Drinks, cocktails, and mixology have always been in a stage of evolution. Through its birth, cocktails and mixology has been adapting to its environment. Cocktails – and the general bar scene – have always been adapting. And, especially during the prohibition, cocktails and the serving of alcohol had to adapt and that adapting and evolving has never ceased.
In the early 1990’s in European nightclubs more “fruity” recipes were required. In the beginning of the new millennium we saw a rise in interest in classic style cocktails, where the spirit is once again in the center. During the last few years, we have seen new trends coming up within mixology. We have seen the rise of Mocktails and the concept of “low proof” and of course the concept of “cocktails to go”.
‘Cocktails to go’ is still mostly seen as a European concept, as a direct consequence of differences in national legislations. That being said, there is a growing demand for this trend within the United States. While it can be more difficult in the US as a result of alcohol laws within the different states, the concept as a whole is growing and bars are finding a way around the potential problems, to bring cocktails and enjoyment to their guests.
Similar trends in the past has led to the development of ‘cocktails to go’. Before we have seen a rise in cocktail classes and courses within private customers as well as professional. More and more companies have ordered cocktail courses at their yearly summer party or a cocktail party at the Christmas party. While these traditions vary from country to country, we still have seen an increase in this trend in countries such as Germany, United Kingdom, France, Belgium, Scandinavia etc. This concept slowly became more and more popular within private customers. More and more people wanted a cocktail party for their birthday, wedding etc. Just a few years ago the standard were just to put the bottles on the table for people to mix themselves, but with increased living standards more and more people want a professional cocktail setup similar and unique to the experience they have when they visit the local cocktail bar.
Through the years with the increase in demand for professional cocktail parties, and for the ‘bar experience’ people are spending more money on enjoyment cocktail courses which before mostly were known as educational events for bartenders. Over the last few years “cocktails to go” has been booming. Throughout Europe we see bars adding this trend to their setup and even all new companies have emerged who only produce and sells “cocktails to go”. Because of, and to some extend “thanks” to Covid19, this concept has grown rapidly and has enabled companies to survive during the corona virus and some even help them grow.
How to?
Working with cocktails to go it’s important to remember there is not one right way to do it. The concept and setup are often adapted to fit the surroundings of the local industry, laws, and trends. However here some of the different ways of making cocktails to go have been listed.
Bottles
Preparing a cocktail to go using a traditional soda bottle or wine bottle is a great way to serve customers cocktails to go. By using bottles to contain cocktails makes it easy for the customer can pick it up at a bar or restaurant and transport it, but also to ship it directly to customers. Using isolating units and a cooling element, it can be shipped nationwide and still be fresh when enjoyed. Preparation is very easy. Cocktails can be made pre ordered or in bulks. After making the cocktail pour it into the bottle and close it.
Dispenser
Using a dispenser is a great way to give your guest a great home cocktail experience. Dispensers can be in different measurements, but since dispensers contains greater volumes, and often are for larger groups, the revenue is also that much higher.
If a bar were to implement cocktails to go, dispensers can be very much recommended. Using 6 Liter / 1,5 Gallon or 8 Liter/2 Gallon dispensers, a restaurant can serve 20+ cocktails in one serving. But streamlining your setup and keeping it simple, a bar can increase their earnings rapidly and streamline the production since it’s all in bulks.
Dispensers should include a deposit and if the customers return it, they will get it back. This specific setup is widely used around the world and even glassware producers such as Libbey and ARC have recognized this and adapted it into their production line.
Vacuum
Some bars are also starting to vacuum pack their premade cocktails. While this is a new setup, it has big potential, since the liquid can be transported from place to place easily and with less damage than bottles and dispensers of glass.
Cocktail Mini bag:
With the growing popularity of the concept, new inventions have been made. One of these are a kind of bag. A still new, but interesting concept. Cocktail mini bags are a unique transparent BIO polypropylene bag, which most of all can be used at festivals, beaches etc.
When a customer orders a cocktail, the bartenders prepares it in the bag or in his/her shaker and then pours it into the cocktail mini bag. add straw and with a special rubber band you close the bag.
Cocktail Kegs:
While this concept is still very new, we see it in more and more in Scandinavian countries. This concept very much depends on the trends and how bars operate during festivals and street parties. Cocktails on tap is an easy and very fast way to serve customers a delicious cocktail. While not all cocktails can be served this way, many mainstream and volume-based cocktails can easily be served this way. With new types of kegs, it’s easy to make 30 Liter /8 Gallon cocktail kegs to simply Plug and Play on your ‘beer’ tap (after cleaning if first of course).
Revenue?
While cocktails to go is still a fairly new concept, the general setup is in many ways easier than opening a new bar. Depending on your setup, cocktails to go can be made within a standard professionally approved kitchen. If you have a “simple” menu with 4-6 recipes you can mass produce your recipes. If your bar is closed during Covid19, you can still use your bar where you already have the necessary setup. For an already established bar, cocktails to go is an extra income, since all spiritus, mixers etc. is already in the bar.
Marketing opportunity
When looking into cocktails to go, it’s important not just to see the concept as an extra income or a clean out for leftovers. With this setup you change the very nature and setup of how you communicate your business and your values to your customers. Since they’ll take your product home with them, you will be invited into their home or to their garden party, and it is much more critical how you present yourself. By creating an extension of your brand and values, customers will trust you and your brand much more.
Using this knowledge, bars and event companies can cooperate with different brands on a larger scale. Spirit brands, glassware producers and others, could be inclined to invest more into your company, since you by cocktails to go can prove a stronger brand exposure and a larger reach within different marketing segments.
Special thanks to JustServeIt.dk. For more information on their products, please visit https://justserveit.dk/
Zander Lauritzen Hansen is the Owner of Mixology International and President of the Danish Bartender Association
