Feature: Pour a mean one, Mr Grinch!
Ding dong merrily on high, the autumn leaves are falling. The Christmas season has arrived, and the festive serves are calling! Fa-la-la-la-la-la-la...
It may well be the most wonderful time of year, but it’s also the most hectic for those in hospitality. While your plans and preparations will have been coming together for months, there’s still plenty of time to refine your venue’s cocktail offering to ensure it’s packing something special.
“We welcome a tremendous number of guests through the doors of our restaurants at this time of year, many of whom aren’t regular diners,” says Paddy Gardiner, brand drinks manager at Côte. “This influx of new faces sees an uplift in cocktail participation, and many are excited to try something new. Having a couple of cocktail options allows you to deliver classic and reliable flavour combinations alongside more adventurous serves for those looking to push the boat out.”
Festive flavours
Gingerbread, peppermint, clove – just a few of the comforting flavours consumers can’t get enough of at Christmas. While some aren’t afraid to try tipples unknown, others will be seeking comfort in the familiar, so it’s wise to offer a bit of both to ensure your menu hits the mark.
“We will be book-ending our festive offering with a refreshing and fruity aperitif and a decadent, creamy digestif,” notes Gardiner. “The former is a foamy, fruity twist on a classic Clover Club, harnessing traditional winter berry flavours.”
Côte’s alcoholic Clover Club will feature sloe gin and vanilla vodka, with a non-alcoholic equivalent made with rosemary and blood orange. Both will be shaken up with cranberry, lemon and vegan foam, served ‘straight up’ in a martini coupe as a zesty palate cleanser. “Our festive cocktails have been developed as an intrinsic part of our food menu, rather than bolt-ons,” he adds. “The flavours are classic enough that they pair well with the food, but they also deliver decadence as standalone drinks. I think the menu as a whole is the most exciting thing Côte has ever done.” How’s that for a teaser?!
Over at Clermont Hotel Group (CHG), the team has viewed 2024 as the year of the classics – a theme they expect will continue to thrive throughout the festive season. “That’s why we’ve blended these staples with a bit of modern flair for our festive menu,” explains Douglas Milward, bar manager and mixologist at The Soak restaurant and bar, located at The Clermont Victoria. “We’ve added twists to timeless drinks like the Negroni and the White Lady, while also mixing year-round favourites with Christmas classics.”
CHG’s ‘Clausy Lady’ features gin, Cointreau and homemade spiced plum and cinnamon syrup, while the ‘Ho Ho Ho Negr-Ho-ni’ is a mulled interpretation of the traditional serve, switching gin for Cognac and finished with warm hints of orange and winter berries. There’s also the ‘Merry-tini – a rich, chocolatey martini made with Baileys, coffee and orange liqueur, topped off with an irresistible chocolate stick. Now that’s what you call indulgence!
Winter warmers
From hot toddies to mulled wine and boozy hot chocolate with all the trimmings – nothing says 'holiday season' quite like a warming cup of something sweet. If you haven’t already, you might want to carve out space for one or more of these on your menu, for there’s no better way for your guests to warm their cockles during a hard-earned break from Christmas shopping.
“Cinnamon, spice and all things nice spring to mind come Christmas – a checklist of flavours that the right chai blend has down to a tea (quite literally!),” chimes Karen Green, marketing manager at Aimia Foods for Professionals. “One example of a popular, easy-to-make festive cocktail is a ‘Chai-tea-ni’. To create this dreamy option, simply add Baileys liqueur to a milky chai latte before dusting it off with cinnamon. It’s the perfect after-dinner option!”
Gingerbread Merry-tini and Clausmopolitan (Image: CHG)
CHG’s winter warmer is called the Mulled Oat Cup-A, a scintillating serve that blends caramel and almond liqueurs with Cognac, Cointreau, hot oat milk and spiced rum butter. That sounds like a drink punters will be craving more of from that very first taste, and that’s how you get them coming back time and time again.
Ho-Ho-NoLow
There will be plenty of guests looking to swerve the booze this Christmas, so you best ensure your offering doesn’t leave them feeling left out. In the wise words of Michael Eyre, product director at Jestic: “With such a wide range of no- and low serves (NoLow) available, innovation is key to making sure your drinks menu stands out from the crowd and draws customers to your establishment. With drinks made from scratch, any popular flavour combination can be made from the best ingredients, giving you the opportunity to provide more exciting NoLow options.”
While Gardiner firmly believes that restaurants should list a strong NoLow offering all year round, he predicts that demand for such drinks will see a surge this festive season. “The majority of adults are now moderating their alcohol intake in some way, and we actually see a spike during the Christmas period as people try to reduce their consumption for things like parties and work events,” he explains. “As well as your usual non-alcoholic options, I think it’s vital to have a festive mocktail or two so that those who aren’t drinking can take part in the frivolities alongside those who are.”
Merriment and magic
Your serves might be delicious and carefully crafted, but your efforts may fall flat if the general Christmas spirit is lacking. Remember that this time of year isn’t all about the consumption – your guests will be looking to get swept up in the glitzy seasonal experience, and that means going the extra mile with presentation, décor, theatrics – the whole shebang!
“We’ve spent months crafting and fine-tuning our ideas, but we’ve also placed great emphasis on the way we serve our drinks,” says Milward. “Each cocktail isn’t just delicious but also visually stunning, designed to be Instagram-worthy and perfect for capturing those festive moments.”
Acknowledging that hospitality has an experience economy at its heart, Gardiner and his team will be going all out to inject Christmas occasions at Côte with a touch of magic. “Our guests should feel they’re receiving something crafted, which they couldn’t easily replicate at home,” he emphasises. “My follow-up to that would be that creating an experience doesn’t need to involve a smoke machine or confetti cannon – it can be realised through small gestures and carefully considered concepts. It needs to work in the context of each respective venue’s offering so it doesn’t feel forced or out of place.”
A little can go a long way if your vibe leans towards the understated – but if your brand is known for being ‘extra’ then don’t feel you have to hold back. And, when it comes to crafting your Christmas cocktails, approach the creative process with the care and joy that underpins the season and the serves will speak for themselves. Now, happy Christmas to all, and to all a good night!
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