For years, hospitality has searched for its next competitive advantage.

Better spirits. More sustainable ingredients. Premium cocktails. Low- and no-alcohol options. AI-driven menus. Faster service.

All of these matter.

But according to Claudia Carozzi, President of the UK Bartenders' Guild, the biggest opportunity isn't what operators are pouring. It's who is pouring it.

"The guest experience goes far beyond what's in the glass," she says. "You can serve an exceptional cocktail, but if the service is poor or guests don't feel welcome, that's what they'll remember."

It's a timely observation.

The UK hospitality sector continues to deal with rising operating costs, recruitment challenges and the long-term effects of Brexit and the pandemic. Experienced staff have left the industry, while tighter budgets mean many venues simply don't have the time or resources to properly train the next generation.

Image: Claudia Carrozzi as mentor at the Double Dutch Drinks | B Corp female Bartending scholarship programme 2026.

For Carozzi, this isn't simply a staffing problem. It's a quality problem.

Recipes can be learned quickly. Hospitality takes much longer.

Communication. Teamwork. Emotional intelligence. Leadership. Commercial awareness. These are the skills that create memorable guest experiences and build long-term careers, yet they're often the first casualties when businesses are forced to prioritise day-to-day operations over professional development.

That gap has become one of the UK Bartenders' Guild's biggest priorities.

Working with operators, educators and drinks brands, the Guild is expanding access to affordable training while also trying to bridge another disconnect: the one between hospitality education and the realities of today's workplace.

Image: UKBG Team with the members/winners at The Great Honkaku Shochu & Awamori Contest.

Many colleges, Carozzi says, simply don't have the resources to provide specialist beverage education, despite preparing the industry's future workforce. Closing that gap benefits everyone, from employers searching for skilled staff to young professionals looking for meaningful careers.

The same long-term thinking shapes her views on supplier relationships.

The brands that earn genuine respect behind the bar aren't necessarily those with the biggest marketing budgets or the loudest launches. They're the ones that consistently support the trade through education, mentorship, and industry initiatives.

"Bartenders quickly recognise the difference between brands that support the trade and those that only appear when there's a sales opportunity," she explains.

That philosophy has become even more relevant as consumer expectations evolve.

Guests increasingly expect premium experiences regardless of whether they're choosing a classic cocktail, a low-alcohol serve or a functional beverage. They want knowledgeable staff, thoughtful recommendations, and genuine hospitality.

Technology can certainly help operators improve efficiency. AI can support menu engineering. Pre-batched cocktails can improve consistency. Better data can inform purchasing decisions.

But none of those tools replace the person standing in front of the guest.

Image: Claudia Carrozzi has been honoured with the Creativity & Innovation Award 2026 at the Global Woman Club summit. 

"The businesses that will thrive are those that remain adaptable, embrace innovation and continue to put guest experience at the centre of what they do," says Carozzi.

That message extends beyond bars.

Whether she's judging spirits, leading the UK Bartenders' Guild or working with hospitality teams, Carozzi returns to the same principle: commercial success follows when businesses invest in people before products.

For an industry built on human connection, it remains a surprisingly overlooked strategy.

Also Read:
10 Bartenders to Follow on Instagram to Master Your Craft
Romeo Bucciarelli On Delivering Exceptional Guest Experience
Matteo Aristei On Essential Skills For A Bartender and Non-Alcoholic Spirits

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