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Top 10
Top 10 tips to turn a cocktail into a classic
Bartenders are constantly striving to break boundaries when it comes to cocktail innovation, but creating a classic to stand the test of time is no easy feat.
Lucas Bols ambassador John Clay shares his advice on how to make a cocktail a classic
As John Clay, Lucas Bols ambassador, revealed in his London Cocktail Week (LCW) seminar this week called ‘I Want One of Those’, what the consumer wants and what the bartender wants to provide are not always in sync.
While there are a growing number of consumers eager to be educated on what they drink, it may come as a surprise to learn that the majority still view the price of a cocktail as more important when it comes to ordering a drink.
Exploring the realms of marketing, popular culture and key factors that influence consumer decisions, Clay shares his secrets on creating a drink that doesn’t get lost on the menu, but makes consumers think, ‘I want one of those’.
Click through the following pages to discover the top 10 tips to make your cocktail a classic. If you have any additional pearls of wisdom no mentioned on this list, let us know by leaving a comment below.
Consumer choice
When designing a new cocktail, Clay advises to be mindful of how consumers pick their drinks.
According to date sourced from CGA, 52% of consumers will play it safe, sticking to their comfort zone and opting for what they know.
Meanwhile, just 7% will make a decision based on a bartender’s recommendation, making the bartender the least influential part of the decision making process.
“We think it’s through the bartender but these things have massively more importance in their decision making process,” said lay. “The average cocktail drinker drinks 1.2 cocktails a week – that’s a huge amount of trust to place in a bartender compared to trusting their own judgement.”
Key influences
Consumers can be creatures of habit, following the crowd and “playing it safe”.
It’s important to make sure there are clear, appealing cocktail options available to dissuade drinkers from simply ordering a beer.
“They are likely to do whatever their social group is doing,” said Clay. “If they have a cocktail it’ll most likely be because the rest of their group is having a cocktail.
“Consumer mentality goes against what the consumer wants to do and what the bartender wants to do.”
Menu
Don’t underestimate the value of the menu, warns Clay.
Clear text is the number one game changer when it comes to perusing a cocktail menu, according to CGA.
Clear text, good lighting, sub categories and strong descriptions are key to success.
“It is difficult for consumers to know what individual flavour profiles are like, let alone to know how those flavours will interact with each other,” he advised.
Cocktail names
What’s in a name? An awful lot, it would seem.
Just 12% of classic cocktails are one-word names, such as the Mojito, Martini or Cosmopolitan. In comparison, 85% of classic drinks comprise two-word names, for example the Rusty Nail, Old Fashioned and Mint Julep.
Those with three or four words are much fewer and far between.
“Puns are also a growing trend and naming cocktails in a very light way, but I wonder whether it’s going to stand the test of time,” said Clay.
Brands
Without the help of a brand to make sure it’s pitched into a cocktail menu, it’s very hard to make a cocktail stick.
What bartenders must always be mindful of, said Clay, is that their cocktail has a strong point of differentiation from what else is on the market.
Consumer expectations
Another piece of advice from Clay was to remember consumers like to get to know their drink.
He notes three factors that play an important role in the process: invitation, loyalty and over exposure.
The invitation sets the standard; it’s the consumer’s first taste of a drink upon which they will form an opinion.
Loyalty fixes the expectation and overexposure means the best is never enough. For example, a consumer’s first taste of a Mojito may have been in Spain, wrapped up in all the emotion that comes with the drink – it’s going to be very hard for them to lower their standards and find one that they enjoy just as much at home.
However, if you get these right “it can be highly contagious”, according to Clay.
Cocktail context
Your cocktail needs context if it’s going to last, says Clay.
“It’s really important for me to think about ways to sell drinks and sell brands”, he explained. “Flavour is central to the marketing idea; it takes precedence. All cocktails have a context and this needs to be something consumers can relate to.”
Creating something brand new is never easy, but careful consideration over how you design it, sell it, the glassware and its description will help set it apart from the rest.
Consistency
It is important to have consistency and stay true to the brand identity of your bar.
Clay takes inspiration from the work ethic exhibited by the Artesian in the Langham hotel, London. While he admits their evolving cocktails are not necessarily ones that will be around in future decades, Clay draws inspiration from their consistent creations.
“They are consistent with their approach and not just any cocktail will make it onto the menu”, he added.
Social Media
Social media plays a huge part in how consumers drink today.
Customers who order a cocktail will most likely take a picture and upload it to Facebook, Twitter and Instagram, most likely resulting in their friends thinking ‘hey, I want one of those’.
“There’s so much stuff out there that lots of ideas are being created, but only a few are sticking,” said Clay. “Social media is an invaluable piece of marketing equipment.”
Trends
Five current trends as noted by Clay are carbonated cocktails, savoury cocktails, ageing cocktails, pop-up bars and conceptual cocktails, which he advised should not be ignored or overlooked.
“I think there will always be people who want one or the other, either something classic and fun without all the bells and whistles, and others who don’t drink cocktails that often and want the experience,” he explained.
“There are so many trends that are hugely popular at the moment and if bartenders can create a drink that has the whole package and allows the consumer to identify with it, well that’s the dream goal.”