Bars and bartenders help to craft hundreds of important moments in local communities around the world every day. From birthdays and first dates to reunions after work. But we don’t often consider the faces and talent of those who make these moments happen. Nor how their artistry shapes some of the most important moments in our communities.

To change that, this World Bartender Day (24 February) Beam Suntory is encouraging consumers across the globe to raise a glass to the unsung makers of special moments, celebrating the bartending profession with their favorite bartender in their favorite bar.

Using the tag #WorldBartenderDay, consumers are encouraged to post a picture on social media enjoying a Beam Suntory highball cocktail to suit their personal taste. From a simple yet sophisticated Toki, to a smoky Laphroaig, or perhaps some bright citrus and vanilla notes with Maker’s Mark, this World Bartender Day there is a drink to suit everyone.

To showcase the skill, talent and passion behind the bartending profession, Beam Suntory has partnered with international music photographer Jennifer McCord, who is the creative director of the global exhibition. Partnering with four photographers in Germany, USA, India and Australia, the partnership documents the stories of five bartenders and the defining moments behind their careers – coming to life virtually on World Bartender Day, before touring the globe in the months that follow.

Commenting on the creative direction for the exhibition, Jennifer McCord says:

“Intimacy and emotion is at the center of my work, with this project I wanted to create powerful images of the faces behind our favorite bars, with a strong narrative that feels true to their energy. Capturing the emotion behind the profession is so important to me, I want people to understand the importance of bartenders in our communities, as this something that hasn’t been exposed before.”

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Telling the unique stories of Sarath Nair from Bangalore, Magdalena Karkosz from Munich, Sarah Proietti from Sydney, Emma Alexander from Denver and Sly Augustin from London – the exhibition aims to encourage consumers to view the profession and all the moments it makes possible through a different lens.

From stories of leaving successful careers in finance, business and graphic design, to the everyday relationships each professional has formed with their community – the tales of real bartenders have been brought to life through a completely different lens, revealing a powerful untold narrative, and exposing the real talent and passion behind moments that matter to all of us.

Meimi Sanchez, Senior Brand Advocacy Manager, The Blend Global said: “The Blend by Beam Suntory is our global community trade platform, created to inspire, educate and connect the hospitality industry. That’s why this World Bartender Day we’re creating an exhibition of intimate stories and photographs of the unsung heroes behind the special moments we celebrate in bars. Bartenders all over the globe have unique creativity and talent that deserves to be showcased and celebrated. Cheers to bartenders across the globe!”