Ochre Spirits sparks conversation around bartenders respect 

Ahead of World Bartender Day, Ochre Spirits has announced the launch of its latest campaign, ‘They Make Your Night. Don’t Ruin Theirs.’ This initiative addresses a crucial but often overlooked issue: the everyday dignity and well-being of bartenders who shape India’s nightlife. 

As Ochre grows into a modern House of Beverages covering premium craft spirits and new non-alcoholic formats, the brand is expanding beyond the bottle to the wider community that shapes modern celebration. Poised to disrupt the Artisanal Spirits segment, Ochre Spirits’ collection features sophisticated and unexpected notes, elevating every drinking moment. But as the brand grows, so does its commitment to sparking real, positive change within the industry.

‘They Make Your Night. Don’t Ruin Theirs.’ is designed to drive a national conversation about how bartenders are treated in social spaces. The campaign moves beyond the glamour of late nights and crafted cocktails, urging patrons to pause and recognise the people behind the bar, their skill, their stories, and their humanity. It’s not just about raising a glass; it’s about remembering the person who pours it.

At the heart of the campaign is a powerful, honest script that brings the daily reality of bartenders to the forefront, which says,  “We need to talk about something we’ve all seen. Something we’ve maybe even done without thinking, the snap to get a bartender’s attention, the impatient sigh when a drink takes longer than thirty seconds, the way we look past them, like they’re furniture, not people. And somewhere along the way, we forgot to treat them like humans.

There’s a person on the other side of that bar. They got up early. Maybe they’re covering a double shift. Maybe they’ve been on their feet for eight hours and have four more to go. They celebrate strangers’ birthdays, anniversaries, and promotions. They hold space for your grief, your joy, your first date, your last drink before a big decision. And we treat them like they’re in the way.

We’re not asking for much. Don’t snap your fingers. Don’t rush them. Don’t treat them like they’re less than you because they’re working and you’re not. Just… see them. Say please. Say thank you. Make eye contact. Recognise that the person making your drink is doing something you probably can’t do, and doing it well, under pressure, for hours on end. Just… pause. Look up. Remember, there’s a person there. That’s all.”

John Royerr, founder of Ochre Spirits, shares the vision behind the campaign, “At Ochre Spirits, we believe the best moments in life are those built on respect and genuine connection. This campaign is about more than good manners; it’s about recognising bartenders as people with stories, strengths, and struggles. Through ‘They Make Your Night. Don’t Ruin Theirs.’ We hope to start a much-needed conversation and build a culture where kindness and gratitude are always on the menu.”

He adds, “True celebration goes beyond what’s in the glass. It’s about looking up, seeing the person in front of you, and honouring the community that makes our nights memorable. We invite everyone to be part of this movement toward a more mindful and respectful bar culture.”

The campaign will roll out across major digital and social media channels, aiming to reach consumers and hospitality professionals nationwide. By inviting honest conversations and small acts of recognition, Ochre Spirits hopes to inspire a new standard of respect within India’s bar culture.