BUFFALO, N.Y., Nov. 22, 2016 /PRNewswire/ -- KegWorks, a Buffalo-headquartered retailer of draft beer equipment and bar rails, has expanded to include in its family of companies a cocktail-driven online store, Behind the Bar, that will serve as the public face of KegWorks' cocktail, spirit, and wine product categories. Executives at KegWorks arrived at the decision to split brands in the face of research that indicates there is untapped market potential in the craft cocktail space. "It's no secret that people want to reproduce at home the artistry and flavors of the high-end drinks they're enjoying at their favorite bars," KegWorks CEO Tom McManus said. Buttressing the decision was the realization that KegWorks' existing customer base is deeply polarized between beer and cocktail drinkers. In differentiating the brands, executives hope to better speak to their respective audiences, rather than dilute messaging in an attempt to appeal to all drinkers. At BehindTheBar.com, visitors can shop thousands of items that support the preparation and service of cocktails, spirits, and wine. In addition to bar tools, ingredients, and glassware, Behind the Bar carries one of the largest selections of cocktail bitters in the world. Behind the Bar also offers its own line of tools that marry professional-grade performance with exceptional value. Items carrying the Behind the Bar name include weighted bar spoons in various finishes and handblown mixing glasses, with plans to expand the line over time. In Western New York, Behind the Bar items can be found at The KegWorks Store in Kenmore.