SPIRITS AND COCKTAILS: A THIRST FOR COCKTAIL CULTURE

A thirst for cocktail culture

As customers rediscover their taste for something a little fancier, Molly Nicholas explores the ways in which pubs are embracing the return of the classic cocktail.

FUELLED BY a demand for quality over quantity, the revival of the cocktail market is well underway and consumers across the country are throwing support behind venues who offer a refreshing change from the conventional approach. With consumers leaning into better experiences and higher quality products, the premiumisation trend is being felt by publicans and the appetite for cocktails carries ever more influence.

The CGA Australia Consumer Pulse Report found that one in three Australians indulge in cocktails when visiting on-premise establishments, with one in two cocktail drinkers ordering cocktails every time they go out. Pubs with an eagerness to explore cocktail culture are engaging consumer curiosity and capitalising on the trend.

Spirit of innovation

In the heart of Charters Towers, the gateway town to Queensland’s outback, The Rix Hotel is making a name for itself as an award-winning pub with a long list of cocktails up its sleeve.

Cocktails are such an integral part of the vibe right now. Done well, they can set you apart from your competitors.

-Noel Jesberg, Rix Hotel

Voted the Best Overall Hotel (Regional) at the Queensland Hotels Association Awards, The Rix Hotel’s cocktail offering has become a big part of its appeal. The surge of cocktail popularity presents an opportunity for publicans to establish a point of difference, explains owner Noel Jesberg.

“I’ve had a long love affair with cocktails and wanted our little pub to replicate what I enjoy most about the things mixologists in the capital cities were creating. The level of sophistication has long been underestimated in the bush, but we are proving our crowd want a slice of that city energy and then some.

“Cocktails are such an integral part of the vibe right now. For a myriad of reasons, the pandemic and subsequent lockdowns sparked a love for the luxe things in life. Punters valued what they had lost and came back with a vengeance and an insatiable appetite for cocktails! Done well, they can set you apart from your competitors.

“We are normally two years behind the cities in trends, although this is changing rapidly, and I guess we are the impetus for that shift. We keep pushing those long-held boundaries that country pubs have been locked into… For those of you like us in regional centres, don’t underestimate your clientele. Everyone loves something a little bit fancy!”

Raising the bar

The current cocktail craze remains dominated by the desire for quality, with high quality ingredients satisfying consumers who are looking for a treat. While the bar is high, swapping house spirits and post-mix for premium products brings a fresh edge to classic cocktails.

Opening its own distillery was the start of a love affair with spirits for award-winning Queensland venue operator Comiskey Group. The art of distilling has become the foundation for the enhanced spirit menus offered across the group’s collection of iconic venues, explains Director Rob Comiskey.

“We have learnt so much about the manufacturing process and what it takes to make quality spirits; it has given us a strong appreciation for distilling and the work that goes into making a well-rounded flavour profile. The distillery itself added another exciting element to the hotel’s experience, creating vibrancy and a new market segment.”

“There are many self-proclaimed ‘foodies’ out there, myself being one of them. Since opening the distillery, I see spirits in almost the same way. Having been involved in the process of experimentation, I have grown a passion for quality spirits and it has forever changed the way I select my liquor.”

In the pursuit of the perfect blend, simplicity need not be ignored. Premium spirits with a refined flavour, paired with a high-quality mixer, are the core of every great spirit and cocktail menu.

Mark Little, Head of Dark Spirits at Campari, describes how a simple serve goes a long way with a premium spirit.

It’s so exciting to see the pub market featuring Australian spirits. It’s such an easy upsell to ask ‘would you like an Australian vodka/ gin/whisky/rum?' and guests are often open to paying a few extra dollars to support local producers.

-Samuel Russ, Archie Rose

“Simple serves and classic cocktails are always relevant for the pub market. We are seeing flavourled products booming, and different twists on classic cocktails driving growth in many pubs.

“Being a straight bourbon with natural banana flavour makes Howler Head a uniquely delicious drink that plays into the trends of flavour-led products and classic cocktails… Howler Head is delicious when simply served with cola, which makes it easy for publicans and bartenders around the country.

“Using Howler Head with simple cocktail recipes that even novice bartenders can easily make will help drive more value over the bar whilst ensuring patrons will be back for another delicious serve.”

Steve Carr, Trade Marketing Manager at FeverTree, emphasises the importance of premium mixers in complementing your finest spirits.

“Using a high-quality mixer in a cocktail or spritz can really elevate your experience and help you create a consistent, delicious drink.

“Fever-Tree mixers are crafted to enhance the specific characteristics of different spirits enabling mixologists to create a wide variety of drinks, and consumers to have a flavourful, better-tasting drink. Carbonation is also an important element for enhancing and lifting the flavours within a cocktail.”

Tried and tested

Classic cocktails have stood the test of time, their signature appeal and familiarity creating a sense of comfort for customers. While cocktail drinkers rediscover the joy of sipping on a perfectly crafted negroni, publicans can tap into the nostalgia fuelling this resurgence.

“Espresso martinis outstrip every other cocktail. It is double the sales to our second biggest seller, the pina colada, followed by the French martini and the porn star martini. A giant step back to the pure booze cocktails of the 1920s!”, said Jesberg.

“Cocktails are aesthetic and therefore infectious; the adage plays true ‘I’ll have what they’re having’. This tends to create perpetuating sales and that’s the aim of the game. This only works if they are consistent, we have found the greatest challenges can come when staff go off script and don’t follow the triedand-true recipes.”

With the likes of espresso martinis and margaritas among Australia’s most popular on-premise drinks, cocktail menus can also be devised around the popularity of spirits. Comiskey identified which spirits are causing a stir within the group’s five diverse venues.

“Vodka continues to remain the dominant force in the market, but there is a definite growth in demand for quality tequila and dark spirits.”

Drawing on the popularity of tequila, a Margarita brings a vibrant touch to every cocktail menu, pairing well with nearly any meal and quickly becoming a sought-after classic. As pubs embrace the cocktail craze, tapping into timeless appeal can be just as rewarding as a new, cutting-edge cocktail menu.

Celebrate the season

The Australia Consumer Pulse Report from CGA took a deep dive into the effects of seasonality on drinking habits, finding that venues who adapted their cocktail menus to changing seasonal trends benefitted from increased consumer interest.

Find sustainability in seasonality by playing around with the freshest flavours and ingredients available each season. While hot buttered rum and mulled wine are popular choices in winter, fresh summer berries and fruity spirits lend themselves to an array of summer cocktails.

As we transition into spring, the change of season presents a new trend in consumer habits and a chance for venues to lean into seasonal trends, as Carr explains.

“Looking through latest global trends, in particular the US, we are seeing a rise in various types of Spritz. The Spritz is lighter, refreshing and generally of lower ABV, allowing for a more sessionable drink for consumers.

“I anticipate this trend to continue in Australia as the Spritz gains more momentum and will launch summer campaigns in conjunction with a lot of hotel and pub chains to capture these opportunities.”

Samuel Russ, Queensland Ambassador for Australia’s highly awarded distillery Archie Rose, agrees that variations of the spritz will be the taste of the summer ahead.

“It’s time to spritz into Spring! Simple spritz-style cocktails consisting of a spirit, modifier and carbonated mixer serve as the perfect way to sip into the Aussie arvo,” said Russ.

“It’s so exciting to see the pub market featuring Australian spirits. It’s such an easy upsell to ask ‘would you like an Australian vodka/gin/whisky/rum?’ and guests are often open to paying a few extra dollars to support local producers.

“Our current Limited Edition Harvest 2019 Sunrise Lime Gin is perfect for a refreshingly elevated G&T, it also serves as the perfect base for spritzstyle cocktails.”

Creativity within constraints

When it comes to cocktails, many publicans might question whether it is feasible to introduce complex drinks amid the staffing issue faced by so many venues right now.

“As most in the industry are aware, there are staff shortages and a lot of very new bar staff joining. [Staff] turnover remains high across most venues, and speed of service is another common issue within the hospitality space”, said Carr.

“Keep it simple… a spritz provides an easy way to enhance your menu whilst keeping it easy for the staff behind the bar with speed of service.”

For those looking to embrace the simplified cocktail process, threeingredient cocktails offer convenience that doesn’t compromise on taste. With a limited ingredient inventory, these cocktails lend themselves to a fast-paced environment and consistent service. The warmer months will welcome the likes of the Moscow mule, French martini, and the ever-popular margarita.

As the owner of a thriving country pub, Jesberg understands the importance of streamlining mixology with the rest of your service. “We have a list geared for speed and ease, but at the same time doesn’t compromise quality… We offer table service for cocktails to keep the queues to a minimum and maximise the volume and output of all other drinks going across the bar.”

With the likes of pre-batched and tap cocktails becoming commonplace in drinking establishments, ready-to-serve cocktails could be another secret to providing perfect mixology while staying on top of demand.

“Having the distillery has allowed us to pre-batch our own cocktails which means being able to provide a quicker service at our bars. It has even been used as a cocktail training facility for staff, who are not only more knowledgeable bartenders because of it but able to understand and appreciate the distilling process”, said Comiskey.

Pubs, once heavily associated with beer, are evolving across the country to cater to the diverse and evolving tastes of their patrons. Despite the dynamic drinking culture shift signified by the growing popularity of cocktails, pubs are quickly gaining momentum as mixology hubs.

Embracing the trend, many publicans have welcomed the opportunity to showcase their unique range of ingredients and create a sense of occasion. Next time a customer walks into your pub, why not invite them on a journey of craft, creativity and comfort?