Can you imagine a bar where your cocktail is made behind a closed door? What a crazy idea! The word “bar” in itself signifies an open area, over which your drink is served.
In a restaurant you often have a view of the kitchen so you can see all the drama unfolding – flames, whisking, pouring, pounding, tossing and more.
According to Lucy Gillions, Managing Director at brand and events specialists, Jackanory, “People now expect every element of their night out to deliver a multi-sensory, immersive experience, including the food and drink they order.”
The theatre of cocktail making is an immersive experience, relying heavily on ritual - you're not just just there for the drinking, but the shaking too!
“The presence of ritual in the preparation of cocktails has to do with our search for elusive perfection. A perfect cocktail—that is, an ideal which can be approached but never quite attained”, says Jesse Simon, in his Punch article.
There needs to be a connection between the customer and bartender, who in turn needs to connect the customer to their senses. In part because a sensory experience justifies the premium price that they are paying for their drink.
So Much More than Taste
Stimulation of senses is such a vital part of cocktail making that you can now buy a vocktail (a virtual cocktail) and while we’re not sold on that idea, we definitely agree with the idea behind it:
According to Forbes magazine, the research found that, “...combined stimulation of smell, sight and taste altered the perceived taste of the beverage, heightened these sensory responses, and enhanced the flavor and overall experience of the drink.”
When it comes to cocktails, ritual is a combination of visual and serve cues that provide the difference between ordering a beer or a wine and ordering a drink with an experience. All thanks to that powerful emotional connection between guest and bar.
So how do you go about making those ritual serves? Here are our recommendations to add that extra dimension to your cocktail creation.
1. The Julep Cup
The right glass/vessel plays an role in serving a cocktail. A well-chosen coupe glass enhances the aroma of a Margarita, while a copper mug amplifies the taste of a Moscow Mule. Made of metal or tin, not only do Julep cups look extremely, cool they are really cool… literally. They were designed to keep bourbon-based drinks cool, such as the Mint Julep, in the deep south of North America (Kentucky specifically).
2. Mule Mugs
Similar to the Julep cup, but with it’s signature cocktail being the Moscow Mule. Mule mugs have a copper lining, which aids in cooling a drink, but also enhances the taste and aroma of the drink.
3. Jet Misters
These little tools look like perfume atomisers and are just as handy! Instead of painstakingly lining a glass with bitters or something similar (not too little, not too much) – the liquid is kept in Jet Misters and spritzed onto the glass as needed.
4. Swizzle Sticks
These curious little sticks have a tropical history and ensure that specific cocktails are ‘swizzled’ and not stirred – check out our blog to find out more.
5. Tweezers
A creatively-made and strategically-placed citrus twist or a sprig of rosemary can add a pop of color, aroma, and even a touch of unexpected flavor. When you don’t want a whole raft of leaves in your cocktail or you want to pick up your garnish, but also keep hygiene in check then you need tweezers. Simple, but effective for that final flourish.
When it comes to cocktails, if the bartender is having a good time making them, then the customer will enjoy watching them and this is better achieved with a complete range of top quality tools.
By embracing the art of serving, you can elevate the cocktail experience in your bar. Remember, it's not just about the ingredients—it's about the entire ritual of creation and presentation. So, next time you pour a drink, take a moment to consider the glass, the garnish, and the way you present it. You might be surprised by the magic you create.
Want to know more about ritual in cocktail making? Check out our blog, Ritual Trumps Serve.