Bar May 2026 NEW

Image courtesy of COYA

MAY 2026

May marks a turning point for the trade. With summer firmly on the horizon and the World Cup fast approaching, the focus now shifts from preparation to performance. Operators are not only gearing up for increased footfall, but also thinking strategically about how to maximise spend, streamline service and create experiences that keep guests in venue for longer.

Our spotlight feature turns to vodka — a category that continues to evolve at pace. Once defined by simplicity, vodka is now being reimagined through premiumisation, flavour innovation and stronger brand storytelling. From craft-led production to new serves and positioning, we examine how the category is broadening its appeal and unlocking fresh opportunities behind the bar.

Alongside this, our soft drinks and mixers feature dives into one of the most dynamic areas of growth in the on-trade. As moderation trends continue and consumer expectations rise, alcohol-free and low-ABV options are no longer an afterthought. Instead, they are becoming central to the offer. We look at how premium soft drinks and mixers are driving value in wet-led venues — enhancing serves, increasing spend per head and ensuring every guest, regardless of what they’re drinking, feels catered for.

Finally, our Behind the Bar: World Cup Edition focuses on the summer of sport ahead. Major tournaments bring huge opportunity, but also operational pressure. From increasing speed of service and optimising team efficiency to designing spaces that encourage dwell time and repeat rounds, we share practical insights to help venues capitalise on the occasion. When executed well, these moments don’t just drive volume — they build atmosphere, loyalty and lasting revenue.

As always, you’ll also find all your regular favourites throughout the issue, bringing you inspiration, insight and ideas from across the industry.

With the season about to hit full stride, the key is simple: be ready, be relevant and make every visit count.

Enjoy!

ELEASHA PRITCHARD, EDITOR-IN-CHIEF

2026 Cogent Multimedia Limited, 1st Floor, Saphir House,

Jubilee Way, Faversham, Kent, ME13 8GD.

EDITOR-IN-CHIEF

Eleasha Pritchard ep@cimltd.co.uk

PUBLICATION MANAGER

Manjeet Griffiths manjeet@cimltd.co.uk Tel 01795 509109

HEAD OF BUSINESS DEVELOPMENT

Jazmine Davis jazmine@cimltd.co.uk

8 HOSPITALITY HEROES

James Tamang, Head Mixologist at Brooklands Bar in The Peninsula London, reflects on the key moments in his career.

11 BAR MAGAZINE AWARDS

Applications for the Bar Magazine Awards 2027 are open now!

29 A SPOTLIGHT ON: VODKA

We explore the latest trends, innovations and insights driving the evolution of the vodka category.

38 VENUE OF THE MONTH

We spotlight London’s hottest new bar, FlipDog.

41 SOFT DRINKS & MIXERS

Discover how the soft drinks and mixers category is gaining momentum, fuelled by premiumisation, bold innovation, and a growing shift toward moderation.

56 NEW CREATIONS

ACCOUNT MANAGER

Harrison Hume hh@cimltd.co.uk

HEAD OF DIGITAL

Xhulio Bishtaja digital@cimltd.co.uk

CREDIT FACILITIES MANAGER

Gwen Lee

creditcontrol@cimltd.co.uk

MARKETING MANAGER

Lucas Payne lucas@cimltd.co.uk

Marco Matesi, Bar General Manager at Savage Garden, unveils the venue’s new menu, spotlighting a special serve.

59 BEHIND THE BAR: WORLD CUP EDITION

Discover how venues can make the most of the summer of sport by boosting atmosphere, driving sales and enhancing the guest experience during peak event moments.

Dicky Hartono, Beverage Manager at Firefly Bar in Sindhorn Kempinski Hotel Bangkok, shares how the venue blends live jazz, hospitality and storytelling to create a truly elevated guest experience. 38 56 41

76 HOSPITALITY AROUND THE WORLD

SOCIAL MEDIA MANAGER

Lily Lawson socials@cimltd.co.uk

DESIGN & PRODUCTION

James Taylor

Grant Waters

DIRECTOR

Tom Woollin

MANAGING DIRECTOR

John Denning

COMING MAY 1ST

COMING MAY 1ST

JAMES TAMANG

FROM LAUNCHING ONE OF HONG KONG’S STANDOUT COCKTAIL BARS TO REDEFINING THE DRINKS EXPERIENCE AT A TOP LONDON HOTEL, JAMES TAMANG SHARES THE PIVOTAL MOMENTS THAT DEFINED HIS JOURNEY. IN THIS CONVERSATION, THE HEAD MIXOLOGIST OF BROOKLANDS BAR AT THE PENINSULA LONDON REFLECTS ON CREATIVITY, LEADERSHIP, SUSTAINABILITY AND THE EVOLVING EXPECTATIONS SHAPING THE FUTURE OF COCKTAIL CULTURE.

LOOKING BACK, CAN YOU WALK US THROUGH THE PIVOTAL MOMENTS IN YOUR HOSPITALITY CAREER; WHAT FIRST DREW YOU INTO THE WORLD OF MIXOLOGY AND BEVERAGE LEADERSHIP?

My hospitality career has been the most defining part of my life. Over 16 years in bars and the wider beverage industry, I’ve grown both professionally and personally.

A pivotal moment was co-founding The Old Man Hong Kong. Opening a bar, a dream for many, was life-changing. It marked the shift from being part of the industry to actively shaping it.

I originally trained as a chef in hotel management, aiming for the kitchen. Early opportunities were limited, but the bar offered an immediate creative outlet. Experimenting with flavours and developing menus naturally led me into mixology and, eventually, beverage leadership.

THE BAR AND DRINKS LANDSCAPE HAS EVOLVED DRAMATICALLY IN RECENT YEARS — FROM CHANGING GUEST EXPECTATIONS TO SUSTAINABILITY, PREMIUMISATION, AND EXPERIENTIAL SERVICE. WHAT MAJOR TRENDS HAVE YOU OBSERVED, AND HOW HAVE THESE INFLUENCED THE WAY YOU SHAPE THE BEVERAGE AND COCKTAIL PROGRAMME AT BROOKLANDS?

The bar industry today combines creativity with responsibility. Sustainability is central: repurposing ingredients, reducing waste, and sourcing thoughtfully. Guests are more informed, appreciating provenance and quality.

A modern bar isn’t just about drinks, it’s about the entire experience: ice programmes, bespoke glassware, and wellcrafted menus. Culinary techniques increasingly influence

Focus on strong foundations: mastering classics, ratios, balance and technique underpins everything you’ll create.

cocktails, which resonates with my kitchen background. At Brooklands Bar, the connection between bar and kitchen is a huge part of our new cocktail menu.

AS DIRECTOR OF BEVERAGE & MIXOLOGY, YOUR ROLE BALANCES CREATIVITY WITH LEADERSHIP. WHAT CORE TRAITS HAVE MOST CONTRIBUTED TO YOUR SUCCESS — BOTH IN DESIGNING STANDOUT DRINKS AND IN LEADING AND INSPIRING YOUR TEAM?

A proactive, hands-on approach has been key. Creativity energises me, but being present with the team is essential to bring a vision to life.

Collaboration is equally important. When developing flavours, we draw on the team’s collective knowledge. Insights from diverse backgrounds, especially about ingredients or techniques linked to specific cultures, elevate authenticity. Success balances personal creativity with a strong, empowered team.

BROOKLANDS BAR HAS A DISTINCTIVE IDENTITY AND SENSE OF PLACE. HOW DO YOU TRANSLATE A VENUE’S CONCEPT AND STORY INTO A COHESIVE DRINKS OFFERING THAT FEELS IMMERSIVE AND MEMORABLE FOR GUESTS?

Brooklands Bar is far more than a rooftop bar, it’s a complete destination. With the cigar lounge and the two Michelin-starred restaurant alongside us, there’s a strong sense of occasion across the entire eighth floor.

The design language is rooted in precision engineering, drawing inspiration from classic British automotive and aviation heritage. This, is turn, is reflected in our cocktails, which are crafted with the same level of detail and technical precision. Using modern techniques and equipment, we’re able to control elements such as sugar levels, acidity, and alcohol balance with great accuracy.

The menu itself pays homage to British racing cars, while the drinks often take cues from the restaurant’s cuisine. There’s a

close collaboration with the kitchen, from flavour development to the creation of garnishes. This interplay ensures the experience feels cohesive, layered and, of course, memorable for our guests.

IN A LUXURY HOTEL SETTING, WHAT DOES “TRUE HOSPITALITY” MEAN TO YOU TODAY — PARTICULARLY WHEN IT COMES TO DELIVERING ELEVATED, PERSONALISED BEVERAGE EXPERIENCES?

True hospitality goes beyond physical surroundings. It’s anticipating a guest’s needs, remembering preferences, and noticing subtle cues. Presence without intrusion, and being attentive but not overwhelming, is key.

Personalisation matters. Every interaction should feel tailored. Sharing a cocktail’s story or creating small moments through craft deepens connections and leaves a lasting impression.

LOOKING

AHEAD 5–10 YEARS, WHERE DO YOU SEE COCKTAIL CULTURE AND THE WIDER HOSPITALITY INDUSTRY HEADING; WHAT INNOVATIONS EXCITE YOU MOST?

Low- and no-alcohol cocktails are rising and will continue to grow, which will allow for even more creativity.

Guest expectations will also continue to shape the industry. Our challenge is to meet these while maintaining creativity and identity. Technology, including AI, offers opportunities to improve consistency, efficiency and personalisation. It’s an exciting space, and I think it’s going to really redefine how we operate!

Finally, what advice would you give to young professionals entering hospitality today, especially those aspiring to specialise in mixology or move into beverage leadership roles?

Focus on strong foundations: mastering classics, ratios, balance and technique underpins everything you’ll create.

Invest in learning: read, watch, experiment, and explore new tools and flavours. Curiosity is essential. Stay open, continually refine your palate, and understand the wider hospitality context, from guest experience to the finances.

BAR MAGAZINE AWARDS

APPLICATIONS OPEN NOW!

CELEBRATE THE PEOPLE, VENUES AND IDEAS DRIVING UK HOSPITALITY FORWARD – SUBMIT YOUR APPLICATION OR NOMINATE A COLLEAGUE AND ENSURE THE INDUSTRY’S STANDOUT TALENT GETS THE RECOGNITION IT DESERVES.

Applications are now officially open for the 2027 Bar Magazine Awards – and this is your moment to step forward, celebrate your team, and recognise the people shaping the future of hospitality.

Each year, these awards spotlight the individuals and venues raising the bar across the UK, from visionary leaders and creative mixologists to the teams working tirelessly behind the scenes. Whether you’re driving innovation, delivering unforgettable guest experiences, or championing sustainability and inclusion, there’s a category that reflects the impact you’ve made over the past 12 months.

Applying isn’t just about winning; it’s about telling your story. It’s a chance to showcase your achievements, benchmark your success against the best in the industry and gain recognition from an expert panel that understands what excellence truly looks like. For many, being shortlisted alone can elevate profiles, boost team morale and open doors to new opportunities.

Equally important is taking the time to nominate your peers and colleagues. Hospitality thrives on collaboration, and behind every successful venue are individuals whose dedication often goes unrecognised. From inspiring Venue Managers and boundary-pushing Mixologists to the Unsung Heroes who keep everything running smoothly, these awards are an opportunity to give credit where it’s due.

With categories spanning leadership, creativity, sustainability, inclusivity, and overall venue excellence, the 2027 awards promise to celebrate the very best our industry has to offer. So, whether you’re putting your own name forward or championing someone else’s achievements, now is the time to get involved and make sure outstanding work doesn’t go unnoticed.

BEST VENUE MANAGER

This award honours an exceptional Venue Manager who has demonstrated outstanding leadership in guiding their team and venue to success. Judged by an expert panel, nominees will be evaluated on their innovative strategies, leadership skills, and the successful execution of ideas that have driven business growth over the past 12 months. This award celebrates those whose vision and dedication have made a significant impact on their venue’s success.

BEST MIXOLOGIST

Celebrating the finest talent in UK mixology, this award recognises an exceptional mixologist who truly embodies the spirit of hospitality. The judging panel will evaluate nominees

based on their expertise, creativity, innovation, willingness to experiment, and undeniable flair behind the bar. This award highlights those who push the boundaries of cocktail creation and elevate the guest experience to new heights.

MARKETING INNOVATION

At the heart of every successful venue is a forward-thinking marketing team. This award celebrates the creative minds who have worked tirelessly behind the scenes to craft a standout brand through innovative strategies. Nominees will be recognised for their ability to drive business success over the past 12 months by thinking outside the box and making a lasting impact in the marketplace. It’s a tribute to those whose marketing efforts have set their venue apart and led to measurable growth.

BEST DINING CONCEPT

This award celebrates venues that offer exceptional culinary experiences, driving both innovation and revenue. Our expert panel will recognise the passion, creativity, and meticulous planning that Food and Beverage teams invest in crafting outstanding dining concepts. It’s a tribute to the venues that elevate gastronomy, delivering unforgettable meals that leave a lasting impression on guests and contribute to their overall success.

THE ENVIRONMENT AWARD

This award celebrates the leaders in the hospitality industry who are making significant strides in sustainability and environmental responsibility. It honours those trailblazers who are setting the bar high with innovative practices and a strong commitment to a greener future. The expert panel will assess venues that prioritise environmental impact, recognising their efforts to reduce waste, conserve resources, and contribute to a cleaner, more sustainable world. It’s a recognition of those who are driving positive change and inspiring others to follow suit.

UNSUNG HERO

The Unsung Hero Award celebrates a hospitality professional who consistently goes above and beyond to contribute to the success of a venue. Whether it’s a Front of House team member, Sommelier, Maître d’, Barback, Receptionist, or any other essential role, this award shines a light on those whose hard work and dedication often go unrecognised. Nominated by their colleagues, these individuals are the backbone of the venue, always going the extra mile to deliver exceptional guest experiences and ensure everything runs smoothly behind the scenes.

BEST HOSPITALITY GROUP

This award shines a light on the industry’s powerhouses— those dynamic hospitality groups with multiple venues under their belt. The expert panel will evaluate groups that have demonstrated exceptional business success over the past 12 months, showcasing growth, innovation, and consistency across their various locations. This award celebrates those who have mastered the art of managing and elevating multiple venues, contributing to the wider hospitality landscape with their impactful and successful operations.

LIFETIME ACHIEVEMENT AWARD

The Lifetime Achievement Award honours a hospitality professional whose exceptional contributions have shaped

the industry over the course of their entire career. This award celebrates individuals who have made a lasting impact through their unwavering dedication, passion, and commitment to the hospitality sector. It’s a tribute to those whose careers have set new standards, inspired others, and left an enduring legacy in the industry.

VENUE OF THE YEAR

The ultimate accolade for a venue that has truly stood out in the past year. The Venue of the Year Award recognises excellence in every aspect of operation—from service and design to innovation and customer experience. Judged by an expert panel, this prestigious award celebrates a venue that has consistently delivered exceptional quality, making a significant impact on the hospitality industry. It’s a tribute to those that set the standard for what a top-tier venue should be and have earned their place as leaders in the field.

INCLUSIVE EMPLOYER AWARD

This award recognises outstanding achievements in fostering a more inclusive, equitable, and diverse environment within the sector. This prestigious award honours the venues and teams that have made a profound impact by embedding diversity and equality into the core of their operations. Whether through innovative initiatives, inclusive hiring practices, or creating spaces where every individual feels heard, valued and respected, the recipients exemplify leadership in driving positive change. Their unwavering commitment sets a powerful example for the industry, demonstrating that embracing diversity is key to building a thriving and sustainable hospitality environment for all.

You can apply or nominate a colleague for the Bar Magazine Awards 2027 at: barmagazineawards.co.uk/apply

RUM IN THE SPOTLIGHT

ANGELIQUE JULLIENNE, MARKETING DIRECTOR AT MAISON FERRAND, ON THE CRAFT, CREATIVITY AND COMMUNITY BEHIND THE SPIRITS HOUSE — AND HOW TROPICAL WEEK AND PLANTERAY STIGGINS’ FANCY ARE BRINGING BARTENDERS AND RUM LOVERS TOGETHER AROUND THE WORLD.

FOR THOSE WHO MAY BE LESS FAMILIAR, COULD YOU START BY TELLING US ABOUT MAISON FERRAND AND THE PHILOSOPHY THAT UNDERPINS THE SPIRITS HOUSE TODAY?

Maison Ferrand was founded in 1989 with a clear ambition: to craft spirits with depth, character and a strong sense of origin. We are an independent, family-owned house, led by our owner and Master Blender, Alexandre Gabriel, whose long-term vision and hands-on approach have been key in shaping what Maison Ferrand is today. This independence gives us the freedom to stay focused on what matters: the product, the people behind it, and the care that goes into every step.

Our brands, Planteray Rum, Citadelle Gin, Canerock and Stade’s Rum, Ferrand Cognac, and Ferrand Dry Curaçao, are at the heart of everything we do. Each of them has its own identity, rooted in its terroir, but always open to creativity and evolution.

What defines us is this balance between craftsmanship and curiosity. We have a deep respect for traditional methods and know-how, while constantly exploring new ways to push flavour and quality further. We are very detail-driven, and that means surrounding ourselves with the right people, from talented bartenders to citrus growers and distillers. At the same time, we are hands-on at every stage: we grow grapes, juniper, coconuts and sugarcane, and we distil, age and blend our own spirits. In the end, everything comes back to taste. We build our spirits around flavour, balance and character. The objective is to create spirits that are meaningful, that people genuinely enjoy working with, and that feel relevant today.

MAISON FERRAND HAS BUILT A REPUTATION ACROSS SEVERAL SPIRITS CATEGORIES, FROM RUM TO COGNAC AND GIN. WHAT IS THE COMMON THREAD THAT CONNECTS EVERYTHING THE HOUSE PRODUCES?

If I had to sum it up in two words, I would say: character and community.

Character, because every spirit should come from somewhere and express it clearly. Whether it’s France, Barbados or elsewhere, we don’t try to smooth things out, we want each origin, each raw material, each process to speak for itself. At the same time, we are constantly exploring: techniques, ageing, ingredients. Not to innovate for the sake of it, but to keep learning and to push quality further.

There is also a constant ambition behind what we do: to

create spirits that people remember. Not just good spirits, but spirits with personality and depth, something that stands out in the glass. That’s why we spend so much time researching, looking back at historical techniques, challenging ourselves, and surrounding ourselves with people who bring real expertise. It’s an ongoing process.

And then there is community, which is an essential part of how we build everything. We work closely with the experts who create with us but also with those who bring our spirits to life and those who enjoy them.

Bartenders, in particular, have always been at the heart of Maison Ferrand. We’ve developed spirits alongside some of them, and we continue to learn from them every day. We often say that we create the colours and write the music, but they paint the picture and play it. They truly elevate and bring our spirits to life.

TROPICAL WEEK HAS BECOME A MAJOR MOMENT IN THE GLOBAL COCKTAIL CALENDAR. FOR THOSE DISCOVERING IT FOR THE FIRST TIME, WHAT INSPIRED THE CREATION OF THE INITIATIVE, AND WHAT DID YOU HOPE IT WOULD BRING TO BARTENDERS AND RUM LOVERS?

Over the years, we’ve seen how much bartenders have done for rum, not only serving it, but rediscovering it, elevating it, and helping people experience it differently. They’ve played a key role in bringing it back into cocktail culture as well.

Tropical Week came from a very simple place: the desire to create a moment with our friends, bartenders from around the world, to celebrate Planteray, but also the wider culture of cocktails. What we hoped was to give them something they could truly own, a moment to express their creativity, connect with their guests, and bring a shared energy to the bar.

It’s really about that: creativity, craft, and the ability to turn simple ingredients into something memorable.

In that sense, Planteray Stiggins’ Fancy plays a natural role. It was created with bartenders, and for bartenders, and quickly became a staple behind the bar. Being named Best New Spirit at Tales of the Cocktail in 2016 was an important moment, but what matters most is that it’s still used and appreciated today. It’s a delicious rum, expressive and balanced, crafted through a unique process combining infusion and distillation of real Victoria pineapples, a technique that is not easily replicated.

Today, what we see goes beyond what we imagined. Last year, more than 600 bars took part worldwide, from Paris to London, New York to Singapore, each bringing their own interpretation, but sharing the same energy.

At the end of the day, Tropical Week is simply a moment to come together and celebrate what our industry is about: people, creativity, and great drinks.

THE BAR INDUSTRY THRIVES ON COLLABORATION AND COMMUNITY. HOW DOES TROPICAL WEEK HELP STRENGTHEN THAT SENSE OF CONNECTION BETWEEN BARTENDERS, BARS AND RUM LOVERS GLOBALLY?

Tropical Week is really about creating connection. As the pineapple has long been a symbol of hospitality, we wanted to lean into that, combining community and connection with the tropical feeling of fun and endless possibilities. At the heart of it all is our pineapple rum, Planteray Stiggins’ Fancy, a spirit that embodies that same warmth and conviviality. This year in the UK, we have partnered with The Drinks Trust to champion the people behind the bar, because the bartending community deserves recognition, support, and solidarity. It’s not just about great drinks; it’s about showing up for the people who craft those

It’s really about that: creativity, craft, and the ability to turn simple ingredients into something memorable.

experiences every day, and giving guests a meaningful reason to engage more deeply with the community that serves them.

For bartenders, it’s a moment they can take ownership of. Each bar interprets it in its own way, through a menu, an atmosphere, a way of welcoming people. It reflects who they are, while being part of something larger happening at the same time across the world.

That’s also very much in line with the DNA of Planteray: showcasing the different terroirs of rum. Tropical Week follows that same idea, highlighting the world of Planteray: different savoir-faire, traditions and creativity, expressed by bars around the world.

At Planteray, we’ve always enjoyed creating a world around our spirits, something visual, sensory and human. Tropical Week is a way to step into that world, through the bars and the people behind them.

TROPICAL WEEK 2026

18TH-24TH MAY

That’s where the connection comes from: different bars, different cities, different approaches, all expressing the same spirit in their own way, while sharing the same moment.

For guests, it’s an invitation to that. You walk into a bar and feel it straight away, a certain energy, something warm and generous.

And beyond that, it reflects something deeper. In a world where people connect less and less, bartenders play an essential role. They create spaces for connection, for conversation, for shared moments.

Tropical Week simply amplifies that. For one week, across cities and countries, you feel that shared energy.

At the end of the day, it’s not just about cocktails. It’s about people, and the moments we create together.

THE STIGGINS’ DAIQUIRI, MADE WITH PLANTERAY STIGGINS’ FANCY PINEAPPLE RUM, IS AT THE HEART OF TROPICAL WEEK. WHAT MAKES THIS RUM PARTICULARLY SUITED TO THE ON-TRADE, AND WHY DOES IT RESONATE SO STRONGLY WITH BARTENDERS WHEN IT COMES TO COCKTAIL CREATION?

Stiggins’ Fancy really started with a conversation! Alexandre Gabriel had been in touch with cocktail historian David Wondrich, and through him came this reference to a pineapple rum mentioned in Charles Dickens, something that existed, but had largely disappeared. That sparked the idea in Alexandre’s mind: not to recreate something nostalgic, but to understand what it could be today.

From there, it became a long process of exploration, tasting, adjusting, starting again. It took time, going through hundreds of pineapples to find the right ones, real Victoria pineapples, and to achieve the right balance, understanding how each part of the fruit behaves. The rind is infused, the fruit is distilled, and everything is then blended with aged Barbados and Jamaican rums.

Originally, it was developed for Tales of the Cocktail in New Orleans, as a tribute to the community, and most especially to the CAPS program. It was meant to be shared with bartenders, in a very genuine way. A true Thank you to them.

When it was named Best New Product, it meant a lot to us. As an independent, family-owned house, we don’t take that kind of recognition lightly. It wasn’t just an award, it came from the bartenders themselves, and for us, that is the most meaningful form of recognition.

The Stiggins’ Daiquiri reflects all of that. It’s a simple drink, but when the base is right, everything falls into place. The rum brings depth, freshness and balance in a very natural way.

Over time, it has found its place behind the bar. Not because it was designed to fit, but because it gave bartenders something they could make their own.

THE PINEAPPLE HAS LONG BEEN A SYMBOL OF HOSPITALITY. HOW DOES THAT SYMBOLISM CONNECT WITH THE PHILOSOPHY BEHIND THE BRAND AND THE BROADER SPIRIT OF TROPICAL WEEK IN BARS AROUND THE WORLD?

Well, historically, it was a rare and precious fruit. Offering a pineapple was a real gesture, a way to welcome someone, to show generosity. Over time, it became a symbol you would even place at the entrance of a house, to say: you are welcome here.

That idea naturally made its way into the world of hospitality, and into bars. Cause at the end of the day, that’s what a bar is about, creating a space where people feel comfortable, where they can share a moment.

That’s very much what we try to express with Planteray Stiggins’ Fancy and with the Tropical Week. Beyond the flavour, there is this idea of sharing. It’s a rum that brings people together, and that fits naturally in moments that are meant to be shared.

Tropical Week builds on that same spirit. It brings a certain warmth into the bar, a different rhythm, something more open, more relaxed, where people connect more easily.

In the end, it’s quite simple. If a drink can make people feel welcome, bring them together, and create a good moment, then it’s doing exactly what it should.

RUM HAS SEEN A HUGE REVIVAL IN COCKTAIL CULTURE OVER THE PAST DECADE. HOW IMPORTANT ARE INITIATIVES LIKE TROPICAL WEEK IN CONTINUING TO ELEVATE AND CELEBRATE RUM WITHIN THE ON-TRADE?

Rum didn’t need to be reinvented; it needed to be understood.

For a long time, it was simplified, sometimes misunderstood. What changed is that bartenders took the time to explore it properly, to look at origins, techniques, styles, and to show what it can really be in a glass.

Initiatives like Planteray Tropical Week are just a way to support that movement. They don’t try to define rum; they give it a stage. They give bars a reason to put it forward, to build something around it, to share it with their guests in a more engaging way.

What’s important is that it stays real. That remains something you experience in a bar, through a drink, a conversation, a moment.

If rum is where it is today, it’s because people behind the bar believed in it, worked with it, and kept pushing it forward. If we can contribute to that, even in a small way, then it’s worth doing because we truly believe that knowledge is pleasure.

planterayrum.com

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MEZCAL’S UK GLOW-UP

EL CABRÓN

MEZCAL ROLLS OUT ACROSS THE UK, INTRODUCING LONDON’S BARS TO A BOLD RANGE OF TRADITIONALLY CRAFTED AGAVE SPIRITS BUILT FOR BOTH SIPPING AND STANDOUT COCKTAILS.

London’s bar scene thrives on one thing above all else: the constant chase for what’s next. And right now, between premiumisation, provenance, and pure drinkability, mezcal isn’t just having a moment – it’s defining one. Today’s drinker wants character – something that tells a story before the second sip. Casa Cabrón Destilería, the custom built and exclusive producer of the El Cabrón mezcal brand delivers this in serious measure. Choosing only trusted growers using best practices for agave farming, to harvest, distillation and through to bottling, Casa Cabrón oversees every step of the process to ensure no shortcuts or compromises on technique and quality. With four expressions, El Cabrón mezcals offer a wide spectrum of flavours – mineral, floral, herbal, fruity, chocolate and sometimes feral. This comes from the raw diversity made possible from using three different single agave varieties, distilled with traditional production methods using modern techniques. El Cabrón mezcals offer a fresh joven espadin with notes of tangerine, plum and lemongrass, perfect for cocktails. El Cabróns’ mexicano, a wild agave variety- is an excellent sipping or mixing mezcal with notes of tamarind, lemon, grapefruit and cardamom. Then there’s the wild and very rare- tepeztate variety which

is best appreciated sipped neat to take in the delicate layers of flower, green fruits and ginger notes. Finally, the El Cabrón espadin añejo, aged for one year in American oak whisky barrels, carries rich notes of guava, chocolate and quince. Great for an Espresso Mezcal Martini or an Oaxacan Old Fashioned, the añejo holds its own next to the finest bourbons sipped neat.

BARTENDERS’ CHOICE

For the bartender, mezcal offers a dynamic mix of flavours, packed with aromatic personality. This is cocktail gold. Mezcal doesn’t just sit in a drink – it transforms it. A Margarita becomes a moodier Mezcalerita with El Cabrón’s espadin joven. A classic Negroni gets more depth and complexity. El Cabron’s espadin añejo makes a more mysterious Manhattan. Both deliver a deeper demonstration of how traditional cocktails can evolve – delivering complexity, authenticity, and a modern edge while respecting the integrity of timeless recipes. For the mezcal connoisseur and novice alike- sipping wild agave mezcals – like El Cabróns tepeztate or mexicano is truly revelatory. These wild agaves take from 12-30 years to grow to full maturity. For the bartender El Cabrón mezcals not only deliver diverse

Mastery and respect guide us. Innovation refines our craft.

Casa Cabron Destilería’s maestro mezcalero, Miguel Angel Zamora

and distinctive flavours, but offer creative freedom behind the bar. A spirit that elevates classics, inspires innovation, and delights the UK’s increasingly adventurous drinkers – it’s a bartenders’ playground for new ideas and spins on classics.

In a city like London – arguably the cocktail capital of the world – this kind of versatility isn’t optional, it’s essential.

THE RISE OF THE CONSCIOUS DRINKER

London drinkers aren’t just chasing flavour – they’re chasing meaning. El Cabrón mezcals are artisanal, small-batch, respecting traditional methods while employing modern techniques to get the best of what nature has to offer. In a market where “craft” is no longer enough, El Cabrón mezcal are genuinely handmade –and consumers are willing to pay for that narrative.

That hits every modern consumer trigger: artisanal over mass production, authenticity over industrialization and story over status that few other spirits can match. When it comes to mezcal, craftsmanship isn’t a concept – it’s something you can taste.

PREMIUM IS THE NEW NORMAL

The UK’s mezcal market is projected to grow steadily, with strong demand driven by premiumisation and cocktail culture.

This isn’t a volume game – it’s a value game. Mezcal fits perfectly: it’s perceived as rare, complex, and worth the spend. Globally, the category is growing at over 8% annually, fuelled by exactly this shift toward high-quality spirits. Even in global bar scenes, mezcal-focused menus and backbars are becoming common, reflecting a broader shift toward agave spirits as a category. For bars, that translates into higher margins per serve

with more engaged guests and menus that feel elevated without feeling forced.

COCKTAIL CULTURE’S FAVOURITE SECRET WEAPON

Cocktail culture in the UK is booming, and mezcal is riding shotgun. The most popular style –joven – is prized for its mixability and bold agave character, making it a staple behind the bar.

It’s also a gateway spirit. Guests who “don’t know mezcal” still trust bartenders to introduce it –often without brand loyalty, just curiosity. That gives operators freedom to rotate, experiment, and upsell in ways vodka or gin simply don’t allow. El Cabrón’s next brand to be introduced this summer is called “MZL”. It’s a triple distilled, fresh fruit infused espadin that’s smooth and delicate – certain to be everyone’s welcome into the mezcal world.

THE BOTTOM LINE FOR LONDON BARS

El Cabrón mezcals are everything the modern drinker wants –bold, distinctive flavour authentic, traceable production, premium positioning with endless cocktail application.

In a city that prides itself on pushing boundaries, mezcal isn’t just “cool” – it’s vital. It gives bartenders a new language to speak in and gives guests a reason to keep listening.

Salud!

casacabrondestileria.com @casacabrondestileria

HERITAGE MEETS REINVENTION

AS PASSOÃ APPROACHES A LANDMARK ANNIVERSARY, LAURA DE GROOT-TRIVULZIO, CMO, GLOBAL DIRECTOR BRANDS & BUSINESS DEVELOPMENT AT THE LUCAS BOLS COMPANY, REFLECTS ON WHAT IT TAKES FOR A COCKTAIL BRAND TO ENDURE IN AN EVER-CHANGING DRINKS CULTURE – FROM THE TIMELESS APPEAL OF PASSION FRUIT TO THE RISE OF LIGHTER, EXPERIENCE-LED SERVES.

PASSOÃ IS APPROACHING A SIGNIFICANT MILESTONE. FROM YOUR PERSPECTIVE, WHAT DOES TRUE LONGEVITY LOOK LIKE FOR A COCKTAIL BRAND IN TODAY’S FAST-MOVING DRINKS CULTURE?

In today’s cocktail culture, true longevity comes from not standing still, brands need to stay culturally and commercially relevant. As the market evolves, brands need to have a deep knowledge of flavour, trends, bartender needs and consumer behaviour, as well as striking a balance between heritage and reinvention.

Longevity comes from having a clear, ownable identity and this is something Passoã has always been recognised for. From the onset, Passoã positioned itself as the ‘gateway to the sunset,’ celebrating the transition from daytime routine to spontaneous social moments. While cocktail culture is always shifting, this transition is always something that is going to be at the forefront of drinking occasions, enabling Passoã to stay continually relevant.

PASSION FRUIT HAS REMAINED A STAPLE FLAVOUR BEHIND THE BAR FOR DECADES. WHAT DO YOU THINK GIVES THIS INGREDIENT SUCH ENDURING APPEAL FOR BOTH BARTENDERS AND CONSUMERS?

Delivering an intense flavour of sharp and sour, balanced with a deep tropical sweetness, passion fruit has an enduring appeal that works across a variety of formats and across seasons. It adapts effortlessly to meet the changing consumer expectations and while it is a known flavour, for consumers it still feels vibrant and transformative, a sense of sunshine and occasion to every drink.

For bartenders, it is an extremely versatile ingredient, while countless ingredients have peaked and fallen, passion fruit has quietly remained one of the most reliable performers on cocktail menus around the world. From indulgent sweet serves to lighter, refreshing drinks, it adapts effortlessly.

In the cocktail industry, there are very few ingredients that deliver such versatility, which is why it continues to underpin some of the most commercially successful cocktails in the world.

DRINKING CULTURE AND CONSUMER BEHAVIOUR HAVE CHANGED DRAMATICALLY OVER THE YEARS. HOW HAVE THESE SHIFTS INFLUENCED THE WAY BRANDS LIKE PASSOÃ STAY RELEVANT ON MODERN COCKTAIL MENUS?

Drinking culture today is being shaped by moderation, premiumisation and a desire for more meaningful, experience-led serves that start earlier in the day.

For brands like Passoã, relevance now comes from versatility and accessibility. There’s a growing demand for lighter, lower ABV drinks and this has driven a shift towards formats like spritzes and longer drinks, where flavour still leads but the overall experience feels more balanced and sessionable. Passion fruit remains that immediate point of recognition and explains why flavoured twists on classics continue to outperform expectations, for bartenders and industry they offer novelty without risk.

With an ABV below 20%, Passoã naturally fits lighter, early-evening drinking moments, delivering flavour, colour and refreshment without the heaviness of higher-proof spirits.

WITH CONSTANT INNOVATION IN INGREDIENTS AND TECHNIQUES, WHAT STRATEGIES HELP AN ESTABLISHED BRAND MAINTAIN ITS PLACE BEHIND THE BAR WHILE STILL INSPIRING CREATIVITY AMONG BARTENDERS?

For an established brand, the challenge isn’t just to keep up with innovation, it’s to enable it, without losing what made the brand successful in the first place. For brands like Passoã, that starts with versatility. Passion fruit liqueur has always been a unique ingredient, that allows bar tenders to move seamlessly between classic cocktails, spritz-serves and frozen formats, delivering a flavour profile that consumers recognise and trust.

Even after 40 years no brand is still ever guaranteed their place on the shelf and becoming complacent can lead to a brands downfall. Brands need to prove their relevance and not just by following fad trends. A brand needs to earn its place through consistency, adaptability and an ability to sit at the very centre of demand - no matter the time of day a drink is consumed.

THE IN-CIDER VIEW

FOLLOWING THE RELEASE OF THE WESTONS CIDER REPORT 2026, WE SIT DOWN WITH SALLY MCKINNON, HEAD OF MARKETING & STRATEGY, WHO DISCUSSES THE HEALTH OF THE CIDER CATEGORY, THE SHIFT TOWARDS PREMIUMISATION AND THE OPPORTUNITIES THAT LIE AHEAD FOR PUBS AND BARS.

HOW WOULD YOU CHARACTERISE THE HEALTH OF THE CIDER CATEGORY IN 2026, AND WHAT TRENDS DO YOU EXPECT TO SHAPE THE YEAR AHEAD FOR THE ON-TRADE?

I think the cider category is in a really positive place right now. Post-COVID, outlet numbers have finally stabilised and for the first time in many years we haven’t seen significant churn in the number of venues. That means we’re operating in a much more stable environment, which is encouraging for the category overall.

Performance has been strong too. The cider category in the on-trade is up around 3% this year, and the on-trade now accounts for roughly two-thirds of all cider serves. That’s a phenomenal position for the category to be in and shows just how important pubs, bars and hospitality venues remain for cider.

What we’re increasingly seeing is a clear shift towards premiumisation, driven largely by a more premium offer on the bar. For the first time, we’re seeing real growth in the craft tap space - up 10.8% - while mainstream taps are beginning to decline. As publicans face pressure to charge higher prices, they need to justify that to consumers with better quality products and a more compelling offer behind the bar.

There’s obviously significant pressure across both the cider category and the wider on-trade at the moment - from the cost of living, rising wages, energy costs and inflation. But, what that’s driven is a stronger focus on quality and experience. Operators are increasingly curating more premium cider ranges, which ultimately gives consumers a better product and a more elevated drinking experience.

So overall, we feel optimistic. The category has stabilised, it’s returning to growth, and the continued shift towards premiumisation is creating real opportunities for cider in the ontrade.

HOW

IS WESTONS RESPONDING TO EVOLVING CONSUMER EXPECTATIONS AROUND SUSTAINABILITY, PROVENANCE AND NATURAL INGREDIENTS? ARE THESE STILL PURCHASEDRIVERS IN ON-TRADE?

Sustainability is definitely a major purchase driver, both from a consumer and a trade perspective. Increasingly, when you’re working with large operators, it’s a key part of the tender process - they want to know that you have a credible and sustainable business model in place.

For us, sustainability and producing cider in an authentic, traditional way have been part of our approach for more than 146 years. So, it’s less about introducing something completely new and more about continuing to invest in, and build on, the principles that have always underpinned the business.

For example, the pomace left over from pressing our applesalong with other production waste - is sent to a local business, where it’s converted into CO₂. That CO₂ is then reused in our products for carbonation. We’ve also installed solar panels across our roofs to generate a portion of the energy we use, and we operate wetland systems that allow us to naturally manage and treat wastewater from production. Across the site, we’ve moved to electric forklift trucks – there are sustainability initiatives embedded throughout the whole of our operations.

Perhaps most importantly, we’ve continued to invest in protecting the provenance of our cider. We source all of our apples from within 50 miles of the mill, and we’ve made significant investments in new presses and storage tanks so we can press and store all of our fresh juice on site.

So, for us, it’s really about continuing to invest in those areas and strengthening the model we’ve built over generations. These principles have been part of the way we make cider since the very beginning, and they remain central to how we operate today.

HOW HAS WESTONS PERFORMED OVER THE PAST 12 MONTHS IN THE ON-TRADE, AND WHICH PRODUCTS OR FORMATS HAVE BEEN DRIVING THAT PERFORMANCE?

Over the past 12 months in the on-trade, Henry Westons Vintage has really been the standout performer for us. As I mentioned earlier, the on-trade has been under significant cost pressure, and the price of a pint has risen noticeably. As a result, there’s a growing expectation that the quality of the product in the glass needs to justify the price consumers are paying.

Sally McKinnon

That dynamic has created a real opportunity for more premium brands like Henry Westons. It delivers in terms of both liquid quality and brand profile, which positions it strongly in a market that is increasingly moving towards premiumisation.

We’re already seeing that shift begin to happen, with some movement away from standard mainstream taps and towards craft taps. That said, craft still represents only around 14% of the market, so there’s a significant opportunity to continue premiumising the category.

That’s something we’re very focused on with Henry Westons. We’re currently at around 2,500 taps in the on-trade, but there’s still a lot of headroom for growth. There are many bars where the cider offer could perform better, and there’s also a role for education - helping operators understand how a premium product can deliver both a strong rate of sale and a higher value per litre, ultimately growing category value while enhancing the consumer experience.

WHAT CAN PUBS AND BARS EXPECT FROM WESTONS FOR THE REST OF THE YEAR –WHETHER THAT’S NEW PRODUCTS OR BRAND CAMPAIGNS?

Education is a big focus for us when it comes to the cider category. Launching the Cider Report is really about making sure operators have the right insights and information to make informed decisions about their range and how they manage the category.

The starting point is always the range on the bar. Having the right mix of products is a huge driver of success - not just in terms of quality, but also making sure the brands are relevant to the local area and the customers that venue is serving. Getting that balance right is the foundation.

From there, it’s about visibility and execution. Making sure brands are highly visible on the bar and that the serve is executed properly makes a real difference to the consumer experience. That’s why we continue to invest in things like fonts, branded glassware and point-of-sale materials - all of which help elevate the drinking experience.

The third area is helping operators understand the key drinking occasions and where the real opportunities lie. It’s a World Cup year and, while everyone talks about what a big opportunity that brings, the data really shows just how significant those moments

can be. Making sure pubs are fully prepared - in terms of staffing, stock, visibility and product mix - for those peak trading days can make a huge difference.

If venues can maximise those big occasions, it puts them in a much stronger position to balance out some of the quieter trading periods, particularly in months like January and February.

AND FINALLY, LOOKING AHEAD, WHERE DO YOU SEE THE SIDE CATEGORY HEADING OVER THE NEXT FEW YEARS, AND HOW IS WESTONS POSITIONING ITSELF TO LEAD THIS EVOLUTION?

There are a couple of key trends we’re seeing at the moment. The first is premiumisation, which continues to be hugely important for the category. With rising costs across the board - whether that’s tax, energy, fuel or wider inflation - pubs are under real pressure, and the price of pints, drinks and food is inevitably increasing.

Because of that, it’s becoming more important than ever for venues to ensure the quality of what they’re serving justifies the price they’re charging. Premiumising the bar isn’t simply about increasing the price of a pint; it’s about making sure the product, the serve and the overall experience match that price point, so consumers feel they’re getting genuine value rather than paying a premium for a relatively standard offer.

The second trend is the continued opportunity within apple cider, particularly in the mid-strength space. Flavoured cider has now stabilised and accounts for around a third of the market, but when we look at rate of sale, apple cider still significantly outperforms it.

This is particularly important when you consider that around half of pubs only have one cider tap, and many others have just two. In those situations, getting the segment mix right is critical. We’re seeing clear opportunities for sweeter, more accessible apple ciders with a slightly lower ABV to play a stronger roleespecially in single-tap venues - where operators need a product that appeals to a broad range of consumers while still delivering strong sales performance.

The full Westons Cider Report – including impartial stocking advice for operators – is available for digital download at www.westons-cider.co.uk/cider-report.

THE SPRITZ OF THE SUMMER

AS SPRITZ CULTURE CONTINUES TO EVOLVE ACROSS UK BARS AND PUBS, DARYL BEARE, BRAND AMBASSADOR AT DISARONNO INTERNATIONAL UK, EXPLORES HOW THE DISARONNO SPRITZ DELIVERS A FRESH TWIST ON A CLASSIC SERVE WHILE OFFERING OPERATORS A SIMPLE, PROFITABLE ADDITION TO THEIR COCKTAIL MENUS.

SPRITZ CULTURE CONTINUES TO EVOLVE BEHIND THE BAR. WHAT MAKES THE DISARONNO SPRITZ A COMPELLING ADDITION TO A VENUE’S SPRITZ OR APERITIVO MENU TODAY?

Disaronno is one of the world’s most recognisable Italian liqueurs. It brings instant brand credibility, recognition and a touch of timeless sophistication to any menu. But right now, it’s also playing a central role in how spritz culture itself is evolving. Through the new Dolce Side of Life campaign, Disaronno is really leaning into the idea of celebrating those lighter, more sociable drinking moments – the kind of occasions where spritz serves naturally shine.

As the spritz continues to cement itself as the numberone cocktail in UK pubs and bars, we’re seeing it move far beyond just a summer staple. It’s now a year-round ritual, tied to everything from casual brunches to after-work drinks. The Disaronno Spritz fits seamlessly into that shift. It offers something that feels both familiar and elevated, tapping into existing demand while giving guests a new flavour profile to explore.

Behind the bar, it’s far more than a familiar favourite. For bartenders, Disaronno is a true secret weapon. Its delightfully sweet profile, balanced with a soft, subtle bitterness, gives it an exceptional ability to complement a wide spectrum of flavours. That versatility makes it an effortless hero in modern spritz serves – whether a venue is leaning classic, contemporary, citrus-led, floral or fruitforward.

From a commercial perspective, introducing the Disaronno Spritz isn’t

just a flavour decision; it’s a smart one. It offers guests something instantly recognisable, yet refreshingly different, inviting exploration without straying too far from what they already love.

FOR BUSY BARS, SIMPLICITY AND SPEED ARE KEY. HOW DOES THE SERVE FORMAT OF A DISARONNO SPRITZ HELP BARTENDERS DELIVER A CONSISTENT, HIGH-QUALITY DRINK DURING PEAK SERVICE –ESPECIALLY DURING THOSE BUSY SUMMER MONTHS?

The Disaronno Spritz has been designed with simplicity in mind, making it perfectly suited to high-tempo service environments. Its serve format is intentionally streamlined, allowing bartenders to deliver a perfectly balanced drink every time, even when the bar is three deep on a hot summer’s afternoon. By limiting the number of ingredients, the Disaronno Spritz keeps the build quick and easy to replicate, while also helping venues maintain a GP-friendly serve.

And with so many spritz recipes circulating, having a clear, memorable ratio is key. A reliable rule of thumb is: 3 parts soda (or sparkling wine for a more luxurious feel), 2 parts Disaronno Originale and 1 part fresh lemon juice, with plenty of ice.

This straightforward recipe means bartenders can work confidently and efficiently – no overthinking, no complex garnishes – just a consistently refreshing cocktail that delivers every time. That balance between quality and speed is exactly what operators need, particularly during peak trading periods.

MANY OPERATORS ARE LOOKING TO EXPAND THEIR LOW-ABV AND APERITIVO OFFERINGS. WHERE DOES THE DISARONNO SPRITZ FIT INTO THAT TREND FROM BOTH A GUEST EXPERIENCE AND COMMERCIAL PERSPECTIVE?

The Disaronno Spritz delivers exactly what today’s drinkers are seeking: a lighter, refreshing serve that still feels indulgent and full of character. Disaronno’s signature almond-like stone-fruity profile brings depth and aroma without relying on high alcohol content, making it an ideal choice for guests looking to moderate

Daryl Beare, Brand Ambassador at Disaronno International UK

SPONSORED

while still enjoying something flavour forward and elevated. It’s approachable, instantly recognisable, and offers a point of difference from the more commonplace spritz builds on the market.

It also plays into the broader shift towards aperitivo-style drinking occasions. Whether it’s a spontaneous drink after work or a long, social brunch, the Disaronno Spritz feels appropriate, stylish and accessible across multiple dayparts.

Commercially, it’s just as compelling. The serve is simple, costeffective, and built with easily accessible ingredients, making it ideal for operators who want to broaden their low-ABV offering without adding operational complexity. The Disaronno name brings brand equity that naturally lifts a menu and drives trial purchase.

Because the spritz category remains a strong performer, adding a Disaronno variant allows venues to introduce something new without straying from proven demand.

DISARONNO’S DISTINCTIVE FLAVOUR PROFILE BRINGS SOMETHING DIFFERENT TO THE SPRITZ CATEGORY. HOW CAN BARTENDERS USE THAT CHARACTER TO CREATE MEMORABLE SPRITZ MOMENTS OR SEASONAL TWISTS?

What makes Disaronno particularly exciting in the spritz space is its versatility. While many spritz serves lean heavily on bright, citrus-forward profiles, Disaronno introduces a warmer, more rounded flavour that adds depth and a slightly more indulgent edge.

In a classic build, that almond-like sweetness and gentle bitterness create a velvety, balanced serve that stands out from the first sip and gives the drink a really distinctive identity.

For spring and summer, pairing Disaronno with fresh lemon, pink grapefruit or blood orange creates a bright, sunshine-ready spritz that’s perfect for terraces and beer gardens. The almond sweetness softens the acidity, creating balance without fuss. Adding muddled raspberries or a splash of strawberry cordial enhances its natural fruitiness and makes the serve feel a bit more playful.

As we move into autumn and winter, that same base can take on a completely different character. Disaronno’s warmth works beautifully with spices like cinnamon, clove or star anise, creating a more comforting, seasonal spritz. Apple, pear and even a touch of honey complement the liqueur’s rounded profile, offering something that still feels light and refreshing, but with a richer, more indulgent twist.

That adaptability is a huge advantage for operators. It means the Disaronno Spritz isn’t just a summer serve, it’s something that can evolve throughout the year, keeping menus fresh while staying rooted in a single, recognisable hero product.

disaronno.com

DISARONNO SPRITZ

INGREDIENTS:

50ml Disaronno Originale

25ml Lemon Juice

Soda Water

METHOD:

Pour Disaronno over ice, add a squeeze of fresh lemon juice and top up with soda water. Stir and garnish with lemon zest.

A SPOTLIGHT ON: VODKA

UNCOVERING THE NEWEST TRENDS, INNOVATIONS AND INSIGHTS SHAPING THE VODKA CATEGORY.

THE QUIET COMEBACK

WE REVEAL HOW VODKA IS SHEDDING ITS NEUTRAL REPUTATION TO EMBRACE PROVENANCE, CRAFT AND QUIET CHARACTER — AS A NEW GENERATION OF DRINKERS REDISCOVERS THE CATEGORY WITH FRESH CURIOSITY AND INTENT.

For much of its modern history, vodka has existed in a curious duality. It has powered some of the world’s most iconic cocktails while simultaneously being defined by an absence of character. For decades, its strength lay in its neutrality, its ability to adapt, to disappear, to support.

But in today’s drinks landscape — one increasingly driven by authenticity, provenance and narrative — invisibility is no longer enough.

Vodka is changing. What was once considered a limitation is being reframed as an opportunity. Producers are leaning into raw materials, origin and craft, while consumers are becoming more curious, more selective and more intentional in their choices.

The result is a category in transition, one that is not reinventing itself entirely, but rather rediscovering and redefining its place within the global spirits hierarchy.

To understand where vodka is today, it is important to consider where it has come from. A decade ago, its role within the industry was largely functional. It was dependable, widely understood and commercially resilient — even as other categories surged ahead in terms of cultural relevance.

As Chris Jones, Managing Director at Paragon Brands, explains, “Five to ten years ago, vodka was fighting the gin boom, yet remained the default mainstream spirit – broad appeal, simple serves, and consistent volume across nights in and out. Premiumisation existed, but was largely driven by brand image rather than genuine product differentiation.”

Vodka’s reliability ensured its continued dominance in volume, but it also contributed to a perception problem. While gin explored botanicals and whisky leaned into heritage, vodka remained, at least outwardly, unchanged.

Yet beneath that surface, shifts were beginning to take shape — some gradual, others more abrupt.

For Piotr Dorda, Export Director at Chopin Vodka, the turning point can be traced to two defining events. He explains, “I can point to two pivotal moments in the last decade that have changed the vodka category, both occurring in 2020: the Coronavirus pandemic and the TTB finally removing that ‘requirement of neutrality.

“The legal mandate to exclude blandness was finally lifted. This has been a massive victory for the category, and particularly our brand. It legitimises what we have done at Chopin for over 30 years – celebrating the raw ingredient. It allows vodka to be treated just like whiskey or gin, as a spirit with a sense of place and origin,” Piotr adds.

This shift did more than change labelling rules; it fundamentally

altered the way vodka could be perceived.

At the same time, the pandemic reshaped drinking habits in ways that continue to ripple through the industry.

Piotr shares, “The pandemic fundamentally shifted the ‘where’ and ‘what’ of drinking. When the world retreated to their living rooms, they didn’t just stop drinking; they started educating themselves, focusing on quality over quantity.

“People who ordered a ‘Vodka Soda’ at a crowded club or restaurant began making martinis at home. When they became bartenders, they searched the brand, studied the label, and cared more about the ingredients.”

This shift from passive consumption to active engagement marked a significant moment for vodka. For a category often defined by simplicity, the emergence of a more inquisitive consumer base created both a challenge and an opportunity: vodka would need to offer more than just versatility.

What has emerged in the years since is a more nuanced understanding of vodka, one that embraces subtlety rather than avoiding it.

As Alessandro Mansueto, Brand Manager at Król LOV, reveals, “Over the past decade, vodka has evolved from a category defined by neutrality into one shaped by nuance and intent. While heritage brands once dominated through consistency and scale, today there is a growing focus on provenance, raw

A SPOTLIGHT ON: VODKA

materials and production methods. This shift allows vodka to express a quieter form of character, one rooted in precision and refinement, while still maintaining its essential purity.”

This idea of “quiet character” is central to vodka’s repositioning. Unlike other spirits that compete through bold or immediately recognisable flavours, vodka is carving out a space where refinement, texture and balance take precedence.

Chris Jones highlights how this is playing out among younger drinkers. “In a relatively neutral category, authenticity now drives relevance. Overly sweet, confected flavours have lost momentum, while younger consumers are gravitating toward more natural, distinctive brands, often rooted in heritage and provenance. This reflects a broader shift toward quality ingredients and credible brand stories,” he says.

As with many areas of the drinks industry, premiumisation has played a significant role in vodka’s evolution. However, its meaning within the category has become increasingly sophisticated.

“Premiumisation has impacted the vodka category, shifting it from a basic drink component into a value-driven segment focused on craftsmanship, provenance, and contemporary experiences,” says Chris. “Vodka needs to bring fresh innovations and ways of communicating to the market – new packaging ideas to create appeal on the back bar.”

But as Piotr points out, the shift runs deeper than aesthetics. “Premiumisation is no longer just about a higher price point, flashy bottles, or celebrity backing; it is a fundamental shift toward intentionality and transparency,” he shares. “Today’s consumer is opting for substance, specifically looking for spirits that offer a clear sense of place and craftsmanship.”

This evolution is perhaps most clearly illustrated by the growing acceptance of vodka as a sipping spirit.

“Today, our single-ingredient releases and aged expressions, like the Chopin Family Reserve, are being enjoyed neat or on the rocks, much like a fine Cognac. Ten years ago, the idea of ‘sipping vodka’ simply did not exist,” Piotr adds.

Such developments would have seemed unlikely in the past, when vodka’s primary function was to act as a neutral base. Now, it is increasingly being appreciated in its own right.

Alessandro frames this shift in more philosophical terms:

“In vodka, premiumisation is expressed through detail rather than display. It is less about boldness and more about texture, balance and craftsmanship… In this space, luxury is defined by quiet confidence, where quality is understood rather than overstated.”

No discussion of vodka’s resurgence would be complete without addressing the Martini — a cocktail that has become both a symbol and a driver of the category’s renewed relevance.

A SPOTLIGHT ON: VODKA

“The martini is having a full-scale revival, and vodka has arguably become the appropriate base,” says Piotr.

But this is not simply a return to tradition; the modern Martini is evolving in both form and context.

“We’re also noticing ‘sip-sized’ martinis making traction. The move toward ‘tiny tinis’ offers consumers a lower-cost entry point, lends itself to trial, and is another example of younger generations (and GLP-1 users) consuming less,” he adds.

Equally important is the way the Martini is being served and experienced. Piotr reveals, “There is an uptick in the return of the tableside martini cart. It is the perfect embodiment of this new era in vodka: the transparency of the brands being used, the showmanship and craftsmanship are all front and centre.”

Henry Tye, Sales Manager, Edwards Vodka, “What was the late-night option 10 years ago is now being sipped in Martini’s before a Michelin star meal.”

This repositioning speaks volumes about vodka’s changing identity. Once associated with late-night consumption and simplicity, it is now being embraced within more refined, experience-led settings.

At the same time, innovation continues to push boundaries. As Chris notes, “We have witnessed the viral pickled cola cocktail and ‘dirty’ drinks, incorporating brine from pickled vegetables, as

well as hazard water – vodka, blue energy drink, lemonade.”

These trends highlight vodka’s enduring versatility — its ability to exist comfortably at both ends of the spectrum, from highconcept serves to viral, accessible creations.

Meanwhile, Alessandro emphasises vodka’s role in more precise, ingredient-led cocktails. “Vodka is regaining prominence in cocktails that value clarity and precision,” he says. “The Martini leads this return, alongside refined interpretations of classics such as the Cosmopolitan. It is also increasingly used in contemporary serves where a neutral yet textural base allows other elements to be elevated. Vodka is no longer a default, but a deliberate choice.”

Flavoured vodka has long been a cyclical trend, rising and falling in popularity as consumer tastes evolve. Today, it appears to be entering a more considered phase.

“Flavoured vodka has entered a more mature phase,” says Alessandro. “The category is moving away from overtly sweet, artificial profiles towards more natural, structured expressions. Botanical, herbal and subtly savoury notes are gaining relevance, often designed with mixability in mind.”

This reflects a broader shift towards authenticity and culinary influence — trends that extend well beyond vodka.

Beyond flavour and format, vodka is also adapting to broader

A SPOTLIGHT ON: VODKA

changes in how people drink. Convenience, for example, is playing an increasingly important role.

“Ready-to-drink is reshaping consumption,” says Chris. “Vodkabased RTDs are growing strongly, suggesting a shift away from traditional bottle-and-mixer occasions toward more convenient, on-the-go formats.”

At the same time, moderation and lifestyle trends are influencing both serve styles and occasions.

“How vodka is served, what it is combined with, and when it is consumed will evolve – especially with the shift towards daytime drinking, lower abv spritz style serves and the rise of GLP-1 diets,” he adds.

Alessandro sees this reflected in a move towards simplicity and restraint, as he shares, “Consumption is becoming more considered. There is a clear move towards minimalist serves that emphasize quality: refined highballs, precise Martini and, increasingly, vodka enjoyed neat or with minimal dilution.”

Yet, as Henry observes, these trends do not always move in a straight line. “Classics like Bloody Marys and Martinis are really on the resurgence, which is strange as it very much bucks the trend of lower abv serves and ‘health conscious’ drinking.”

This tension — between indulgence and moderation, experimentation and simplicity — is becoming a defining

characteristic of modern drinking culture.

As vodka looks to the future, the emphasis is on continued refinement. “2031 will be the era of the distiller,” predicts Piotr. “Vodka is increasingly shedding its reputation as the ‘industrial’ spirit. Vodka producers aren’t just making a base for a cocktail anymore; we are making a spirit that can stand on its own, defined by the soil, the weather, and the hand of the distiller.”

Alessandro offers a similar view. “The category will continue to move towards transparency, sustainability and origin-led storytelling,” he shares. “Its future lies not in becoming louder, but in becoming more defined, offering clarity, elegance and a sense of lasting relevance.”

For Chris, vodka’s enduring strength lies in its accessibility. “Vodka will continue to be a constant presence in the drinks market as consumers look for accessible premium products, with a story to tell, and a connection to their lifestyles,” he says.

Vodka’s story today is not one of sudden reinvention, but of gradual, meaningful evolution. It is a category learning to articulate itself — to move beyond functionality and embrace identity.

In an industry often driven by bold claims and louder flavours, vodka is taking a different approach. It is refining rather than reinventing, clarifying rather than competing.

VODKA REINVENTED

CHRIS JONES, MANAGING DIRECTOR AT PARAGON

BRANDS, REVEALS HOW ŻUBRÓWKA IS CHANGING THE VODKA GAME — NO LONGER JUST A NEUTRAL SPIRIT, IT’S NOW ABOUT FLAVOUR, PERSONALITY AND EXPERIENCES THAT CONNECT WITH DRINKERS.

Vodka is no longer competing on neutrality or price; it’s competing on relevance. That plays out clearly in the on-trade, where the mood is to work with brands that are recognisable, well-made, and worth the money. As consumers drink less but better, they are trading up, buying fewer bottles, and expecting more: stronger stories, credible craft, and a drinking experience that reflects their identity and values.

Żubrówka, a Polish vodka brand, is an excellent example of a spirit brand leaning into the consumer to resonate and relate. Built on the wild virtues of the bison, Żubrówka is investing heavily in the year ahead with a laser sharp focus on creating a community of like minds with a shared attitude.

Cocktails are a key recruitment driver for vodka, with many consumers entering a category through a mixed drink; this plays directly into vodka’s strength as a versatile, accessible base. As a result, growth is being driven by easy mixed serves and spritz. Drinks where simple combinations can still feel distinctive and premium.

Żubrówka exemplifies this. Its flagship Bison Grass Vodka, infused with a blade of grass from the Białowieża Forest, delivers a naturally aromatic, herbal profile that stands apart from neutral vodka – the same process that has been used for over 450 years, effectively making it the world’s first flavoured vodka. When paired with apple juice and a touch of cinnamon, it creates the Apple Żu, a simple, flavour-led serve that is easy to execute, dangerously drinkable, and perfectly suited to energetic, social occasions.

Indeed, a big part of the resurgence of Żubrówka Bison Grass is its strength in a martini, and how the unique aromatic grassy aromas play in a Dirty Martini. It’s a little-known fact that Zubrówka Bison Grass was the original vodka used when the Bloody Mary was invented in Harrys Bar Paris in 1921.

But realistically, these trends come and go, so it’s about creating timeless cocktails that bring appeal to multiple age groups, occasions and venue styles. Long drinks with vodka as the lead spirit tap into demand for simple serves with recognisable ingredients, suit leisurely afternoon drinks as well as high tempo drinking moments, and bring flavours that stand the test of time.

Zubrówka is the world’s oldest continuously produced vodka brand, dating back to the 16th century and it has stood the test of time over generations, maintaining its high-quality production while reinventing itself for the evolving consumer marketplace.

paragonbrands.co.uk

CRAFTED IN THE COUNTRYSIDE

ROOTED IN BRITISH HERITAGE AND A COMMITMENT TO PROVENANCE, EDWARDS 1902 IS CARVING OUT A PLACE BEHIND SOME OF THE UK’S MOST RESPECTED BARS AND RESTAURANTS, BRINGING A TRUE SOIL-TO-SPIRIT PHILOSOPHY TO A NEW GENERATION OF PREMIUM DRINKS.

WHO ARE WE?

Edwards 1902 is a proudly British, family-owned spirits brand rooted in provenance, patience, and purpose. Founded by a small group of co-founders with deep ties to the Lincolnshire countryside, and more than a century of potato growing heritage, the business is built on a true soil-to-spirit ethos, where every stage of production begins with the land itself, championing British produce, from the humble King Edward potato to our locally sourced Yorkshire Rhubarb. Our approach is about transparency, quality, and authenticity, values that resonate strongly with both bartenders and consumers who are seeking genuine stories behind the spirits they pour and enjoy. We believe that great drinks start long before they reach the bar, starting in the soil, shaped by people who care deeply about what they produce.

NEW WINS

The past year has marked a significant step forward for Edwards 1902, with a series of partnerships and listings that underline our growing presence within the premium on-trade. Our recent partnership with NXUS has opened up exciting new distribution channels, with a particular focus on expanding our footprint across London’s forward-thinking venues. This London-centric approach is further supported by our wholesale listing with Amathus Drinks, strengthening our ability to supply and grow within this key market. Alongside this, we’ve secured key listings that reflect both credibility and versatility, most notably featuring our vodka in a Vesper Martini on the martini menu at Bentley’s, as well as placements with Kricket and Cato. These wins are particularly meaningful because they showcase how our spirits perform in elevated, chef-led environments where quality is non-negotiable. Beyond these highlights, Edwards 1902 is proudly poured in an increasing number of Michelin-starred restaurants and leading gastropubs across the UK. This growing footprint speaks not only to the quality of the liquid, but to the relationships we’ve built with operators who value provenance, consistency, and a distinctive British identity behind the bar. It’s a momentum that continues to build, driven by both trade advocacy and consumer demand.

THE SUMMER OF THE SPRITZ

If there’s one standout trend defining the season ahead, it’s the rise of the Spritz, and at Edwards 1902, our Elderflower Liqueur is at the heart of it. Positioned as a lower ABV option that

doesn’t compromise on flavour, it has quickly become a go-to for bartenders looking to create elegant, sessionable serves. This summer, we’re championing the British Hugo Spritz: a fresh, floral twist on a modern classic, made using our Elderflower Liqueur paired with English sparkling wine. The result is a drink that feels both familiar and fresh, whilst championing British provenance, and perfectly suited to the evolving tastes of today’s drinker. As consumers increasingly seek out lower alcohol options with premium credentials, the category is seeing a shift towards quality-led alternatives, and elderflower is leading that charge. For us, it represents everything Edwards 1902 stands for, British heritage, thoughtful production, and contemporary relevance. The Summer of the Spritz isn’t just a trend, it’s an opportunity to redefine how and what we drink, and to celebrate a premium, flavour-forward approach to the modern bar menu.

elshamwolddistillery.co.uk

FLIPDOG

LONDON’S NEW COCKTAIL HOTSPOT, FLIPDOG, IS SHAKING UP THE SCENE WITH INVENTIVE TECHNIQUES AND SIGNATURE METHODS. WE SPEAK WITH CO-FOUNDERS, ALEXEY KOSTENYUK AND ARTEM SKAPENKO, AND HEAD BARTENDER, IGOR BROVKO, ABOUT HOW THEIR METHOD-DRIVEN APPROACH IS REDEFINING WHAT A COCKTAIL CAN BE.

What makes the team strong is that each of us brings a different, but complementary, perspective.

FLIPDOG CHAMPIONS A METHOD-DRIVEN APPROACH TO COCKTAILS. TELL US MORE ABOUT THIS – HOW DOES FOCUSING ON TECHNIQUE CHANGE THE WAY YOUR TEAM DEVELOPS DRINKS?

Alexey: At FlipDog, being method driven means we do not begin with a recipe. We start with the process itself. Of course, there are classic rules we always respect. We are not going to shake a Negroni just for the sake of it. But, even within those boundaries, we go much deeper. When we build a

drink, we think about everything: how long it should be stirred, how much dilution it needs, and the exact moment it reaches perfect balance. Technique is not just a step for us, it is a tool we use with intention.

Where things really get interesting is in how far beyond the usual build, shake or stir we go. We explore and use a wide range of additional techniques, from layering and ageing in amphora to more experimental methods, such as coal baking with charcoal. Most importantly, we rely heavily on our signature methods, hot and cold Loggerhead, which allow us to shape flavour,

temperature and texture in ways that traditional techniques simply cannot.

TELL US A BIT MORE ABOUT YOUR LOGGERHEAD METHOD; HOW DOES THE 1200°C POKER CHANGE FLAVOUR, TEXTURE AND AROMA COMPARED WITH STANDARD COCKTAIL TECHNIQUES? WHAT’S THE STORY BEHIND THIS?

Artem: The Loggerhead method comes from my bar in Kyiv, Loggerhead, which has been around for more than a decade. I first came across the technique in old cocktail literature and decided to revive it in a modern context.

The idea is simple, but incredibly effective. When you place a poker heated to around 1200°C into a drink, several things happen at once. The alcohol becomes softer as some of the harsher elements evaporate, the sugars caramelise, and the texture turns smoother and more rounded. At the same time, the heat boosts the aroma, making the drink far more expressive.

We have also developed a cold version of the method, using extreme chilling rather than heat. Having both options allows us to play with contrast, pushing drinks either towards warmth and depth or towards sharpness and clarity.

ONLY RECENTLY OPENED – WHAT HAS BEEN THE FEEDBACK FROM GUESTS, BOTH THE COCKTAIL CONNOISSEURS AND THOSE LESS FAMILIAR WITH THE TECHNICALITIES OF THE COCKTAIL WORLD?

Igor: The feedback so far has been very positive, mainly because the experience goes beyond the drinks themselves.

On one hand, more experienced guests really appreciate the technical depth and the methods behind the cocktails. On the other hand, we have made sure the menu stays approachable. There are drinks that are easy to understand and enjoy, even if you are not familiar with the technical side of cocktails.

For example, one of our more accessible serves is Necta 2, created in collaboration with Capreolus. It features a nectarine-

based eau de vie that was developed specifically for us in a limited batch. It is a good example of how we balance innovation with drinkability.

EACH OF YOU – ARTEM, ALEX AND IGOR –BRING A WEALTH OF KNOWLEDGE/EXPERTISE TO YOUR ROLES. HOW DO YOUR VISIONS FOR FLIPDOG ALIGN; WHAT MAKES THE TEAM SO SPECIAL?

Artem: What makes the team strong is that each of us brings a different, but complementary, perspective.

Igor comes from the renowned Tayer + Elementary. He has a deep understanding of the typical London guest, strong technical knowledge, and a real talent for working with rare ingredients and creating unique products. His strengths are execution and service.

Alex brings extensive operational experience. He has launched several bar concepts in different markets, and focuses on making sure everything actually works, from systems to scalability.

Personally, I combine experience, both behind the bar and as an operator. As an award winning bartender and someone who has built multiple projects, I help to shape the vision, defining where we are going and why.

Together, this creates a balanced structure where strategy, operations and execution are all covered.

HOW DO YOU SEE FLIPDOG CEMENTING ITSELF WITHIN THE COCKTAIL SCENE; WHAT ARE THE TEAM’S LONG-TERM GOALS FOR THE VENUE?

Alexey: Right now, the focus is on establishing FlipDog in London, building a strong identity, a loyal audience and a clear reputation within the cocktail scene.

In the long-term, we see this as a concept that can grow. The aim is to expand FlipDog into other cities across the UK and Europe while keeping the core philosophy intact, a bar where method defines the experience.

@flipdog.ldn flipdog.uk

SOFT DRINKS & MIXERS

WE UNVEIL THE RISING VALUE OF THE SOFT DRINKS AND MIXERS CATEGORY, DRIVEN BY PREMIUMISATION, INNOVATION AND THE GROWING FOCUS ON MODERATION.

SERVES INTO SALES

WE SHARE FIVE PRACTICAL WAYS PUBS AND BARS CAN BOOST SOFT DRINK AND MIXER SALES THIS SUMMER, FROM PREMIUMISING SERVES AND ELEVATING NO- AND LOW-ABV OPTIONS TO IMPROVING STAFF KNOWLEDGE, FOOD PAIRINGS, AND IN-VENUE VISIBILITY TO DRIVE GUEST ENGAGEMENT AND SPEND.

1

UPGRADE TO PREMIUM MIXERS

There is a clear ongoing demand for premiumisation in cocktails, with guests increasingly expecting high-quality, craft-led serves rather than basic mixed drinks. Soft drinks and mixers should align with this shift by matching the standards applied to premium spirits and cocktail builds. Swap standard mixers for premium brands, such as craft tonics, artisanal ginger beers, and botanical sodas, that enhance rather than dilute the drink. Staff can recommend intentional pairings - like a floral tonic with gin or a spiced ginger beer with dark rum - so the mixer is treated as a core ingredient. Presenting mixers in branded bottles or refined glassware reinforces their role in a high-value, crafted serve, and supports higher price points.

2

ELEVATE

NO- AND

LOW-ABV SERVES

No- and low-alcohol drinks should be treated with the same care and creativity as full-strength cocktails. Instead of isolating them at the back of the menu, integrate them alongside other serves and present them with equally appealing names, descriptions and presentation. Use premium mixers, fresh garnishes and thoughtful glassware to give these drinks a crafted feel. Options like botanical spritzes, citrus highballs or alcohol-free G&Ts can deliver complex flavour without alcohol. By positioning these drinks as deliberate choices rather than compromises, venues can appeal to moderation-minded guests and significantly increase soft drink and mixer sales.

3

INVEST IN STAFF EDUCATION

Educating bar staff about soft drinks and mixers can significantly boost sales. Provide short training sessions where staff taste different mixers, learn flavour profiles, and understand which spirits or foods they pair well with. When staff are confident describing drinks - such as explaining the spice in a ginger beer or the botanicals in a tonic - they naturally make better recommendations. Encourage them to treat soft drinks with the same knowledge and enthusiasm as cocktails or wines. Knowledgeable staff create a better guest experience and often inspire customers to try new drinks they might otherwise overlook.

HIGHLIGHT FOOD PAIRINGS

Encourage soft drink sales by suggesting pairings with popular dishes on the menu. For example, a spicy ginger beer works well with burgers or barbecue dishes, while citrus sodas complement fried foods like fish and chips. Floral or elderflower mixers can pair nicely with salads, grilled chicken, or lighter summer plates. Adding small pairing notes on the menu helps guests see soft drinks as part of the dining experience rather than just a refreshment. This approach also supports guests who prefer not to drink alcohol, but still want a thoughtful food-and-drink combination.

4 5

INCREASE VISIBILITY

Soft drinks and mixers sell more when guests can clearly see them. Position premium mixer bottles, canned soft drinks or featured serves on the back bar or counter so they are visible during ordering. Use point-of-sale materials, such as bar runners, table talkers, tent cards or small menu inserts, to highlight seasonal soft drinks or mixer pairings. Visual cues help spark curiosity and remind guests of options beyond standard sodas. When combined with attractive glassware and fresh garnishes on serves being prepared at the bar, these displays subtly encourage other guests to order similar drinks.

REDEFINING REFRESHMENTS

WE REVEAL HOW SOFT DRINKS AND MIXERS ARE EVOLVING INTO A DYNAMIC, PREMIUM CATEGORY, DRIVEN BY BOLD FLAVOURS, FUNCTIONAL BENEFITS AND CHANGING DRINKING HABITS THAT ARE RESHAPING THE MODERN BAR.

The soft drinks and mixers category is no longer playing a supporting role behind the bar. Instead, it is stepping confidently into the spotlight, driven by shifting consumer expectations, evolving drinking habits and a wave of innovation that is redefining what a “soft” drink can be.

Once viewed as a simple alternative to alcohol, the category has grown into a sophisticated and highly competitive space. Today’s consumers are seeking more than refreshment; they are looking for flavour, experience, functionality and versatility — often all within a single serve. For operators, this represents both a challenge and a significant opportunity: to rethink how soft drinks and mixers are positioned, served and celebrated.

At its core, this transformation is being fuelled by a convergence of trends — premiumisation, moderation, global flavour exploration and the rise of hybrid drinking occasions — all of which are reshaping the role of soft drinks both behind the bar and as standalone choices.

The starting point for this evolution is flavour. Increasingly, consumers are rejecting one-dimensional, overly sweet options in favour of drinks that offer complexity, balance and a sense of craftsmanship. This shift is forcing both brands and operators to rethink their approach to product development and menu design.

Jonathan Fraser-Prinn, Director of Bars at The Alchemist, captures this shift clearly. “Consumers are no longer willing to accept the classic mocktails of days gone by, consisting of juice and sugar,” he says. “With a plethora of ingredients with complex flavours, the onus is squarely on the bars to develop these more adult flavour profiles that more closely mimic their alcoholic counterparts.”

This demand for elevated flavour profiles is not happening in isolation. It is closely tied to wider changes in consumer behaviour, particularly the growing expectation that non-alcoholic drinks should deliver the same level of sophistication as cocktails. In many ways, soft drinks are now being judged by the same standards as premium spirits — a significant shift from even a few years ago.

Market data reinforces the scale of this opportunity. According to Fentimans’ latest report, soft drinks and mixers are now the third largest category in the on-premise market, with combined sales reaching £4.7bn in the year to mid-2025. At the same time, their share of the total market has grown to 15%, underlining their increasing importance within the overall drinks landscape.

Within this growth, flavour innovation is emerging as a key player. As David Laidler, Brand Director of Carbonates and Lipton at Carlsberg Britvic, explains, “The popularity for traditional soft

drinks is not going anywhere, anytime soon, with cola and fruit flavoured carbonates accounting for 57% of soft drink sales within foodservice. What is changing however, is the growing demand for flavour twists on original classics, particularly from younger drinkers.”

This balancing act — between familiarity and novelty — is crucial. Consumers still want recognisable formats, but with a modern edge that keeps them engaged. That is why innovation often builds on established favourites rather than replacing them entirely.

At the same time, inspiration is increasingly global. Rebekha White, Senior Brand Manager at Aimia Foods for Professionals, highlights how international influences are shaping the category. “With 31% of UK drinkers now choosing low and no alternatives, the demand for enticing soft drinks and mixers has increased, and as customers become more adventurous with their choices, variety is essential.

“As part of this, many consumers are enjoying more exotic drinks inspired by international cuisine, such as kombucha and amazake. Spiced beverages are also becoming popular with fiery sodas and aromatic chaiinspired drinks now a hit, highlighting the importance of flavour in this competitive category,” she adds.

For brands like MONIN, responding to this demand means offering premium flavour solutions that enable creativity at scale. Tony Kousoulou, Beverage Expert at MONIN, shares, “With hundreds of flavours spanning fruit, botanical, spice and confectionery notes, MONIN can add flavour to any cocktail or mocktail.”

He adds, “Consumers want drinks that are both delicious and mindful, and lower sugar beverages must not compromise on taste, which places

greater emphasis on our goal to produce products with quality ingredients and continue to craft excellent serves.”

MONIN has introduced a new Matcha Green Tea concentrate, crafted from premium Japanese matcha powder, helping venues lean into ongoing ‘matcha mania.’

“Matcha remains the number one fastest-growing teabased beverage, meeting demand, sparking creativity, and supporting functional drinks trends,” Tony reveals.

Taken together, these insights point to a category that is increasingly defined by flavour depth, diversity and intentionality — qualities that were once reserved almost exclusively for alcoholic drinks.

As flavour expectations have evolved, so too has the role of the mixer. No longer a passive component, it is now an active contributor to the overall drinking experience, capable of shaping, enhancing and even defining a serve.

This shift is closely linked to the continued rise of

MONIN’S MATCHA LATTE

INGREDIENTS:

40ml MONIN Matcha Green Tea concentrate 160ml cold milk or plant-based alternative 20ml MONIN syrup of your choice; Vanilla, Hazelnut, or Pistachio are on-trend choices Matcha powder, to garnish

METHOD:

Pour MONIN Matcha Green Tea concentrate into a heatproof glass. Steam milk until frothy and pour the milk over the Matcha in the glass. Garnish and serve.

cocktail culture, which has placed greater emphasis on balance, texture and ingredient quality.

George Bagos, General Manager and Co-founder of Three Cents, highlights this change. “Consumers are becoming increasingly experimental with their drink choices. For bars, that means the mixer matters. A high-quality soda can transform cocktails, adding instant flavour and depth in an authentic way.”

This transformation is also influencing how products are designed. Rather than acting as neutral backdrops, mixers are now crafted to bring distinct characteristics to a drink — whether through carbonation, flavour intensity or aromatic complexity.

George continues, “The Three Cents range of tonics and mixers empowers bartenders to create more dynamic and interesting flavour profiles. Our products add layers of complexity while delivering a crisp and intense fizz that lasts to the last sip.”

Crucially, this evolution is expanding the creative toolkit available to bartenders. By offering more nuanced and expressive mixers, brands are enabling operators to push boundaries and experiment with new combinations.

Rebekha White points to how this creativity is already playing out in bars. “Whilst classic cocktails remain a staple in bars across the country, mixologists are also mixing up drinks that put a unique twist on these tempting tipples,” she shares. “One such option is a chai-tini, and by fusing two trending drinks – espresso martini and chai – bars can offer a flavoursome and luxurious cocktail whilst also showcasing their creativity.”

One of the most important developments underpinning this shift is the rise of hybrid drinking occasions. Increasingly, consumers are

not choosing between alcoholic and non-alcoholic drinks, they are embracing both within the same social setting.

This behavioural shift is having a profound impact on how drinks are conceptualised and presented. Rather than existing in separate categories, alcoholic and non-alcoholic serves are beginning to converge in terms of style, presentation and complexity.

As Jonathan explains, “Further to this is the more hybrid style of drinking, where guests combine both alcoholic and nonalcoholic drinks on the same occasion, which has created a need to homogenise the style of drinks across categories and remove the differentiation between them.”

This convergence is raising the bar for soft drinks. They must now deliver not just flavour, but also the same sense of occasion, theatre and satisfaction as their alcoholic counterparts.

Tony emphasises this shift, as he comments, “Sophisticated soft drinks, premium mixers and no-alcohol cocktails are no longer secondary choices, they are central to a successful, modern drinks menu.”

At the same time, versatility is becoming a key requirement. Drinks must work across multiple occasions — from daytime refreshment to evening indulgence — without losing their appeal.

Rebekha highlights this, “Versatile soft drinks and mixers offer a cost-effective way for operators to broaden their menu. What’s more, beverages that can be enjoyed any time of day are vital to driving a consistent stream of sales.

“Take chai for example, this beverage can be poured over ice for a refreshing day time drink, but when night sets, it can also become a

flavoursome ingredient for many cocktails,” she adds.

This ability to move seamlessly between roles — standalone serves to cocktail components — is becoming a defining characteristic of the category.

Alongside flavour and versatility, functionality is emerging as a powerful new dimension within the soft drinks space. Increasingly, consumers are seeking drinks that do more than taste good — they want beverages that align with their lifestyle, support their wellbeing or enhance specific moments.

Jonathan provides more insight to this rising trend. “There’s now more function available within soft drinks, with everything from CBD to protein to gut-friendly sodas available. This offers a real opportunity to deliver a mood or need to a consumer,” he shares.

What makes this particularly significant is its potential to create entirely new drinking occasions. Rather than being tied solely to social settings, drinks can now be positioned around specific needs or states of mind.

“In particular, I think we may start to see new drinking occasions arising with consumers searching out beverages to match requirements. For example, we may not be far off a world where laptop workers within bars and cafes may be searching out nootropic-enhanced serves to aid with their focus,” he notes.

This aligns closely with wider consumer research. Fentimans reports that 51% of consumers are willing to pay more for soft drinks that offer additional functional health benefits, with even higher interest among younger audiences – 68% and 61% among Millennials and Gen Z.

Russell Goldman, Managing Director of Breakthrough Brands, Carlsberg Britvic, underscores how deeply embedded health has become in innovation.

“Of the top 12 new product development trends in foodservice in the past year, at least five are related to health.

“In fact, 35% of soft drink shoppers are classed as ‘health moderates’, meaning they adopt some healthy diet and lifestyle practices, and a further 26% are health actives, meaning they adopt several of these practices,” he adds.

However, as the category evolves, communication will be key. Jonathan notes, “The real success will come from selling a feeling rather than an ingredient as consumers can more directly understand that as a concept. Red Bull proved that 20 years ago giving us wings!”

Running parallel to the wellness movement is the continued rise of moderation. More consumers are actively reducing their alcohol intake, but crucially, they are not willing to compromise on quality or experience when they do so.

Carly Sims, Socialising Brand & Media Director at Carlsberg Britvic, reveals, “46% (vs 36% in 2018) of people in the UK are moderating how much alcohol they drink, with 318 million soft drinks consumed as an alternative to alcohol in UK homes in 2024.”

This shift is reshaping expectations within the on-trade. Soft drinks are no longer seen as a fallback option; they are an integral part of the overall offer.

Carly adds, “Despite this, when people do go out, more are choosing to raise their glasses with premium drinks. So, tapping into visually appealing drinks and memorable experiences is key whether alcoholic or non-alcoholic.”

This desire for premium experiences is also driving the concept of “affordable luxury” — drinks that feel indulgent and special, even without alcohol.

Russell highlights how mixers are supporting this trend, “Whether it’s mixing the distinctive Ginger Ale or Zesty Blood Orange & Elderflower Tonic Water with an alcoholic or nonalcoholic spirit or enjoying them as a standalone drink served over ice, the London Essence range allows guests to enhance their drinking experiences with no compromise.”

Taken together, these trends paint a picture of a category in transformation. Soft drinks and mixers are no longer defined by what they lack — alcohol — but by what they offer: flavour, creativity, functionality and experience.

For operators, the implications are clear. Success will depend on treating soft drinks with the same level of care, creativity and strategic thinking as the rest of the drinks menu.

The New A Line’s intuitive touchscreen simplifies operation and maintenance – making it easier for staff to work efficiently, and for customers to enjoy great coffee with ease. It’s all about the moment

REDEFINING COCKTAIL CULTURE

AS COCKTAIL CULTURE EVOLVES AND CONSUMERS SEEK MORE SOPHISTICATED FLAVOURS, PREMIUM SOFT DRINKS AND MIXERS ARE TAKING ON A BIGGER ROLE BEHIND THE BAR. SCOTT BELL, HEAD OF MARKETING AT SHS DRINKS, EXPLAINS HOW BOTTLEGREEN’S FLAVOUR-LED CORDIALS AND PRESSÉS ARE MEETING DEMAND FOR VERSATILITY, QUALITY AND ELEVATED ALCOHOL-FREE SERVES

HOW HAS CONSUMER DEMAND FOR PREMIUM INGREDIENTS AND FLAVOUR COMPLEXITY INFLUENCED THE WAY SOFT DRINKS AND MIXERS ARE DEVELOPED TODAY?

As the UK’s number one elderflower brand, with a 47% share of the segment¹, bottlegreen has helped shape the premium adult soft drinks category for more than 30 years.

Today, consumers expect more from both alcoholic and non-alcoholic drinks. They want better taste, more complexity and thoughtful ingredients. Our premium cordials and sparkling pressés are crafted around layered, distinctive flavours, with elderflower, contributing £18m and 35% of total category growth¹.

bottlegreen products are also highly versatile. With a 1:15 dilution ratio, they offer an easy, consistent way for consumers and bartenders to create flavourful, high-quality serves.

THE RISE OF COCKTAIL CULTURE HAS ELEVATED THE ROLE OF MIXERS. HOW DO YOU SEE YOUR PRODUCTS CONTRIBUTING TO THE OVERALL DRINKING EXPERIENCE?

As cocktail culture evolves, mixers must enhance drinks, not simply top them. bottlegreen cordials and pressés add depth, aroma and versatility, working seamlessly in cocktails, long serves and alcohol-free options while bringing character and refinement, not just sweetness.

This has been brought to life through curated menus at events including the Cheltenham Festival, where bottlegreen featured in serves such as the Hugo Spritz, The Cotswold Berry Fizz and The Country Mojito.

Recognised at the 2026 Bartender’s Brand Awards, our range of cordials includes Wild Elderflower & Elderberry, Pink Grapefruit, Spiced Berry, Ginger & Lemongrass, Wild Elderflower, Pomegranate & Wild Elderflower, Lime & Mint, Mango & Passionfruit and Summer Raspberry.

WITH GROWING INTEREST IN LOW- AND NOALCOHOL DRINKING, HOW ARE SOFT DRINKS AND MIXERS ADAPTING TO SERVE BOTH AS COCKTAIL COMPONENTS AND STANDALONE BEVERAGES?

As more consumers moderate their drinking, demand is rising for soft drinks that still feel grown-up, flavourful and occasion-

worthy. Drinks now need to work across cocktails and mocktails while also standing strong on their own. bottlegreen’s cordials, pressés and spritzes deliver exactly that, offering versatility across serves without compromising flavour or craft. Format matters too, with bestselling lines such as Elderflower pressé and Raspberry Lemonade now available in 250ml and 330ml cans.

LOOKING AHEAD, WHAT INNOVATIONS OR TRENDS DO YOU THINK WILL DEFINE THE FUTURE OF THE SOFT DRINKS AND MIXERS CATEGORY?

We expect continued growth in premium, botanical and flavour led serves with layered, sophisticated profiles. Versatility will be key, with products that move easily from cocktails and spritzes to elevated alcohol free options.

This is reflected in the launch of bottlegreen’s non-alcoholic spritz range with two new 750ml expressions. The Hugo Spritz, crafted with elderflower, lime and mint, builds on bottlegreen’s leadership in elderflower, while the Bitter Orange Spritz delivers a bittersweet, citrus-led profile inspired by classic spritz serves. We have also introduced Elderflower & Elderberry in both cordial and pressé formats, meeting demand for refined flavour combinations.

Looking ahead, the future belongs to drinks that deliver standout flavour, strong versatility and clear quality cues, especially in cordials, where concentration, mixability and value remain key.

BUSINESS AND PURPOSE

BELU’S LATEST PURPOSE IN PROGRESS REVEALS HOW EVERY BOTTLE SERVED CONTRIBUTES TO MEASURABLE CHANGE, FROM FUNDING CLEAN WATER PROJECTS WITH WATERAID TO REDUCING CARBON ACROSS ITS SUPPLY CHAIN.

On April 22nd we published our 2025-26 Purpose in Progress, and at the heart of it is something we are genuinely proud of: our Purpose P&L®. It is a tool we have built to track not just the financial health of our business, but the real-world change that every bottle and every can we sell creates in the world. It sits alongside our standard accounts and holds us accountable to something bigger than the bottom line. Revenue flows in, and we track exactly where it goes: to WaterAid, into filtration equipment, into nature-based solutions and carbon reduction. Every line flows back into the SDGs at the heart of our business.

Since 2011, our Purpose P&L has told a story of cumulative, compounding impact. We have now given over £6.5 million to WaterAid to deliver clean water, decent toilets and good hygiene across 22 countries, reduced our carbon intensity by 80% since 2010, and turned 142,804,852 bottles into new bottles. In

2025 we took another significant step forward, becoming fully owned by the Belu Foundation, 100% asset locked and unable to be sold, so that every pound of net profit goes directly to our purpose.

For the bars and restaurants that choose to serve Belu, this story is relevant to you too. When you pour Belu, you are not just choosing a water brand. A new venue joining our collective, a filtration system installed, a case of cans ordered: each of these moves the numbers on our Purpose P&L in a direction that matters, contributing directly to WaterAid’s work across 22 countries via our unrestricted funding agreement, so that money can be used where it is needed most. The connection between our business and our impact is real, measurable and audited. That accountability runs through everything we do. Our carbon footprint is measured from cradle to grave across every product we make, covering raw materials, manufacturing, distribution,

Image © Zodeemedia

use and end of life. We bottle everything in the UK and do not export our drinks. Our recently launched aluminium cans are made from at least 68% recycled content, lighter than a standard can and filled domestically to keep transport emissions low. We do not offset our way to a good story. Instead, we invest in nature-based solutions on the ground in the UK, working with Thames21, The Rivers Trust, Blue Marine Foundation and WRAP to restore ecosystems and drive genuine circular economy progress.

We were built around the idea of business as a force for good from the start, and we have always published our impact openly so that anyone can see exactly where every pound goes. This year’s Purpose in Progress is the latest chapter in that commitment: an honest account of our performance, the challenges we have faced and the future we are working toward. By 2030, we want to have given over £15 million to WaterAid, with a growing collective of bars, restaurants, hotels and workplaces choosing purpose alongside profit, and a Purpose P&L that keeps telling a story of impact that compounds year on year.

For anyone in hospitality thinking about what their water choice represents, we offer something genuinely rare: a brand where the numbers tell the whole story, where growth and impact are the same thing, and where every drop is Served with Purpose.

You can read the full story in our 2025-26 Purpose in Progress, out now at belu.org.

Image © Zodeemedia

Image © WaterAid / Cian Oba-Smith

RAISE A GLASS TO THE PALOMA

THREE CENTS IS CELEBRATING THE PALOMA ALL MONTH LONG, PARTNERING WITH LEADING BARS NATIONWIDE TO SHOWCASE INVENTIVE NEW TAKES ON MEXICO’S ICONIC COCKTAIL.

Three Cents, the premium mixer brand, is celebrating the iconic Paloma cocktail throughout May with a nationwide takeover. Partnering with over 60 of the UK’s best cocktail bars in 11 cities across the UK, the Paloma month will see venues offering guests a limited-edition menu, as well as offers and prize opportunities.

Taking part will be some of the UK’s most exciting up-andcoming mixologists, with each venue curating a dedicated Paloma menu. Alongside the timeless combination of Three Cents Pink Grapefruit Soda and Tequila Ocho, bartenders will also present their own signature twist on the serve to showcase their unique style and creative flair, with over 200 variations of the Paloma available across the country throughout May.

New for 2026 will see the addition of CleanCo T. Clean T is an alcohol-free agave-inspired spirit, made to be mixed just as you would in a classic Paloma. All of the participating venues will be listing a Clean T Paloma, ensuring everyone can enjoy a Paloma throughout the month of May.

Three Cents Pink Grapefruit Soda, which perfectly embodies the unique aroma and flavour of the fruit, was the first of its kind outside of Mexico and was a driving force in the Paloma trend across Europe. A bartender favourite, the soda delivers a crisp and intense fizz that lasts to the last sip.

22nd May, which marks World Paloma Day, will also see participating venues offering exclusive promotions, giving guests even more reason to explore the menus. New for this year will also be the chance for bar-goers to win unmissable prizes.

George Bagos, General Manager and Co-founder of Three Cents, says “Our signature serve is Paloma, so we’re excited to be celebrating its brilliance throughout May - one day just isn’t enough! Whether you’re a purist or wanting to discover a new take, bars across the UK will be offering bespoke menus dedicated to Mexico’s most loved serve. The goal at Three Cents has always been to open up creativity with bartenders and the Paloma month offers just that, bringing together Britain’s most exciting mixologists to show their best”

Three Cents was founded in 2014 by a group of bartenders in the search of the perfect cocktail mixer in Athens, Greece. This led to a fascination with carbonation and over ten years ago the brand launched with its Pink Grapefruit Soda. It was the first of its kind and instrumental in driving the Paloma cocktail craze in Europe. Designed to offer maximum flavour and carbonation to balance the ingredients of a cocktail or long drink, Three Cents artisanal beverages are crafted without

preservatives, juices or artificial colourings and elevate flavours and aromas, maintaining a drink’s fizziness.

For more information, please visit www.threecents.com, get in touch with distributor Cask or follow @threecents_official on Instagram.

ZIMA BLUE

MARCO MATESI, BAR GENERAL MANAGER, UNVEILS THE VENUE’S NEW MENU “COME AS YOU ART”, SPOTLIGHTING ZIMA BLUE – A REFINED REINTERPRETATION OF THE NEGRONI THAT CELEBRATES REDUCTION, BALANCE AND ELEMENTAL FLAVOUR.

A cocktail about stripping back to what matters. A drink about finding beauty in reduction.

NEW CREATIONS

From behind the bar at Savage Garden, this new menu is personal. It’s a reflection of how we believe guests should drink and dine – not by rules, but by instinct.

“Come As You Art” is a concept centred around intuitive drinking and dining, blending creativity with playful, art-led touches.

Set high above the city, with London stretched out beneath us, this is where flavour meets feeling. Every cocktail we’ve created, every dish we’ve paired alongside it, is designed to spark something individual. No two guests will experience this menu the same way, and that’s exactly the point. Rooted in the idea that art is shaped by feeling, memory and instinct, the new menu invites guests to follow what draws them in.

Our kitchen leans into bold, shareable plates – slow braised beef brisket bao buns, crispy seaweed and onion squid, truffle and mushroom arancini – balanced with lighter, expressive options like grilled halloumi with pear and apricot or truffle mushroom flatbreads.

Zima Blue is our sensual and artistic reinterpretation of the Negroni, an exploration of depth, identity, and reduction, inspired by the philosophy of the Zima Blue episode from Love, Death & Robots.

Built on four pillars, Portofino Dry Gin, Express Vermouth, Campari, and Amaro Montenegro, the drink begins with complexity. Bitterness, sweetness, citrus, and botanicals layer over one another, creating a rich and intricate structure. Yet, much like Zima’s journey, the intention is not to add, but to refine.

Amaro Montenegro brings a gentle, bittersweet citrus warmth, binding the elements into a seamless whole, less sharp, more immersive, like a memory softened over time.

Visually, the transformation completes itself. Blue matcha and a precise touch of colour evoke that infinite, hypnotic blue, an homage to the pool, to origin, to simplicity. A reminder that even the most complex creations long to return to something fundamental.

A cocktail about stripping back to what matters. A drink about finding beauty in reduction.

savagegarden.co.uk

@savagegardenldn

ZIMA BLUE

METHOD:

Through milk fat washing and clarification, we strip away the noise, harsh alcohol edges, excessive tannins, and aggressive bitter compounds. What remains is something purer, smoother, almost elemental, a Negroni reduced to its essence. Softer, rounder, and more contemplative.

Served at -7°C, straight from the Amaro Montenegro machine onto a flawless block of clear ice, Zima Blue is both minimal and profound.

INGREDIENTS:

25ml Portofino gin

25ml Campari

20ml Espresso Vermouth

15ml Montenegro

BEHIND THE BAR: WORLD CUP EDITION

WITH A BLOCKBUSTER SUMMER OF SPORT ON THE HORIZON, WE DIVE INTO HOW OPERATORS AND BARTENDERS CAN STAY SHARP AND MAXIMISE EFFICIENCY UNDER PEAK PRESSURE.

THE STARTING FIVE

HERE ARE FIVE SIMPLE WAYS TO ELEVATE YOUR DRINKS OFFERING DURING THE WORLD CUP, COMBINING VERSATILITY, SPEED AND CROWD-PLEASING APPEAL TO KEEP GUESTS SATISFIED FROM KICK-OFF TO THE FINAL WHISTLE.

1

VERSATILITY IS KEY

During the World Cup, speed and broad appeal matter more than niche complexity. Create a tight, versatile menu that covers key categories: lagers, craft beers, house wines, simple cocktails and low/no-alcohol options. Think recognisable serves like spritzes, gin & tonics, and rum highballs that can be executed quickly and consistently. Versatility also means ingredients that cross over multiple drinks, reducing prep and waste. A well-structured core menu ensures every guest finds something appealing without slowing down service during peak match moments.

2

PRE-BATCH COCKTAILS

Efficiency behind the bar is critical when matches drive sudden surges. Pre-batching cocktails such as margaritas, espresso martinis or sangria allows bartenders to serve quickly without compromising quality. Kegged cocktails or draft spritzes can also elevate speed and consistency. Organise your bar stations so that the most popular items are within easy reach, and minimise steps in each serve. The goal is to reduce wait times during halftime rushes and goal celebrations, ensuring guests spend more time enjoying the atmosphere and less time queuing.

3

THEMED OFFERINGS

The World Cup is a global celebration, so reflect that in your drinks. Feature rotating specials inspired by competing nations –Brazilian caipirinhas, Italian aperitivos or Mexican palomas. This adds excitement and gives guests a reason to try something new each matchday. Keep these drinks simple and adaptable so they don’t disrupt service flow. Themed offerings create a sense of occasion and encourage repeat visits, especially if you align drinks with specific fixtures or teams playing that day.

SPOTLIGHT NO & LOW

Not every guest will be drinking alcohol, especially during daytime matches or longer viewing sessions. A strong selection of low and no-alcohol drinks is essential. Offer alcohol-free beers, low-abv serves, and refreshing soft options like premium juices. Treat these drinks with the same care as alcoholic ones – proper glassware, garnishes and presentation. This inclusivity broadens your audience and ensures groups with mixed preferences all feel catered for, increasing overall spend and guest satisfaction.

4 5

WELL-TRAINED STAFF

Even the best menu fails without a well-prepared team. Train staff to deliver drinks quickly, communicate clearly, and maintain energy during busy periods. Equip them with simple upselling techniques – suggesting pitchers for groups or pairing drinks with snacks. Encourage engagement with guests, especially during key match moments, to build a lively, memorable atmosphere. A confident, efficient team not only keeps service flowing but also enhances the overall experience, turning first-time visitors into regulars throughout the tournament.

GAME ON

AS THE WORLD CUP RETURNS, PUBS AND BARS HAVE A PRIME OPPORTUNITY TO TURN MATCHDAYS INTO MAJOR REVENUE DRIVERS. WITH EXPERT INSIGHT, WE REVEAL HOW OPERATORS CAN MAXIMISE FOOTFALL, INCREASE SPEND AND DELIVER SEAMLESS, HIGH-ENERGY EXPERIENCES THAT KEEP FANS COMING BACK.

As the summer of sport approaches, pubs and bars across the country prepare for one of the busiest trading periods of the year. With global tournaments like the FIFA World Cup drawing huge crowds, venues face the challenge of serving hundreds of excited fans quickly while maintaining quality, consistency and a great atmosphere.

For operators, success during this high-pressure period hinges on more than simply putting matches on screen. It requires careful planning across food, drink, marketing and operations — all working in sync to deliver a seamless experience. Done right, the rewards are significant: increased footfall, higher spend per head and stronger long-term customer loyalty.

When it comes to managing high volumes, simplicity is key — particularly in the kitchen. Overcomplicated menus can quickly derail service during peak periods.

As Leigh Baker, Customer Propositions Director, Foodservice at Booker, explains, “If the menu is too broad, requires too many components or heavy customisation, it can be time-consuming

for chefs to get orders out to customers. This can result in service delays, mistakes, extra pressure on the kitchen and front-of-house teams, and, sadly, complaints, which can lead to reputational damage for the venue.

“High-performing venues use ‘hero items’ and simple builds that meet the need for speed of service, accuracy, correct temperature and can be made en masse for group orders,” she adds.

Operators should focus on streamlined menus built around versatile, crowd-pleasing dishes. Handheld options such as burritos, wraps and tacos are ideal for matchdays, offering quick preparation and easy consumption for standing crowds.

“Preparing a kitchen for the World Cup tournament and sporting season can be straightforward if you invest in items that serve multiple purposes, can be used over different dishes, deliver value and can be prepared with ease,” Leigh suggests.

Street food concepts, such as Greek gyros or Americana-style sharing platters, are particularly effective. These formats not only

Venues should post confirmed fixture dates, kick-off times and any ticket or booking links as soon as they’re available, in a format people can save and share.

speed up service but also encourage group ordering, increasing overall spend.

“Quality frozen foods can be easily stored, fried in batches and served up hot. Sandwiches can be made in advance and bought out at half time, and Americana foods such as hotdogs, burgers, wings, and ribs can be served on large platters for groups.

“Booker stocks an extensive range of high-quality meat products under its Blackgate butchery range, including Wagyu and Aberdeen Angus beef burgers, and jumbo pork sausages, both made using prime cuts. For larger scale catering, a fantastic product is the premium gourmet burger, which can be cooked from frozen and served, avoiding food wastage and bringing flexibility to fast-paced kitchens,” she adds.

Forecasting demand accurately is a critical factor for success; operators who rely on guesswork risk running out of key items or over-ordering and increasing waste.

Leigh advises venues to “look at historical data, previous sporting events you have hosted and replicate successful formulas that are guaranteed to work.

“Keep it streamlined and organised with pre-orders, set menus and bundle deals for food and drinks to allow a steady flow of stock in and orders out, giving you a clear picture of supplies required and approximate customers to be served,” she notes.

Understanding customer behaviour is also essential. As Leigh

explains, “Customers will fall into two camps – those who are organised and pre-order, and those who are more spontaneous and come into the pub as a last-minute decision. The way to avoid running out of items is to establish par levels to determine the minimum quantities of stock required to meet demand in between deliveries and trips to the wholesalers.”

By combining historical data with pre-booking insights, venues

SUMMER SORTED!

Booker’s Spring Catering Guide is out now, spotlighting new and trending lines available across branches, including own label and branded favourites. Designed to support operators during the World Cup tournament and over the peak summer period, it includes menu ideas and inspiration, exclusive food and drink lines, and 650 price locked products. In addition, Booker has launched its Value Hero pricing initiative, designed to give Booker customers the products that matter to them most at an outstanding price point. The initiative represents a major push focusing on Booker’s commitment to bringing value on essentials, staples and best-selling lines, as part of the wholesaler’s pledge to support customers all year round. booker.co.uk

can strike the right balance between organisation and flexibility. While operational efficiency is crucial, filling the venue in the first place is just as important –and marketing plays a central role in ensuring matchdays reach full capacity.

Katie Kirwan, Head of Brand & B2C at DesignMyNight, highlights the importance of early visibility, “We think the biggest opportunity is early commitment: venues that get ticketed events live on platforms like Tonic Ticketing and venues listed on discovery sites like DesignMyNight before the tournament draws attention will capture the audience that’s actively planning.

Supporting this with real-life figures, she explains, “Our data shows 47% of hospitality bookings are 4-7 days out so lastminute visibility matters, but we’ve seen a 98% increase in searches for World Cup experiences on DesignMyNight in the last few weeks alone, proving that venues or events wanting to appear in ‘where to watch the World Cup in London’ searches need to be set up weeks – if not months – before anyone starts searching.”

Social media remains one of the most powerful tools for engagement — but consistency is critical. In a crowded digital space where audiences are constantly scrolling, regular and reliable posting helps venues stay visible, relevant and top-of-mind.

“Consistency will be massively important,” Katie explains. “Venues should post confirmed fixture dates,

kick-off times and any ticket or booking links as soon as they’re available, in a format people can save and share. Short video content showing the actual screen setup, the atmosphere and the crowd performs significantly better than static graphics in our opinion, as they showcase the actual experience guests will be booking in to.”

By showcasing the atmosphere in advance, venues can build anticipation and secure bookings before the first whistle blows. Encouraging customers to stay longer — and spend more — is another key objective during major tournaments. Structured matchday packages are an effective way to achieve this.

“A pre-booked matchday package gives the customer a reason to arrive early and commit to staying. Venues that package their England match nights with a clear offer and a booking mechanic will always outperform those relying on walk-ins,” says Katie. “We’ve also seen hospitality operators use the upsell tool on Tonic Ticketing and boost their match-day revenue with additional product sales and improved guest time on site.”

Tiered ticketing and bundled offers provide further opportunities to increase revenue by catering to different customer preferences and spending levels, while subtly encouraging upsell. Rather than a one-size-fits-all approach, venues can create a more flexible and appealing offer structure that allows guests to choose the experience that suits them – whether that’s a low-cost entry option or a more premium, curated package.

“Tiered ticketing is creative and effective, offering a standard entry ticket, a mid-tier with a drink included, and a premium package with a reserved table and food creates upsell opportunities. Some venues have offered ‘money back if England score first’ or similar risk-free entry hooks that can help with

social sharing or press hooks. Themed drinks menus tied to England’s opponents each game are also low-cost, and could give the social team fresh content for every match,” she says.

These tactics not only drive sales but also enhance the overall experience, making matchdays feel like special events rather than standard service periods.

While front-of-house elements drive customer satisfaction, efficiency behind the bar is what keeps service flowing during peak moments.

Ice, for example, is often overlooked — yet it plays a crucial role in both presentation and speed of service.

Roz Scourfield, National Sales Manager at Hoshizaki UK, highlights the value of quality ice. He explains, “Behind the bar, few appliances are as important as an ice machine. In an industry that places so much emphasis on presentation, high-quality ice which complements a drinks’ aesthetic is essential. Cubed ice is particularly versatile, and can be used across iced coffees, soft drinks, mocktails, and cocktails. However, bars looking to stand out from the crowd could consider more complex ice shapes to premiumise their offering.”

Innovations in ice production are enabling operators to elevate their drinks while improving efficiency too.

Experienced Bar Owner, Nick Robinson, shares, “The Hoshizaki sphere ice has been a fantastic addition to our brand. It has really opened up our scope of cocktails and has allowed us to wow our customers in ways not possible previously. We can now produce a near on unlimited supply of fantastically clear ice spheres, extremely fast.”

Automation is also playing an increasing role in helping bars manage high demand without compromising quality. Beyond Hoshizaki’s ice solutions, the cold-solution experts are also constantly innovating convenience-led solutions such as their Beermatic Dual Tap.

“Bartenders simply need to slot a glass into place and press a button, and the Beermatic takes care of the rest. The appliance gently tilts the glass as chilled beer pouts, slowly returning it upright to result in the perfect pint-to-head ratio every time.

As the drinks pour, staff can focus on processing the rest of the order for speedy service,” says Roz.

The impact on efficiency — and profitability — can be significant. “With up to 15% of beer typically wasted during the manual pouring process, the Beermatic is also sure to appeal to cost- and environmentally-savvy operators,” Roz adds.

By reducing waste and freeing up staff time, such solutions allow teams to handle larger volumes with greater consistency.

Ultimately, the summer of sport represents both a challenge and an opportunity for pubs and bars. High customer expectations, increased footfall and fast-paced service create pressure — but with the right approach, they also unlock significant rewards.

From simplifying menus and forecasting demand to investing in equipment and building strong marketing campaigns, success lies in preparation and execution. Operators who take a strategic approach — combining efficiency behind the bar with a compelling customer experience — will be best placed to capitalise.

BEHIND THE BAR BOOSTS

ELA HEDGES,

BUSINESS DEVELOPMENT MANAGER AT MIELE PROFESSIONAL, REVEALS HOW BACK‑BAR CHOICES SHAPE FRONT‑OF‑HOUSE EXPERIENCES.

The way bars operate in the UK is shaped as much by what happens out of sight as it is by what guests see. While creativity on the menu tends to steal the headlines, more operators are recognising that the details which truly carry a bar through busy nights are the ones guests rarely spot.

Glass care and drinks storage are two areas that quietly influence the quality and consistency guests experience. Both are influencing how consistently staff can perform, how reliable service feels to guests and how well bars protect the quality of the drinks they serve.

Clean, scent free glassware is non negotiable for any venue that serves spirits or cocktails with nuance. A drink that relies on delicate aromatics, or a wine that demands a precise temperature, will quickly lose its character if the fundamentals are not right.

That understanding has encouraged managers to review the systems they use behind the bar, with an eye on dependability, hygiene and repeatability.

WHY GLASS CARE IS BEING RETHOUGHT

Many bars still rely on seemingly simple routines for looking after glassware, although methods such as handwashing and polishing can create more pressure than they solve. Operators have grown wary of anything that relies too heavily on staff capacity, particularly during fast paced service when consistency often falters. Polishing introduces a surprising number of variables, from cloth quality to unseen residue on surfaces. It also risks breakages at a time when margins are already tight.

Commercial dishwashing systems have stepped into that gap. Fresh water designs provide a reliable alternative to limitations of tank based systems. In a fresh water setup, the water is replaced after every wash cycle, and the final rinse is completed at a temperature suitable for the load. This approach supports optimum levels of hygiene and removes any lingering concerns about debris or odours carrying over from previous loads. For busy bars running many cycles a day, systems like this offer peace of mind that every glass begins its next use in the best possible condition.

Miele Professional’s fresh water commercial dishwashers, for example, enable high cleaning standards without slowing service. They are designed for demanding environments, offer short cycles and can handle regular daily use while maintaining consistent results. That reliability is the reason many bars view systems in this category as a long term investment rather than a luxury.

DRINKS STORAGE THAT SUSTAINS QUALITY

Alongside glass hygiene, drinks storage has become an area where bars are reassessing expectations. Wine is the most obvious candidate, as stability has a direct influence on how a wine tastes. Temperature swings can mute aromatics, disturb structure and reduce the impact of a carefully selected bottle. For bars with mixed wine lists, or those that serve a blend of sparkling, red and white, flexibility becomes essential.

Modern conditioning units now cater to those demands by offering multiple temperature zones, which protect different wine styles without compromise. Features such as precision lighting, intuitive controls and shelves that accommodate larger bottles all support a more thoughtful approach to storage. A well designed wine unit can lift a bar’s offering by ensuring that the bottle opened at 6pm tastes exactly as it should, even if it was placed

Clean, scent free glassware is non negotiable for any venue that serves spirits or cocktails with nuance.

next to a completely different style of wine.

The Miele MasterCool wine conditioning unit, for instance, features three separate temperature zones, flexible shelving and lighting that allows staff to view bottles clearly without disturbing the environment inside. These touches help bars look after their wine without adding extra steps during service.

DESIGNING A BACK BAR THAT SUPPORTS THE FRONT

The trend towards more refined equipment choices has less to do with technology for its own sake and more to do with building a service environment that holds steady under pressure. On a busy Friday night, unpredictability becomes the enemy. If staff second guess whether a glass is ready for use or whether a bottle has been stored at the wrong temperature, confidence drops. That uncertainty filters through to guests, who notice far more than they often articulate.

Modern bars are built around rhythm, and equipment that supports a smooth rhythm earns its place. Fresh water dishwashers reduce the need for manual intervention and

help staff trust what comes out of the machine. Temperature controlled wine units ensure that every pour begins with the drink in the right condition. Both are small decisions with outsized influence on the finished product.

WHERE BARS GO FROM HERE

Bar managers are putting more weight behind decisions that reinforce consistency, hygiene and drinks quality. The equipment chosen for glass care and storage shapes how well a bar can maintain those standards across every shift, not only during the calm moments when staff have time to double check.

The focus now lies on creating an environment where the essentials hold firm, even at peak times. That is what ultimately supports creativity at the bar and helps guests enjoy the drinks that define a venue’s identity.

Discover how Miele Professional’s range of commercial freshwater dishwashers can support your bar’s operations here: https://www.miele.co.uk/p/dishwashingtechnology-3168.htm

GET SET FOR A SUMMER OF SPORT

AS AN EPIC SUMMER OF SPORT KICKS OFF, MARY MCCARRON, BRAND COMMUNICATIONS MANAGER AT MATTHEW CLARK, SHARES HER INSIGHTS ON HOW THE ON‑TRADE CAN PREPARE FOR WHAT PROMISES TO BE ANOTHER BLOCKBUSTER SEASON.

Excitement is building nationwide as fans prepare to cheer on their home nations and soak up the atmosphere with great food, great drinks, and great company. With the World Cup at the heart of a packed sporting calendar, venues have a major opportunity to attract fans, increase footfall, and boost sales throughout the summer.

WHY SHOW LIVE SPORTS?

Watching live sport is the fastest‑growing occasion in the GB on‑trade, offering a powerful way to draw in customers, extend dwell time, and unlock higher margins. Nearly half of all live‑sport occasions take place in the late evening – a period that is otherwise declining – meaning sport can revitalise quieter times and encourage longer stays.

Sports fans are also known to spend more when out in the trade, with a 23% uplift versus typical on trade consumers. The energy and anticipation around major fixtures drive celebratory behaviours, with guests more willing to treat themselves, buy rounds and stay for longer. For many venues, this makes live sport one of the most reliable levers for both footfall and revenue growth.

Top Tip: Tailor your offer for late‑evening fixtures – extended kitchen hours, match‑time food deals and premium or group drinks packages all help maximise spend while elevating the experience.

Mary McCarron, Brand Communications Manager at Matthew Clark

THE WORLD CUP OPPORTUNITY

The World Cup is sure to be the headline act in what’s shaping up to be a monumental summer of sport. Hosted across America, many group‑stage matches fall later in the evening for UK audiences, with regular kick‑offs at 8pm, 9pm and 11pm, and Scotland’s early fixtures scheduled into the early hours. These timings naturally extend the trading window and create new chances to attract after‑work crowds, evening social groups and late‑night supporters.

Later fixtures are especially valuable when paired with the

premium‑spending behaviour typical of live‑sport consumers. With fans expecting big‑screen atmosphere, great service and quality drinks, the 2026 tournament could generate some of the strongest match‑day returns venues have seen in years.

Top Tip: Be operationally match fit – complete licensing checks, confirm any late‑trading permissions and conduct thorough sound tests across all viewing areas to ensure smooth, compliant late‑night trading.

THE RIGHT RANGE FOR THE RIGHT TIMES

With late‑night fixtures and big‑screen moments ahead, having the right drinks range in place is essential. Varying kick‑off times create different occasions, and a well‑curated selection will help you capture maximum sales throughout the tournament.

It will be no surprise to hear that beer and cider remain the most engaged match day categories. World lagers continue to be popular, with premium favourites like Menabrea delivering great quality and strong margin potential. For cider drinkers, Outcider offers a modern, refreshing option with broad appeal.

National fixtures also create themed sales opportunities.

With Scotland reaching the World Cup for the first time since 1998, venues in its home market can expect strong demand for Tennent’s Lager, the official sponsor of Scottish football.

Low and no‑alcohol options are increasingly important. “Zebra striping” (alternating alcoholic and non‑alcoholic drinks) is now commonplace, and low/no beer saw a 38% uplift on matchdays during previous tournaments. A visible and appealing low/no range helps maintain dwell time without limiting spend.

Wine will also have a significant match day presence, with more wine drinkers opting to head to the trade for games. Sparkling wine remains a popular choice for celebratory moments, but the biggest opportunity lies in encouraging trade‑up. Demand for French rosé, particularly premium Provence styles, continues to rise as customers look for elegant, refreshing summer serves. These wines naturally drive higher margins thanks to their premium cues. Meanwhile, favourites such as Sauvignon Blanc and Malbec remain reliable performers and offer

opportunities to elevate spend through premium by‑the‑glass servings or chilled seasonal options that feel elevated and occasion‑worthy.

With many fixtures kicking off later in the evening, spirits represent another area of significant opportunity. Simple cocktails, premium long drinks and celebratory serves thrive when energy levels are high, and consumers are increasingly willing to explore and treat themselves. A well‑considered spirits range, supported by a handful of special serves, can significantly boost revenue.

HOW TO WIN WITH A SUMMER OF SPORT

Preparation is essential to making the most of this year’s sporting opportunities. From staffing and stock levels to screens, sound systems, and seating plans, advance planning ensures a smooth, high‑quality match‑day experience that keeps customers staying longer and returning throughout the tournament.

Atmosphere is the number‑one reason consumers choose to watch live sport in pubs and bars. Lively décor, team colours, music and crowd‑boosting moments turn standard screenings into memorable events. A great atmosphere not only extends dwell time but also encourages repeat visits for future fixtures.

Beyond atmosphere, the next most influential factors are value for money, convenience and drink quality. Competitive pricing, fast service and a clearly‑thought‑out drinks range help your venue stand out – especially during high‑demand matches

With the right preparation, atmosphere, and product mix, your venue can attract sports fans all summer long and keep them coming back long after the final whistle.

Head to matthewclarklive.com to explore a winning range that will get your venue ready for an epic summer of sport.

RAISE THE BAR WITH CAMBROOK

CAMBROOK DRAWS ON THREE DECADES OF EXPERTISE IN SOURCING AND CRAFTING PREMIUM NUTS AND SNACKS TO HELP PUBS, BARS AND HOTELS ELEVATE THEIR SNACK OFFERING. BY COMBINING INNOVATIVE FLAVOURS, CHEF COLLABORATIONS AND EYECATCHING BAR DISPLAYS, THE BRAND ENABLES VENUES TO BOOST REVENUE WHILE DELIVERING A DISTINCTIVE, HIGH-QUALITY EXPERIENCE FOR CUSTOMERS.

Cambrook’s 30 years’ experience of product sourcing and manufacturing know- how in the premium nut and snack sector, together with their long-established relationships with leading hotels, pubs and bars is key to how the company develops new products and flavours. Deborah Bradfield, Cambrook’s Sales & Marketing Manager comments, “We have collaborated with top chefs developing innovative ideas and flavour trends like our Cocktail Mix No. 6 (3* Great Taste Winner) with its combination of chilli, sweet, and smoked flavours which we created for Claridge’s Hotel.”

This unique product range offers an opportunity for pubs and bars to increase their revenue by offering something more niche and premium whilst also offering good value. Deborah goes on to say, “What has stood out is the increased sales generated by displaying these nuts and snacks in Cambrook branded storage jars behind the bar which puts the quality of the products on show and grabs attention. This, combined with the serving pots which we offer to our customers makes it easy for bar staff and

different for customers.”

Of course, there are plenty of pubs and bars that want to go the more traditional route of offering 45g packs. As Deborah points out, “The quality does not differ for these ever popular traditional and convenient pub sized packs whether it’s our large salted Argentinian peanuts, or the all-natural seasonings on our dry roast peanuts, chilli peanuts and smoked almonds. These can also be prominently displayed with a Cambrook branded point of sale stand behind the bar.”

The overall picture has been one of an evolving consumer taste for premium snacks. This has led to a big rise in the popularity of Cambrook’s mixes containing the likes of giant chilli corn, hickory smoked nuts, truffle nuts, chilli and lime nuts, as well as snacks such as wasabi peas, black pepper crackers, pretzels, cheese crackers, seasoned giant corn, all adding interest as well as extra revenue for the on trade.

cambrookfoods.co.uk

Raise a glass and join us in wishing the o cial glass for whisky a very happy birthday

Scan for a branded sample of The Glencairn Glass

THE POWER OF PUB SNACKS

TYRRELLS REVEALS THAT BRITAIN’S LOVE OF THE PUB IS STRONGER THAN EVER, WITH PREMIUM SNACKS PLAYING A GROWING ROLE IN TURNING EVERYDAY VISITS INTO MEMORABLE SOCIAL OCCASIONS.

can join The League of Tyrrellbly Good Taste to be in with a chance of winning a year’s worth of free

Consumer research from KP Snacks’ premium handcooked crisp brand Tyrrells confirms that pubs remain firmly at the heart of British social culture, with 49% of people favouring their local pub over any other venue1

Great food, quality drinks, and excellent service are the top three factors that define a great pub experience, with sports screenings, live music, quiz nights, pool tables and snacks also proving an important element of enjoyable pub visits. A quarter of consumers identify premium snacks as a core element of making a visit feel more like a social occasion, with 38% of people purchasing a snack at a pub to share with family and friends1

Sam Trabelsi, Out of Home Controller, KP Snacks, says: “Our research shows consumers are seeking out pubs for a memorable social experience with a focus on excellent delivery from service to the drinks and snacks available to share with family and friends. We want the hospitality industry to drive up sales, using our brands to help pubs increase visitor spend with snacks.”

For the third year running, KP Snacks’ brand Tyrrells is championing its League of Tyrrellbly Good Taste initiative, which

supports pubs in driving snack sales by offering free point-of-sale materials and display support, plus the chance to win a year’s worth of free stock valued at over £5,000. The programme runs from 30th March until the end of October 2026, helping the Out of Home (OOH) channel boost profits.

The Tollemache Arms in Northamptonshire took part in the League last year, and understands that a good snack offer is an essential element of a great pub experience. Sophie Maltby, Front of House Manager at The Tollemache Arms, says: “At the Tolly we’re proud to be a real hub for the community, whether that’s hosting our summer beer garden music events or bringing people together for important local gatherings. And while those bigger moments matter, it’s the basics we get right every day that really drive our success.”

To drive snacks sales and become a Tyrrellbly Tasty establishment, pubs can register for free at www.tyrrellscrisps.co.uk/league.

The Tollemache Arms, Northamptonshire: a member of The League of Tyrrellbly Good Taste

Pubs

Tyrrells stock

HOSPITALITY AROUND THE WORLD

FIREFLY BAR

AT FIREFLY BAR IN BANGKOK’S SINDHORN KEMPINSKI HOTEL, BEVERAGE MANAGER

DICKY HARTONO IS CREATING A COCKTAIL EXPERIENCE WHERE LIVE JAZZ, HOSPITALITY AND STORYTELLING COME TOGETHER – INVITING GUESTS TO SLOW DOWN, SAVOUR THE MOMENT AND DISCOVER THE MAGIC BEHIND EVERY DRINK.

FIREFLY BAR HAS QUICKLY ESTABLISHED ITSELF AS ONE OF BANGKOK’S MOST ATMOSPHERIC COCKTAIL LOUNGES. HOW WOULD YOU DESCRIBE THE CONCEPT BEHIND THE BAR, AND THE EXPERIENCE YOU WANT GUESTS TO HAVE WHEN THEY STEP INSIDE?

Firefly Bar’s concept is inspired by the luminescent glow of our namesake, long associated in Thai culture with beauty, romance and fleeting, magical moments. Fireflies can usually be seen in garden landscapes at dusk - a nod to our bar’s setting within the greenery of Sindhorn Village, a sanctuary within the city.

We aim for Firefly Bar to be an escape from the fast pace of Bangkok, and we invite guests to settle into an atmosphere shaped by music, craft and refined indulgence. We want them to feel relaxed, comfortable and warm anytime they visit Firefly Bar. Our service aims to be personalised to each individual, suggesting cocktails and food that suit their preferences.

THE VENUE BLENDS LIVE JAZZ, A LUXURIOUS LOUNGE SETTING AND A SERIOUS COCKTAIL PROGRAMME. HOW DO THESE ELEMENTS COME TOGETHER TO CREATE FIREFLY’S IDENTITY?

Jazz music has been part of Firefly Bar’s DNA since day one. We believe that a good music programme will also stimulate guests’

senses in a positive way. Whenever you listen to your favourite music, your mind will travel and remember all of the beautiful memories that come along with the songs. When our guests have the perfect ambiance to enjoy their cocktails, we find they’re more comfortable and likely to return again.

We believe that what makes a good bar is not only a good cocktail programme; it also requires personalised service with a human touch, from staff that genuinely care about the guests to music that speaks to our guests’ souls. When everything comes together as the perfect harmony, it’s what makes Firefly Bar unique and stand out in the busy city of Bangkok.

BANGKOK HAS AN INCREDIBLY DYNAMIC COCKTAIL SCENE. WHERE DO YOU SEE FIREFLY’S PLACE WITHIN IT?

In my personal opinion, Firefly Bar makes a significant contribution to the bar community in Bangkok. Our team members actively participate in local and international competitions, building and keeping strong relationships with other bars in town. We also bring many international guest bartenders who showcase different flavours, offering guests and bar industry fellows the chance to try and learn something new. Also, we are always open to education programmes from the alcohol brands we work with, and we strive to offer educational masterclasses from the international bartenders we collaborate with.

HOSPITALITY AROUND THE WORLD

YOUR COCKTAIL PROGRAMME PLACES STRONG EMPHASIS ON STORYTELLING AND CREATIVITY. WHAT INSPIRED THE DIRECTION BEHIND THE CURRENT MENU?

Everything we do at Firefly Bar comes back to our mystical namesake, the firefly. Our menus since opening explored the firefly’s travels around the world through flavour and experience, while this latest menu, “In Pursuit of the Firefly,” focuses on a deeper understanding of its life and significance. We wanted to take the opportunity to really discover our identity through the firefly, and invite guests on an educational journey through our menu, which shares fun facts through every cocktail.

At the same time, we want to create awareness that fireflies as creatures need our help to survive. Otherwise, if we forget how fragile the firefly is, the next generation would never get to meet these beautiful creatures. We need to help them to continue existing by positively contributing to the environment and being aware of our impact on our surroundings.

ARE

THERE

PARTICULAR INGREDIENTS,

TECHNIQUES OR FLAVOUR PROFILES THAT DEFINE THE FIREFLY STYLE?

Firefly Bar’s style for me is unique and, at the same time, we still stick to the classic cocktail DNA. We want to showcase classic bartending techniques with a twist of Asian hospitality. We can also say, as the Kempinski brand, we hold European luxury with humble Asian hospitality. Our ingredients also showcase many local ingredients and our techniques also are a combination of East meets West style.

FIREFLY HAS GAINED RECOGNITION BOTH LOCALLY AND INTERNATIONALLY. WHAT DO YOU THINK HAS BEEN THE KEY TO THE BAR’S SUCCESS SO FAR?

I believe the team is the key to success. It comes from the top; we have strong leadership and a management team that believes

in us to deliver our unique hospitality experience at Firefly Bar. We have strong support and each of our team members is able to perform to the best of their ability, in their own unique way. Everyone can be themselves and everyone in our team plays important roles - we say it is like a perfect orchestra, some play beautiful high notes and fast tempo, meanwhile others play deep bass notes with moderate tempo. Each of the team members are like chains, stronger together.

FROM YOUR PERSPECTIVE, HOW IS BANGKOK’S COCKTAIL CULTURE EVOLVING RIGHT NOW – AND WHAT DRINK TRENDS ARE YOU MOST EXCITED ABOUT AT THE MOMENT?

Bangkok’s bar scene is very vibrant and is growing quickly. We are very happy with how our industry colleagues support each other. Of course, competition is there, but healthy competition drives more interest from guests and, with so much to offer within the city, the bar industry overall can push forward to make our businesses better.

The drink trend that excites me the most is the growth of agave spirits. As an agave spirit lover myself, it is really great to see how the guests are starting to appreciate more about tequila and mezcal, trying more crafted cocktails with a tequila or mezcal base, or even the availability of premium agave spirit, which is increasing more and more in Bangkok.

WHAT AMBITIONS DO YOU HAVE FOR FIREFLY OVER THE NEXT FEW YEARS?

The ambition that we have for the next few years is to be able to exist and make a legacy of Firefly Bar. We want our name to be remembered as a bar that is not only for guests, but also a bar for the community. We want our Firefly hospitality to be spread across the world, and for people that haven’t been to Thailand, and Bangkok in particular, to be attracted to visit us because of the love and Firefly Bar as a whole institution.

@fireflybarbangkok

the true taste of tequila