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The United States Bartenders’ Guild (USBG) and the Flair Bartenders Association (FBA) announced a partnership in Henderson, NV on May 19, 2026. This collaboration focuses on increasing education and competition opportunities for bartenders. They previously worked together on the 'Shake It Up' competition and the United States Cocktail Championship series in 2026. The FBA has been a key part of the global flair bartending community, providing a platform for bartenders to compete, learn, and improve their skills.
The United States Bartenders’ Guild (USBG) and the Flair Bartenders Association (FBA) announced their partnership in Henderson on May 19, 2026. It creates a coordinated effort to broaden bartender education and competition across the country.
Bar managers now have a clear path to meet customers’ growing demand for high‑quality cocktails. The partnership merges USBG’s Master Accreditation Program—Spirits Professional, Advanced Bartender, and Master Mixologist tiers—with FBA’s flair expertise that drives the U.S. Cocktail Championship (USCC) national finals in New Orleans from July 19–24 2026. Bars can showcase a certified master to entice patrons willing to pay premium prices for expertly crafted drinks.
The education focus also gives managers access to USBG’s network of more than 6,000 members and over 60 city chapters, offering talent sourcing, internal training, and local competitions that align with national standards.
Distributors face two key takeaways. First, the guild’s membership signals an engaged audience whose buying choices can influence brand adoption curves. Brands already featured at the USCC finals—especially those highlighted by USBG—stand to gain amplified exposure during events sponsored by Virgin Voyages and other partners. Second, FBA’s guidance for the U.S. Cocktail Championship series means distributors should watch which spirits earn accolades or appear in competition line‑ups; such recognition often leads to more shelf space at venues that champion award‑winning cocktails.
The USBG–FBA partnership positions bartending as a recognized profession. It gives bar managers a route to elevate their offerings, lets distributors align with industry‑trusted brands, and offers consumers a dependable quality marker. Stakeholders should focus on the programs highlighted by USBG—especially those linked to the July 19–24 USCC finals in New Orleans—where education, competition, and brand exposure converge into real market advantage.
Original Press Release
HENDERSON, NV (MAY 19, 2026) - Today, the United States Bartenders’ Guild, the national, member-led not-for-profit association of bartenders and other hospitality professionals, and the Flair Bartenders Association (FBA) jointly announce the formalization of a long-standing partnership centered on increasing education and competition avenues for bartenders across the industry.
USBG and FBA have previously collaborated on the ‘Shake It Up’ competition. In 2026, FBA provided guidance and collaboration on the inaugural United States Cocktail Championship series.
The FBA has been a long-standing heartbeat of the global flair bartending community—a place where passion, precision, and performance collide. Dedicated to fostering connection, growth, and excellence, the FBA provides a world-class stage for bartenders of all backgrounds to compete, learn, and push the boundaries of their craft.
USBG Executive Director Bo Shuff said, “We are so excited to partner with the Flair Bartending Association. Flair is a key component of the International Bartenders’ Association’s World Cocktail Championship, so USBG and FBA working together just makes sense. Flair is where the art and entertainment intersect behind the bar, and we are thrilled to be able to elevate and amplify these incredibly talented bartenders.”
FBA President Rob Husted commented, “The USBG has been a key advocate for not only the bartending profession, but also for bartenders as people. Through its educational opportunities, healthy competitions, and advocacy, it has helped elevate bartending as a long-term career choice. This aligns perfectly with the mission of the FBA.”
Sources consulted (web research):
- Us Bartenders Guild Flair Bartenders Association Announce New Partner…
- Us Bartenders Guild Virgin Voyages Announce New Sponsorship
- Professional Organizations Bartenders
- Us Bartenders Guild Tales Cocktail Foundation Announce New Partnership
Source: BevNET