When faced with 12 varieties of gin, knowing the perfect tipple for your tonic is very worthwhile.
This, not least, applies to bartenders whose knowledge and flair can make the difference between a nice place to drink and a top-class venue.
By tapping into the relatively unexploited market of bar training, entrepreneur Adam Freeth has certainly maximised on this.
He is the managing director of Birmingham-based training, consultancy and event management firm Shaker UK.
Located in the Jubilee Centre in the city centre, Shaker's offices come complete with fully functioning cocktail lounge bar with a vast array of liquors and mixers.
The bar is part of Mr Freeth's bar school - the first of its kind in the UK.
Here students from across the country learn the finer points of drink preparation and, of course, get to taste-test the product of their lessons.
"You need to be able to know about the drink, its name and explain what it tastes like to a customer. Information like that will always help you sell it," said Mr Freeth.
Founded after he graduated from a Masters in Business and Entrepreneurship, Mr Freeth relocated Shaker to Birmingham from Luton 18 months ago. Since then the company has been going from strength to strength.
"Why relocate? Because Birmingham is the centre of the universe," said Mr Freeth, who grew up in Redditch.
"Seriously, it's a great geographical location, we have good transport links and the investment pouring into this area is phenomenal.
"In five to ten years, I truly believe Birmingham will become a major European city - you don't spend £350 million on the Bullring for it all to go down the pan."
So far the city seems to be treating him well. The event management side of the firm has often landed Mr Freeth at glamourous and high-profile events such as the 50th birthday of mobile phone magnate John Caudwell and the 21st birthday of Holly Branson - daughter of Virgin boss Richard Branson.
Corporate clients also include the likes of PricewaterhouseCoopers, HBOS and gift experience company Red Letter Days.
Mr Freeth said: "Companies come to us to run team-building events. We have also had hen parties in here learning how to make cocktails."
Working in party resorts across Europe, Mr Freeth identified the niche demand for bar training during his time in at university.
"I had worked in bars in Ibiza before uni and then went on to work in Crete and Faliraki during my holidays. I had five years abroad running cocktail bars, but I was entirely self-taught," said Mr Freeth. Shaker now employs 25 full-time staff, including six trainers.
"I don't like to give out financials, but I can say that Shaker has doubled its turnover year-on-year since it was founded," he said.
Mr Freeth has plans to take the school abroad and is already in consultation with potential partners in China.
He said: "I want to get a school out there in time for the 2008 Beijing Olympics. There will be 40,000 hospitality staff needed for the event and I want to be there to train them."
Mr Freeth is also in the process of opening Shakers' first bar in the Midlands, its location to be announced next month