Coca-Cola HBC Hungary: 22 million forints of support for the domestic bartender profession

The hospitality sector has undergone significant changes in recent years—and this transformation is far from over. According to the latest Bars in 2035 report, future bar-goers—especially from Gen Z—are looking for authentic experiences, clean drinks, and conscious brands. Digitalization and social media play an increasingly important role in consumer decisions: 72% of guests have visited a bar after seeing it on social media. In this new environment, only those bars will remain competitive that adapt to shifting demands. The future belongs to bartenders who approach their profession with true passion—not only serving drinks but creating experiences, while also emphasizing mental well-being, professional development, and community building.

The Bar Me Tender training program was launched in 2021 precisely to address these changes by offering free, practical knowledge-based training for those committed to pursuing a career as a bartender. The program delivers up-to-date professional knowledge and fosters a sense of community, supporting the much-needed revitalization of the national and international bar scene.

“Bar Me Tender supports more and more talented professionals each year. The goal of the training is to equip participants with high-level professional knowledge, while also contributing to the long-term renewal of the Hungarian bar scene and its alignment with international trends,” said Gábor Árok, Premium Alcohol Portfolio Manager at Coca-Cola HBC Hungary.

Led by the Bacardí Mojito Bartending School, the training annually welcomes 100 applicants with previous experience in hospitality. Over five weeks, in groups of 25, they attend two sessions per week to gain hands-on knowledge. The course, led by István Ludányi, follows a proven curriculum and covers all key areas—from bar equipment and mixing techniques to brand knowledge—developed in cooperation with Coca-Cola HBC brand ambassadors.

The 2025 graduation event was held on June 5 in Budapest at Mitico bar, sponsored by Finlandia Vodka. Eight finalists competed with their own cocktail creations based on Finlandia Vodka in front of a professional jury that included Pekka Pellinen, Global Brand Ambassador for Finlandia Vodka; Attila Bús, the brand’s Hungarian ambassador; and last year’s winner, Réka Szalai, who now works at Elysian Budapest. Contestants were mentored by four bars: Mitico, Virtu Restaurant, Blue Fox The Bar, and Schrödinger Macskája Bar.

Prior to the final, Pekka Pellinen held a professional masterclass for the contestants, where he shared international trends and techniques. The event also introduced Finlandia Vodka’s new marketing campaign, “It’s soooooooo fine,” focusing on the brand’s refreshed image and message. During the competition, the top three performers received cash prizes: the winner received HUF 400,000 and an invitation to the Athens Bar Show for further professional inspiration, while the second and third-place winners received HUF 300,000 and HUF 200,000, respectively. In addition, thanks to Coca-Cola HBC Hungary’s #énjövőm (“#myfuture”) program, a special prize of HUF 150,000 was awarded to the participant who demonstrated the best communication skills. Over the past four years, the total value of prizes awarded through the Bar Me Tender competition has reached HUF 2.85 million.