Since I started going to bar shows in 2016, I attended several seminars about social media. Mostly they were about the benefits for bars of having an online presence. Roughly: make people aware of your existence and what you do, attract customers, keep a “fanbase” of regulars, etc. However, last month at Bottle Brothers, I attended a masterclass on personal branding and the use of social media designated especially for bartenders. It was given by Max La Rocca, a former bartender, bar manager and now competition mentor and judge as well as hospitality educator. The gateway to professional opportunities Indeed,