Bartenders & Brands: Is the Balance of Power Shifting?

As the cocktail renaissance marches on, many a brand has been built on the word of mouth of bartenders. But now that some of the largest brands have shifted investment dollars from traditional advertising into grassroots strategies (evidenced by the millions of dollars poured into Tales of the Cocktail every year) is the balance of power shifting?A panel of bar industry lifers took on the topic at a Tales of the Cocktail session called "Do Bartenders Need Brands?" First of