Few people have a broader view of the hospitality industry than Claudia Carrozzi. As President of the UK Bartenders' Guild, Head of Beverage at Cunard, and a judge at the London Spirits Competition, she works across education, operations, and product evaluation, helping to shape the future of bartending while championing higher professional standards.

In this interview, Claudia shares why education has never been more important, what separates brands that earn genuine respect behind the bar, how consumer expectations are changing, and why the industry's greatest investment should always be its people.

As President of the UK Bartenders Guild, what do you see as the biggest challenges and opportunities facing the UK's bartending profession today?

Right now, the industry is facing several significant challenges: rising operating costs, the loss of experienced talent following the combined impact of COVID and Brexit, and reduced budgets impacting training and development.

Many venues simply don't have the time or resources to properly train their teams, which can lead to declining service standards. As a result, fewer people are viewing bartending as a long-term profession, and that's something we need to change.

This is where I see a huge opportunity for the UK Bartenders’ Guild. Through accessible education programmes and collaboration with institutions and drinks brands, we're working to make professional training available to more people at minimal cost. Our goal is to create a pool of highly skilled hospitality professionals who understand not only how to make great drinks but also the foundations of hospitality, customer service, mentorship, and teamwork.

Our training team brings decades of industry experience and can adapt programmes to support businesses of all sizes. By helping operators develop their people, we improve standards, increase guest satisfaction and sales, and reduce the pressure on managers who often don't have sufficient time to train staff themselves.

Another concern is the gap between education and industry needs. Through conversations with colleges across the UK, I've seen that many hospitality programmes simply don't have access to specialist bartending and beverage training. These institutions are developing the future workforce of our industry, yet they often lack the budget to bring in experienced professionals who can provide practical, up-to-date training. It's a challenge we're passionate about addressing. The UK Bartenders’ Guild is keen to collaborate with colleges, educators and industry partners to help bridge that gap and create clearer pathways into professional hospitality careers.

Image: UKBG Team at 2025 End of Summer Party. Source: UK Bartenders’ Guild

You work closely with bartenders, operators, and suppliers, while also judging international competitions. What separates the brands that earn lasting respect behind the bar from those that generate only short-term excitement?

The brands that earn lasting respect genuinely invest in the industry. They understand that success isn't built solely on a great product or clever marketing; it's built on relationships, trust, and adding value to people's customers and careers.

Bartenders quickly recognise the difference between brands that support the trade and those that only appear when there's a sales opportunity. We remember the companies that invest in education, support industry initiatives, and help people develop, even when there's no immediate commercial return.

The brands that stand out are those that collaborate, respect people's time, and focus on long-term partnerships rather than short-term wins. Build genuine rapport, contribute to the trade, and support the people behind the bar, and the commercial success will naturally follow.

Consumer drinking habits continue to evolve, with growing interest in moderation, premium experiences and new categories. Which shifts do you believe will have the biggest long-term impact on bars and beverage programmes?

We continue to see a major shift towards "drinking less but drinking better," and I believe that trend is here to stay. Consumers increasingly expect premium experiences whether they're choosing full-strength, low and no-alcohol, or wellness-led options. The quality and variety of alcohol-free, low-calorie, gluten-free and functional products have improved dramatically in recent years, making these choices part of mainstream hospitality rather than niche offerings.

Technology and AI will also play a growing role, helping operators optimise menus, improve efficiency and better understand consumer behaviour. However, while technology can enhance the guest experience, it won't replace the expertise, creativity, and personal connection that skilled bartenders bring.

Operational efficiency is becoming increasingly important, with solutions such as high-quality pre-batched cocktails helping venues deliver consistency and speed while managing labour challenges. At the same time, sustainability continues to evolve beyond recycling and packaging reduction, encompassing responsible sourcing, waste reduction, staff wellbeing and long-term business resilience.

Ultimately, 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.

Image Source: UK Bartenders’ Guild

Education has always been a core part of your career. What skills do you believe today's bartenders need most to build successful, long-term careers?

For me, it all starts with the fundamentals. Anyone can learn a recipe, but great bartenders understand hospitality. They know how to communicate, work as part of a team, stay organised, support their colleagues and create memorable guest experiences.

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

Today's bartenders need strong communication skills, emotional intelligence, commercial awareness, and leadership potential. The best bartenders are often great hosts, mentors, and teammates.

They also need curiosity, humility, and resilience. We all have challenging experiences throughout our careers, but there's value in learning from them, moving forward, and using those lessons to make better decisions in the future.

Master the basics first. Everything else is built on that foundation.

You'll be speaking at the International Bulk Wine & Spirits Show and judging the London Spirits Competition. How do events like these help producers build stronger relationships with buyers, bartenders, and the wider trade?

Events like these create something that can be difficult to achieve through emails and sales presentations: genuine human connection.

They allow producers to have direct conversations with buyers, bartenders, educators, and operators, providing valuable real-world insights rather than relying on assumptions or second-hand opinions.

These events also offer an opportunity to understand current market trends, consumer behaviour, and operational challenges. Producers can receive honest feedback about their products, packaging, pricing, and activation strategies from the people who work with consumers every day.

Most importantly, they create networking opportunities that often lead to long-term partnerships. Business is still built on relationships, and face-to-face conversations remain one of the most effective ways to build trust, credibility, and lasting commercial success.

Image: Judges at London Wine Competition.

If a spirits producer had just one opportunity to impress you, whether as a buyer, educator or judge, what would you want them to get right?

Be genuine.

Whether I'm evaluating a producer as a buyer, educator, or judge, authenticity matters most. What makes your brand different? What do you stand for? Why did you create this product in the first place? Is it simply chasing a trend or a commercial opportunity, or is there genuine passion, purpose, and belief behind it?

I'm far more interested in people who are knowledgeable, passionate, and humble than those delivering a polished sales pitch. The brands that leave a lasting impression are the ones with a clear story, strong values, and a genuine commitment to the industry, not just the bottom line.

The best suppliers build relationships rather than chase quick wins. They respect people's time, invest in their customers' success, and focus on creating long-term value rather than simply securing a listing.

That's why I'm always impressed by brands that invest in people and education. Whether it's supporting industry initiatives, partnering with organisations such as the UK Bartenders' Guild and The Drinks Trust, funding development opportunities or providing structured training programmes, these actions create an impact that extends far beyond product sales. The businesses that support the development of hospitality professionals and industry communities often build the strongest and most authentic relationships in return.

Ultimately, the brands that leave the strongest impression aren't necessarily the ones with the biggest marketing budgets. They're the ones that help build stronger people, stronger businesses, and a stronger hospitality industry.

Hospitality is built on people and memorable experiences. Looking back over your career, what's one moment behind the bar or with a guest that has stayed with you and still makes you smile?

One story always makes me laugh. I was 16 or 17, working my third summer season, but it was my first experience in an international luxury hotel. My English was still very basic, and up to that point, I hadn't really made cocktails. As a commis bartender, my role was mainly cleaning, restocking, running drinks, and taking orders.

One afternoon, I was alone while setting up the main bar before opening; a guest came in from the pool and asked me for a Sex on the Beach. Thinking he was making an inappropriate suggestion, I politely but firmly refused.

Later that evening, I mentioned the encounter to my bar manager, who immediately burst out laughing. That's when I discovered that Sex on the Beach was actually a cocktail....

What's something people would be surprised to learn about you?

Probably many people would be surprised to learn that I hated school. As a teenager, I was a bit of a rebel kid and struggled to find direction. I found school boring, couldn't wait to leave, and, as soon as I was legally able to, I did. At that point, I had no real plan for my future and certainly never imagined education would become such an important part of my life.

I took my first job at the age of 15. It was in a clothing factory, starting at 6:30 every morning and repeating the same task all day. It didn't take long for me to realise that wasn't for me.

Shortly afterwards, a friend introduced me to a local bar that was looking for staff, and that opportunity changed my life. From the moment I stepped behind the bar, I found something I'd been missing: purpose. I loved the people, the energy, the teamwork, and the opportunity to learn. Hospitality gave me confidence, direction, and ambition at a time when I had very little of any of those things.

While many of my friends were enjoying their holidays, I was working every chance I could get and loving every minute of it. After my first season in hospitality, I realised I had found an industry I genuinely wanted to build a career in. That experience convinced me to return to education and study hospitality, where I gained experience across several disciplines, including kitchen operations, reception, front-of-house service, bar operations, wine knowledge, and fine dining. It gave me a much broader understanding of the industry and allowed me to invest in my future.

Over the years, I discovered that education doesn't only happen in a classroom. Through work experience, training, qualifications, mentoring, and continuous learning, I developed skills that helped shape both my career and who I am as a person. The irony isn't lost on me that someone who couldn't wait to leave school is now completing a Level 7 Senior Leadership MBA and has become a strong advocate for education and professional development within our industry.

Hospitality changed my life, which is why I'm passionate about giving back to the industry that gave me so much. The UK Bartenders’ Guild provides an incredible platform to make a positive impact, helping people develop skills, build confidence and create meaningful careers. For me, that's what it's all about: leaving the industry stronger than we found it and creating opportunities for others to succeed.

[[relatedPurchasesItems-67]]

Conclusion

Whether discussing hospitality careers, brand partnerships, or judging spirits, one message runs consistently through Claudia Carrozzi's perspective: lasting success is built on relationships, education, and authenticity. As consumer expectations continue to evolve, she believes the businesses that invest in people, embrace innovation, and never lose sight of genuine hospitality will be the ones that continue to thrive.

Also Read:
More Feedback and Transparency For Entrants At The London Spirits Competition
London Spirits Competition Launches Exclusive Buyer Market Intelligence Report For Entrants