From good to GREAT
The global movement elevating bar culture worldwide
In partnership with the International Bartenders Association and leading beverage brands.
The Problem
The world seeks experiences, but too many drinks are still merely served, not celebrated.
Guests crave multisensory experiences
Bartenders vary greatly in attitude and execution
Brands lose potential when drinks aren’t presented as emotional moments
Bars leave value on the table due to lack of ritual and sensory engagement
The Opportunity
A drink is one of the strongest multisensory triggers in hospitality
- Multisensory experiences increase willingness to pay
- Rituals create emotional connection and perceived value
- Bars benefit economically from elevated moments
- Bartenders gain recognition and tips through celebrated service
Experience = Value
What Consumers Want Today
In an overstimulated world, people seek real experiences
Authentic Craftsmanship
Sensory Engagement
Emotional Connection
Memorable Moments
Vision
More Celebrators. Fewer Servers.
A global movement that:
- Elevates drink culture
- Empowers bartenders
- Enriches guest experience
- Strengthens brand storytelling
- Unlocks multisensory value for all stakeholders.
The Concept: FROM GOOD TO GREAT
1. Mindset
celebrating vs. serving
2. Multisensory skill
activating all five senses
3. Economic value
more experience = more revenue
Why Now?
- Consumers are willing to pay more for experiences
- Social media rewards visually and sensorially rich rituals
- Bartenders seek community and purpose
- Brands need authentic activation platforms
- Brands need authentic activation platforms
The G.R.E.A.T. Framework
G
Gestures
& Rituals
R
Room
& Atmosphere
E
Experience (Multisensory!)
A
Awareness (sustainability & conscious tools)
T
Tools & Technique (precision & craft)
Multisensory Bartending
Sight
color, light, presentation
Sound
ice, shaker,
glass
Smell
garnishes, aromatics
Touch
glass feel, temperature, THE STRAW
Taste
harmony &
ritual
Every GREAT bartender becomes a creator of sensory moments.
The Role of THE STRAW
A small tool with big experiential impact
- Sustainable and premium
- Sensory and tactile
- Ritualistic finishing element
- Recognizable symbol of GREAT
Execution Plan
1
Global Launch
Cinematic campaign film – Social activation – Launch events & livestream
2
Masterclasses
Multisensory Bartending: The Science of GREAT
3
GREAT Venue Certification)
Scoring system – Award & marketing package
4
Social Media Movement
Global bartenders showcasing 5-Sense Rituals
5
Brand Partnerships
Co-created sensory moments
Economic Impact
More experience → more value → more revenue
- Higher willingness to pay
- Premium brand perception
- Higher average check value
- Increased guest retention
- Stronger social sharing
Why Us?
THE STRAW is the ideal symbol:
- Sustainable
- Premium
- Globally distributed
- Trusted by professionals
- Perfectly aligned with the sensory narrative
Let's turn the global bar world from good to GREAT!
For bartenders, brands, bars, and guests who deserve more
Next Steps
Join the movement
Collaborate as brand partner
Become a GREAT Venue
Enroll bartenders in Masterclasses
