Cocktail menus: does presentation matter?
Bars worldwide are putting a greater focus on producing stunning cocktail menus that add panache to their offerings, as Lauren Bowes discovers.
*This feature was originally published in the March 2025 issue of The Spirits Business magazine.
When opening a cocktail bar, one of the top priorities is creating a menu. But most of the time, that means working on recipes, creating a good mix of serves, and figuring out pricing. Increasingly, however, bars are considering how the menu is presented, with many going as far as to transform their drinks list into hardback books worthy of any coffee table.
One such venue is Bratislava’s Mirror Bar, which last year released an 88-page menu in collaboration with around 60 Slovak artists. The menu incorporates six design elements, with each category represented through modern printing techniques such as gold embossing and laser cutting. The menu took around a year to develop and design, with the project costing just under €120,000 (US$125,897). “I could open a bar for that,” laughs Stanislav Harcinik, the venue’s global ambassador.
Most bars won’t be willing – or able – to go that far, but treating menu design as an art form is a growing trend. Library by the Sea at Kimpton Seafire Resort in Grand Cayman turned its menu into a leather-bound storybook with custom illustrations. Beverage manager Jim Wrigley says the investment needs to be measured in two parts: time and financial.
It took a year for the bar to research source materials, concepts and backgrounds, diving into topics like the life and work of Frida Kahlo and the birth of ska music in Jamaica. The team then had to brief its artists to visually represent the drinks, with illustration taking even more time. He estimates the total financial investment was around US$10,000. “There are always learnings to be taken from a project as intricate as this one, but the feedback and enjoyment of the guests have paid for the investment many times over,” he explains.
At Gleneagles’ American Bar – which in February released a menu called The Rose Compendium – menu design is not just a functional necessity: it’s a statement of luxury, craftsmanship, and storytelling. Michele Mariotti, the hotel’s head of bars, explains the menu took around 18 months to create from concept to completion.
The team members were inspired by the National Rose Society’s historical Rose Annuals, which guided the creation of both the physical menu and the drinks list.
Significant investment
That level of detail comes with a significant investment. Gleneagles is part of Ennismore, which Mariotti describes as “a design company at heart”. Having an in-house design team helps reduce costs compared with hiring an external agency, but printing the first 100 copies of The Rose Compendium cost between £10,000 (US$12,611) and £15,000. If outsourced, Mariotti estimates the total would have been closer to £25,000.
The quality of the menu is reflected in the fact the bar sells them to guests, who may want a memento of a special occasion or simply want to keep reading them. The production cost of each menu is around £27, with the hotel selling them for £50. “After VAT and other costs, we make about £5 on each. It’s not a money-making enterprise, but it does alleviate the financial impact.”
For Mariotti, such an investment is essential. “We charge a considerable amount of money for our services,” he says. “The key to a great five-star property is perceived value for money. Guests will pay
if they feel they’re getting their money’s worth. The menu, the glassware, the suppliers, even the environmental considerations – it all has to come together to create the ultimate luxurious experience.”
The idea of the menu matching the experience is echoed by Massimiliano Bosio at Fitz’s Bar in London. “Our menus are more than just functional – they’re an extension of the Fitz’s Bar experience,” he explains, pointing to the bar’s Spectrum and Theory of Colour menus. “Investing in these bespoke menus allows us to offer something unique, reinforcing Fitz’s reputation as a destination for innovative, immersive drinking experiences.”
Maybe Sammy in Sydney has taken a different approach to thoughtful menu design, opting for one that is as playful as it is practical. Venue manager Sarah Proietti explains that the team developed the Grand Maybe Sammy Hotel menu in-house, using a board-game format. She explains: “This format makes the menu more engaging, cost-effective, and interactive. Unlike fragile booklet menus, it’s more durable and allows up to four guests to share it at once, just like a real board game, making the experience more fun and social.”
The design process took four to five months to be completed. The bar prints 100 copies three times a year, with each menu costing around AU$30 (US$19). Proietti explains that spirits brands provided a budget to support the project.
For Proietti, the investment is more than worthwhile. “A well-designed menu enhances the guest journey, and reinforces the venue’s theme. Many guests ask to buy or take a signed menu as a keepsake of their visit.” The menu also helps with marketing. “A unique, concept-driven design transforms the menu into a visual storytelling tool, making it easy to create engaging content for social media.”
But great design doesn’t have to cost the earth – which is proven by Press Club in Washington DC. Co-founder Will Patton explains he spent US$1,000 on design and US$1,500 on printing – which may be out of reach for some, but is almost a bargain compared with other routes. The bar’s concept is based on records and music, with the menus mimicking record sleeves. “It was a good investment because they add to the ambience and vibe while being an organic extension of the concept,” explains Patton. “We didn’t want a high-concept menu for the sake of being high-concept or to get Instagram clicks. We wanted something that would contribute to the overall experience while having a special touch.”
On the Isle of Man, the co-founders of Kiki Lounge, Jamie Lewis and Drew Fleming, chose to design their menu as a zine, including articles to educate consumers about technical mixology and cultural issues. A local graphic designer helped with the layout, which was a “hefty outlay originally”, admits Fleming, and a different artist is commissioned to design each front cover. Around 1,000 are printed from the bar’s office, costing around 56p per menu, with guests encouraged to take them home. When they’re gone, it’s time for a redesign.
One thing is clear – menu design can cost a lot of money and time. But there are ways to innovate for bars of all budgets. Whether it’s a luxury book, a board game, or a take-home magazine, a menu today is more than just a list of drinks – it’s a key part of the experience.
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