Getting started with cocktails
Sales of cocktails are rocketing, with novelty prohibition venues and sky bars offering increasingly impressive creations to cater of drinkers' evolving tastes. As such, many pubs and bars can also safeguard their business by taking their first steps to offering cocktails. Even better, it can be done affordably and with little risk.
Why are cocktails so popular?
Cocktails are popular because they add theatre, novelty value and fun to each drink. As the BBC reflected, on average people are drinking less and less, meaning that the quality, taste and experience of each drink is increasingly important. This is reflected in the explosion of the popularity of craft beer, independently brewed spirits and, of course, cocktails.
At its finest, cocktail mixology involves staggering showmanship, skill and precision, combining strict blends of ingredients and finishing them with outlandish presentation. Unfortunately, this can be reflected in high prices and high overheads which may not suit every business. That said, it’s also easy to give your business an edge by seeing whether your customers are potential cocktail connoisseurs.
How to mix cocktails with your main drinks offering
Customers at many pubs and restaurants may not be planning on ordering a cocktail, meaning that suddenly offering a wide range could be an overbearing and unwanted complication. Instead, why not start by offering a ‘cocktail of the day’? This avoids overwhelming customers and gives bar and waiting staff a chance to perfect individual drinks before learning new ones.
TIP: Countertop blackboards are a great way to advertise your new cocktail, either at the bar or on each table.
How much can I charge for cocktails?
Like any drink, the pricing of cocktails depends on your venue, location, and the quality of the drink. Many bars offer pricing by the pitcher or “two for…” offers which make cocktails seem lower priced, embrace the group fun of ordering cocktails together and encourage larger orders.
Entry level cocktails are typically priced between £5 and £10 each, with more exotic or artisan creations retailing for up to £20 when sold individually. Offering promotional cocktail prices during early evening happy hours is a great way to catch passing trade, as people stop for one drink on their way home and fancy treating themselves to something a little different.
TIP: Securit’s wall-mounted chalkboards are double sided and perfect for showcasing happy hour offers and then rotating to show other information.
Which cocktails can I make?
In order to master cocktails, start with ones which contain a limited number of ingredients, such as a spirit and mixer. This removes the additional pressure of complicated preparation and avoids slowing down a bar which is also pulling pints and offering a range of other drinks. Each of these suggested cocktails uses ingredients which you’re probably already stocking, minimising the cost of trialling cocktails.
Cuba Libre
Cuba Libres could be the simplest of all cocktails and are essentially a rum and coke. Combine an artisan dark rum with a splash of cola and serve over stacks of ice and a few wedges of lime. A squeeze of fresh lime balances out the cola’s sweetness and these cocktails look great in classic, slender hi balls.
Sangria
Spain’s most famous punch, Sangria combines red wine with citrus flavours for a lighter, longer drink which will be wildly popular on sunny summer evenings. Whilst recipes vary, combine three parts wine with two parts lemonade and one orange juice for brilliant Sangria which won’t break the bank. Garnish with plenty of chopped fruit.
TIP: Sangria is a fantastic outdoor drink and is made for sharing – Promoting it by the carafe or jug using a pavement board can draw groups into your outdoor spaces and transform your day’s trading.
Dark ‘n’ Stormy
Allegedly originating in Bermuda after WWI, the Dark ‘n’ Stormy is a firm favourite across the Southern USA and features dark rum and ginger beer, served over ice and lime and finished with a squeeze of lime juice. Play up to the American heritage with fun mason jar glasses, which are also fantastic for Southern Comfort and Bourbon-based cocktails. Due to their similarity, try and avoid offering a Cuba Libre and Dark N’ Stormy on consecutive days.
TIP: Syrups and purees add big flavours to your cocktails with minimum fuss, allowing you to produce tropical triumphs and unique concoctions simply and quickly.
Martini
For restaurants wanting a classic cocktail to offer alongside refined evening service, a martini is an easy option which requires mixing equal parts of gin and vermouth and garnishing with a twist of orange peel or an olive. As James Bond famously noted, martinis can be stirred or shaken in a cocktail shaker - with each method offering a slightly different balance of flavours and textures.
Classic Martini glasses are also a solid investment, as they are ideal for serving a range of cocktails and can also be used as an attractive way of presenting desserts such as ice cream or sorbet.
TIP: Choosing cocktails containing non-perishable ingredients such as spirits and canned or bottled soft drinks limits wastage.
Choosing the right glass
Perhaps more than any drink, cocktails can be elevated by exciting presentation. Affordable but intriguing glassware is therefore a brilliant way to justify these indulgent beverages and it's important that you know the types of cocktail glass available.
Measuring your spirits
Most barmen swear by a double-sided cocktail jigger when measuring cocktail ingredients, as this allows for easy switching between double and single measures. Whilst many mixologists also use traditional thimble measures, using optics robs your cocktail making of some of its theatre!
Are you ready to introduce more complicated cocktails to your menu? It could be time to start learning about mixology with our simple guide: