How to craft a drinks list with a story.
“We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories.” - Jonathan Gottschall, The Storytelling Animal
Since the first written mention of Punch as a drink by a Brit stationed in India in 1632, our connection to the concept that would become the cocktail has always been one of sociability, conviviality and togetherness. Though for a drink to work, you need a mastery of mixology and a deep understanding of the science behind it, the cocktail is so much more than the sum of its delicious parts.
It has seen us through wartime, Prohibition, pandemics, giddy social highs and crashing economic lows, both global and personal- the cocktail has been a bastion of unity and togetherness. However, it is also a heady blend of history and human narrative that we find intoxicating (literally).
The story of the New Orleans apothecary-owner inventing the Sazerac in the 1800s, the journey of the Daisy as it travels down to Mexico to become the Margarita, the birth of the Daiquiri in pre-revolutionary Cuba or the need of the British soldiers stationed in India to find a mixer to make their anti-malarial tonic more bearable- both factual and apocryphal, these stories forge a connection to the cocktails far deeper than anything that taste alone could ever achieve.
As human beings, storytelling is what we were built on. Creating connection and promoting understanding is our purpose-it’s who we are. Like in art, literature and music, the use of storytelling in both food and beverage is nothing new - the medieval banquettables of England with their cockenthrice, rituals and customs of tea drinking in Ancient China and dining clubs of Renaissance-era Tuscany can all attest to that…
But even today, bars and restaurants around the world are utilising this device in their F&B offerings, realising that delicious is one thing but using the senses to connect people to places, faces, eras and memories is quite another- it is something that will foster connection and keep them coming back to find out the next chapter. Nowhere is this more obvious than on the cocktail list with these mixed drinks already coming equipped with their own legends, heroes and tales.
But how can you craft a narrative around your cocktail list without becoming a themed bar? How do you keep it classy, using the ingenuity of the drinks you create to transport people?
Here are five bars we love that let their imaginations run wild for one-off events or as permanent offerings to inspire you on your own storytelling journey:
Artesian Bar, Hong Kong
In 2016 as the city looked forward to a trifecta of incredible art exhibitions, mixologist Rush Limbu decided to pay homage to three artists who changed history- Dali, Mondrian and Van Gogh. Recreating their masterpieces in cocktail-form, the menu ran for just seven days but was talked about in global media outlets for its ingenuity. This was a fantastic way of jumping on an event that was relevant to Hong Kong for a short period and telling the story of these artists in a unique, eye catching and delicious way.
Julep, Houston
Named as a Rising Star of Female Mixologists back in 2015 by Food & Wine and Imbibe, proud Houstonian Alba Huerta would go on to found her own bar ‘Julep’, telling the story of the southern states of the US through cocktails and food. Kicking off with the eponymous minty bourbon-based beverage, she would create a list that would take guests from the poor rural areas of the 1800s to a modern take on old classics, absolutely dripping in Southern history. This can be a fantastic way to introduce people to your area, ingredients and community by literally letting them taste the history.
Fragrances, Berlin
At this Ritz-Carlton venue, Peggy Knuth heads up a team dedicated to helping guests discover cocktails through another very well-known type of mixology- perfume making! You will not find a menu in this mitte-Berlin luxury bar but instead, a Cocktails Hall of Fame based on iconic perfumes from famous brands like Jo Malone, Bulgari and Giorgio Armani, brought to life in a riot of spices, herbs and unusual liquors. These guys are dedicated to helping guests discover their signature cocktail, using their favourite fragrances as a guide. A truly unique and compelling method of narrative, using the senses to take you far beyond a simple drink at a lovely bar.
Blind Pig, London
The bar of Jason Atherton’s Social Eating House is named after a Prohibition-era term for speakeasies… but there is nothing American about this place. Instead, the menu is a celebration of their love for all things Albion. In 2017, their menu became a children’s storybook with each cocktail representing a British character from the Winnie the Pooh-inspired Hunny Pot including mead to Peter Rabbit and Harry Potter. Though whimsical, these were expertly made craft cocktails and a play on people’s nostalgia is always going to be a draw. A winning combination!
Little Red Door, Paris
The Little Red Door is situated behind… a little red door in the Marais district of Paris. The French being as discerning about their cocktails as their food, the fact that this place is named in the World’s50 Best Bars should give you an idea of the level they are operating at.
With the Marais being a hub of culture, the Little Red Door’s list incorporates the art, anthropology and social sciences of their locale and is, in essence, a true celebration of Paris itself. With supporting local producers being a primary concern for them, the French concept of terroir shines through here. The story of LRD is one of place…an inspiration that is accessible to any cocktail bar that wants to give people a flavour of where they are.
Luggage Room, London
In the old luggage room of the Grovesnor Square Marriott, you’ll find a true hidden gem- an atmospheric 1920s speakeasy taking their guests on a journey to classic cocktails, impeccably done. Surrounded by art-deco and nods to the incredibly expensive baggage that would have once filled this space, drinkers can rediscover ‘lost and forgotten’ favourites like the Gin Punch a la Terrington.
This nifty way of putting a spin on the classics gives the guests a sense of wistful romance, of the adventure and discovery that is so important when crafting a memorable narrative.
“We are all storytellers. We all live in a network of stories. There isn’t a stronger connection between people than storytelling. -Jimmy Neil Smith, The International Storytelling Center
Whether you focus on the tastes of your location, a nostalgia-heavy trip back to childhood or celebrating world culture, every bar has a story to tell and once you figure out what yours is, you can guarantee a full experience of the senses for your guests with a cocktail list full of soul, heart and community. It’s a way to keep people coming back, to start conversations and to include them in the narrative of your bar.
Share your new creative menus over on Instagram by tagging @wired.fnd Happy crafting!