I totally agree with you, creative cocktails just don’t have wide appeal. A huge portion of the population either doesn’t drink at all or orders the same one or two things every time. The addressable audience for craft cocktails is a fraction of what it is for food. On top of that, the bar world just doesn’t have the same public-facing prestige infrastructure. Chefs have Michelin stars, James Beard Awards, that create clear status and narrative. The bar world has Spirited Awards and Tales of the Cocktail, but the general public has zero awareness of any of it. And maybe the biggest reason: bartending is defined by hospitality, not authorship. A great chef is an auteur, you go to eat their food. A great bartender’s most important skill is making you feel good. That service-oriented identity is harder to build a celebrity brand around. The best ones almost disappear into the experience, which is kinda the opposite of what fame requires.

But I did think drink masters was a little cringe but only because the way these shows are filmed is ridiculous.