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More spirit brands are partnering with leading bars to create unique cocktail serves

Published:  07 June, 2016

Spirit brands partnering with leading bars to help create unique serves in some of the UK's cutting edge bars is helping to further fuel the cocktail craze in the UK and abroad.

While the trend of partnering with specific bars is not something incredibly new, it is becoming much more mainstream today.

Frozen Fjord, Nightjar Frozen Fjord, Nightjar

For Martina Breznanova, the bar manager at the highly regarded Nightjar bar in London's Shoreditch area, partnering with spirit brands to get bespoke glassware has proven very successful, both for the bar as well as for the brands.

"We always try and get sponsorship with brands for glassware that we use or buy. Most of the brands are happy to do bespoke glassware as they get their brands great attention.  The first time we did something similar with the Ketel One serve we developed a copper teapot as part of the signature serve we had. This has now been used around the world by Kettle One," said Breznanova.

Geoff Robinson the bar manager at 7 Tales, Jason Atherton's new bar in Clerkenwell, brand sponsorships are a sign of brands taking the lead from cutting edge bartenders and a shift in overall drinking trends.

Leilani Volcano, NightjarLeilani Volcano, Nightjar

"I think brands are 100% more willing to work in collaboration with bars to create bespoke serves.  This is in part do to a more macro-shift in drinking culture and the importance of brand recognition. Specifically it demonstrates that brands are willing to take leadership from creative bars and owners," said Breznanova.

For spirit brands it can be lucrative as well. Once a unique serve is developed in collaboration with a bar it may become the brand's signature serve. 

Robinson said: "The brands are obviously able to get huge returns on it as other bars will want to have that glass as well. They can then make money on it and in some cases it becomes their signature serve."

For the full story on how bespoke glassware is gaining traction in the on-trade and even within wine, please click here.