Mission
Uplifting the Hospitality Industry Through Trade Advocacy & Empowering Immersive Education.
Our mission at Willy Shine Consulting is to elevate the hospitality, bar, and beverage industry by harnessing over 30 years of expertise in mixology, beverage programs, and trade advocacy. We are dedicated to empowering bartenders and brands through education, mentorship, and innovative solutions that build trust, loyalty, and visibility. With a deep respect for the craft of bartending and the rich diversity of global cocktail culture, we create tailored strategies that honor the unique stories of each community. By leveraging our extensive network and industry insights, we aim to shape a thriving, inclusive future for the beverage industry.
Championing Trade: Building Brands Through Advocacy and Connection
Fostering Connections, Fueling Growth.
Trade Advocacy
To enhance on-premise hospitality in the beverage industry by fostering meaningful connections between brands and people, leveraging decades of expertise in strategic brand leadership, trade advocacy, and brand development.
Crafting the Future of Hospitality
Innovative Solutions for Bars & Beverage Programs
Hospitality Solutions
At Willy Shine Consulting, we redefine hospitality through bold innovation, empowering bars, beverage programs, and brands to thrive. With over 30 years of expertise, we craft seamless solutions for every level of the industry—from emerging talent to leading establishments. Our approach blends cutting-edge strategies with a deep respect for the art of bartending, ensuring every element of your hospitality experience, from bar design to beverage management, is elevated. With a focus on connection, storytelling, and community, we deliver impactful, tailored strategies that ignite growth and set new standards in the industry.
Testimonials
Read what our clients have to say about our services.
After spending much of my adult life in the operation and hosting of beverage alcohol and hospitality events, I’ve had the immense pleasure of working with this generation’s foremost logistical and operational superstars. In terms of meticulous preparation, innovative, insightful planning, and precise execution, no one outworks or outthinks Willy Shine.
Willy’s wide-ranging depth of knowledge and wealth of experience in four critically important disciplines, namely the categories of beverage alcohol, bartending/cocktails, bar management, and event planning, are what makes him a cut above in terms of event and/or program development consultation. Add to those attributes a warm, willing to listen personality and you have what amounts to the ideal professional with which to work in any situation.
Willy Shine’s remarkable track record of success affirms his I’ll-Make-It-Happen approach to any business endeavor. Working with Willy is always a rewarding experience.
Paul Pacult
Spirit Journal, Inc.
Willy Shine Inc has always been the go to for all bar and beverage related needs for our projects at Wein Hospitality. Willy is a true partner that can talk big picture strategy in the boardroom and then execute in the trenches. I know I can count on Willy to design and develop the right programs for any level of operation. From a full service, high ticket independent restaurant to a beverage program for a $60M food and beverage operation at a 1000 room resort, Willy delivers every time.
Howard Wein
Howard Wein Hospitality
Practical application is one of the hardest things to accomplish in alcohol beverage. Willy is not only a visionary but can bring those ideas to life in a way that makes sense. His vast experience in the industry working all sides of the business gives him a nice perspective of the landscape and tasks at hand.
James Vicente
Senior Director, Trade Advocacy – Spirit of Gallo
F.A.Q.
Frequently Asked Questions
Answers to frequently asked questions about Willy Shine’s mixology consulting services.
What is trade advocacy and why is it important?
Bartender trade advocacy is crucial for brands operating in the on-premise sector because bartenders serve as vital ambassadors who influence consumer choices and shape brand perceptions at the point of sale. By educating and engaging bartenders about a brand’s unique qualities, flavor profiles, and mixing techniques, brands can empower these key stakeholders to recommend and promote their products with confidence. This advocacy not only enhances bartenders’ expertise but also fosters strong relationships between the brand and the bartending community, leading to greater brand loyalty and increased visibility in bars and restaurants. Ultimately, effective bartender advocacy translates to better sales performance, as passionate and knowledgeable bartenders are more likely to create signature cocktails and memorable drinking experiences that resonate with patrons and drive repeat business.
What can Willy Shine offer you as a brand?
Willy Shine Consulting empowers brands seeking to enhance their route to market through innovative trade advocacy solutions that ignite passion and loyalty within the bartending community. By delivering immersive educational experiences, expert mixology training, and captivating storytelling, we transform bartenders into enthusiastic brand ambassadors who authentically advocate for your products. Our unique approach combines dynamic events, strategic partnerships, and tailored programs designed to elevate your brand presence in the competitive on-premise landscape, ensuring lasting connections that drive sales and create unforgettable guest experiences. With Willy Shine Consulting, your brand can unlock its full potential and thrive in the marketplace.
Let’s Connect: Schedule Your Consultation Today.
Get in touch with us at [email protected] or through our social media.