New York Bartender Week to debut – The Spirits Business

Autumn will see the launch of New York Bartender Week, which will aim to salute bartenders, bar backs, bar and restaurant owners, and hoteliers across New York State.

Conceptualised and produced by multimedia PR and marketing agency Hanna Lee Communications, New York Bartender Week’s inaugural edition will take place this autumn from 18-24 November.

The first-of-its-kind annual celebration of the bar community and bar professionals will seek to ‘spur travel and economic development’ by spotlighting New York City and The Empire State as world-class cocktail destinations, while also celebrating bartending as a noble career path.

Hanna Lee, president and founder of Hanna Lee Communications, said: “As proud New Yorkers we decided to launch New York Bartender Week to show our love for our city and state.

“This annual event will inspire New Yorkers and visitors alike to expand their travel destinations and explore the amazing hospitality scene across all of New York State. We will also encourage consumers to visit their favourite local bars and support their beloved bartenders and bar teams.

“Our mission is to bring bars, tourism and economic development together to spotlight our wonderful state and the people who make it special. It is also to salute bartending as a noble career path and celebrate its craft.”

The activation is described as part consumer festival, part tourism and local economic development initiative, and part educational trade symposium.

For consumers, there will be a week-long promotion that will see bars across New York City and New York State celebrate the state’s ‘vibrant’ bar culture and local ingredients, with guests invited to visit their favourite bars to enjoy exclusive cocktails, each one a tribute to New York. 

The organisers say this celebration will not only promise an unforgettable experience for cocktail enthusiasts, but also provide a significant boost in revenue for local bars.

Programme schedule

The week will kick off with a gala event on Monday 18 November, which will feature top bars from both New York and around the globe.

The invitation-only event will showcase the best of the bartending world, with each participating bar presenting cocktails that celebrate New York State to the ‘esteemed’ guests.

On Wednesday 20 November, members of the trade will be able to attend a selection of panels and seminars led by industry experts that will ‘probe the future’ of the bar industry. Attendees will include bar professionals, hospitality experts, travel industry professionals, and working journalists.

The week will culminate with the Excellence in Storytelling Awards ceremony on Sunday 24 November. 

These awards invite bartenders, bar backs, bar and restaurant owners and hoteliers to share their personal stories of perseverance and triumph, submitted via short essays that will highlight how they became part of the drinks world and the positive impact they have made on others.

A panel of acclaimed journalists will judge these narratives for their ‘inspirational power’, with the finalists announced on Tuesday 15 October.

Award categories include Best Bartender Story, Best Bar Owner Story, and Best Bar General Manager Story.

Michael Anstendig, editor in chief, Hanna Lee Communications, and co-author of The Japanese Art of the Cocktail, commented: “We believe everyone has a story worthy of sharing. Whether the personalities behind the bar, producers of fine spirits or owners of bars, restaurants and hotels, their narratives are moving and motivating.

“Through our Excellence in Storytelling Awards, we want to acknowledge those who make our community so much more spirited and vital. We will also salute the incredible work of journalists who cover our industry and bring these compelling sagas to the wider general public.”

He added: “We are excited to leverage New York Bartender Week as a platform to shine a light on the people behind these incredible stories.”

As the first activation of Worldwide Bartender Week, New York Bartender Week will expand across the US and globally with local partners in 2025. 

More information can be found on the New York Bartender Week Instagram account.

Last year the Hospitality Forward podcast, hosted by Hanna Lee Communications, interviewed the editor of The Spirits Business.