchasing and consuming wine can contribute to a more sustainable and resilient future for the industry,” she said.

In response to the pressing climate change issues, in 2017, Bouffard founded Tasting Climate Change, an international symposium aimed at exploring the challenges and solutions within the wine industry. However, she faced initial resistance from winegrowers who were reluctant to associate themselves with a conference addressing the negative impacts of climate change. Despite this skepticism, the conference has evolved into a vital platform, bringing together experts and stakeholders to discuss urgent changes needed in the industry.

The Tasting Climate Change conference in Montreal at the beginning of 2024 gathered global participants to discuss pressing issues facing the industry. With the Intergovernmental Panel on Climate Change reporting unprecedented climate changes, the wine industry faces vulnerabilities such as extreme weather events, changing pest pressures and shifts in the growth cycle of vines.

“As custodians of the land, we have a responsibility to not only produce excellent wines, but also to contribute positively to the environment. Our project with clean fertilizers is a step towards carbon neutrality.”

Véronique Lémieux, Vignoble de la Beauge

Simon Naud and Véronique Lemieux from Vignoble de la Beauge provided firsthand insights into the impact of climate change on their vineyard. Naud stressed the importance of consumer education on the connection between ecological efforts and the final product, encouraging visits to the vineyard for firsthand experiences.

“The key lies in educating consumers and sommeliers about the impact of climate change on wine production,” said Naud.

In addressing climate change, the discussion shifted to grape varieties. The promising Itasca, with its short ripening period and minimal treatment requirements, is a hopeful option. Lemieux underscored the importance of working with adapted or hybrid grape varieties to navigate unpredictable temperatures and weather changes.

“Our seasons are a bit longer,” she said. “Deprivation in spring occurs earlier, and longer falls allow better ripening of grapes.”

In an innovative project at their vineyard, Naud detailed a unique approach to addressing climate change. The project involves using clean and traceable fertilizers to promote better organic matter and soil health without heavy metals.”Agriculture plays a crucial role in capturing and sequestering carbon in the soil,” he said.

The evolving narrative of Canadian winemaking reflects resilience, adaptation and commitment. The symposium initiated by Bouffard serves as a rallying point for an industry facing unprecedented challenges. As winemakers and consumers navigate the changing landscape, the choices made in vineyards, cellars and homes will shape a more sustainable and resilient wine industry.

“The choices we make in promoting, purchasing and consuming wine can contribute to a more sustainable and resilient future for the industry.”

Michelle Bouffard, Tasting Climate Change

“Innovation is the cornerstone of our response to climate change. We can no longer rely on the status quo; we must embrace new ideas and practices to ensure the sustainability of our vineyards and the quality of our wines,” said Bouffard.

The symposium not only highlighted challenges, but also sparked a dialogue on tangible solutions. “The challenge is not only in adapting to the changes, but also in conveying these transformations to our consumers,” she said. “Their understanding and support are crucial in ensuring the sustainability of the industry.”

As the industry explores adaptive grape varieties and embraces innovations like the promising Itasca, there is a sense of hope. The resilience demonstrated by winemakers in the face of challenges reflects a collective commitment to preserving the art and tradition of winemaking.

“Our choice of grape varieties is a strategic decision in our battle against climate change,” said Naud. “Itasca, with its characteristics suited to the evolving climate, symbolizes our determination to navigate uncharted territories.”

The innovative project at Vignoble de la Beauge, involving clean and traceable fertilizers, adds another dimension to the industry’s response. Naud’s emphasis on agriculture’s role in capturing and sequestering carbon aligns with a broader global understanding of sustainable practices.

“As custodians of the land, we have a responsibility to not only produce excellent wines, but also to contribute positively to the environment. Our project with clean fertilizers is a step towards carbon neutrality,” said Lemieux.

The journey through the Canadian winemaking landscape amid climate change is a multi-faceted saga involving technicalities of grape cultivation, the artistry of winemaking and the overarching responsibility towards the environment.

Despite its global reach, Lallemand is a Canadian company. Since 1952, it has been owned and operated by the Chagnon family and it is headed by Antoine Chagnon, part of the third generation of the family to be involved. However, the company’s roots go back much further to an Alsatian immigrant in the 19th century who started a baking yeast business in Montreal, Que.

The Chagnon family, company headquarters and research facilities, and most of the team’s Canadian employees are still located in Montreal, but there are also production facilities and offices in Ontario. Yeast plants are located in 14 countries, including Austria, Canada, Germany, Portugal and Italy. These days, in addition to baking yeasts, Lallemand has products for brewers, distillers and, of course, winemakers.

While there’s much talk about spontaneous (wild) yeasts in winemaking circles these days, it may not be the correct choice for many wineries as the risks involved – stuck fermentation, unpredictable results, etc. – can be expensive, time-consuming and unpalatable. That’s why commercial yeast is essential as the guesswork has been removed, which allows winemakers to focus on other aspects of their wine.

“We don’t really create yeasts,” said Gordon Specht, Lallemand’s area manager, North America. “We simply select the best from nature.”

It takes about four years, and sometimes as long as seven, to select and develop a commercial yeast product. A Lallemand or university researcher will take samples at a winery or processing facility, and then set up test fermentations to see if the yeast shows potential, asking the following questions: Does it ferment well? Does it ferment quickly? Is it strong and active? How does the resulting wine taste?

We don’t really create yeasts. We simply select the best from nature.

Gordon Specht, Lallemand

“Sometimes we’ll find one that seems to check all the boxes: It’s a reliable fermenter. It doesn’t produce any funky or off aromas or flavours,” Specht said. “Then we see if we are able to dry it and offer it in a commercial format.”

Most wineries buy yeasts in an active dried form. “It has less than eight per cent moisture content, so it’s quite stable,” Specht said. “And it can be stored at the winery for a long time.” A typical yeast is shelf-stable for up to four years. “After that, they lose their robustness,” he said. “It takes them longer to wake up.”

Lallemand Oenology offers about 100 wine yeasts, all geared toward specific grapes, fermentation conditions and winemaking styles. Winemakers can request charts to help choose the yeasts and specific yeast derivatives they need to express the flavour profiles they want in their wines.

The Lallemand Oenology team, which includes top microbiologists, food engineers and oenologists from around the world, works with oenology schools and research centres to develop new products. They collaborate with the University of British Columbia Wine Research Centre, Niagara College’s Winery and Viticulture Technician Program and Brock University’s Oenology and Viticulture Program, testing on small batches of yeasts. International collaborations are also key to Lallemand’s business.

Lalvin New Burgundy Chardonnay is a vigorous new yeast strain that was isolated from Chardonnay fermented in France by the Centre Oenologique de Bourgogne. Lallemand’s researchers selected it because it is a reliable fermenter and it has the ability to contribute to a fresh, refined Chablis style with mineral, citrus and floral notes.

“It’s very good at complimenting styles that are more flinty and mineral, more of a classic Chablis style,” said Specht. “This is for that lean, crisp, fresh mineral style of Chardonnay, not that fatty, oaky, creamy style.”

Another new Lallemand product is the Level 2 Initia Metschnikowia Pulcherrima, a non-Saccharomyces yeast selection that helps protect white and rosé juice from oxidation during the winemaking process. From a selection made by Vincent Gerbaux at the Institut Francais de la Vigne et du Vin in Beaune, France, it results in fresher aromatics and brighter colours for white and rosé wines.

Saccharomyces is the typical food yeast used in baking, distilling and winemaking, and has been a primary part of the Lallemand Oenology catalogue since the get-go. However, these days the team has also been putting a lot of research emphasis on non-Saccharomyces yeasts, exploring their potential in the winemaking process. Lallemand offers five different types in North America, and they can already see where these products are proving to be useful for winemakers, Specht says.

Our basic philosophy is to find unique products to help winemakers. We are always looking toward the future.

Gordon Specht, Lallemand

One appeal is their protective capabilities, which help to keep freshness and slow oxidation. “Normally, the only way you can achieve this protective effect in winemaking is by adding [sulphur dioxide],” Specht said. “But you can add a non-Saccharomyces yeast selection such as the Level 2 Inita, and you’re able to achieve as good if not better antioxidant effects.

“There is interest in the wine industry in general in lowering the number of chemical inputs such as SO2. Something like this can really help and it will certainly improve the fruit quality of the wine.”

Another new Lallemand product is Go-Ferm Sterol Flash, a yeast rehydration protector for yeast preparation, to be used with cool water. Providing the same benefits to yeast as Lallemand’s Go-Ferm Protect Evolution, this new yeast protector doesn’t require warm water for preparation. It saves time, labour and water, which is especially important these days, and the yeast’s growth isn’t compromised.

“Before, winemakers would typically use warm water, add the yeast protector and, once it was in suspension, you could add the yeast. The overall process would take more than an hour,” Specht said. “But with Go-Ferm Sterol Flash, the entire process takes about 15 to 20 minutes. It’s a big time saver for winemakers and their cellar staff.” Feedback so far has been overwhelmingly positive since the product was launched in Canada in 2023. “Anything that saves time during crush is a big plus,” Specht said.

Also new in Canada, Stimula Pinot Noir, is a high-nitrogen yeast nutrient powder that is added at the start of fermentation to optimize a yeast’s ability to produce red and black fruit aromas, while simultaneously masking herbaceous and vegetal notes.

“It will help direct the style, but it will not make fruit from different areas taste the same,” Specht said. “If you are starting with fruit that is very light, a very finesse-oriented Pinot Noir, for instance, it will help you continue in that direction. It works with what you’re starting with.”

With a focus on innovation, the Lallemand Oenology team has plenty of new projects and products in the works, including inactivated yeast sprays to push phenolic maturity, so ripening is more consistent. “In general, we are looking at anything that can replace chemical inputs, whether it’s in the vineyard or in the cellar,” Specht said.

“Our basic philosophy is to find unique products to help winemakers. We are always looking toward the future.”