Libation Sensations
‘Bar Chefs’ Create Innovative New Combos
by Shawn Starbuck Kelley | Published in July 2006 Focus on Exhibits
The cocktail culture continues to grow in America and beverage designers are taking cocktails to a whole new level. Fancy concoctions are being created in bars, nightclubs and restaurants across the United States, while classic cocktails are being updated with new twists. Here are the top five trends from around the country.
1. Super-Premium Spirits Sell
Sophistication and luxury are key elements driving this resurgence. A wide selection of high-end spirits served in unique barware is just one of the things consumers have come to expect when dining out or enjoying a cocktail at their favorite restaurant. According to the Distilled Spirits Council, super-premium spirits grew by 23 percent in revenue to $566 million in 2005.
2. Vegetable, Fruit, Herb and Flower Gardens Fair Game
Exotic garnishes such as kumquats, starfruit, heirloom cherry tomatoes and flowers (orchids and pansies have been spotted afloat New York drinks, while verbena leaves are donning cocktails in the nation’s capital) are what bartenders are using to top off these skillfully designed premium cocktails. Today’s consumers tend to be more visual, and bartenders have responded with drinks that are just as impressive to look at as they are to consume.
“We treat our cocktails like dishes — they have to be both beautiful and balanced,” says Duggan McDonnell, who is bar manager of the restaurant Frisson in San Francisco and was recently named San Francisco’s “Rising Star Bar Chef” by StarChefs.com, a restaurant industry website.
3. Fresh is Best
Fresh herbs, organic fruit, house-made syrups, homemade bitters and obscure oils like litsea cubeba are just a few of the top-notch ingredients being used to design creative new cocktails. Infusing spirits in-house has also become a popular trend in bars and nightclubs. Consumers can expect to find anything from jalapeño-infused vodka to cilantro-infused rums when they go out.
4. Muddling Makes a Comeback
Muddling — a technique once commonly used by bartenders decades ago — is back in vogue. Master mixologists (or bar chefs — both terms are preferred over “bartenders”) are embracing the practice again. Patrons have responded positively, recognizing that this level of detail gives additional cachet to the finished product. A cocktail connoisseur is likely to reject a mojito served with artificial mint-flavored additives instead of freshly muddled mint leaves.
5. Spirits Flights Take Off
In addition to the luxury cocktails, spirits flights are also proving to be successful. A flight of spirits is created for groups of diners, allowing them to compare a selection of small samples of a specific spirits category (i.e., bourbons, tequilas, whiskies, etc). Rosa Mexicano (Washington, D.C. and New York) allows customers to try flights of sipping tequilas from three different categories — blanco, reposado and añejo.
Alternatively, cocktail flights are also being served. This is generally a set of themed-based cocktails. For instance, Nacional 27 in Chicago offers mojito flights consisting of the Mojito Classic, Pomegranate-Ginger Mojito and a Pineapple Mojito. Sugarcane Lounge in New York City allows large groups to sample small quantities of a variety of cocktails presented in a cast-iron “cocktail tree.” The tree offers 12 cocktail samples for $50.
“With our extensive cocktail list, our diners often have trouble choosing a drink, so our flights menu allows them to sample small quantities of a variety,” says Paul Tanguay, who created the flights menu at Sugarcane Lounge at SushiSamba.
As spirits sales continue to soar, successful on-premise establishments are capitalizing on these new trends and creating their own to bring consumers a wonderful cocktail experience.
About the author: Shawn Starbuck Kelley
Shawn Starbuck Kelley is director of public relations for the Distilled Spirits Council of the United States.
Contact: skelley@discus.org