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Navigating the Spirits Industry: Challenges, Growth, and Mental Health

In the bustling world of hospitality, few careers are as dynamic and demanding as those in the spirits industry. Recently, I had the opportunity to sit down with Ehren, a seasoned professional who has transitioned from years of behind-the-bar experience to a Brand Role with Proof & Company in New Zealand. Our conversation touched on various aspects of his career, the evolving industry, and the pressing issue of mental health in hospitality.



From Bars to Brands: Ehren's Journey

Beginning his journey in Brighton, UK, Ehren has spent over two decades mastering the art of hospitality, from dishwashing in restaurants to managing busy bars. His rich experience across the UK, Australia, and New Zealand has equipped him with an extensive understanding of the industry's ins and outs. Currently, Ehren represents Proof & Company in the Lower North Island of New Zealand. Despite the challenges of working solo after years of teamwork, Ehren appreciates the lifestyle improvement this role offers. He mentions that while the transition was daunting, the nature of working with spirits made it an easier bridge to cross.


Fostering Growth in New Zealand's Spirits Scene

As the conversation flowed, we discussed how New Zealand brands could boost bartender engagement and growth within the industry. Ehren highlighted the differences in market support between New Zealand and larger countries like the UK and Australia. Despite the smaller market, the increasing number of cocktail competitions and tastings indicates that brands are beginning to see potential. Ehren stresses the importance of regular tasting sessions and well-organized events to keep bartenders stimulated and informed about industry trends. The primary hurdle remains resource allocation in such a compact market.


The Mental Health Conversation

Hospitality is notorious for its high-pressure environment, which can lead to mental health struggles for those within the industry. Ehren shared insights into how mental health support is gradually improving, thanks to initiatives like Healthy Hospo in the UK. This organization aims to bring awareness and education on mental well-being to hospitality workers. Despite advancements, Ehren noted that Wellington lacks engagement compared to cities like Christchurch and Auckland. The unique challenges of New Zealand's hospitality scene, including easy access to alcohol and the draining nature of customer service, amplify mental health discussions' importance. Ehren advocates for more holistic support systems that could include non-traditional brand incentives like spa experiences instead of the typical distillery trips.



Lessons Learned and Insights Gained

Ehren's experiences in cocktail competitions have significantly contributed to his professional growth, expanding his network and enhancing his craft. He emphasizes that personal and professional growth come not just from victories but also from participation and exposure. Furthermore, he highlights the value of a supportive workplace. Referring to his tenure at Cuckoo Emporium in Wellington, Ehren praises his former boss Justin for his commitment and hands-on approach, which fostered a positive work environment. For Ehren, mental health in the hospitality industry is deeply linked to management's empathy and engagement.


Final Thoughts

The hospitality and spirits industry is rich with opportunities for growth, creativity, and community engagement. However, it faces significant challenges, particularly in terms of mental health and market dynamics. Ehren's journey offers valuable lessons for industry professionals seeking balance and fulfillment in their careers. By advocating for mental health awareness, fostering community within the industry, and supporting bartenders' professional growth, we can navigate the highs and lows of the hospitality world more effectively. Through ongoing dialogue and support, the future of the industry looks spirited and hopeful.


Listen to the full conversation here:



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