Meet Our Mixologist


Dean Serneels, Director-Beverage Applications American Beverage Marketers

With more than 25 years in the bartending industry (training and consulting), Dean doesn’t meet many strangers. Over those years, his many awards and accolades showcase his talents, achievements and his dedication to the bartending community. His charismatic energy and ability to motivate and inspire have helped make him a foremost expert in this business and a resource to many around the world.

Dean also is the pioneer of flair bartending and, prior to joining American Beverage Marketers, created Flairco, Inc., where he invented the original Flairco Flair Bottle, which is now used by thousands of flair bartenders worldwide. Dean also invented the phrase “Finest Call Stall,” which has become a staple move in flair bartending competitions.

His vast experience in the bartending community has led to many appearances on TV including the Search for the Ultimate Coyote as well as the Host of the Food Network Challenge Bartenders Battle. Serneels has hosted more than 100 bartending competitions and is a presenter/expert of bar related topics at conferences such as Cheers and Nightclub & Bar.

Working directly with beverage mangers and chain accounts Serneels enjoys cocktail placements in many of todays leading and up-and-coming restaurants. Many of these concepts are enjoying record sales and industry awards due to his innovation, forward thinking and cocktail creations. “I am in a unique position within the industry. My role enables me to develop strategic and creative programs for wonderful concepts at various stages of their success. Including working with great mixologists from spirit suppliers, distributors and third party marketers.”

Now in his fifth year as the American Beverage Marketers Director-Beverage Application’s, Serneels has enjoyed the opportunity to explore and expand his creativity in cocktail design. His spirited innovations in the art and practical applications of beverage programs make him a KEY resource to the ABM National Accounts sales team.