Showing up as a united industry and spreading the word

It's all very well being awarded a PIN but what should we as a business and - more than that - we as an industry, be providing in terms of support and opportunities for these venues?

Our panel consisted of three incredible people who are leaders in their field and mentors to many. They represent the wider meaning of hospitality - a journalist - Forest Collins, a press agent - Rachel Harrison, and a proper bonafide legend, about to host a brand new Netflix show - Julie Reiner. These three women truly understand the importance of promotion and to have their insight into this topic was invaluable.

What immediately became clear was the importance of helping all awarded bars - especially those without a healthy PR budget. The panellists were excited at the thought of rewarding bars outside of capital cities but understood that there may be limitations for global promotion and press coverage if the marketing resources within these bars are not there.

A tool kit giving all PINNED bars access to skeleton press releases or social media artwork templates etc were discussed. Another thing that was talked about was for The Pinnacle Guide to provide professional photography for those bars that are PINNED to ensure they can capitalise on their success.

Because all three really understand the relevance and importance of good PR - they also discussed whether the digital community of PINNED bars, discussed in previous Round Tables, could include a press area within it so global drinks journalists have direct access to all and any bars that have received a PIN. This would certainly promote global bar culture on an even bigger scale.

Whatever happens though - the community of PINNED bars continued to be a real plus point for panellists and audience - with the discussion of ongoing round tables, break-out groups or exchange programmes all being talked about. Whatever happens - what has come out of these Round Tables is the longing for a sense of global community - spanning far more countries, cities and markets than we could have possibly imagined six months ago.

We also discussed the importance and role of local ambassadors - most importantly to ensure conversations are also happening in each market's first language. Forest - as an international chair for 50 Best - was clear to explain that her role at times felt very vital to spreading the good word in her native France. Something we shall certainly think about.

Following on from the previous panel where we discussed the disconnect between bars and brands - we were keen to discuss the same mistrust (at times) between bars and the media...
When discussing the new Netflix show - Ultimate Drinks Master - which Julie is hosting and judging - we all agreed that as long as what is going out in the mainstream media has integrity and comes from a place of knowledge and care - then all publicity is good publicity. Especially if it is elevating the craft of our industry to millions and millions worldwide!

Exciting times for all of us and we feel like a shift is coming where drinks culture is going to become even more visible within lifestyle media. If we can play a part in that too - we're beyond delighted.

As always - we're here to put your opinions on record as we shape and formulate The Pinnacle Guide. If you have any feedback to this conversation, please email hello@thepinnacleguide and we'll come straight back to you.

The Panellists

Forest Collins

Forest founded her blog 52martinis in 2007 to chronicle her search for the best cocktail bars in Paris and cover small-batch spirits news from France. She is the creator of the app Paris Cocktails and host of the radio show and podcast, Paris Cocktail Talk.

As a freelance writer, she has written for Drinks International, Serious Eats, World's Best Bars, Punch, and other publications about the Paris cocktail scene. Forest is the Academy Chair for France for the World's 50 Best Bars and President of the France chapter of the Les Dames d'Escoffier.

Julie Reiner

Julie Reiner is the co-founder of world-renowned cocktail bars, Clover Club and Leyenda in Brooklyn and the author of The Craft Cocktail Party: Delicious Drinks for Every Occasion.

Julie has been elevating the cocktail scene in NYC for 25 years starting with her first bar Flatiron Lounge (2003) followed by The Pegu Club (2005), which she opened with Audrey Saunders.

Julie's recipes have been featured in The New York Times, New York Magazine, Food & Wine, Imbibe, The Wall Street Journal, Esquire, Playboy, Gourmet Magazine, Food Arts, Bon Appetit, GQ, Fortune, Wine Enthusiast to name but some...

2022 is a mega year for Julie as she is just about to host and judge a brand new show on Netflix - Drinks Masters - where twelve of the world's most innovative mixologists infuse, stir and blend their way through a series of high-stakes cocktail challenges to win a life-changing prize and the title of The Ultimate Drink Master. The show will be translated into 36 languages with full global release - a huge step forward for our industry! Julie was recently given the Helen David Lifetime Achievement award at Tales of the Cocktail and is about to open a new bar - Milady's in Soho, New York City.

Rachel Harrison

Rachel Harrison has over 25 years of marketing and communications experience creating unique partnerships and campaigns for some of the biggest brands in the industry. Together with her talented team, Rachel has helped clients achieve global awareness, transformative growth, and coveted awards from The World's 50 Best to the Hot List.

Before founding Rachel Harrison Communications, Rachel was the co-founder of the award-winning Lion and Lamb Communications. She helmed the agency for six exciting years, achieving Inc Magazine's "Fastest-Growing Private Companies in America" award.

Worth also noting Rachel's previous roles as Chief Marketing Officer for Chris Blackwell's Island Outpost Resorts and Director of Marketing and Communications for Andaz by Hyatt (where she led the communications strategy to bring Hyatt public).