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Let’s reimagine what hospitality can be.

A partnership between Maybe Group and Allara Global

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Introducing Maybe Consulting

Allara Global has joined forces with Maybe Group — the creative minds behind Maybe Sammy, crowned the world’s #1 bar by Top 500 Bars in 2023 — to launch a next generation hospitality consultancy.

This partnership combines Maybe Group’s award-winning expertise in service design and bar innovation with the digital training power of JERRY by Allara Global.

Together, we deliver a consultancy model that blends creativity, operational excellence, and scalable learning — tailored for luxury hotels and high-performing venues.

Whether launching a new concept, reimagining your guest experience, or elevating your beverage program, Maybe Consulting offers a proven pathway to memorable, profitable hospitality.

Our team

Andrew Lewis, CEO, Allara Global
Andrew Lewis
CEO, Allara Global
Vincenzo Lombardo, Director & Co-Founder, The Maybe Group
Vincenzo Lombardo
Director & Co-Founder, The Maybe Group
Stefano Catino, Director & Co-Founder, The Maybe Group
Stefano Catino
Director & Co-Founder, The Maybe Group
Jeremy Moreau, JERRY Professor EU, Allara Global
Jeremy Moreau
JERRY Professor EU, Allara Global
Jean-Philippe Causse, JERRY Professor EU, Allara Global
Jean-Philippe Causse
JERRY Professor EU, Allara Global
Steven Payne, Head of Training, APAC, Maybe Grou
Steven Payne
Head of Training, APAC, Maybe Grou
Paolo Maffietti, Director of Bars, APAC, Maybe Group
Paolo Maffietti
Director of Bars, APAC, Maybe Group
Eduardo Conde, Group Beverage Creative Lead, APAC, Maybe Group
Eduardo Conde
Group Beverage Creative Lead, APAC, Maybe Group
Hunter Gregory, Bar Manager, Maybe Sammy
Hunter Gregory
Bar Manager, Maybe Sammy
Stefano Filardi, Hospitality Specialist, APAC, Maybe Group
Stefano Filardi
Hospitality Specialist, APAC, Maybe Group
Tess Mol, Director of Marketing APAC, Maybe Group
Tess Mol
Director of Marketing APAC, Maybe Group
Nicole Smith, Digital Learning Business Manager US, Allara Global
Nicole Smith
Digital Learning Business Manager US, Allara Global
Tamara Quader​​​​, Head of Learning Design APAC, Allara Global
Tamara Quader​​​​
Head of Learning Design APAC, Allara Global
Joe Alessandroni, JERRY Professor US, Allara Global
Joe Alessandroni
JERRY Professor US, Allara Global
Rosie Wilson, Head of Training APAC, Allara Learning
Rosie Wilson
Head of Training APAC, Allara Learning

Our services

We help venues unlock their full revenue potential through expert guidance and practical training. From spirits education to operational strategy and leadership and management skills, our team delivers focused coaching that sharpens skills and elevates service.

We know that exceptional guest experiences drive success. That’s why our training is tailored to your venue — personalised programs that empower your team to meet, and exceed, the expectations of today’s high-standard guests.

We design custom drinks programs that reflect your venue’s brand and audience. This includes signature cocktails, seasonal menus, low- and no-alcohol options, and tailored product sourcing to balance creativity and commercial success.

From layout to launch, we help shape distinctive bar spaces. Our services include equipment recommendations, service flow optimisation, brand storytelling, and pre-opening support to bring your concept to life.

We work with operators to refine service systems, improve team dynamics, and boost commercial performance. Whether you're scaling or fine-tuning, we provide strategic insight and on-the-ground support to lift standards, streamline operations, and build a stronger team culture.

We craft immersive guest journeys with service rituals, upselling techniques, and sensory elements like lighting and music — all designed to turn great service into memorable moments.

  • Team training – Face-to-face sessions in spirits, cocktails, guest engagement, and service storytelling, plus mystery guest feedback.
     
  • Digital learning – Structured pathways from onboarding to leadership, powered by Allara Global’s comprehensive course library and custom eLearning modules. Includes JERRY, the world-class bar and beverage training solution.  
     
  • Masterclass courses – Flexible delivery (face-to-face, blended, digital), certificates of attainment, scalable for single or multi-site teams, with a dedicated point of contact and ongoing support.
     
  • WSET qualifications (wine, spirits, beer) – Globally recognised Level 1 & 2 awards delivered online in partnership with Inventive Training Group — study at your own pace with certified educators.

From one-night-only takeovers to multi-day experiences, we bring our signature style of hospitality to the world’s most iconic hotels, bars, events, and brands — delivering custom cocktails, sharp service, and unforgettable energy tailored to the moment, the city, and the brand.

What our clients say

“Mr. Moreau led a transformative beverage and training initiative across all Risma – Accor hotels in Morocco. From tailored learning paths and leadership seminars to signature cocktail development and staff training, his work elevated both service and strategy. A dedicated educator and trusted partner.”

Younès Bouayad – Head of Training, Sofitel Palais Impérial Marrakesh

Brands we work with

Our awards

Maybe Group

Best Bar Operator, Boothby Bar Awards, 2025
Best Bar Operator, ALIA, 2024
Outstanding Contribution Award, Australian Bar Awards, 2024

Allara Global

Best eLearning Project, 2024 LearnX Awards
Best Free eLearning Resource, 2024 LearnX Awards
Best Free eLearning Resource, 2024 LearnX Awards

Voted the #1 Most Influential Bar in the World and the highest-ranked Australian bar in global awards history, Maybe Sammy continues to set the pace. A benchmark in cocktail culture, it pairs world-class hospitality with playful theatre, proving that the most memorable venues are built on both creativity and consistency.

#43, #11, #22, #29, #15, #26, The World’s 50 Best Bars (2019, 2020, 2021, 2022, 2023, 2024)
#8 Most Influential Bar, Top 500 Bars (2024)
#1 Most Influential Bar, Top 500 Bars (2023)
#17 Most Influential Bar, Top 500 Bars (2022)
#14 Most Influential Bar, Top 500 Bars (2021)
#15 Most Influential Bar, Top 500 Bars (2020)
#29 Most Influential Bar, Top 500 Bars (2019)
Winner, Best New International Cocktail Bar, Tales of the Cocktail (2019)
Winner, Michter’s Art of Hospitality Award, The World’s 50 Best Bars (2020)
Top 4 Finalist, World’s Best Cocktail Menu, Tales of the Cocktail (2025)
Winner, Best Bar in Australasia, The World’s 50 Best Bars (2020, 2023)
Winner, Best Cocktail Bar, Bartender Magazine (2019, 2023)
Winner, Bar of the Year, Bartender Magazine (2023)
Winner, Best Bar Team, Bartender Magazine (2019)
Winner, Best List, Bartender Magazine (2023)
Winner, Cocktail Bar of the Year (NSW & National), Bartender Magazine (2020)
Winner, Best Cocktail List, ALIA (2019, 2022, 2024)
Winner, Best New Bar, ALIA (2019)
Winner, Bar of the Year, ALIA (2022)
Winner, Outstanding Contribution to the Industry, ALIA (2022)
Winner, Favourite Bar – People’s Choice, Boothby Media (2023)
Winner, Best Cocktail Bar NSW, Boothby Media (2023)
Finalist, Favourite Cocktail Bar, Time Out (2021, 2024)
Winner, Best International Bar Team, Tales of the Cocktail – Spirited Awards (2022)

Consistently recognised on the international stage — including multiple Hotel Bar of the Year awards — Dean & Nancy blends
glamour with thoughtful service and theatrical flair. With a grand piano, skyline views and a sharp bar program, it’s a masterclass
in balancing elevated style with operational excellence.

Winner, Hotel Bar of the Year, HM Awards (2021, 2023, 2024)
Winner, Hotel Bar of the Year, Australian Bartender Awards (2022, 2024)
Finalist, Hotel & Cocktail Bar of the Year, Australian Bartender Awards (2023)
Winner, Best Visual Identity, Restaurant & Bar Design Awards (2022)
Winner, Hotel Bar of the Year, Time Out Critics Choice Award (2022)
Top 10 Nominee, Best International Hotel Bar, Tales of the Cocktail (2023, 2024, 2025)

A riot of colour, rhythm, and agave. El Primo Sanchez has fast become one of Sydney’s most exciting bars, thanks to its layered guest experience — from curated drinks to seamless floor flow and late-night energy. Proof that a strong operational foundation allows creativity to thrive.

Winner, Best New Bar, ALIA Awards (2023)
Winner, Bar of the Year & Cocktail Bar of the Year, Time Out Sydney Food & Drink Awards (2023)
Winner, Best Identity Design, Eat Drink Design Awards (2023)
Winner, Australian Bartender of the Year – Eduardo Conde, Australian Bartender Awards (2023)
Top 10 Nominee Best New International Cocktail Bar, Tales of the Cocktail (2024)
One-Pin Bar, The Pinnacle Guide (2024)
Winner, Best Tequila or Agave Spirit Bar, ALIA Awards (2024)
Finalist, Tequila Bar of the Year & Restaurant Bar of the Year, Australian Bartender Awards (2024)
Winner, Best Rated Mexican Restaurant, Quality Business Awards (2025)

Let's talk

Maybe it’s time to make something extraordinary.

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We acknowledge all Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the lands where we live, learn and work