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Why the hidden gems of the on-premise are easier to find than brand owners think – Comment

Charlie Mitchell
Last updated: 26/02/2026 at 7:44 PM
By Charlie Mitchell
26 February 2026
6 Min Read

Those perceived tier-two locations and tier-two venues are exactly where brands can most stand out.


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On the main drag into Albuquerque, in New Mexico, in a swanky neighbourhood called Nob Hill, there is a bar. Relatively unassuming and easy to miss if you aren’t looking out for it, it is a really excellent bar.Here is a hub of creativity where cocktails push the limits and where invention and imagination craft new and exciting drinks - often by mistake. That gives the bar its name, Happy Accidents (above).The venue is run by one of the most recognisable and influential bartenders in the US and beyond, Kate Gerwin (below), herself the epitome of originality and innovation. You may have caugh

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Charlie Mitchell
ByCharlie Mitchell
Charlie Mitchell is a renowned industry commentator and research expert within the drinks industry, having worked for well over a decade delving into the data that tells the story of how consumers eat and drink out. After having spent 13 years at NielsenIQ (formerly CGA Strategy), where he led the on-trade consumer & bartender research division, Charlie now heads up data, research & insights at Wilde Toast, the specialist drinks agency that helps drinks get chosen, through intelligent activation. Working with bartenders, consumers and trade professionals, Charlie distils what is happening in the sector to build winning strategies for brands. Email him at [email protected]
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