So, you think owning a mobile bar is all fun and cocktails? Think again! Social media influencers on TikTok and Instagram often make it look like a breeze—just mix drinks, rake in cash, and enjoy the festival vibes. But, trust me, it’s not all smooth sailing. There’s money to be made, but it takes a lot of work and planning to keep things running. Today, I’ll Walk you through some of the real challenges I’ve faced with my own mobile bar, hoping you can learn from my mistakes (or just gain some behind-the-scenes insight before launching your own!). Make sure to stick around for the last tip—it’s one of the most important things you’ll need to know when you’re just starting out.
Festivals & Markets: Expect the Unexpected
Let’s kick things off with a story from just last weekend. One of the biggest financial outlays for festivals and markets is stocking up on alcohol and supplies. Based on previous festivals, we’ve made between 300-400 cocktails, and sometimes up to nearly 1,000 over two days! For this event, I was prepared: enough alcohol for 400 cocktails, plus mixers, plastic cups, straws, fruit, and my team ready to go.
But, to my surprise, the turnout was much smaller than expected. Despite a good track record for this festival in past years, we ended up selling only about 60 cocktails—20 of which were mocktails! Financially, it wasn’t the day we’d hoped for, but when this kind of thing happens, you just have to regroup and adapt. Next weekend, I’m reworking the cocktail menu to make use of the leftover stock. Festivals can be unpredictable, so learn to pivot and roll with the punches.
Enquiries vs. Bookings: The Communication Gap
Now, let’s talk about handling inquiries. I thought my communication with potential customers was solid—until I learned otherwise. Here’s what happened: a few months back, a potential client emailed asking about our availability for a private party. I responded the same day, confirming the date was open, including all the necessary info about pricing and a link to our website.
Fast-forward a month, and someone else books the same date. Two days later, the original client emails, wanting to book, only to find out the date’s no longer available. They weren’t thrilled and accused us of being unprofessional for not holding the date.
Now, I’ve learned to clearly explain to customers up front that an inquiry doesn’t secure a date—only a booking deposit does. It’s a simple addition to our communication, but it’s crucial. Make it clear from the start: an inquiry isn’t a booking!
Licensing and Permits: A Waiting Game
When it comes to selling alcohol, licensing is essential—and stressful. Each country has its own rules, and in Australia, for example, temporary liquor licenses need to be submitted at least five weeks before an event. While the application process is straightforward, waiting for approval can be nerve-wracking, especially since my permits have usually only come through days before the event itself.
If you’re new to this, be prepared for a bit of anxiety around licensing. It’s part of the process for everyone, and knowing that might help you manage it a little better.
Patience is Key: Building a Customer Base
With any new business, patience is critical, and a mobile bar is no different. You might be ready to hit the ground running with your van, horse trailer, or collapsible bar, but that doesn’t mean the bookings will flood in from day one. Think about it: why would someone hire you if you don’t have reviews yet? Is your social media presence solid? Have you started advertising? Word of mouth takes time to build, especially for a new business.
If I could start over, I’d set up our social media presence 3-4 months before launching the van. Potential clients often plan their events months or even a year in advance, so getting on their radar early is crucial. Just because you’re ready doesn’t mean your clients are!
And that’s it for today’s episode! If you’re interested in more behind-the-scenes insights, check out my mobile bar playlist. I’ve also got cocktail recipe videos that might inspire your next event.
My new e-book is now available on Amazon - The Ultimate Mobile Bar Startup Guide
Australia - https://www.amazon.com.au/dp/B0DNGN7S1B U.S - https://www.amazon.com/dp/B0DNGN7S1B
Cheers Rusty.
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