Creative concoctions

EXPLORING THE COCKTAIL SECTOR WITH THE HELP OF INDUSTRY LEADERS, WE TELL YOU EVERYTHING YOU NEED TO KNOW ABOUT HOW TO STAY ON TOP WITH YOUR COCKTAIL OFFERINGS – FROM THE IMPORTANCE OF BEING INCLUSIVE IN YOUR SERVES, TO THE DEMAND FOR A COCKTAIL EXPERIENCE AMONGST CONSUMERS, BARTENDER TRAINING AND WAYS TO ELEVATE YOUR OFFERINGS.

When you think of a bar, the word ‘cocktail’ instantly springs to mind; simply, a bar would not be a bar without a selection of cocktail serves, from the classics to the new and unique creations. The cocktail sector is arguably the largest, most integral part of bar venues and their offerings, and in a highly competitive market, with constantly changing consumer trends, it is crucial that venues are up to scratch on these exciting drinks.

Alex Haslam, Head of Category Development, On Trade, provides insight on the expanse of the cocktail sector and its value to bar venues. He explains: “The cocktail market is worth £686m, and cocktails are regularly consumed by 20.4% of the adult population , providing operators the chance to unlock potential profits.”

This insight indicates the importance of cocktail offerings to a bar, and exactly why venues should be giving their all to meet the demand, follow the trends, and capitalise on their serves.

There are two sides to the cocktail sector, the classics and innovative, new creations. However, the line between the two is constantly blurring, with more twists on classics emerging, and classic recipes being tweaked with new tastes, ingredients and low and no-alcohol options. Cocktails can be seen as art, and bartenders as artists. So, with more tools – new flavours, tastes and ingredients – available for bartenders, the possibilities are endless, which has caused the cocktail world to grow exponentially.

Marek Ławrynowicz, Bar Manager at Isabel, Mayfair, describes the dynamic and creative nature of the cocktail segment, explaining: “What’s great about the cocktail sector is that it’s always changing and innovating, but there’s always this solid foundation of time-honoured, respected and admired drinks that have stood the test of time. It’s the best of both worlds.”

Agreeing with Marek is Nicolas Medicamento, also known in the industry as

Doctor Cocktail, who states: “The cocktail industry is dynamic, especially with the constant influx of new products in the market. It is fascinating to witness how we can adapt and employ various techniques to impress our guests.

“Over the past five to six years, the cocktail industry has become more inclusive, mirroring the evolving society. We are expanding our horizons, experimenting, and embracing creativity in our craft. Our goal is to ensure that everyone feels welcome and comfortable in the bar environment,” Nicolas continues.

The aspect of inclusivity is crucial for venues to focus on and reflect on their cocktail menu, as reaching a wider audience and catering to more tastes means more opportunity for customer satisfaction and profitability. With consumers’ tastes constantly changing, and increasing societal trends such as mindful drinking, being inclusive in your cocktail serves can be a real benefit to your venue.

With more health-conscious consumers who partake in mindful drinking, having no and low-alcohol cocktail alternatives on your menu will ensure you are meeting the needs of your customers and being an inclusive venue. However, with most bars already adapting to this trend, it is crucial to consider going that extra mile to promote your venue’s inclusive nature.

Owners of Lab 22 in Cardiff, Tani Hasa and Matthew Jones, describe how their venue has adapted to this consumer trend: “We’ve always attempted to be a forward-thinking venue, but trends like these did require us to look at our offerings a little differently, and adapt to ensure we’re accessible to everyone. For example, our current menu Theories & Frontiers attempts to offer nearly every single cocktail on the menu available as a low or no alternative. That means absolutely every guest that comes through our doors is able to enjoy our drinks and venue without having to have a different experience to the table next to them.”

Simply, more choice for the consumer equals increased customer satisfaction, and ultimately, being an inclusive venue with a wide range of low and no alcohol options available increases your opportunity for profitability.

Taking a similar stance as Lab 22, Owner of Panda & Sons, Iain McPherson, explains his venue’s approach to answering this consumer demand: “I’ll be the first to admit that when non-alcoholic spirits hit the market, I was very sceptical. But I’m very happy to see it has caught on. We have a rotating no and low menu of five cocktails on offer to guests.”

Iain continues: “I am also seeing an emergence of what I like to call ‘mid’ alcohol cocktails, such as highballs gaining more and more traction.”

With most venues adapting to the trend, it is important that your venue goes that step further to make consumers feel included. Consider ditching the separate low and no menu, which may make consumers feel excluded and limited, and instead move your mindful serves to the main menu, shining a light on them and normalising the trend of mindful-drinking.

Anthony Callegari, Bar Manager at Punch Room, The London EDITION, suggests promoting your low and no serves: “The mindful drinking movement is absolutely here to stay and the customer expects to see no and low options on the menu of any good bar. We used to put non-alcoholic serves at the end of our menu, but for the latest Punch Room menu, Lights, we have put a non-alcoholic option at the top of each chapter, which many guests have been pleased to see, remarking that it feels inclusive.”

While some consumers are favouring low and no alcohol alternatives to their favourite cocktails, it is undeniable that most consumers are looking for a sense of experience when it comes to ordering their favourite serve.

Tani and Matthew of Lab 22, state that: “Since the pandemic, it seems to be the case that people appreciate the time and effort which goes into cocktails more than they used to. We’re getting more questions about the ‘hows and whys’ of our cocktail creation than ever before, which is really lovely! The impression is that our guests seem to notice and commend the effort that the team put into the drinks, which attaches a certain value to each cocktail that gets served, and makes this job all the more rewarding.”

They continue: “Guests want an experience – either something dramatic, or something with a story. Cocktails are a luxury item, and we believe that the experience should reflect that.”

Anthony, from The London EDITION, agrees: “The majority of people can make the classics for themselves, so when they come out to drink cocktails, they are inspired by the experimental serves and that’s where they are happy to spend. At Punch Room we strive to create an experience that customers cannot have at home and we do this both through our cocktail offerings and exceptional service.”

To create an experience for guests that they cannot replicate themselves, your bar should be considering the tools and processes that can really wow guests and answer this demand. Consumers are looking for something new and exciting, so creating a drink with unusual ingredients or making it visually pleasing or interactive can enhance the guest experience, and set you apart from competing venues.

Tani and Matthew of Lab 22, expand on the ways that they ensure they create an experience for guests: “We take pride in our serves, and do what we can to make them feel that little bit more special. From our theatrical and dramatic serves such scented dry ice and jars, to our more understated serves with interesting edible garnishes, we like to try and make each drink contain something which the guest will leave being able to talk about. That goes for appearance and the story behind the drink, as well as how it tastes.

“Details like what kind of glass and how the drink is presented can have a huge effect – a drink is absolutely elevated by how it is placed in front of a guest, from glassware to garnish. We taste with our eyes first!”, they continue.

Training is an effective way to make sure your venue is staying on top of trends and providing an exciting and unforgettable experience for guests, more than merely a drink. It can ensure you are in the know about industry trends, educating and re-educating bartenders on innovative techniques and processes.

Claudia Carrozzi, President of the UK Bartenders Guild, explains: “Training is vital in the busy bartending world. It helps to connect venues and bartenders with brands and is a way to keep them up-to-date with trends and industry developments. By learning more about new and existing products and best practices, bartenders can develop their skills and menus to keep them in touch with what consumers are looking for.”

Nicholas, also known as Dr Cocktail, also sees the importance of training for both the new and experienced bartender: “Investing in our own development is fundamental as bartenders, and learning should be a lifelong attitude that we constantly nurture. The difference between new and experienced bartenders is merely the time spent in the role, what truly sets individuals apart is their willingness and mindset to develop skills, techniques, and knowledge.

“As a ‘hospitality performance and confidence’ trainer, my approach focuses on helping individuals unleash their full potential, allowing them to thrive in both their personal and professional lives. When we are at peace, and focused on finding happiness within ourselves, we possess all the tools necessary to shine behind the bar—for the guests, the employer, and, most importantly, for our personal satisfaction.”

No matter how experienced you or your venue’s bartender are, investing in cocktail training on new techniques, new ingredients and how to use them can be a benefit to your bar, as this will elevate the guest experience and leave them coming back to your venue time and time again.

While cocktail creation and the experience that follows is in demand amongst consumers, it is also important to consider the balance between quality, appealing serves and the time-spent making them. After all, a visually appealing, great tasting cocktail is the goal, but if guests are left waiting, the experience will be underwhelming.

Lee Hyde, Senior Beverage Innovation Manager at MONIN, explains: “The social media boom of recent years has led to more and more consumers looking for that ‘wow factor’, particularly when it comes to visuals for their beverages. This has put added emphasis on venues to move away from classic serves and create something more inventive and memorable.

“MONIN Syrups are a simple way to deliver exciting new flavours and twists on popular classics, using recipes that tap into key trends.”

Exciting and great-tasting cocktails do not mean that each component to your venue’s cocktail has to be made from scratch. Authentic, flavoured syrups, for example, are a great addition to a delicious cocktail, saving on time spent making it and also reducing waste of ingredients.

Pre-made and ready-to-serve cocktails have also been growing in popularity amongst bartenders who are looking to create an exciting and delicious serve. Rico Grewal, Head of Sales at Icely Done, tells us: “Our delicious blends showcase exceptional versatility, with 11 flavours that can be used to create countless cocktail variations.

JABUTI-KICK

Ingredients:

25m Le Fruit de MONIN Jabuticaba

20ml Le Concentrate de MONIN Cloudy Lemonade

50ml Dutch Barn Orchard Vodka

50ml pineapple juice

Half a chopped jalapeño

A pinch of cracked pepper

8 mint leaves

Made in-house with fresh, natural ingredients and no artificial additives, they unlock endless possibilities for crafting delicious drinks.”

Rico continues: “Our blends offer a clear advantage over classic cocktails, as they open up a multitude of possibilities for creating an endless variety of delightful drinks. By seamlessly incorporating the three essential elements of sugar syrup, citrus, and fruit in the cocktail-making process, our blends create an excellent foundation for experimentation. While preserving the artistry of cocktail making, our blends offer the freedom to customise and explore a wide range of flavour combinations. This empowers bartenders to deliver exceptional cocktails while saving time and maintaining efficiency.”

Ultimately, following trends and demands amongst consumers is crucial in ensuring your cocktail offering appeals to guests and increases your venue’s profitability – having something for everyone, whether that be for the mindful-drinker, the fan of classics or the cocktail experience lover, is sure to elevate your bar and your cocktail offering. Additionally, while keeping up to date with trends and reflecting this in your menu are important, bartender training for both the new and experienced bartender is essential to ensure your venue excels in its creations.