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Checking In on Energy Cocktails
Fads and even trends come and go, but energy cocktails boast one
trait that might very well give them security on bar menus for a long
time. At least at late-night clubs, patrons want to stay up and not
miss a thing. A dash — or a few ounces — of energy drink in cocktails
continues to be the fuel they seek toward this end, or this non-end of
the party as the case may be.
Both in cocktails that actually capitalize on the flavor of the
energy drink itself or utilize flavorless energy beverages to boost
existing recipes on the down-low from customers’ taste buds, energy
drinks have established a career in the on-premise game.
The Cocktails Keep Comin’
In terms of flavor appeal and popularity of call at the bar, Red Bull continues to run as strong as the four-legged beast of its namesake.
“Red Bull has evolved into a marvelous mixer,” says veteran
mixologist Robert Plotkin, president of BarMedia Inc. “Vodka & Red
Bull — often referred to as The Standard — is popular. I like Red Bull
splashed into a Cosmo and a Long Island. Both are fabulous.”
But it’s not just a Bull market, if it ever was. There’s more out
there worth mixing, and as undeserving market entries have fallen by
the wayside, only the strong survive. A number of brands are finding
their market share, including Roaring Lion, Socko, Banzai, Atomic X ,
Kaboom and others.
The Viper Room in Los Angeles, for instance, serves its A-list
clientele a bevy of creative cocktails, among them a concoction called
The Rocker, made up of gin, rum, vodka, tequila and triple sec with
sour mix and Kaboom Orange BuZZzz. Of course, as with any cocktail,
make sure your own mix of such ingredients, if you choose to try it, is a safe ratio of alcohol to mixer.
Socko energy drink has come up with some very simple recipes in its
own research, including Peach Socko, which is Socko with 4 ounces of
Absolut Peach and a splash of Midori. Other brands, of course, are
equipped with recipes to push their products; try some of them out to
see what works well in offering your guests more than just the Bull.
Also, private labeling is available not just for wines and spirits
but for energy drinks as well. X-Brand fluids is one firm offering a
tasty energy beverage with the bar’s logo and positioning wrapped on
the can, as not just a mixer but marketing tool.
Flavorless Firepower
Then there are patrons who are interested in a little pick-me-up
energy boost, but want to stick with the flavor of their favorite
cocktails. Bev-Rev, for instance, seeks to fill that need in the market
with its flavorless energy drink, which can be added to any recipe
without compromising the cocktail.
“It mixes with anything from beer to Margaritas to hot coffee
drinks,” says Tony Gelissen (pictured), bartender at South Liberty Bar
in Salem, Ore. NCB
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