A cocktail menu should be representational of the skill and experience of the mixologists. A cocktail menu should amplify the personality of the establishment. It should showcase the flair and passion of the mixologists who have made it, just as a food menu exhibits the culinary talents of all the chefs involved. They're all awesome, talented individuals. Show it off!
Imbue your cocktail menu with balance by paying homage to classic, old-fashioned cocktails and introducing exciting, home-made riffs. By simply focusing on these two central elements you are sure to attract a vast consumer base with different tastes. But don't take my word for it! Here are the thoughts and opinions of my fellow experienced bartenders, mixologists, and drinking enthusiasts...
Emily Honey-Ferguson, the Duty and Bar Manager at Brew Union Brewing Company in Palmerston North, remarks that "The cocktail menus that usually capture me are the ones that are suggestive and almost give you an insight to the bars/bartenders brain and ideas". Emily also adds that "My most memorable experiences in cocktail bars are when I feel like the cocktail has almost be tailored to me", The Hawthorn Lounge has an option called the Night Flower, which is where you go to the mixologist and give them a few adjectives of what flavours who enjoy and they create something especially for your tastes!
Sam Derouet, a mixologist at The Ritz Carlton in Perth, WA, comments that "I think layout is important. Something bold that grabs your attention and ingredients that are a bit different from the norm. Also, it helps if the person creating the menu lists the exact spirit being used, as you know what you'll be in store for".
Lucas Barker, a mixologist at Brew Union Brewing Co in Palmerston North, mentions that "When I have designed cocktail menus in the past, I have stressed diversity to the ends of the universe [haha]. I think it's a big deal. I have consciously made sure that every cocktail has different sensations and mouthfeels, and aroma and flavour profiles; ranging from bitter and herbal, to floral and aromatic, to silky and sensuous. Also making sure to utilise different glassware and garnishes. Diversity is definitely an element I prioritise when designing cocktail menus".
Charlie Holyoke, the Bar Manager of CGR Merchant & Co in Wellington, asserts that "Balance Balance Balance. You want a menu full of different styles of drinks that can cater to all different types of demographic. Here at CGR Merchant, we have a 6 drink menu that we change every month to keep things fresh, new, and exciting for our guests. On that menu we focus on six completely different drink styles... short and boozy, tall and refreshing, sour up, sweet and desserty, etc."
When Sam and I began working on this cocktail menu at Navajo Steakhouse, we knew we wanted to pay homage to the classics, but tweak them slighty, to insert our own creative input. My Way was my spiced, wintery riff on an Old Fashioned, Fresh Eyes was my crisp, fresh development of a Southside, and Sunny Afternoon was Sam's vibrant, juicy take on a Mojito. To really put our signature on this menu, we chose to name our cocktails after famous songs, that the colours, aromas, flavours, or sensations reminded us of. That's Amore by Dean Martin, Blue Orchid by The White Stripes, and Caught in the Rain off of the Escape (Pina Colada Song) by Rupert Holmes. This gave the cocktails character straight off the bat, and captured the curiosity of many of the customers. And it was a feckin fun menu to make.
So there are some valuable elements recommended by these experienced mixologists:
Insight: Ensure your cocktails exhibit your flair, creativity, and passion for the craft.
Layout: Check that your menu is bold, attractive, orderly, and concise yet detailed.
Balance: Confirm that there is a style of cocktail that meets the taste of every demographic without offering an overwhelming array of drinks.
Diversity: Make certain that you include a fusion of old-fashioned classics and your own house-made creations.
Character: Establish personality and character into your cocktails. Drive inspiration from childhood memories, nostalgic films, or pop culture song lyrics and let that be the foundation for creating your drinks.
So think about all of these elements when you are looking for a cocktail menu that inspires you, and for when you create a menu that showcases your talents! Or just when you're having a few cheeky libations with your friends and family. Happy Drinking!
By Lucas Barker, a passionate mixologist with seven years of hospitality experience. 8/9/21
Comments