How To Better Profit From Crafted Cocktails

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Crafted cocktails are not a new invention, but from the days of the good old “Harvey Wallbanger” to today’s gastronomy driven “Old Fashioned,” they have evolved to complex, costly, and labor-intensive items.

“What is a crafted cocktail?,” you may ask. First off, nothing pre-made out of the bottle mixes—Fresh, fresh, oh did we mention you need freshness in your drink? That would consist of using real fruit juice made to order or prepared the day of. Please keep lime-in-the-bottle out of the bar and remember to use fine liqueurs with no artificial flavors and opt for natural flavored syrups. Fine spirits stay away from the well brands. You just can’t make it work, this is not the way to save or cut costs on the main showpiece.

So, many barmen and women think they should just stay behind the bar, but this is wrong. Today’s crafted cocktails are full of exciting ingredients from spices to fresh herbs, and use co-kitchen ingredients like pork fat, tomatoes, and fruit and vegetable scraps.

Here are some tips to keep it crafty and profitable:

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  1. Pick fine spirits for your cocktail. A little goes a long way here. A one ounce fine whisky pour in a cocktail will standout versus a two ounce well whisky. People ordering crafted cocktails are becoming more knowledgeable and will seek a small batch liquor when selecting. Yes, a fine liquor will cost more than a well brand, but lower pours will aid your costs.

  2. Batch make some of the more labor intensive items like fresh juices, and syrups during prep. They should be stored in glass not plastic. This will save labor and timing and you can control your usage throughout the day. You can also calculate your yields from your raw ingredients.

  3. Know your COSTS! Use measuring tools like jiggers to calculate costs. Set a cost goal that you are comfortable with and gives the customer value. Many times, owners are surprised to find out their cocktail list is costing them 40 percent just in products.  Know before you pour.

Formula:

Total cost of ingredients divided by the sale price equals the cocktail cost percentage per menu item. 

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  1. Keep all cocktail production under three minutes each. This has been one of the biggest speed bumps for many bar programs. Time is money, and customers don’t want to wait until their meter is out. How to make a crafted cocktail within a reasonable time? Train bar staff and know what items can be prepped beforehand and still be fresh within the given shift. You can pick off mint leaves and precut some garnishment. People still want to see the whole process, but if the bartender is making cocktails for a table away from the bar, this will not matter, as the taste and level of freshness will be the same; so saving the show for the bar top is not short changing anyone.

  2. The kitchen has a wealth of free ingredients you can use to make syrups and garnishments from just scraps. Ask the chef what he is throwing out—peels, herb, stems and more. Michelin star restaurant, Providence, in Hollywood uses many kitchen scraps in their cocktail program daily, and bar manager Kim Stodel had no previous cooking knowledge but has learned from on-staff chefs how to best utilize ingredients. It would also be great to include your chefs on your cocktail creations, as they will give you insight on which free kitchen scraps you may be able to exploit.

  3. Ask your supplier what crafted spirit specials they have. Many times you can work out a deal for case discounts and/or refunds if you just place the liquor brand name on your cocktail list. We have more small batch spirit companies than ever, and they are thirsty for business and willing to give a break in cost for a spot on your list and sales. ASK ASK and ASK and you will find a fitting brand willing to invest in lowering spirit costs. Spirit companies are willing to do joint promotions, which will also aid you in costs. Ask for package deals being offered with other items, like ginger beer. Also remember that many times your sales rep will be forgetful in offering, so you have to keep asking every week.

  4. Changing up the menu and keeping it seasonal will also keep costs down, as many of the fresh items, such as citrus and herbs, will rise in costs as they fade out of season. Use the seasons as your guide for refreshing your cocktail menu; it’s a great way to keep your cocktail menu from going stale.

When creating crafted cocktails, the end goal is to make a refreshing beverage that will leave a lasting memory on your guest.  So many bar programs end up with a list of ingredients longer than a French cookbook; don’t get caught up in making it complicated, and just keep the glass full of value and quality.