New Versions of the Cosmopolitan Are Alive and Shaking In Bars Everywhere

It is plain what makes a Cosmopolitan. It is not defined what makes a twist on the old classic, however. Does one need a permanent hand on the bottle of cranberry juice? Is a monogamous relationship with vodka an absolute deal breaker? Can you concede your Cointreau and give up the garnish and still claim some half of the designation?

2720’s Approach
“Our Cosmopolitan sales have doubled since the implementation of the signature recipes,” Jeff Jenkins, owner of 2720 in Hot Springs, Ark., says. “The standard Cosmo does well and did well before, but the other options weren’t available.    Whenever someone asks for a Cosmo, the first question to them from my staff is, ‘Have your tried our blueberry twist on the Cosmo called The Micropolitan?’”
    Jenkins tallies his Micropolitan sales at about 31 percent of all Cosmopolitan sales during a good weekend. The name and marketing are half the battle once a good drink is designed, and it is a battle Jenkins is obviously winning.
    “I have targeted a Thursday night promotion with the Cosmo and Martini variations,” he says. “My tHERsdays promotion is a Ladies Night event with $2 specials on these drinks. It has worked very well.
    “The majority of our recipes were developed by my bartenders, so they are the key and do an excellent job of getting the word out on ‘their’ drinks,” Jenkins says. “I have even offered incentive bonuses to them if they meet a certain quota on these drinks.”

Metro’s Variations
    At Metro!, a contemporary lounge and high-end dining establishment in Roanoke, Va., Restaurant Manager Michelle Pauley says that they get by with limited marketing now that their signature Cosmopolitan twists have become staples on the menu, after four years of showcasing. She and Owner Andy Schlosser still focus heavily on presentation, garnish and names with personality for consistent sales.
    “People love the classic Cosmo. For us, our changes are just slight differences,” Pauley says. “Instead of using regular cranberry juice, we use white cranberry, and it changes the look and the dynamic of the drink.” Further enticing are the dried cranberries dropped in the bottom of the glass, leaking a sliver of pink as they absorb the liquor.
    A huge seller in both the restaurant and the lounge is a drink entitled the Marilyn Monroetini. “The Marilyn,” Pauley says, “is a traditional Cosmo, but we do Grey Goose Citron, and we add Champagne to make it bubbly and fun ... I think the Champagne adds more of a festive flair.”                  NCB