The Bar Journal

Better or unusual vessels have become a powerful tool for attracting consumer attention, creating desirability and boosting herd mechanisms.

We review here some of the recent activity in this area, from brand-led activity focusing on visually impactful, novelty and limited edition vessels that enhance the drinking experience, to high-end barware that enables consumers to recreate serves at home, as well-designed branded vessels are an effective ways to promote drinks and encourage group behaviour (whereby drinkers order what others are visibly drinking).

On-trade inspiration

Playful drinking containers and glassware are becoming a more common sight in the on-trade as consumers look for value-added or unique experiences to elevate a night out. Drinking rituals have been an important area of focus in recent years for achieving this aim. Both the Jägerbomb (a shot of Jägermeister and Red Bull) and Pickleback (chasing a shot of whiskey with a shot of pickle juice) for example are serves that developed organically, with drinkers or bar staff creating them, and word spreading. Their initial promotion and growth in popularity were entirely consumer driven, showing the impact a serve can have when it strikes a chord with drinkers.

Enthused by this, bars have looked to other unusual ways of presenting their drinks to add consumer interest, gain notoriety and create a talking point. This has ranged from the widely seen practice of serving drinks in teapots and teacups, to more elaborate ‘treasure chest’ serves. Upmarket London club Mahiki – which has received extensive press coverage of its elaborate treasure serve – has particularly pioneered extreme drinking vessels. Its drinks list includes Tiki-inspired serves delivered in tropical-themed glassware from bamboo cane glasses to pineapples and seashells. The Wicked Wench, which is a sharer serve for up to eight people, includes Dark Rum and black cherry with vanilla jam, passion fruit syrup, and guava and apple juice. It comes served in a ‘Black Pearl’ pirate boat that holds a bottle of champagne in the helm, and costs £160. The Krakatoa, which serves four, is made of Mahiki Grog, muddled blackberries, raspberries, strawberries and apple juice, and is served in a flaming volcano with a ‘cascade of cinnamon sparks’.

SALUTE!
GIUSEPPE GALLO