What drives an Amazónico menu?
Amazónico’s global head of bars talks cocktail trends and why the right amount of theatre can create a ‘truly memorable’ experience.
Amazon-inspired lounge Amazónico launched its latest cocktail list at its London outpost in May this year, with the menu also debuting at its Dubai venue this month.
The menu comprises 18 twists on classic serves that celebrate the Amazon’s ‘criss-crossing’ tributaries using exotic botanicals and tropical themes.
Giannis Apostolopoulos, global head of bars at Amazónico, masterminded the menu with Jefferson C, bar manager at the London site, and Dimitris Maladakis, bar manager in Dubai.
“The idea for the menu theme was born during a brainstorming session with my head of bars,” Apostolopoulos tells The Spirits Business. “For me, it’s essential to involve the team at every stage of the creative process. Developing the menu took three weeks, followed by a final review.
“I have around 120 bartenders, it would be silly for me to say I’m doing everything alone.”
To create the cocktails, the team mapped out the Amazon’s waterways, the countries they pass through, and their native ingredients.
For example, the Maranon is inspired by the Marañón River in Peru and features Glenmorangie Original with strawberry, ginger and kiwi fruit in a Whisky Sour twist, while Tigre, a twist on a Piña Colada containing rum, passion fruit and Brazilian nuts, is based on a triangle of rivers in the Amazon, and is presented in a pineapple vessel.
“Some drinks feature super fruits like jabuticaba, while others highlight spices and vegetables such as chicha morada – a vibrant, spicy brew,” Apostolopoulos says. “Within our team, we always remind ourselves that every ingredient has a purpose and there is always a story behind each element in a cocktail.”
Theatrical components are found across the menu, but Apostolopoulos contends they have to be “handled with care” as “too much can quickly become overwhelming”.
“Service should always remain discreet,” he says. “There’s a limit to the show and it needs to have a reason to be part of the cocktail.
“For the Tigre, we have a pineapple smoke that comes from a pineapple glass that has a Piña Colada inside, so it complements the aroma of the drink. The drink itself has no garnish, the garnish is the smoke.”
Bespoke glassware and familiar serves
The cocktails all arrive in bespoke glasses, created by Amazónico. “Nothing against plain glass,” Apostolopoulos says. “There’s a universal line of glasses that’s also beautiful where you can just change the liquid, and then also change menus faster, but there’s the other route that we choose.
“Its more time consuming and expensive to create the glasses ourselves, but the result on the table is uniquely us. Impressive glassware is always a distinctive part of the experience and we created bespoke pieces to ensure each presentation is truly unique.”
The glassware isn’t up for sale though, Apostolopoulos notes. “We considered it at the beginning, but don’t want to sell our product. We sell the experience and it’s going to be beautiful when it’s in Amazonico. Otherwise, the glass will probably end up as a pencil pot.”
The menu balances the current trends seen in the cocktail industry; zero-waste and low-ABV drinks, cultural flavour fusions, and demand for agave spirits.
“We are Latin American-inspired, so Tequila and mezcal are a big part of our programme,” he adds.
The most popular cocktail, however, is the Jabuticaba, which is similar to a Porn Star Martini, but made with Belvedere Vodka, timur berry, honey passion fruit mead, and jabuticaba – a sweet and sour super fruit from Brazil.
Apostolopoulos underlines that the philosophy is “less is more, but at the same time, fun”.
“We put familiar things on the menu that we are completely sure will work. I’m not trying to be the father of any invention, so we’re not gonna be the place where you’ll find the unexpected cocktail.”
Of the approach, he says London has “waves of trends and people, so it’s not the perfect time to try difficult flavours”.
He explains that even if the team is into a particular flavour profile or ingredient, if it doesn’t fit into Amazonico’s guests’ expectations, then it won’t be on the menu.
Apostolopoulos notes that Amazónico has a specific clientele considering its “lifestyle locations”: Mayfair in London, Golden Square in Monaco, AFC in Dubai, Madrid, and now Miami – with people who travel often and around the world through major cities.
“People who come here want to have fun and we want to serve the same experience everywhere,” he explains. “I don’t want people to study an Amazónico menu and have to open Google and search for an item. I want people to come, take this, have some more, and enjoy.”
Though the team does do a few milk punches and clarifications, fancy equipment like a rotovap isn’t practical for a space of Amazónico’s size. “They’re great, but they’re for smaller places,” Apostolopoulos clarifies.
“Its not for a place like us that does 800 people daily. We’re trying to be more simple and a bit more old school by showing love of classic techniques. We do our own homemade ingredients and keep everything fresh daily. These are the standards we keep, while still trying to be creative.
“My philosophy in mixology is minimal yet meaningful – using fewer ingredients to unlock greater depth of flavour. Our menu reflects that approach, with vibrant drinks, elegant and thoughtful garnishes, and aromatic creations that speak for themselves.”
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