Cocktails are expected to become all the more popular, but will they be a recipe for success?

19th July 2012

Following the latest trends is one technique which is often employed by the hospitality industry in order to lure customers into its establishments. But is the forecast that a surge in the sales of cocktails in pubs is about to take place a good reason to start offering the drinks world's equivalent of a prancing peacock? According to First Drinks' annual Market Report, there has been a steady or increased demand for the beverages in 76 per cent of establishments that serve them. So should your bar, restaurant or pub also be offering them in order to capitalise on the trend? Well yes, if you think it will be possible to do them well, as there is a lot to be considered when it comes to making cocktails and doing them properly. The demand may be there, but since they are a relatively expensive option, customers are unlikely to be pleased with a badly executed Singapore Sling . Many cocktail recipes require fresh ingredients, such as berries or mint and this can lead to problems with making sure that they do not go to waste. This can be sidestepped with the use of purees, but part of a cocktail is the drama of the making and compromising on this can undermine the experience. If cocktails are to be offered it is important that they are well advertised, so that customers know to order them and therefore the stock will not end up as waste. Despite the large mark-up on cocktails, it is important to consider the amount of time it will take staff to make them and whether this adds up, as they could be serving a number of other drinks instead. Those staff also need to be fully trained as it is not just a case of throwing a few ingredients together and hoping for the best. Customers will also be less than impressed if the bartender reads the ingredients from the cocktail menu as opposed to knowing the recipe from scratch. Cocktails can be a worthwhile offering and if there is demand for them and they are done well can provide good returns. They should not be undertaken lightly however, and it is always vital to assess the type of establishment and current clientele in order to decide if cherries, umbrellas and fancy straws will go down well or be a flop.