In today’s craft cocktail culture, being forward-thinking and fun in your cocktail program is super important. Serving top-notch drinks is essential to drawing in repeat customers and separating your bar from every other establishment in town.
It may sound overwhelming to revamp your beverage program, but here are a few simple tips to freshen up your drinks and make sure they are innovative and buzzworthy.
Create Cocktails with Higher-End, Craft Spirits
The spirits you use don’t have to be top shelf—in fact, it’s not recommended to use the “best on the market” for mixing anyway. But avoid the bottom-of-the-barrel liquors. Choose a moderately-priced, reputable brand that will offer value but that isn’t so good that its quality would be lost among the other elements.
There are many smaller distilleries that could use the support, and they’re often more “craft” in their production with unique, forward-thinking flavors that customers aren’t always used to seeing.
Using a local, smaller distillery’s name on your bar menu also opens the door for conversations with your customers; tell them the story of this distillery, why you chose to use them, and what the flavor profile is like.
Engage your bar guest with a spirit they can’t get just anywhere, and they’ll keep coming back for the excellent customer service and unique cocktail experience.
Use Fresh Ingredients
Fresh, seasonal ingredients are key to making your mixed drinks taste delicious. Take the time to squeeze fresh lime juice and use the freshest herbs and fruit.
It’s OK if you have to use frozen fruit, but always go with fresh if possible. And you’ll be more likely to pass the taste test if your herbs are straight from the garden, so consider planting a little herb garden out back of the bar property or using an indoor herb kit that you can keep on the back bar.
Take pride in your ingredients, and customers will respond favorably and keep coming back for delicious, beautiful drinks.
Balance Flavors in Mixed Drinks
When creating your bar menu, make sure to test each drink for a balanced flavor profile. Is it too sweet? Too strong? Do the ingredients go together, or are the flavors fighting each other?
It’s a balancing act between getting creative with ingredients and making sure they still blend together well.
Create Innovative, Seasonal Cocktails
On that note, put creative, unique drinks on your menu that play with flavors, ingredients, and cocktail formulas. For example, instead of a traditional Old Fashioned with granulated sugar, use maple syrup or a flavored simple syrup to bring a new depth to the cocktail.
Look to flavors from around the world for inspiration; play with flavored spices and fruits you don’t find in your typical supermarket. Go visit the mom-and-pop Asian or Indian market in your town, or check out your local farmers market for inspiration.
Also be ready to change your menu according to the season. In the summer, use summer fruits and lighter spirits like rum and gin. In the winter, offer drinks that will warm up your customer with spirits like bourbon. Play off traditional holiday cocktails like eggnog while giving it a new spin that customers can’t get anywhere else.
Offer Elevated Non-Alcoholic Cocktail Options
Let’s be honest: If you overlook “mocktails,” not only are you alienating a whole subsection of customers who are perfectly capable of writing 1-star reviews, but you’re also losing potential revenue.
Your bar guests may want to avoid liquor for a variety of reasons: Maybe they’re sober, pregnant, or the designated driver. Whatever the reason, these people don’t want to feel left out and still want to be catered to. And again, ignoring their needs means you’re losing money.
Alcohol-free cocktails do not have to be boring or sickeningly sweet. Your beverage program can use non-alcoholic spirits like Seedlip to recreate classic cocktails or make custom craft cocktails without the liquor.
Using a craft “spirit-free spirit,” as they’re sometimes called, you can charge a similar amount as an alcoholic beverage.
Utilize Social Media
Sure, social media can be a little exhausting to maintain, but it’s a necessary part of running a successful business these days. Post show-stopping, well-lit photos of your alcoholic creations to entice customers to come visit your establishment.
A significant part of the cocktail experience is visual, so if you create something beautiful with eye-catching garnishes that is served in pretty glassware, guests will think the drinks taste that much better because of the visual appeal.
With these tips, your beverage program is sure to wow your customers, and every mixed drink you serve will be the talk of the town.
Chris Tunstall is the co-founder of A Bar Above, a barware and cocktail education company that he co-founded with his wife, Julia. With over 15 years of experience behind the bar, consulting for hundreds of bars and restaurants, and speaking at industry conferences, Chris now shares his industry-proven tools and techniques with bar professionals at all stages of their careers through A Bar Above's podcast, YouTube channel, blog, online courses, and shop full of high-quality bar equipment.
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