I have sent some ideas out to you already but I wanted to explain a couple of general concepts that continue to creep into my plan and training areas, as well as what is happening in the market in general with industry trends.
I have been moving a number of my menus away from exact menu listing that include the brand names of products. This ties in with what I have said earlier about brand loyalty verses new, less-well-known products and the generational influences we face as beverage marketers. By not listing the brands in all the drinks on a menu, we are left to “sell” the drink on the merits of the drink and not the perception of the brand identity.
When you construct and adapt a drink for your menu, you are usually not making an exact copy of what someone else has done – you may be using a template or an idea, but the drink is most likely unique in certain ways to you and your bar. Why let some brand suck the life out of your creation before a guest has even had a chance to taste the drink? Of course, there is an argument for brands building attraction, but I don’t go there. I like to have the option to use the whiskey or gin of my preference to make the best possible drink, and price it where I like, without the competitive pressure of a global big company brand.
As bartenders and Somm's, we are for the most part creative people, who also usually do not like to be told what to do. My suggestion is to make drinks and showcase those creations - you deserve the credit.
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