When it comes to consumers’ desire for spirits and mixers, one in three (33 percent) of consumers believe high quality ingredients are a key attribute for white spirits, and 79 percent of ready-to-drink (RTD) drinkers/buyers are choosing a pre-mixed alcoholic drink made with a high quality mixer over a low quality one, according to Mintel.
“Real ingredients as opposed to imitation, artificial ones. Cane sugar and agave nectar as opposed to high fructose corn syrup,” said famed mixologist Tony Abou-Ganim, known as the Modern Mixologist. “Overly sweet mixers are being shunned for a mixer that balances sweetness with honest flavor and huge carbonation. Carbonation is one of the key ingredients in a fantastic mixer. Bubbles should last from the first sip to the last!”
What do mixologists, bartenders and on-premise beverage buyers need to know about mixers right now? Abou-Ganim said they mainly need to put as much focus and attention (maybe more) on mixers or carbonated mixers as they do on the quality of the spirits they use, the importance of the garnish they implore, the selection of glassware they select, and the class and grade of ice they choose.
“A great drink is all about paying attention to the details and you will only get out of a drink what you put into it!” said Abou-Ganim, who is regarded as one of the leading bar professionals in the world, as well as the author of The Modern Mixologist: Contemporary Classic Cocktails. Abou-Ganim also operates his own beverage consulting firm, specializing in bar staff training, product education and cocktail development.
Bar & Restaurant spoke with Abou-Ganim – who has a close working relationship with Q Mixers, a premium mixer brand – about mixer trends, the best mixers to use, and other topics.
Keep Things Simple But Elevated
When it comes to cocktails and mixers, Abou-Ganim said he believes in keeping things rather simple yet elevated. “There is no substitute for quality, or as my Cousin Helen David would always say, ‘For a nickel more you go first class,’” he said. “A bar does not need 40 different bitters to be a great bar. Pay attention to the details – a great line of glassware, your ice, not just the quality but the proper grades for different styles of drink.”
For carbonated mixers, Abou-Ganim obviously loves the offerings from Q Mixers. “I love that they are made domestically yet source the best ingredients from around the world,” he said. “I love the flavor profile of the mixers, as well as the use of both pure cane and agave sweeteners. And I love the elevated level of carbonation. Without the fizz, you can’t have a true Highball.”
For fresh juice mixers, Abou-Ganim loves the blends from RIPE, which are becoming more and more readily available – both to the on-premise trade and the consumer. “The use of HPP [high pressure processing] to preserve the fresh cold pressed juices make them a consistent, user-friendly, choice for bars featuring a fresh juice program. And who is not featuring a fresh juice program these days?”
Abou-Ganim said he also loves the support that the Q Mixers Team provides not only the on-premise itself, but the people working “behind the stick” as well as the people selling their products in their stores. He also loves and respects their philanthropic support of the industry and their support of events such as Tales of the Cocktail and The TAG Global Spirits Awards.
Embrace the Hospitality Business, Not the Drinks Business
In the end, premium spirits, fresh squeezed juices, great carbonated mixers, and understanding and honoring seasonality are all important, but it’s mainly about embracing the fine art of hospitality, according to Abou-Ganim.
“Yes, a great bartender makes great drinks, but a great drink only tastes great when served with a smile,” he said. “We are not in the drinks business; we are in the hospitality business and our job is to make our customers’ day better when they leave our establishment than it was when they walked in!”
Abou-Ganim noted that he believes all beverage professionals at on-premise venues should be inspired and proud to provide their guests with the best experience possible. He said that serving the best drinks possible is a big part of that experience, and that using quality ingredients and mixers is something that will surely elevate the customer’s overall experience – and something that the entire on-premise team will be proud to serve.
“The beauty of a great drink lies in its simplicity and one’s attention to the details,” shared Abou-Ganim. “The difference between mediocracy and perfection is found in paying attention to those details.”
To learn more about Tony Abou-Ganim, the Modern Mixologist, or Q Mixers, visit TheModernMixologist.com and QMixers.com.
Erin Flynn Jay is a reporter and publicist based in Philadelphia. She’s a Bar & Restaurant and World Tea News contributor, and some of her other writing credits include Next Avenue and Woman’s World, among many others.
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