The Pinnacle Guide Terms
1. Who we are
We are The Pinnacle Guide Ltd (trading as ‘The Pinnacle Guide’), (‘we’, ‘us’, or ‘our’), a company specialising in providing a global ‘PIN’ recognition system for cocktail bars. The Pinnacle Guide was incorporated on 7 May 2021, our company number is 13382153 and our registered office address is Unit 3 Ashton Gate, Ashton Road, Romford, Essex, United Kingdom, RM3 8UF. Our contact details are hello@thepinnacleguide.com.
2. What is The Pinnacle Guide?
The Pinnacle Guide is a global recognition system for cocktail bars, which is based on a thorough self-application process, rigorous assessment modules and a series of spot-check interviews and in-bar reviews. A bar that is successful in application process may be awarded with 1, 2 or 3 PINs, which are represented as follows:
(a) 1 PIN – Excellent
(b) 2 PINs – Outstanding
(c) 3 PINs – Exceptional
3. These Terms for The Pinnacle Guide
3.1 What these terms and conditions cover. These are the terms and conditions that shall apply to:
(a) any party that applies for a PIN via our online application process;
(b) any party that has a PIN awarded to them by us,
in either instance, such party being ‘you’.
If you think there is a mistake in these terms, please contact us using our contact details in clause 1. Collectively, these terms and conditions are known as the ‘The Pinnacle Guide Terms’.
3.2 Interaction with our Standard Terms. The Pinnacle Guide Terms apply as set out above, and operate in conjunction with our standard terms and conditions, located at https://www.thepinnacleguide.com/terms-conditions/ (‘Standard Terms’). Any capitalised words used in The Pinnacle Guide Terms but not defined shall have the meaning assigned to them in the Standard Terms. If there is any conflict or ambiguity between the provisions in The Pinnacle Guide Terms and those of the Standard Terms, the provisions of The Pinnacle Guide Terms shall prevail.
3.3 PINs are for businesses only. You may only apply for a PIN if you are a business. You are a “business” if you are applying for or holding a PIN wholly or mainly for use in connection with your trade, business, craft or profession, even if you are an individual. For the avoidance of doubt, you may not apply for or hold a PIN if you are a consumer.
3.4 Why you should read The Pinnacle Guide Terms. We strongly recommend you carefully read a copy of these terms and conditions before you apply for a PIN. The Pinnacle Guide Terms govern the contract between you and us. They tell you who we are, the levels of accreditation we offer, how we provide the PINs, how you and we may change or end your accreditation, what to do if there is a problem and other important information. The contract between you and us is enforceable once you register your interest in applying for a PIN via our website.
3.5 Your agreement to The Pinnacle Guide Terms. By applying for a PIN, you confirm that you have read, accept and agree to be bound by The Pinnacle Guide Terms and any other supplemental terms and policies we may, from time to time, refer to. If you do not agree with any of The Pinnacle Guide Terms, you should not apply for a PIN. The Pinnacle Guide Terms become binding when you complete a Bar Registration Form at which point a ‘Contract’ comes into force.
3.6 Changes to The Pinnacle Guide Terms. We may amend or change The Pinnacle Guide Terms at any time to reflect changes to our business or changes in the law. It is your responsibility to review The Pinnacle Guide Terms each time you apply for a PIN. The Pinnacle Guide Terms as modified will be accessible on our website and will be effective ten (10) days after posting. Your continued application and/or accreditation thereafter shall constitute your acceptance of such changes. Please check our website regularly for any changes to The Pinnacle Guide Terms.
4. Applying for a PIN
4.1 Self-nomination and eligibility. The only way to apply for a PIN is to self-nominate your bar. Any cocktail bar in our geographical locations (available on our website here) can apply to be recognised by The Pinnacle Guide.
4.2 Registering your interest. Before applying for a PIN, you must first register your interest in obtaining a PIN by completing our self-submission Bar Registration Form here: Bar Registration Page – The Pinnacle Guide (‘Bar Registration Form’). You will be required to enter basic details such as the name of your bar, the city and country it is situated in, as well as your name, email address and a chosen password to create a profile login. You will also be asked to upload a picture of the bar.
4.3 Authority. By applying for a PIN, you warrant and confirm that you have authority from the owners of the bar, on behalf of whom you are applying, to do so.
4.4 Application Process. The process of applying for a PIN is split into 3 stages as set out below. Full details relating to the application process can be found at https://www.thepinnacleguide.com/apply-for-a-pin/.
4.4.1 Stage 1 – Your Application and Our Assessment. Once you have completed and submitted your registration of interest and Bar Registration Form, you will gain access to complete our detailed application form (‘Application Form’) on behalf of the bar for whom you are applying (the ‘Bar’) (collectively ‘Application’). After you submit the Application Form, our in-house assessors (‘Anonymous Assessors’) will independently mark your Application Form using a set of clear parameters for excellence, with each question weighted appropriately using a marking system designed to limit assessment subjectivity as far as possible.
4.4.2 We will tell you if you do not pass the assessment stage. If you do not pass Stage 1, we will inform you by email as soon as reasonably possible.
4.4.3 Stage 2 – Spot checks and in-person anonymous reviews. If you pass Stage 1, we will confirm this by email. We may contact you to arrange a virtual call to discuss certain elements of your Application Form. We will allocate individual reviewers to the Bar and brief them on the Bar and the Application Form. These reviewers will visit the Bar anonymously (on at least 2 occasions) to verify information given by you in your Application. You will not be informed of the date in which these reviewers will visit the Bar. Bar venues will be assessed in terms of appropriateness to their own concept, including the drinks service, hospitality and ambience (see clause 5 for the assessment criteria). The reviewers will report back to us and, subject always to our sole and absolute discretion, if the Bar meets the necessary thresholds and standards, we will award the Bar with the relevant PIN/PINs.
4.4.4 We will tell you if you do not pass the review stage. If you do not pass Stage 2, we will inform you by email in advance of Stage 3.
4.4.5 Stage 3 – The announcement. If you are successful in your Application, we will award you a PIN/PINs (depending on the outcome of the Application). We will inform you of our decision by email and will, within 1 week of that email, make a public announcement of the Bar’s successful Application via a dedicated public relations and social media campaign. In addition, the Bar will be listed publicly on our website with the Bar’s name, address and the PIN(s) achieved. You may also request a plaque which can be placed at the Bar, and lapel PINs to be provided for your staff members to wear (‘Materials’). We may, at our sole and absolute discretion, agree to cover the cost of the manufacture and supply of these Materials to you, including delivery (using the “flag of convenience” model).
4.5 Unsuccessful applications. If your Application is not successful, you can request feedback from us by contacting us using the details set out above. You may re-apply for a PIN(s) at any time you feel is appropriate in subsequent rounds and your previous application will be held on file for you to edit.
5. Assessment Criteria
5.1 Bar Profile. This includes general information about your bar and its concept. This information will be used to support the assessment of the entire application.
5.2 Assessment modules. Our assessment modules consist of the following aspects of your bar:
(a) Front of house: 20% of overall weighting
(b) Drinks programme: 25% of overall weighting
(c) Venue look and feel: 20% of overall weighting
(d) Staff management: 20% of overall weighting
(e) Operations: 10% of overall weighting
(f) Community: 5% of overall rating
5.3 PIN criteria. The criteria for obtaining each PIN are confidential, however we may provide you with constructive feedback (if requested by you).
5.4 Immediate disqualification. There are a number of factors that may disqualify any applicant / Bar immediately from receiving a PIN(s). These include but are not limited to:
(a) The venue address and opening hours are not easily retrievable online;
(b) Basic hygiene standards are not met;
(c) There are not at least two non-alcoholic cocktails on the menu; and
(d) If the lavatories do not have locks.
6. Term of PIN and Re-Applying.
6.1 Each PIN is valid for up to 2 years (‘Term’). Should you wish to apply for a higher PIN status, you may do this once within the Term, by following the steps set out in clause 4. Subject to clause 8, you will retain your current PIN status whilst applying for a higher PIN status.
6.2 Should you wish to renew your PIN status after the Term, you must re-apply by following the steps in clause 4. Being successful in an application for a PIN(s) previously does not mean or guarantee that you will automatically be successful in any future application or awarded a PIN(s) again.
6.3 When you re-apply for your PIN(s) you may use your existing, previous online Application.
6.4 Unless your PIN(s) is/are renewed or you successfully apply for a higher PIN status, you must return the Materials within 7 days of the end of the Term.
7. Your Right to Cancel
7.1 Cancelling your PIN. You may cancel your PIN(s) at any time.
7.2 How to cancel. Subject to The Pinnacle Guide Terms, you can cancel your PIN(s) by emailing hello@thepinnacleguide.com.
8. Our Right to Cancel
8.1 We may cancel your PIN(s) at any time. We may cancel your PIN(s) at any time at our sole and absolute discretion, for example (without limitation) if:
(a) You do not comply with The Pinnacle Guide Terms; or
(b) The standards of the Bar fall below those standards that we assessed them to be during the Application.
9. Effect of Cancellation
9.1 Cessation of rights. Cancellation of your PIN(s) by you or us, for whatever reason, will result in a cessation of your rights to use any of our resources or branding, including the rights granted under in and connection with clause 9.
9.2 Removal from our website. We will remove the Bar from our website as soon as reasonably practicable after cancellation of your PIN(s) by you or us.
9.3 Return of the Materials. If you received Materials, you must return them within 7 days of cancellation. Continued use of the Materials following cancellation of your PIN(s) constitutes breach of Contract and we shall be entitled to seek injunctive relief and/or damages.
10. Intellectual Property Rights
10.1 Ownership of the PIN and Materials. We retain all rights, title and interest in and to the PIN, the Materials and the Marks (including all intellectual property rights).
10.2 Your licence to use the PIN and the Materials. Subject to your continued compliance with The Pinnacle Guide Terms, we grant you a royalty-free, non-exclusive, non-transferable, non-assignable, non-sublicensable licence, for the Term, to use the PIN and the Materials in connection with the Bar. For the avoidance of doubt, you are not entitled to use the PIN and/or Materials for any commercial purpose or for any other reason other than as expressly permitted in The Pinnacle Guide Terms.
10.3 Restrictions on use of the PIN and/or the Materials. You shall not copy, reproduce, sell, offer for sale, republish, post, alter, amend, transmit, translate or redistribute the PIN and/or Materials without our prior written consent.
10.4 Use of The Pinnacle Guide brand. We grant you a royalty-free, non-exclusive, non-transferable, non-assignable, non-sublicensable licence, for the Term, to use the marks, ‘The Pinnacle Guide’ and ‘PIN’ (the ‘Marks’) on and in relation to the Bar, subject to The Pinnacle Guide Terms.
10.5 Goodwill. Any goodwill derived from the use by you of the Marks shall accrue to us. We may, at any time, call for a document confirming the assignment of that goodwill and you shall immediately execute it.
10.6 Indemnity. You shall indemnify us against all liabilities, costs, expenses, damages and losses (including any direct, indirect or consequential losses, loss of profit, loss of reputation and all interest, penalties and legal costs (calculated on a full indemnity basis) and all other reasonable professional costs and expenses) suffered or incurred by us arising out of or in connection with: a) your exercise of the rights granted in clause 10; and b) enforcement of the rights granted in clause 10. If a payment due from you under this clause is subject to tax (whether by way of direct assessment or withholding at its source), we shall be entitled to receive from you such amounts as shall ensure that the net receipt, after tax in respect of the payment is the same as it would have been were the payment not subject to tax.
11. Warranties
11.1 Provision of PIN(s) and Materials. The PIN(s), Materials, documentation and any content whatsoever are provided and made available to you on an “as is” and “as available” basis, with all faults, and without any representation, warranty, guarantee or condition of any kind whatsoever, whether express, implied or statutory, including without limitation any implied warranties of merchantability, fitness for a particular purpose, satisfactory quality, quiet possession, title, quality of services, non-infringement, or that otherwise arise from a course of performance or dealing, or usage of trade, all of which are hereby disclaimed by us and our licensors and suppliers.
11.2 Disclaimer. The PIN is not designed to meet any person’s individual requirements and you are fully responsible for determining whether the PIN is: (a) sufficient and appropriate for the business’ specific purposes; and (b) appropriate for the business’ level of standard and expertise.
11.3 Warranty. We do not warrant that: (a) you will obtain any particular result or output from the PIN(s) (save for the PIN(s) accreditation itself); (b) you will reach any intended level of sales, profits, or other financial benefit; or, (c) you will receive any reputational benefit.
11.4 Other exclusions. All representations, warranties and/or terms and/or commitments not expressly set out in The Pinnacle Guide Terms (whether implied by law, conduct, statute or otherwise) are hereby excluded to the maximum extent permissible by law.
12. Limitation of Liability
12.1 Our liability to you. If we fail to comply with The Pinnacle Guide Terms, our maximum aggregate liability to you for any claims that you may have against us in contract, tort (including negligence) or otherwise arising out of or in connection with The Pinnacle Guide Terms shall be limited to the amount of any fees which have been paid by you to us.
12.2 Exclusions on the limit of our liability. Notwithstanding any other provision of The Pinnacle Guide Terms, we do not exclude or limit our liability for:
(a) Death or personal injury caused by our negligence;
(b) Fraud or fraudulent misrepresentation;
(c) Breach of the terms implied by section 2 of the Supply of Goods and Services Act 1982; or
(d) Any matter for which it would be illegal to exclude, or attempt to exclude, liability.
13. Data Protection
Personal Data
13.1 Use in accordance with our Privacy Policy. We use your personal information and any personal information that you include on any registration form, the Bar Registration Form and/or the Application Form, upload to our website, disclose to us verbally or by email, in accordance with our Privacy Policy. We shall act as data controller in respect of any personal data collected in connection with the Application.
13.2 Applicable data protection laws. Each of you and us shall comply with our respective obligations under Data Protection Laws and the provisions of The Pinnacle Guide Terms shall not replace or supersede your or our obligations under such Data Protection Laws.
13.3 Your assurance. By providing any third-party personal information to us, you represent and warrant that you have appropriate consent, authority and lawful basis to use and/or process and/or share that information for the purposes for which it has been provided to use, and that the information that you have provided is complete and accurate to the best of your knowledge.
13.4 Personal data. We will comply with all Data Protection Laws, in relation to the collection, storage, use and transmission of any Personal Data you provide.
Business Data
13.5 Use of data with third parties. You hereby consent to us using, sharing your business data with any third parties involved in the organisation, application, management or provision of your PIN.
13.6 Further authorisation and licence. You hereby provide your consent for us, authorise us and grant to us an irrevocable, worldwide, royalty-free, transferable, unlimited, perpetual licence to store, transmit, adapt, modify, reproduce, create derivations of and use in any way we elect the information and data you provide in connection with your Application in trend reports and analyses, public and partner trend outputs, commercial trend intelligence and other research and commercial tools, such as databases. Such reports shall not include any Personal Data.
For the purposes of this clause, ‘Data Protection Laws’ means all applicable laws relating to the protection of personal data and the privacy of individuals, including the Data (Use and Access) Act 2025, UK GDPR, the Data Protection Act 2018 and the Privacy and Electronic Communications Regulations 2003 (SI 2003/2426) and ‘UK GDPR’: has the meaning given in section 3(10) (as supplemented by section 205(4)) of the Data Protection Act 2018. ‘Personal Data’ shall have the meaning given to it under Data Protection Laws.
14. Other Important Terms
14.1 Written Communication. Applicable laws require that some of the information or communications we send to you should be in writing. When submitting an Application, you accept that communication with us will be mainly electronic. We will contact you using the email address provided by you in the Application Form. If your contact details change, it is your responsibility to inform us of this change to enable us to keep our records up to date. For contractual purposes, you agree to this electronic means of communication and you acknowledge that all contracts, notices, information and other communications that we provide to you electronically comply with any legal requirement that such communications be in writing. This condition does not affect any statutory rights.
14.2 Notices. All notices given by you to us must be sent to The Pinnacle Guide Ltd, Unit 3 Ashton Gate, Ashton Road, Romford, Essex, United Kingdom, RM3 8UF. We may give notice to you at either the email or postal address you provide to us on your Application Form. Notice will be deemed to have been received and properly served twenty-four (24) hours after an email is sent, or three (3) days after the date of posting of any letter. To prove service of any notice, it will be sufficient to show, in the case of a letter, that such letter was properly addressed, stamped and placed in the post and, in the case of an email, that such email was sent from our server to the specified, supplied email address of the addressee.
14.3 Transferring our rights and obligations. We may transfer our rights and obligations under The Pinnacle Guide Terms to another organisation. We will contact you to let you know if we plan to do this. If you are unhappy with the transfer, you may contact us to request that we delete any or all of your details before the changes take effect.
14.4 Transferring your rights and obligations. You may not transfer, assign, charge or otherwise dispose of any rights or obligations which arise under The Pinnacle Guide Terms unless we agree to this in writing.
14.5 Nobody else has any rights under this contract. The Contract is between you and us. No other person shall have any rights to enforce any of its terms.
14.6 Even if we delay in enforcing any rights under The Pinnacle Guide Terms, we can still enforce it later If we fail, at any time to insist that you perform any of your obligations under The Pinnacle Guide Terms, or if we do not enforce any of our rights against you, or we delay in doing so that will not mean we have waived our rights against you and will not mean you do not have to comply with those obligations.
14.7 If a court finds part of The Pinnacle Guide Terms unlawful, the rest will continue in force. Each clause of The Pinnacle Guide Terms operates separately. If any court or relevant authority decides that any of them are unlawful or unenforceable, the remaining clause remain in full force and effect.
14.8 Which laws apply to The Pinnacle Guide Terms and the Contract. The Pinnacle Guide Terms (and the Contract) and any dispute or claim arising out of or in connection with a contract between us or its subject matter or formation (including non-contractual disputes or claims) shall be governed and construed in accordance with English law.
14.9 Force Majeure. We shall not be in breach of The Pinnacle Guide Terms or liable for delay in performing, or failure to perform, any of our obligations under this contract if such delay or failure result from events, circumstances or causes beyond our reasonable control, including (without limitation): acts of God, flood, drought, earthquake or other natural disaster; COVID-19, epidemic or pandemic; terrorist attack, civil war, civil commotion or riots, war, threat of or preparation for war, armed conflict, imposition of sanctions, embargo, or breaking off of diplomatic relations; nuclear, chemical or biological contamination or sonic boom; collapse of buildings, fire, explosion or accident; interruption or failure of utility service.
14.10 How to tell us about problems. If you have any questions or complaints about your Application or your PIN(s), please contact us. You can write to us at hello@thepinnacleguide.com.
14.11 Entire Agreement. The Pinnacle Guide Terms, together with the Standard Terms, represent the entire agreement between you and us with respect to the subject matter hereof and supersedes and replaces any and all prior and contemporaneous oral and/or written agreements, understandings and statements between you and us with respect to such subject matter. You acknowledge and agree that in entering into this contract you have not relied on any statement or representation (whether negligently or innocently made) not expressly set out in The Pinnacle Guide Terms or the Standard Terms.
