Brown-Forman has officially launched the Asia edition of Bar-Fabric, its global community platform for bartenders, at Bar Convent Singapore (BCB) 2025, held at Marina Bay Sands. Originally established in Berlin in 2022, Bar-Fabric is designed to support bartenders at all career stages by encouraging shared learning through stories of personal growth, challenges, and diverse perspectives.
The Asia launch marks a strategic expansion into the APAC region, reflecting Brown-Forman’s belief in the shared values of modern hospitality professionals (MHPs) across continents. According to Nidal Ramini, Advocacy Director at Brown-Forman, the motivations and passion among bartenders in Asia mirror those in Europe. “They want to grow, belong to a hospitality ‘tribe,’ and connect with like-minded peers,” Ramini explained. Bar-Fabric aims to be a space where those connections can thrive.
Fostering Connections
As a part of the debut, The Bar-Fabric Asia Deli was introduced — a dynamic activation space blending the charm of American diners with the sophistication of Asian and European bistros. It served not only curated global cocktails but also offered a platform for meaningful industry dialogue and storytelling. This interactive environment was designed to inspire, educate, and foster a strong sense of community within the hospitality sector.
A highlight of the event was the participation of Woodford Reserve The Wonderful Race winners from 2023 and 2024 who hosted guest shifts and engaged in conversations with attendees. They praised the initiative for creating a safe space for bartenders to exchange stories and support each other.
Malaysian-based Kelvin Wong, Woodford Reserve The Wonderful Race Winner 2024, noted that the social-media-driven approach of the platform made it especially accessible for busy bartenders. Koh Yung Shen, Woodford Reserve The Wonderful Race Malaysia Winner 2023, agrees stating that initiatives like Bar-Fabric are definitely helping bartenders break through and grow their network and experience in a new and exciting way. “This, in turn, will help build stronger foundations for the industry across regional markets.”
Most significantly, while Bar-Fabric is presented by Brown-Forman, it intentionally shifts the focus away from product promotion and instead emphasizes peer-to-peer engagement, community building, and professional growth. The initiative is driven by content that is relevant and co-created with the bartending community, making it more authentic and impactful.
Growing The Bar Community
Ramini expressed his satisfaction with the success of the first Bar-Fabric Asia event, calling it “heartwarming” to witness the real, passionate conversations among industry professionals. He acknowledged that while the platform isn’t perfect yet, its authenticity and flexibility will guide its ongoing development.
The broader goal is to use Bar-Fabric as a tool to both uplift the industry and enhance Brown-Forman’s connection to it. According to Ramini, the On-Premise channel — bars and hospitality venues — plays a vital role in brand discovery and advocacy, with bartenders acting as key influencers.
Looking ahead, Brown-Forman plans a strategic rollout of Bar-Fabric across other APAC markets, with Malaysia cited as a key region. Ramini emphasized that the goal isn’t rapid expansion, but rather thoughtful growth — listening to local communities, adapting when necessary, and building long-term relevance in each market.
In sum, Bar-Fabric Asia is more than just an event — it’s a step towards a more united, empowered, and collaborative bartending community across Asia. Bartenders and industry professionals keen to join the Bar-Fabric Asia community can follow Bar-Fabric Asia’s Instagram to stay notified of the latest programmes and initiatives.
(Images: Brown-Forman)
