The cocktail experience is something that has been emphasized and improved upon in recent years as the industry has seen an increase of interest in classic cocktails. Many high-end or specialty bars are putting new twists on drinks from the Prohibition Era, or experimenting with micro batch liquors, locally made bitters and tinctures, and ingredients that wouldn’t usually come to mind when thinking of cocktails. Such innovative takes on the classic cocktail have driven the value of the cocktail experience, but it isn’t only about the cocktail itself: it’s also about the glassware.
Most consumers of alcohol know that wine is a sensitive beverage to drink; obtaining the most delicate flavor profiles of a particular wine relies heavily on the glass in which it is consumed. With the rise of popularity in craft beers and cocktails however, the glass is important in a heightened drinking experience, both in functionality and flavor.
A glass has two primary functions: it maintains the temperature of the drink and accentuates the aromatic qualities of the beverage. Choosing the appropriate glass for a specific cocktail can make all the difference in the final presentation of the drink. The form, visual presentation, size, comfort in consumption and elegance of it all play a part in the final form that is served to the customer. You wouldn’t serve a mojito is a martini glass for many reasons: the surface area releases the carbonation too quickly, the glass isn’t designed to keep a drink cool for a long time, and there just isn’t enough room. But how much does this matter to the customer? To the novice consumer, the value is in their perception of the drink: a drink served in elegant glassware is perceived to be of higher quality. Customers aren’t just paying for the ingredients, but also the aesthetic of the cocktail.
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f premium cocktails are new on your menu and you’re thinking of skimping on the glassware: don’t. Not only will customers appreciate the aesthetic appeal and flavor, but will be willing to pay the extra few dollars for a high-quality beverage served in elegant fashion. We at TabletopJournal operate on the axiom that customers are willing to pay more for a better customer experience. So bartenders, do yourself AND your customers a favor, and provide the best cocktail experience possible, starting with the glass it’s served in.
-G. Stegall
