Taking the Leap: Venturing Outside of the Bar

By John Gakuru

Spending time behind the bar teaches you a lot. You learn how to read people, stay cool under pressure, multitask, and deliver an experience with confidence. It can be one of the most rewarding jobs in the world. But for many of us, the time comes when we start asking what’s next.

That was me, years ago. I started behind the stick in London. I loved it. It gave me energy, purpose, and direction. But eventually, I knew I was ready for more. That led to a role as Global Brand Ambassador for Sagatiba Cachaça, which turned into years of travel, brand-building, and global market development. From there, I moved into trade marketing, distributor-side work, and eventually agency leadership.

Today, I co-lead Coruscent Co., a global brand-building consultancy working across design, sales, events, education, logistics, and more. It all started because I had the nerve to take a step forward. This industry opened doors I never imagined, and I want that same mindset to be available to every bartender who’s ready to grow.

You Already Have the Skills

Bartenders are built for high-performance environments. You manage chaos with calm, talk to anyone, adapt quickly, and work as part of a team. These are the exact skills that make people successful in almost every corner of the drinks industry and far beyond it.

I’ve seen people go from behind the bar into brand strategy and advocacy, event production, spirits education, wholesale and distribution, creative direction, digital marketing, social media, product development, supply chain management, sustainability roles, fintech, hospitality tech, luxury travel, wellness, design, retail, e-commerce, and consulting.

The foundation is the same. Hospitality teaches you how to communicate, handle pressure, and deliver consistently. That translates into value in any team. You don’t have to change who you are. You just need to focus your energy in a new direction.

What to Expect

Shifting gears isn’t always easy. When you step out of the bar and into something new, expect to prove yourself again. Even with years of hospitality experience, some people won’t immediately get it, and that is fine. Let your work speak for you. There is often no clear roadmap, so you may have to carve your own path and trust your instincts along the way. You will be learning on the fly, so get comfortable asking questions. You are not expected to know everything from day one. Most importantly, bring the same consistency and professionalism you had behind the bar. Show up, stay reliable, stay sharp, and people will take notice.

Choose What Actually Matters

This isn’t about job titles or chasing status. It’s about building a life and career that feels good to wake up to. Maybe you want more structure. Maybe you want weekends off. Maybe you want to lead a team, travel less, or build something of your own.

The point is, choose what aligns with who you are now. Not who you were five years ago. This industry is full of people doing great work in roles they never knew existed when they first shook a tin. You don’t have to have it all figured out. Just follow the energy. No drama. Just movement.

For me, that energy is increasingly tied to Africa. I was born in Kenya, and I’m seeing a new wave of talent and creativity rise across the continent. There’s momentum building, and I’m committed to being part of it. Mentorship, collaboration, storytelling. It’s personal. And it’s only just beginning.

You’re Still Part of the Industry

Some people worry that leaving the bar means leaving the community. It doesn’t. You’ll still walk into a room and be welcomed like one of us, because you are.

In fact, the more you grow, the more you can give back. Whether that’s mentoring someone newer to the game, creating better systems, or helping brands make smarter decisions, you’re contributing in a different but still valuable way.

Start Small, But Start

You don’t have to leap into a new job tomorrow. Start by taking on a side project. Offer to help with a brand event. Ask someone you admire how they got where they are. See what clicks.

Pay attention to what gives you energy and momentum. That’s the signal. Follow it.

You’re not starting over. You’re building on everything you already know.

And you’re more ready than you think.