Willy Shine Inc

Full Service Trade Advocacy and Hospitality Solutions Agency

"Fostering Connections & Fueling Growth"

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.

bartender advocacy

We create impactful trade advocacy programs that connect your brand with key audiences, empower your team through tailored training, and bring your brand to life with dynamic ambassadors and compelling storytelling that fosters lifelong advocates.

Experiential events

Our mission is to enhance trade advocacy and brand building by delivering exceptional event experiences through expert mixology, innovative bar build-outs, and strategic beverage management, resulting in unforgettable celebrations that resonate with your audience.

sales team extension

As an extension of your sales team, we empower on-premise trade advocacy with impactful strategies that ignite brand loyalty and create unforgettable customer experiences.

bartender education

We empower bartenders with immersive education that inspires mastery and builds lasting industry relationships, fostering loyalty and growth through engaging experiences and comprehensive mixology solutions.

Crafting the Future of Hospitality

Innovative Solutions for Bars & Beverage Programs

ultimate bar plans: profit & efficiency

Provides expert strategies to build a robust bar footprint, maximizing profits and operational efficiency for sustained success in the beverage industry.

Cocktail menus: design & maximum impact

Explores how to craft visually stunning and strategically curated cocktail menus that captivate customers and drive sales.

Complete Beverage Blueprint

Outlines the essentials for creating an unmatched beverage program that delivers a diverse selection of high-quality drinks and exceptional service, enhancing guest experiences and driving profitability.

empowering excelence: staff training

Focuses on delivering unmatched training programs that equip your team with the skills and knowledge needed to provide exceptional service and create memorable guest experiences.

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.