A summer drinks list needn’t be huge in order to work
FOR many pub and bar goers there are few things more ‘summery’ than a perfectly chilled, refreshing cocktail on a warm day.
And with cocktails continuing to be one of the most popular styles of drink in licensed premises, it’s well worth tweaking a drinks range to incorporate summer flavours and appeal to those looking for a longer, lighter drink.
“As the seasons change, many consumers will be looking to switch up their cocktail choices, opting for something new to try,” said Andy Howitt, wholesale account manager at Ellers Farm Distillery.
“With more than two in five (43%) choosing their options based on the time of the year, and nearly two thirds (62%) preferring a different flavour, this is the perfect time for [operators]to capitalise on the rise in cocktails by stocking up on the best spirits for cocktail creation.”
Abby Matthews, director of RTD cocktail producer The Cocktail Co, reckoned flavours such as passion fruit and pineapple will be among the most sought-after in the coming months.
“When compiling a summer cocktail list, operators should focus on offering refreshing, fruity flavours that will quench the thirst of customers during the warmer months,” said Matthews.
“I’d recommend incorporating cocktails that include seasonal flavour profiles like passion fruit, pineapple, and citrus fruits, which are set to be in high demand.”
And putting a summer spin on a drinks list doesn’t necessarily require overhauling the whole thing, according to Jaclyn McKie, marketing manager at Isle of Arran Distillers.
She said: “Look at what the most popular drinks on your existing menu are and look to create lighter, fresher variations of these.
“Don’t forget to consider some lower or no alcohol options for people who are looking to create the sense of occasion without the ABV.
“Consider some pre-batched cocktail bases – they are usually quicker to handle and it could be difference between a group having one or three rounds of drinks during the time that they spend in your venue.”
For those looking to create a dedicated summer selection, the advice was to keep the list small.
Sarah Berardi, UK brand ambassador for Hendrick’s Gin, said a summer cocktail list should be “12 to 14 drinks, tops, and easily accessible”.
“Variety of spirits is important with an increased offering of long/spritz/refreshing serves,” said Berardi.
“Any concepts should be easy to understand, drinks flavours easily recognisable, and ideally described in three words (sweet, fruity, fresh etc).”
In fact, bartenders were warned against getting too carried away with their summer creations.
More ingredients doesn’t necessarily make for a better drink, said Jake O’Brien Murphy, spirits consultant at Moët Hennessy UK.
“It’s always important to keep on experimenting and pushing the outer boundaries of what you can offer,” he said.
“That’s how we get better. Just remember, it has to be in service of the guest experience – if you’re adding garnish, syrups or even ingredients to make yourself feel clever then you’ve made a drink for one person: you.
“One of the best pieces of advice I was ever given behind a bar was by (London bartender) Bobby Hiddleston. He said ‘don’t be afraid to kill your darlings.’ If it doesn’t work – get rid! It’s all about constant improvement.”
Sticking with the theme of ‘less is more’ James Stimson, senior brand manager for Franklin & Sons, endorsed spritz serves as a likely winner over the summer months.
He said: “The spritz is a comprehensive cocktail style that’s become a staple of summer in recent years, and furthermore, spritz serves have the potential to convert into a more premium sale unlocking higher spend in venue.
“We’ve also seen customers more generally experimenting with cocktails incorporating wine, vermouth, and aperitivo bitters.”
Creativity doesn’t end with the creation of the drink itself. In fact Colin Reid, sales executive at International Beverage, parent company of Caorunn, pointed to an example from Glasgow bar The Social, where the team had created a cocktail with its own ‘selfie light’ to encourage customers to snap a pic and post it on social media.
“Bars are having to think outside of the box when creating cocktails to engage consumers and help them stand out,” said Reid.
The importance of social media to a summer cocktail offer was also highlighted by Noah Villeneuve of mindful drinking organisation Club Soda, who urged bars to ensure their social media presence is ‘professional, engaging and photogenic’.
“Have high-quality photographs of your cocktails, post them to your followers and engage your key markets with appropriate tags, shares and hashtags,” said Villeneuve.
For those that incorporate the right summer flavours in the right style, and present those drinks in an appealing way, the sky’s the limit, according to Alex Haslam, head of category development for the on-trade at Diageo.
“The cocktail category offers a wealth of opportunity for operators to not only unlock sales, but also to create great experiences for people,” said Haslam. “If operators are able to get the quality, service and choices correct, they will unlock a fantastic profit opportunity.”
