Behind Bars

Behind Bars

BEHIND BARS IS A BOUTIQUE AGENCY SPECIALIZING IN BUILDING BRANDS FOR THE DRINKS AND BAR INDUSTRIES. THE LEADING BAR INDUSTRY CONSULTANCY OUTFIT, BEHIND BARS IS WIDELY CONSIDERED TO BE A DRIVING FORCE IN THE AUSTRALIAN BAR INDUSTRY AND CULTURE.

Training

BEHIND BARS OFFERS WORLD LEADING TRAINING PROGRAMS FOR THE BAR & DRINKS INDUSTRIES AND HAVE WON NUMEROUS AWARDS FOR OUR CLIENT PROGRAMS.

THE BEHIND BARS WAY OF TRAINING FOCUSES ON DELIVERING REAL VALUE TO CLIENTS IN THE FORM OF FUN, INTERACTIVE, INFORMATIVE AND CUTTING EDGE TRAINING SESSIONS.

OUR TRAINERS ARE AMONG THE MOST AWARD WINNING, AND HIGHLY RESPECTED BAR PROFESSIONALS, NOT ONLY IN AUSTRALIA – BUT THE WORLD.

On-Premise Campaigns

Behind Bars has created and managed some of the biggest and most respected on-premise programs and campaigns in Australia. A total solutions agency Behind Bars strategic consultancy, concept creation, creative, project management and complete implementation solutions.

Events

THE BEHIND BARS EVENTS TEAM, OFFERS EXPERT PROJECT MANAGEMENT, TAILORED DRINKS CREATIONS AND LEADING BAR PROFESSIONALS FOR EVENTS BOTH SMALL AND LARGE. OUR TEAM INCLUDES AWARD WINNING BARTENDERS AND WAITRESSES FROM THE BEST BARS AND RESTAURANTS IN THE COUNTRY.

FAVOURED BY GLOBALLY LEADING DRINKS BRANDS SUCH AS SMIRNOFF, JOHNNIE WALKER, CAMPARI & SCHWEPPES, BEHIND BARS IS THE SOLUTION FOR EVENTS WHERE THE QUALITY AND THEATRE OF DRINKS ARE A FOCUS.

Design

No matter what the format, be it a brochure, website, eDM, newsletter, sales promotion or pop-up store, our design process ensures the outcome is firmly rooted in business considerations.

We strive to think laterally to produce ideas that speak to your customers in a unique and compelling way.

Audio Visual

What better way to engage your audience than through our audio visual expertise. Be it for training customers or staff, enhancing your online store with our 360 photography product or simply creating stunning images for you brand.

Behind Bars has the facilities to concept and produce your Audio Visual project from start to finish.

Exhibitions

Behind Bars delivers award winning creative and tailor-made solutions that are ‘outside the box’ and on brand. Our team and partners have years of experience in creating award winning concepts and designs and see the project through to completion.

Awards include: Stand of the Year @ 2007 Sydney Bar Show, Stand of the Year @ 2008 Sydney Bar Show, Stand of the Year @ 2008 Melbourne Bar Show.

The Schweppes G&T competition enticed bartenders to submit their best Gin & Tonic recipe in a bid to win a trip to New York City.Schweppes Gin & Tonic CompetitionJob: Schweppes Gin & Tonic Competition Behind Bars creative team designed a 25 metre timeline detailing the heritage of Bundaberg Rum and it's production processes.Bundaberg Rum Production & History wallsJob: Bundaberg Rum Production & History walls A six Metre timeline detailing the history of the Johnnie Walker brand.Johnnie Walker TimelineJob: Johnnie Walker Timeline 32 page Leather bound brochure featuring luxury Reserve® branded bar equipment for the on-premise.Reserve Visibility BrochureJob: Reserve Visibility Brochure Created for Johnnie Walker, this video takes us through the experience of how to best enjoy Johnnie Walker Blue LabelJohnnie Walker Blue Label Signature Serve VideoJob: Johnnie Walker Blue Label Signature Serve Video We created product imagery for the new Schweppes product, Elixir. The photography will be used in sales tools, competitions and as brand imagery.Schweppes Elixir PhotographyJob: Schweppes Elixir Photography As the love for tequila continues to rise and bartenders yearn for more and more information, it was fitting that Jose Cuervo ran a series of mini master classes on tequila in general and the deluxe portfolio of Jose Cuervo in particular.Jose Cuervo – BarShow 2011Job: Jose Cuervo – BarShow 2011 In 2010 the Blank_Space gallery and Smirnoff vodka put on one of the great cultural collaborations to be seen in Sydney. The Smirnoff Black Room 2010Job: The Smirnoff Black Room 2010 The newest member of the JW family was launched upstairs at the Bellevue Hotel to Sydney's top media personalities.JW Double Black Media Launch 2011Job: JW Double Black Media Launch 2011 Behind Bars bar management oversaw the service of signature Johnnie Walker cocktails and whisky to 300 guests, including personal drinking experiences of the unique Johnnie Walker Blue Label with guests such as Grant Hackett. An Evening with Johnnie Walker - Walking with GiantsJob: An Evening with Johnnie Walker - Walking with Giants The World Class program is Australia’s pre-eminent bartending and cocktail competition and is a hotly contested title where the national winner goes on to compete on the global stage with bartenders from all over the world.World Class 2011Job: World Class 2011 The World Class program is Australia’s pre-eminent bartending and cocktail competitionWorld Class 2010Job: World Class 2010 The most influential cocktail competition of its time, The Smirnoff Black Copper Cup saw record numbers of bartenders vye for a place in its final. SMIRNOFF BLACK COPPER CUP 2010Job: SMIRNOFF BLACK COPPER CUP 2010 The most influential cocktail competition of its time, The Smirnoff Black Copper Cup saw record numbers of bartenders vye for a place in its final. SMIRNOFF BLACK COPPER CUP 2009Job: SMIRNOFF BLACK COPPER CUP 2009 Featuring the ethanol molecule, the Alchemy logo represents knowledge and precisionAlchemy BrandingJob: Alchemy Branding A huge hit at Whisky Lives across the world, we also decided to debut Zacapa at the first Whisky Live event in Australia.Zacapa Rum – Whisky LiveJob: Zacapa Rum – Whisky Live Whisky Live is the leading whisky event for consumers on the global stage, and 2010 saw the first year of this event making its way to Sydney.Talisker Single Malt Scotch Whisky - Whisky Live – 2010Job: Talisker Single Malt Scotch Whisky - Whisky Live – 2010 Taste of Sydney is a large outdoors food, wine and drink fair staged in the beautiful Centennial Park during summer. The 4 day event draws over 20,000 guests and is the premier consumer restaurant event of the year.Zacapa Rum – Taste of Sydney 2011Job: Zacapa Rum – Taste of Sydney 2011 Zacapa is a sensational rum from Guatemala, distilled from virgin sugar cane honey & aged using a complex solera system at 2300 metres above sea level at the ‘House Above the Clouds. A legend amongst bartenders, it was time to share the brand experience wZacapa Rum – Taste of Melbourne 2010Job: Zacapa Rum – Taste of Melbourne 2010 Taste of Sydney is a large outdoor food, wine and drink fair staged in the beautiful Centennial Park during summer. The four-day event draws over 20,000 guests and is the premier consumer event of the year.Johnnie Walker - Taste of Sydney 2011Job: Johnnie Walker - Taste of Sydney 2011 Behind Bars has led the on-premise launch of Schweppes new mixer Elixir and as part of this program created a bespoke stand for Bar Show.Schweppes Elixir – BarShow 2011Job: Schweppes Elixir – BarShow 2011 This year’s Schweppes stand was designed by a digital agency that offered a 3D interactive experience for visitors to the stand whilst Behind Bars was charged with preparing and serving delectable cocktails using the Schweppes portfolio of brands.Schweppes – BarShow 2010Job: Schweppes – BarShow 2010 The stand built for Johnnie Walker for the 2010 Bar Show was a huge success and has since been replicated at Taste festivals, Cocktail Island and various other events. Johnnie Walker Deluxe range – BarShow 2010Job: Johnnie Walker Deluxe range – BarShow 2010 As part of Bundaberg’s repositioning, Behind Bars created a concept where bartenders could come and learn about the brand’s rich heritage and history.Bundaberg Rum – BarShow 2010Job: Bundaberg Rum – BarShow 2010 During its time of execution, the Smirnoff Black Copper Cup was the country’s number one cocktail competition. No other bartender competition saw as many bartenders compete to win, nor did any other have such a challenging format for the finals. Smirnoff Copper Cup - BarShow 2008 Awarded Stand of the Year Job: Smirnoff Copper Cup - BarShow 2008 Awarded Stand of the Year Stand of the Year The Alchemy stand at BarShow 2007Alchemy BarShow Stand 2007Job: Alchemy BarShow Stand 2007 RESERVE’s World Class program is the world’s premier bartending competition. Up to 30 countries participate in this unique program globally each year with the quest to find the world’s best bartender.World Class - BarShow 2009Job: World Class - BarShow 2009 The Spring Racing Carnival – Melbourne, is one of our largest activations on the calendar each year.Spring Racing Carnival 2010 & 2011Job: Spring Racing Carnival 2010 & 2011 The Smirnoff Nightlife Exchange Project is a global activation involving 50 countries, who “swap” their nightlife with a sister country for one night only. Smirnoff Nightlife Exchange Project 2010 & 2011Job: Smirnoff Nightlife Exchange Project 2010 & 2011 Schweppes Australia launched it fabled new product ‘Elixir – The Dark Mixer’ in Sydney and Melbourne in 2011, with Behind Bars managing all theming, creative, logistics, staffing and drinks.Schweppes Elixir LaunchJob: Schweppes Elixir Launch The media launch for MasterChef 2011 saw Smirnoff vodka and Ocean Spray juice come together to give the country’s food aficionados a taste of Turkish Delight cocktails.Masterchef LaunchJob: Masterchef Launch Aboard the James Craig, a fully-restored 1874 three-masted barque, Johnnie Walker Blue Label revealed it’s newly-crafted bottle to Australia, and Behind Bars were there to ensure this beautifully crafted whisky was enjoyed by guests atop the high seas in Johnnie Walker Blue bottle relaunchJob: Johnnie Walker Blue bottle relaunch Over a two-day period, Behind Bars managed four different bars and event experiences including a Bundaberg Rum night, a Smirnoff immersion event, as well as a luxury drinks experience led by Ketel One vodka and Johnnie Walker Blue Label.Diageo Roadshow 2010Job: Diageo Roadshow 2010 A total of 90 of the country’s up and coming bar professionals came together for this event on Queensland’s Gold Coast.Cuervo Bartender Day OutJob: Cuervo Bartender Day Out Hosted during Sydney Bar Show week, bartenders from all over Australia gathered to sample the amazing range of luxury tequilas offered by Cuervo, including Platino, Reserva de la Familia and, of course, the sublime and rare 250.Cuervo 250 Sydney Harbour CruiseJob: Cuervo 250 Sydney Harbour Cruise JOHNNIE WALKER TASTING SESSIONS Job: JOHNNIE WALKER TASTING SESSIONS GUINNESS 5 CS TRAININGJob: GUINNESS 5 CS TRAINING BEHIND BARS ACADEMYJob: BEHIND BARS ACADEMY DIAGEO’S ALCHEMY PROGRAMJob: DIAGEO’S ALCHEMY PROGRAM The World Class program is Australia’s pre-eminent bartending and cocktail competitionWorld Class 2009Job: World Class 2009 The most influential cocktail competition of its time, The Smirnoff Black Copper Cup saw record numbers of bartenders vye for a place in its final. SMIRNOFF BLACK COPPER CUP 2008Job: SMIRNOFF BLACK COPPER CUP 2008 JOHNNIE WALKER WHISKY MASTERSJob: JOHNNIE WALKER WHISKY MASTERS A hand crafted much loved book created for Smirnoff on the History of VodkaSmirnoff History of VodkaJob: Smirnoff History of Vodka Hand crafted linen napkins were created specifically for the Sangreita serveDon Julio Sangrita Serve NapkinsJob: Don Julio Sangrita Serve Napkins We've photographed hundreds of cocktails over the years. The images are used for a whole range of applications from marketing to training.Alchemy Cocktail PhotographyJob: Alchemy Cocktail Photography We put together a short promotional video for BDMs outlining the programme's key benefitsAlchemy Promotion VideoJob: Alchemy Promotion Video A logo and venue material was created for this new Sydney barEau-de-Vie Branding Job: Eau-de-Vie Branding We filmed and edited a series of videos showcasing each of the mixologists creating their signature cocktailEau-De-Vie Promotional VideosJob: Eau-De-Vie Promotional Videos 12 still life, and 14 in-situ photographs were created specifically to be featured in a printed brochureReserve Visibility PhotographyJob: Reserve Visibility Photography Alchemy Ad CampaignAlchemy AdvertisingJob: Alchemy Advertising An extensive website was designed for students to access training informationAlchemy WebsiteJob: Alchemy Website 12 videos created to train bartenders on best practice techniquesAlchemy Training VideosJob: Alchemy Training Videos A 16 page sales tool was created, outlining each of the modules, the program's benefits and how to registerAlchemy Info BrochureJob: Alchemy Info Brochure The brief was to photograph and style 22 luxury Reserve Brands showcasing flavours and serving suggestionsReserve Portfolio PhotographyJob: Reserve Portfolio Photography 24 Products were photographed for the Reserve Visibility CollectionReserve Visibility Product PhotographyJob: Reserve Visibility Product Photography