Mixologists drive sales
Many bar owners and managers aren't aware of it, but each year there are multiple opportunities for bartenders to show off their skills by competing for mixologist awards.
If your bartender won an award for a drink that he or she created, it would create a buzz for your bar and would garner a lot of free press. Depending on the rules of the contest, you could also feature the winning libation in your bar and tout it as an award winner.
Check with liquor brands to see if they are offering contests. Brands like Bacardi and Skyy have hosted cocktail contests in the past.
Also many cities and counties have their own competitions.
Do you have a bartender who would make a good competitor? If you do, let them know about the contests, help them find more information about entering and support them to enter.
If they place or win, it could mean a lot of publicity for your bar.
Customers will want to taste...