The 'Deconstructed Martini' Experience Lets Bar Patrons Make a Cocktail
Laura McQuarrie — August 14, 2015 — Marketing
References: crystalheadvodka & barmagazine
Knowing that many consumers want to be served experiences more than simply handed a drink, Crystal Head Vodka is now offering a new way for bar-goers to make a cocktail.
'Deconstructed Martini' takes the form of a tray that's equipped with miniature alcohol bottles and shakers, so that a sample-sized drink can be mixed and garnished on the spot to a patron's specifications. Since the process of ordering and mixing a drink can be daunting, bartenders will be able to give guidance on how much to dilute a drink, how long to shake it or the instances when a drink should be garnished with an olive versus a lime.
The Deconstructed Martini experience will be offered up at three London venues, bringing theatrical experiences to the bar.
'Deconstructed Martini' takes the form of a tray that's equipped with miniature alcohol bottles and shakers, so that a sample-sized drink can be mixed and garnished on the spot to a patron's specifications. Since the process of ordering and mixing a drink can be daunting, bartenders will be able to give guidance on how much to dilute a drink, how long to shake it or the instances when a drink should be garnished with an olive versus a lime.
The Deconstructed Martini experience will be offered up at three London venues, bringing theatrical experiences to the bar.
Trend Themes
1. Experiential Cocktails - Bars and brands can offer patrons unique cocktail experiences that go beyond simply ordering a drink.
2. Personalized Drink Making - Technology and creative presentation can allow consumers to customize their drinks and feel more involved in the making process.
3. Miniature Bar Accessories - Smaller-sized cocktail making tools and bottled ingredients can create a more portable and interactive bar experience.
Industry Implications
1. Hospitality - Bars and restaurants can use innovative drink experiences to attract customers and differentiate themselves from competitors.
2. Alcohol and Spirits - Brands can develop unique, interactive packaging and marketing campaigns to promote new products and engage with customers.
3. Event Planning - Caterers and event planners can offer distinctive drink serving options to add a touch of entertainment and personalization to events.
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