8 minute read
COCKTAILS: SHAKING UP TRADITION
Shaking up tradition
As demand for well-crafted cocktails in the pub setting surges, Molly Nicholas explores the opportunity for publicans to enhance their of fering and broaden their appeal.
THE TRADITIONAL image of a pub might conjure thoughts of a cold beer, but the pub landscape is undergoing a noticeable shift, with cocktails quickly becoming an integral part of the experience.
From the Millennials seeking Instagramworthy drinks, to the casual after-work crowd looking for a refreshing Spritz, cocktails cater to an array of tastes and occasions, making them a key ingredient in the future of Australia’s pub culture.
In regional New South Wales, the award-winning Public House Albury is known for doing things differently, and the extensive cocktail list is no exception. During the week, wine is still a popular choice, but on the weekends, cocktails take the lead.
Public House director Jodie Tiernan says: “As the week progresses to Friday and Saturday, cocktails take centre stage with favourites like the Espresso Martini, Pina Colada, Margarita and various unique signature cocktails dominating orders.
“On Sundays, there’s a mix of wine and cocktails. Notably, our preordered and prepaid cocktail trees are consistently top sellers, especially on Saturday nights.”
While cocktails might appeal more to weekend drinkers, cocktail culture in general is growing, and patrons don’t discriminate on the occasion or setting, Kevin Peters, beverage director – cocktails & spirits at Australian Venue Co. (AVC), outlines.
“Ten-plus years ago people would have cocktails to celebrate a milestone, only really available at top-tier cocktail bars. These days, cocktails are available everywhere, from local pubs, cafes and restaurants to RSLs and sporting clubs.”
Paul Chugg, general manager of the Paddington Tavern, strikes a similar tone, observing a shifting preference for cocktails at the Brisbane pub.
“People want more from their experience now, and cocktails definitely add to that. They don’t want to just come and have a cold beer anymore, they want to get something different out of their pub visit, and cocktails play a big part in creating something you can’t experience at home.”
Cocktail craze
There are many reasons cocktails are finding popularity in the pub landscape, one being their perceived affordability compared to alternatives.
With beer and spirits excise and inflation continually rising, the cost of a cocktail is no longer such a hike from the standard schooner or simple spirit serve. Now, patrons who wouldn’t previously purchase cocktails are willing to make the leap for a premium experience.
They might present more bang for your buck, but cocktail popularity can also be attributed to the demand for memorable experiences, and storytelling is an important element in this.
At Public House, signature cocktail has been named after members of the extended Public House family, and sharing these stories with customers is amplifying sales.
Take for example Joi to the World, comprising Grey Goose Vodka, Licor 43, lemon juice, passionfruit pulp and egg white, named after Tiernan’s mum Barbara Joi Gould; or Jules’ Jaf fa Cake Gin Spritz, named after Tiernan’s sister, featuring a mix of Bombay Sapphire Gin, Cointreau, Prosecco, fresh orange soda and jaffa cake.
“Customers love hearing the story relating to the cocktail they’ve purchased. For a family-owned and -operated pub in a regional town, sharing these stories has helped boost the popularity of our cocktail sales,” says Tiernan.
But, with the desire to offer something unique, comes the practicalities of executing it well. Developing a cocktail program can be daunting for publicans as logistical considerations come into play.
At Public House, configuring a special cocktail station has enabled easy execution, and Tiernan encourages publicans to consider whether their bar layout is conducive to smooth service.
“Establish a dedicated cocktail station to streamline service for your customers and implement a ticket system for orders – providing customers with a receipt for clear and transparent communication.
“Install shelves at the cocktail station for easy access to spirits, juices, and syrups, and have a cocktail fridge nearby stocked with essential ingredients.”
Tiernan added: “Ensure that cocktail glasses are always within reach for quick and efficient service, and use Eskys to maintain the freshness of mint, flowers, and large ice cubes near the station. Keep all garnishes, such as dehydrated fruits, at the station for quick and attractive cocktail preparation.”
Simplifying your service
Scheduling dedicated staff for cocktail making might be the obvious way of elevating your service, but it’s a luxury that smaller venues can’t always afford.
In this instance, Peters recommends stripping things back and ensuring that what you’re offering can be executed simply, even during your busiest periods.
“I treat writing a pub menu the same as writing any cocktail menu for a venue, the aim is to ensure you are picking the right things for the target customer.
“Whether it’s a pub in outer Queensland that has an older demographic or inner city cocktail bar that sees high foot traffic, ask yourself ‘is this what I want to drink, or does this suit the customer?’ If you keep your target customer front of mind, you’ll curate a great menu.”
To reduce pressure on bartenders and ensure consistency, Public House conducts dedicated staff training nights, giving team members the opportunity to prepare, mix and taste the menu.
“For each cocktail on our menu, we create recipe cards that list the exact ingredients, the steps to make the cocktail in order, the appropriate glass to use, and the garnish. Additionally, a photo of the cocktail is included next to each step,” explained Tiernan.
An even simpler solution is to introduce draught cocktails, which can be implemented in two ways. Removing the need for time-consuming preparation during service, many bartenders choose to batch-prepare house-made cocktails and serve them on draught.
Peters explains: “They can increase efficiency and maintain a consistent standard, and if utilised correctly, provide the opportunity to innovate and experiment with new recipes. Draught cocktails are amazing when done right, the key is ensuring quality is never dropped for efficiency.”
Popping up on tap banks due to their convenience, manufactured draught cocktails are also gaining traction.
According to Paul Hannan, Diageo draught cocktails innovation manager, they offer a cost-effective solution in the face of rising spirits prices, with a longer shelf life than traditional ingredients, reducing waste and spoilage.
“It simplifies inventory management and training requirements, as staff can serve perfect cocktails with minimal effort and expertise. Draught cocktails also create a unique selling proposition, differentiating the venue from competitors and attracting a broader clientele seeking innovative and convenient drinking options.
“This approach helps maintain competitive pricing, encouraging repeat purchase and increasing overall profitability for operators,” he stated.
At the Paddington Tavern, introducing Diageo’s draught cocktails has allowed the venue to reduce wait times and relieve pressure on staff when demand is high.
“We’re 500 metres from Suncorp stadium and we’re a busy pub anyway, but on event days we can be bombarded with 1000 people for two hours before the game. Being able to pump out cocktails quicker than normal has really benefitted us,” says Chugg.
“For example, for the State of Origin this year, we only of fered tap cocktails, and it allowed us to pump them out. I had one person pouring them, rather than having to shake and make, it definitely benefitted speed of service.”
Using draught cocktails, the Paddington Tavern has simplified its service to meet demand in busy periods, but staf f are still attentive to presentation to curb any consumer doubts about authenticity.
“Just like some people think wine shouldn’t be on tap, some people think cocktails shouldn’t be on tap. There are some people you’re never going to change the attitude of, but overall, I feel that people are really getting on board. The flavours are great, so I don’t think our customers are too worried that they’re coming from draught,” Chugg explained.
What’s on the horizon?
The surge in pub cocktail sales has seen favourites emerge among patrons, and classics like the Passionfruit Martini and Espresso Martini have been especially popular, Hannan explains.
“These options combine familiar flavours with a refreshing presentation, appealing to a wide audience. Additionally, fruit-forward cocktails such as the Pink Martini and Strawberry Daiquiri have gained traction for their vibrant taste and visual appeal. These cocktails exemplify the blend of tradition and innovation that consumers crave to elevate their drinking experiences.”
Flavourful concoctions might be capturing adventurous consumers, but Peters has also observed the growing popularity of one particular spirit base.
“Tequila is booming across the world, it’s a missed opportunity to not have a minimum of one or two Margaritas on your menu – regardless of how big or small it is,” he says.
As cocktail culture evolves, these trends will continue to change, but Hannan highlights the overarching preferences shaping future trends.
“There’s a growing preference for premium and craft options, reflecting a broader trend towards quality and artisanal experiences. Healthconscious choices, such as lower-sugar and low-alcohol cocktails, are also gaining popularity, catering to a more mindful drinking culture.”
