NEWS

Coca-Cola HBC: HUF 22 million in support for Hungarian bartenders

Coca-Cola HBC Hungary contributed HUF 6 million in 2025, and a total of HUF 22 million over the past four years to bartender training in Hungary. The Bar Me Tender programme, which continues this year, aims to ease the shortage of skilled labour in the hospitality industry and support the renewal of the profession. The training, funded by the company, has been implemented for the fourth year in professional partnership with the Bacardí Mojito Mixer School. The free, practice-oriented programme has helped train 400 participants and supported their entry into the labour market.

The hospitality industry has undergone many changes in recent years, and this process is far from over. According to the latest report, ’Bars in 2035’, future bar guests (especially Generation Z) are looking for real experiences, clean drinks, and conscious brands. Digitalisation and social media are playing an increasingly important role in consumer decisions: the study shows that 72% of guests have visited a bar because they saw it on social media. In this new environment, only those bars will remain competitive in the long term that can adapt to changing demands. The future belongs to bartenders who are truly passionate about their profession, as it is no longer just about serving drinks, but also about creating experiences, while mental well-being, professional development, and community building are becoming increasingly important.

The Bar Me Tender bartender training programme responds precisely to these changes, as it was launched in 2021 with the aim of providing free, practice-based training for those who want to pursue a long-term career in bartending. The programme not only offers up-to-date professional knowledge but also builds a community, supporting the renewal increasingly needed in both the domestic and international bar scenes.

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"Year after year, Bar Me Tender supports more and more talented professionals. The training aims to equip participants with high-level professional knowledge and contribute to the long-term renewal of the Hungarian bar scene, enabling it to adapt to international trends."

Gábor Árok Premium Alcohol Portfolio Manager at Coca-Cola HBC Hungary

Each year, 100 applicants with experience in hospitality can participate in the training led by the Bacardí Mojito Mixer School. Over five weeks, they can attend twice-weekly sessions in groups of 25 to acquire practice-focused knowledge. The course, led by István Ludányi, follows a proven structure and covers all key areas – from equipment knowledge to exploring the possibilities of mixing and the essential facts behind alcohol brands – working together with Coca-Cola HBC brand ambassadors.

The closing event for the 2025 class was held on 5 June in Budapest at Mitico Bar, sponsored by Finlandia Vodka. Eight finalists competed with their own cocktail creations based on Finlandia Vodka before a professional jury. The jury included Pekka Pellinen, Global Brand Ambassador of Finlandia Vodka; Attila Bús, the brand’s local ambassador; and Réka Szalai, last year’s winner of the training programme, who currently works at Elysian Budapest. Four mentor bars – Mitico, Virtu Restaurant, Blue Fox The Bar, Schrödinger Macskája Bar – supported the preparation of the competitors.

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Before the final, Pekka Pellinen held a professional masterclass for the contestants, sharing international trends and techniques with them. During the competition, the three top-performing contestants received cash prizes: the winner received HUF 400,000 and an invitation to the bar show in Athens for further professional inspiration; the runner-up received HUF 300,000, and the third-place winner HUF 200,000. The jury also awarded a special prize, worth HUF 150,000, to the participant who performed best in terms of communication, courtesy of Coca-Cola HBC Hungary’s #énjövőm programme. The total prize value awarded through the Bar Me Tender programme has reached HUF 2.85 million over the past four years.

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