In November 2022, Johnson & Wales University (JWU) launched its new Center for Beverage Education & Innovation, an innovative learning community that aims to bring together the university’s culinary and hospitality strengths with beverage industry partners. Led by well credentialed faculty, alumni, students, and professionals, it has fostered collaborative research and learning opportunities in the beverage economy.
A little more than two years to the day, the Beverage Center is excited to announce the launch of our partnership with Bar & Restaurant News—The Educated Pour. Each month, members of the Johnson & Wales Beverage Community will share their thoughts and observations on the industry with Bar & Restaurant News readers. While the Educated Pour will mostly leverage JWU’s excellence in culinary and hospitality, The Beverage Center is a University-wide effort and will also curate topics from other University programs like Nutrition, Health & Wellness, and Engineering & Design.
“JWU has a longstanding reputation for world-class beverage-related educational programming, and this is an opportunity to extend that expertise to the larger community,” said Jason Evans, Ph.D., dean of the College of Food Innovation & Technology.
Michael Sabitoni, the department chair of Food & Beverage and Travel & Tourism Studies in the College of Hospitality Management, said the center offers great opportunities for students. “Experiential, interdisciplinary education is key here at Johnson & Wales,” said Sabitoni. “This center will offer us even more opportunities to give our students hands-on experience in the beverage industry, while forging stronger connections with our partners.”
For more information on the Center for Beverage Education & Innovation at Johnson & Wales University, visit the Center website or email Director Brian Warrener at: [email protected].
Now on to our first column!
The bar and restaurant industry is not a stranger to trends. From craft cocktails to ready-to-drink (RTD) options and low-ABV choices, businesses are unceasingly adapting to stay in tune with customer preferences. But there is one trend that has shown a unique resilience: nostalgic drinks. These memory-evoking retro drinks take your guests back in time and help to create emotional connections.
The Emotional Pull of Nostalgia in Hospitality
Nostalgia has a particular capacity to rouse emotions and to render what is otherwise a routine occurrence into a significant one. This is because it is able to call up positive memories that can enhance the mood and sense of comfort, thus creating a personal customer experience. This is exactly what your patrons are looking for when they walk into your establishment. You can create an emotional experience that your guests will relate to by providing drink options that will trigger those warm feelings.
You are providing more than a simple beverage when you offer drink choices that correspond to your patrons’ memories.
How to Incorporate Nostalgic Drinks into Your Menu
It doesn’t have to be complicated or costly to incorporate nostalgic drinks into your beverage program. Here is how you can quickly introduce emotionally charged drinks.
Start with Familiar Favorites
Offer drinks that have nostalgic weight for many customers. There are vintage cocktails, like the Old Fashioned, Gin Ricky, and Harvey Wallbangers, that have been around for years and are easily identifiable. These drinks can also be reimagined. Replace the sugar in an Old-Fashioned with maple syrup or a rosemary syrup. You can also modernize the traditional Gin Ricky by replacing the gin with bourbon, creating the Bourbon Rickey.
Focus on Visuals
Presentation of these re-mastered drinks add to their nostalgic value. The look and appearance of the drink are also another factor that determines how people consume the drink. You may want to try using vintage glassware, unconventional garnishes, or even creative vessels like a Mai Tai in a retro mug or a root beer old fashioned in an old-fashioned soda fountain glass. It raises the drink, creates excitement, and prompts guests to take a picture, which in turn increases your establishment’s social media presence.
Pay Attention to the Traditional Seasons
Nostalgia is often connected with the seasons and their celebrations. A spiked hot chocolate with Irish cream, vanilla vodka, and a white chocolate liqueur can bring back childhood memories of building snowmen during the cold winter months. On hot summer days, frozen drinks or even a hard lemonade made from freshly squeezed lemons can bring back memories of playing on the beach and summer vacations.
Why Your Business Needs Nostalgic Drinks
Adding nostalgic drinks to your menu will not only take your customers on a trip down memory lane, but also open up a new customer base and boost your profits.
They Spark Deep Connection
If your guests are posting their pictures on social media, or reminiscing about a funny story with other guests, then nostalgic drinks can easily lead to conversation and a way to engage guests. As the conversations begin to pick up, so does the energy of your space, and it can bring in new customers and increase your visibility.
They Offer High Perceived Value
When drinks stir up past emotions or provide a novel experience, guests are willing to pay more for it. This is because they consider these drinks as more valuable because of the emotional connection that they provide, which can result in increased revenues.
They Appeal Across Generations
Nostalgic drinks can attract a wide audience. You can create a contemporary version of a nostalgic drink by using modern techniques like smoke infusion, foaming, and seasonal ingredients. It can bring back childhood memories for the Millennials and allow Gen Z to experience the reinvented classics.
Setting up Staff for Success
Your staff are your front-line ambassadors and play a crucial role in conveying your nostalgic drink program.
Here's how to set your staff up for success.
Share a story: Equip your team with the lore behind the drinks on the menu. Providing the background and history of a cocktail or explaining why it was popular at the time will spark your guests' interest.
Engagement: Encourage your staff to initiate conversations with guests about their nostalgic memories. This personal touch can greatly enhance the guest experience.
Nostalgic drinks are not just a passing trend, they are a proven way to make your guests feel emotional, get people talking, and increase your revenue. When included in your menu, these beverages can provide your customers with an experience that is at once personal and profitable.
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