Up the Martini

Pour On the New, But Don't Forget the Old in Introducing New Martini Cocktails


By Mike Hanley


Every bar wants to have the newest Martinis in town. Martinis are still the hottest category of drinks, and some customers will try anything that sounds like the next big thing. There is one problem, however. Most drinkers are creatures of habit and moving them away from "their" cocktail to try something different can be a hard sell. Although bar owners and drink developers can get as creative as they want when building a new Martini menu, keeping ties with current and even past successes in Martini recipes might keep your new menu afloat.


Spin On Sales

Lemongrass, Pomegranate or Ginger Martinis might be the next big boat helping the Martini market cruise by the others, but most people can't even imagine how they could blend with their favorite vodka or gin. For dry or dirty Martini purists, drinking those flavors are too far removed from what a real Martini really is in their mind. The artistry of easing these purists into this new era of Martinis takes some coaching and a great marketing campaign.

Pictures on menus can help a lot, but talking up the flavors is the key to success.


J Ruth is the Director of Drink Development for ShowTenders Inc. and someone who constantly recites this mantra about new cocktails. "Realize that the key for any new recipe, especially if it is a break from the norm, is talking it up to the consumer and to the server to create a demand for sales.


New categories and flavors take more "selling" to both the venue staff and the consumer. Only after the informational "sale" does the venue find the benefits in dollars and the consumer in a great tasting drink they love."


ShowTenders invents cocktails for bars, nightclubs and restaurant chains all over the country and are constantly being asked for the newest recipes. Even with the best Martini menu in the world, recipes are just the beginning, and the difficult part of marketing cannot be dismissed.


Clubs and bars must embrace the idea that they need to "sell" these new drinks to their staff before trying to sell them to their guests. Develop materials to get the service staff on board with new rollouts of Martinis and all drinks. Training materials that are quick and focus on the servers needs (making money) seem to get the "buy-in" with the staff to make the new drinks successful.


Funtinis

Without this "buy-in," development of drinks and new rollouts of recipes are incredibly limiting. Detailed techniques on how to make the recipes are very important. If a bartender or server does not know how to make it, they will not suggest it, and the Martini will fade into history like the Presbyterian and the Rob Roy. Testing the staff on the new recipes is important and even sales contests until the recipes get out to the public. None of which lessons the importance of innovative new recipes. Many bars are moving further down the Coffee Martini road with warm Martinis or newer-flavored fruit Martinis like papaya, as well as Asian-influenced flavors. Whatever the niche market is, these "Funtinis" should broaden the cocktail menu of any bar. While developing the recipes, think about the eye appeal they will have as they pass through the bar in the hand of the consumer.


Eye Appeal Is Buy Appeal

Color and immediate eye appeal is cheap marketing for every one of these new cocktails sold. Even the most basic recipes can be better marketed with an innovative garnish. Different twists on the lemon or lime can make a ho-hum Cosmopolitan into a "what is that?" head turner.


The Japanese believe that food and drinks should be just as visually stimulating as they are to taste. Creativity with garnishes markets drinks that have already been sold. Garnishes should drive sales when others see them. If drinks on the menu do not create conversation and demand for more sales, that is another opportunity to think about for marketing you newest Martinis.


Marketing starts and ends with a conversational circle for success of Martinis. The menu begins the circle, recommendations and clarification of what these menu items taste like rotates the circle, and then the consumers buying, showing and telling others completes your successful marketing circle of a great Martini menu. NCB


Michael Hanley is global accounts manager for ShowTenders Inc. ShowTenders is a beverage consulting firm headquartered in Tampa, Fla. The company helps nightclubs, bars, lounges, restaurants and other hospitality-related venues with everything from drink concept development to on-going and new rollout initiatives. For more information, e-mail ShowTenders at showtenders.com or call (813) 282-8240.


And don't miss ShowTenders' Pre-Conference Workshop: "The Cocktail Experience" at "The Show" in Las Vegas on Sunday, February 27.