Theatre, hospitality and social media: The new cocktail maximalism
As the global cost-of-living crisis pinches the on-trade, maximalist cocktails allow bartenders to offer a greater sense of value.
Cocktail culture in the 2010s leaned hard into stark and minimalist presentations as bartenders the world over pared back their drinks to the bare essentials in pursuit of stylishness and elegance.
But as customers increasingly view a visit to the cocktail bar as an occasional luxury, bartenders are noticing that they want a little more theatre than a perfectly clear, ungarnished Highball can offer.
“There’s definitely been a move away from the minimalism and Scandi chic vibes of the last 10 years,” says Mark Low, lead creative at Mr Lyan Studio. “We’ve known for a while that people are led by their eyes and want experiences, and it’s a constant fight to get eyeballs on your product.
“Within our bars and projects, I feel like we’ve moved a bit more maximalist. Garnishes have always been fairly complex across what we do, and very much purposeful, but of late I think we’ve had more of an emphasis on making things look bountiful. Less thoughtful considered composition and more ‘this is an event and a celebration’ in a glass.”
The 2026 edition of the annual Bacardi Cocktail Trends Report backed up what Low is saying, predicting that ‘more is more mixology’ would define the global scene this year.
“After years of ‘quiet luxury’ minimalism, maximalism is back behind the bar with showstopping cocktails full of glamour and theatrics,” the report noted. “Over three-quarters of the Bacardi GCS [Global Consumer Survey] participants (76%) value heightened, memorable experiences as bars embrace edible pearls, metallic garnishes, evolving flavour layers, fire presentations, and high-drama glassware.
“Loud luxury venues – from Dubai to Las Vegas – prove that joyfully excessive design and unapologetic opulence are in. In a world still healing from burnout, people don’t just want a drink, they want a moment.”
Serving moments and experiences
The pendulum swing between graceful minimalism and effusive maximalism happens in cycles across the worlds of food, design, music and – of course – cocktails. Periods of recession and economic downturn are generally understood to foster more austere aesthetics across the board, but this isn’t a consistent phenomenon.
The late Leonard Lauder, of American cosmetics company Estée Lauder, observed that customers were spending more on small, affordable luxuries amid the global tumult of the early-2000s. He proposed the existence of the ‘lipstick effect’ which essentially hypothesised that we want little treats when times are hard. The efficacy of cosmetics as an economic indicator is disputed, but the theory does seem to describe a recognisable human need.
From a hospitality point of view, knowing that your customers likely have less money to spend on a night out, creates an incentive to design memorable serves and experiences. But it also affords opportunities to communicate value and quality of service.
“After years of seeing thousands of cocktails online, a beautifully made drink in a simple coupe glass isn’t always enough to create a memorable moment,” says Giacomo Gianotti, co-founder of Paradiso in Barcelona.
“People are spending significant money when they go out, so they’re looking for something they can’t easily recreate at home. A unique presentation immediately signals craftsmanship, effort and attention to detail.”
Paradiso, which ranked ninth on the inaugural Europe’s 50 Best Bars list earlier this year, is known for elaborate garnishes that the team there likens to food pairings rather than simple adornments. Recent examples of this approach include an edible cloud comprising coffee and helium, and bright pink wafers made with potato starch, raspberry and edible flowers. While they’re not afraid to go big with their garnishes, the new maximalist are definitely aiming for stylish rather than garish, generous rather than overwhelming.
But as much as they afford avenues for creativity, Gianotti is quick to point out that maximalist presentations do create potential challenges during service.
“From an operational perspective, every additional element adds complexity,” he explains. “It impacts mise en place, storage, breakage, service speed and staff training. If a garnish takes longer to assemble than the cocktail itself, you’ve probably created a problem rather than an enhancement.
“At Paradiso, we’ve always focused on creating what I’d call ‘controlled theatre’; experiences that surprise and delight guests but can still be executed consistently on a busy Saturday night. For me, innovation isn’t just about inventing something beautiful; it’s about making something beautiful that can be repeated flawlessly, night after night.”
The algorithm and the cocktail bar
Curious about Gianotti’s earlier comment, regarding the proliferation of cocktails in social media, I ask if the internet’s attention-based economy is driving the trend for maximalism. It seems possible that the Instagram-friendliness of a garnish or choice of glassware could be as important as the moment of enjoyment.
“Social media has certainly amplified the trend, but I don’t think it created it,” he says. “What Instagram rewards are memorable experiences, and a great presentation can become part of that story. The risk is when the visual element becomes the only thing people remember. Ultimately, the presentation should enhance the cocktail, not distract from it. If guests leave talking about both the drink and the experience, then you’ve got the balance right.”
At Scarfes Bar in London’s Rosewood Hotel, director of bars Andy Loudon and his team serve cocktails garnished with lollipops and rice paper butterflies alongside Martinis gilded with caviar or truffle. Much like Gianotti, he highlights the live experience as key to the new cocktail maximalism.
“I think guests are looking for comfort, escapism and a sense of joy,” says Loudon. “In periods of uncertainty, people often gravitate towards experiences that feel generous, expressive, and emotionally engaging. Minimalism can sometimes feel cold or detached, whereas maximalism feels celebratory and human.
“In that sense, the trend may reflect a broader desire for optimism, personality, and connection at a time when many aspects of life feel increasingly streamlined, digital and functional. The fact that it photographs well is a benefit rather than the primary driver. The key is ensuring the presentation enhances the drink rather than becoming the focus itself.”
Interestingly, the resurgent trend for maximalist drinks seems to revolve around storytelling as much as visual panache. Scarfes’ aforementioned rice paper butterflies accompany a Highball of Glenturret single malt, carbonated raspberries, evaporated carrot and fino Sherry called Natural Selection – which pays homage to naturalist Charles Darwin. For the new maximalists, that sense of narrative and playfulness may be as important as social media-friendliness.
“Perhaps we’re even seeing the first hints of tiki’s return,” wonders Loudon. “After years of stripped-back serves and minimalist glassware, the industry may once again be embracing a little escapism, theatricality, and unapologetic fun.”
While global economic shocks, the influence of social media, and shifting appetites among customers are all factors in the return of maximalist cocktails, that ineffable idea of ‘unapologetic fun’ cannot be discounted. While a severe-looking, glacially chilly Martini may be fun in its way, there’s no denying it would fade into the background if served alongside a pineapple-shaped glass crowned with umbrellas and sparklers.
Back at Mr Lyan Studios, Mark Low cites that kind of playfulness as a key trend in London’s bar scene today.
“That injection of fun has been noticeable through the little touches applied by the likes of Side Hustle with their sharing cocktails and the random bits and pieces our bars do with personalised serves and garnishes for guests and friends.
“Cocktail Trading Co and that group has continued on strong throughout the minimalist revolution, showing that people have always wanted that fun serve with a theme and laugh included, not just super-fine glassware and block ice.”
The challenges facing the global hospitality industry today should not be underestimated, nor should the economic factors keeping patrons away from cocktail bars. But if the new maximalism can encourage guests to take a seat at the bar, share their experiences with friends in person and on social media, and let bartenders show hospitality with a little visual storytelling, then it may be a ray of light in a slightly dreary moment for the on-trade.
After all, what could be a more delicious garnish than a touch of showmanship?
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