{"id":2133,"date":"2024-05-14T15:47:55","date_gmt":"2024-05-14T07:47:55","guid":{"rendered":"https:\/\/www.campariacademy.com\/en-asia\/?p=2133"},"modified":"2024-05-14T15:53:41","modified_gmt":"2024-05-14T07:53:41","slug":"communicating-creativity-from-cocktail-conception-to-consumer-perception","status":"publish","type":"post","link":"https:\/\/www.campariacademy.com\/en-asia\/inspiration\/trends\/communicating-creativity-from-cocktail-conception-to-consumer-perception\/","title":{"rendered":"Communicating creativity: From cocktail conception to consumer perception\u00a0"},"content":{"rendered":"\n

The journey of a cocktail passes through many different people before it gets into the hands of the consumer. Who is involved in its communication process \u2013 and how can that impact the final outcome?<\/em> <\/p>\n\n\n\n

The story of a cocktail\u2019s creation starts with its creator. And how a team communicates is important to getting the idea from the creator into liquid form. Replicating it across a bar team will depend on how each of its members learns, combined with a trusted method of training to finesse this process. <\/p>\n\n\n\n

Once a cocktail is on a menu, communicating it to a consumer can come in many forms \u2013 visually through social media, as a recommendation by someone in the press, or over the bar from the bartender. Many different people can also be involved in this communication process \u2013 from a photographer or videographer, to a bar\u2019s PR, and editors and journalists covering it in their respective publications. <\/p>\n\n\n\n

But there are plenty of variables at play too, with both good and bad results: how a photographer approaches a brief, or how a PR delineates between specialist members of the press and not so  \u2013 and, of course, how the press interpret and relay that information to the consumer. In the end, each cog in the communication wheel brings their own personal perspective to the narrative. We ask those people how they approach communication. <\/p>\n\n\n\n

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The creator: Monica Berg, co-founder of Tayer + Elementary<\/strong> <\/h2>\n\n\n\n
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I get my inspiration from anywhere and nowhere, but I tend to make drinks based on specific flavour memories or experiences.\u202fFor example, when it came to the Watermelon Negroni, it was a bit unusual because the task\/brief was to make a drink that could easily be replicated by an at home audience (during the pandemic\u2019s first lockdown) which is why I decided to take a classic (Negroni) and just make a slight seasonal twist to it.\u202f <\/p>\n\n\n\n

When I\u2019m communicating a cocktail idea to a team, the best way in my experience is learning by doing. We don\u2019t teach by telling only, but through a combination of: one, sharing the information; and two, doing the task together, so the team sees what\u2019s being done and I can explain in detail the critical steps and also answer any questions.  <\/p>\n\n\n\n

For this, it was mainly practical \u2013 but since we had to tweak the prep process in order to make it suitable for a larger scale, it was a process of observing, changing and adapting. While the Negroni can be batched (and stable) for a long period of time, the watermelon is very sensitive to change which means the infusion part needed to be done daily. This means you have to monitor it closely, so you don\u2019t end up wasting too much at the end of the night. General training is the same for everyone, but then it\u2019s adapted to each of them to be more efficient. <\/p>\n\n\n\n

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To communicate a cocktail idea to a team, the best way is learning by doing.<\/p>\n<\/blockquote>\n\n\n\n

Where this communication process can break down is when there\u2019s a lack of understanding or prioritising the right elements. It\u2019s also rare we do something only once, which is why we are committed to continuous training and repetition, so that there is a natural evolution in the thought process as you grow into your role. <\/p>\n\n\n\n

Whoever has the drink idea leads the process, and the rest support. Once you get to the testing phase, you taste, and brainstorm a solution how to fix whatever problems we identify. The last step is to get sign off from everyone \u2013 any drink going on the menu has to get a \u2018yes\u2019 from whoever is part of the RnD session (this rotates based on rota and includes everyone on the team regardless experience or seniority). When it goes on the menu, you listen to feedback from guests, if they suggest improvements (meaning valid points such as balance, intensity etc) then we will go back, re-test, and make changes if necessary.\u202f <\/p>\n\n\n\n

In the resulting photography and PR you can have quite a lot of control, but once you \u2018release\u2019 anything out into the world, you have zero. This is why it\u2019s really important to work with people who get it or get you, so they can help you in communicating your vision.\u202fWhere what you originally wanted to communicate gets lost is in assuming others have the same knowledge or experience as you, and not taking the time to explain. For me, I lean towards caring about if something is delicious more than communicating a story. What is really amazing to see in Elementary, for example, is that our guests get really attached to their favourites, and they make them a part of their lives, and create their own stories with them. This for me, the beautiful part of creation; the fact that something you did, can be meaningful to someone else.\u202f <\/p>\n\n\n\n

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The bartender: David Hovezak, bartender at Tayer + Elementary<\/strong> <\/h2>\n\n\n\n
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For me to be able to take someone else\u2019s creation and produce it in real cocktail form, the best communication medium for me personally is always verbal, and face-to-face where I can really understand what they want and ask questions. If the communication is straight-forward and with as many details as possible, the recipe shouldn\u2019t\u202ftake long. <\/p>\n\n\n\n

When it came to Monica communicating what she wanted from the Watermelon Negroni, for instance, her brief was \u2018a fruity Negroni but still a Negroni\u2019 \u2013 a spirit-forward, bitter-sweet drink with watermelon flavour. That meant equal parts of the ingredients infused with watermelon and allowing for dilution. The main focus was to find the best possible watermelon. <\/p>\n\n\n\n

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The most important factor is knowledge!<\/p>\n<\/blockquote>\n\n\n\n

In order to be able to communicate the drink properly to the guests, the most important factor is knowledge! And in this case not just knowledge about the Negroni, but also about all the ingredients like the watermelon (where it\u2019s from, how it tastes now versus the second day, etc), and full knowledge about how it is made too \u2013 it\u2019s important to understand why<\/em> the cocktail is like that.\u202f <\/p>\n\n\n\n

When I communicate ideas to other people, I definitely lean towards verbal communication and visual \u2013 I always have a pen and paper. This means that you can see if communication went wrong and quickly understand how to fix it.  <\/p>\n\n\n\n

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The photographer: Lateef Okunnu, photographer & videographer, Peppercorn Media<\/strong> <\/h2>\n\n\n\n
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How clients want me to communicate their cocktails varies massively. Sometimes we send through drawings for them to look to for something similar, or use as a reference and sketch over the top of that. The original idea going in to what comes out can be hugely different too but we\u2019re fortunate to work in an industry where creativity is part of the job description, and in a team environment a lot of ideas are bouncing around. If you looked all the way through from shot one to shot 60 you\u2019ll be able to see our thought process. It\u2019s really exciting, and with practical creative sessions, you never know how it will work until you see it on camera. Saying that, some want drink on table and that works too. <\/p>\n\n\n\n

When it comes to the creative process I think it\u2019s better when there is flexibility on both sides. If a client has an idea I\u2019ll never say no, but I also think it\u2019s unfair for them if they\u2019re paying a fee for something that doesn\u2019t require much input from me. I like to think the collaboration will provoke more inspiration for both of us. <\/p>\n\n\n\n

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It\u2019s easier to make an impact with a really strong image, but with video but you have to hook them. <\/p>\n<\/blockquote>\n\n\n\n

What I\u2019ve noticed now versus when I first started is that you need to capture peoples\u2019 attention right away. I\u2019m handcuffed to the idea that people need to be so wowed on social media<\/a> immediately. For example, with videos I may make this minute-and-a-half-long reel, and the last quarter is where it crescendos, but when I look at the analytics nobody is watching past the first 10 seconds. That\u2019s where communicating online has gone now: from storytelling to being instantly impactful. It\u2019s easier to make an impact with a really strong image, but with video but you have to hook them. <\/p>\n\n\n\n

I always try to make sure that compositions make sense. You always have to look out for everything: you can\u2019t shoot a sharing platter for four people with two seat and one glass of sake, for instance. It looks too forced: rather than selling a lifestyle or idea, you need to make it look as real as possible. You also can\u2019t misrepresent what you\u2019re selling. You have to be true to what you sell \u2013 this keeps everyone honest: after all, a photo can be seen across the planet in a couple of minutes. <\/p>\n\n\n\n

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The PR: Rachel Harrison, founder of Rachel Harrison Communications<\/strong> <\/h2>\n\n\n\n
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When a client is launching a new menu or cocktail, in a perfect world I would want that information three months prior. Journalists and media are working on lead times and to get the most awareness and the most press, we want weeklies, dailies, and potentially glossies \u2013 anything less than that timewise and we\u2019re really just looking at online coverage. It also depends on how long that menu or drink will be available for as I also want enough time to invite in media to try it. That would be a perfect world scenario. It maybe happens 10% of the time.  <\/p>\n\n\n\n

When it comes to them having the right information ready, it also depends on the bar. There are bartenders or owners that are old hat and they know exactly what we\u2019re going to be asking for; others require a bit of education. We have an entire checklist that we would put together which includes things like cocktail names, specs, who created it, what the inspiration was, photography. <\/p>\n\n\n\n

When we\u2019re communicating a bartender\u2019s idea, we want to maintain the essence of what\u2019s being said, but we also need people to understand it. Bartenders are very smart, and they\u2019re very creative, and sometimes I think they forget who they\u2019re speaking to, because they\u2019ve been speaking to other bartenders. So we want to take that essence, but make it understandable to our media, consumers, whoever our end user is. That being said, if they are saying something that\u2019s really fascinating, we can\u2019t water that down<\/a>, that\u2019s really important. We would probably pull that into a quote, so we provide an opportunity to describe the cocktail in layman\u2019s terms, but then also provide an opportunity to really get the feeling of excitement or whatever the bartender is conveying. <\/p>\n\n\n\n

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Sometimes it doesn\u2019t work. Maybe it didn\u2019t hit the note that you want\u2026. We\u2019re dealing with humans. There\u2019s a lot of levels of what\u2019s happening that we can\u2019t always understand. <\/p>\n<\/blockquote>\n\n\n\n

I think it\u2019s important for two things. They have to try it on their own. Yeah. You have to talk to the bartender. So however, I\u2019ve captured their interest via email or via phone or speaking is one is that\u2019s that\u2019s just the beginning. Yeah, you know, don\u2019t get me wrong. We need to sometimes people will lift our exact copy. Yeah, and just drop into a store. Yeah. Not horrible. It\u2019s fine. You know, it\u2019s pretty much the way we want it, and it\u2019s, you know what I mean, but I think a lot of the more kind of reputable publications are reputable. If this is something unique and interesting, yeah, they will listen to us and either come in and try it, and hopefully speak with the bartender to talk about the interesting, you know, everything behind it, but ideally, if we really want to break through, that\u2019s what I want those two things, they have to try it and they have to speak to the Creator. <\/p>\n\n\n\n

If we\u2019re working with writers that we know and trust, they\u2019ll be sending questions after and it\u2019s more of a discussion. Sometimes, though, it doesn\u2019t work. Yes, we want everything to be perfect, of course, and we want everything to be on brand. But maybe it didn\u2019t hit the note that you want. It\u2019s just not possible every time. We\u2019re dealing with humans; we\u2019re dealing with understanding; we\u2019re dealing with levels of knowledge. There\u2019s a lot of levels of what\u2019s happening that we can\u2019t always understand. <\/p>\n\n\n\n

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The writer: Yolanda Evans, freelance drinks and travel writer<\/strong> <\/h2>\n\n\n\n
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I don\u2019t write about anything I haven\u2019t tasted. I normally go to a bar by myself, sit at the bar and it\u2019s about if I find a cocktail interesting because of a technique, its heritage, is very visual or has a good story. I ask a lot<\/em> of questions, and then I\u2019ll put that in the back of my mind.  <\/p>\n\n\n\n

I don\u2019t think every drink needs to be a \u2018big drink\u2019, it can be something simple. Everyone is writing about the big and complicated ones, but sometimes it is the simple ones where you sit down and talk about it, and it can be really interesting \u2013 especially when it is a damn good drink. People put too much thought into complicated; people also want drinks they can try to recreate at home. <\/p>\n\n\n\n

Most of the publications I write for are for cocktail consumers who know quite a bit already so they don\u2019t need me to explain basic things. It\u2019s also very rare that I get to put myself in the article either or inject my personality.  <\/p>\n\n\n\n

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Everyone is writing about the big and complicated ones, but sometimes it is the simple ones where you sit down and talk about it, and it can be really interesting \u2013 especially when it is a damn good drink.<\/p>\n<\/blockquote>\n\n\n\n

I don\u2019t really use PR agencies unless I have to (like if a bartender isn\u2019t media trained, for example, I like to use a PR). If they have really interesting stories I always tell them to pitch me stuff, but I prefer to set up interviews directly with bartenders. Saying that, I don\u2019t want to spend my time chasing down bartenders\u2026  <\/p>\n\n\n\n

When I write about cocktails, the whole point really is to get someone into the bar. Taste is subjective and I get that something I like, someone else might not. I want to give good press to the bar, because I\u2019m a writer but also a consumer: it doesn\u2019t matter to me really if someone rates a drink until I get there. <\/p>\n\n\n\n

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The consumer: Mrinal Mohanka, @DialaDrunk<\/strong> <\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

I think when I first stepped foot in the Nomad bar in New York was my first sort of exposure to creativity. Their menu even back then was doing things which I hadn\u2019t really heard of six, seven years ago, and it was that exposure to different kitchen ingredients, different spirits, techniques that showed me that there\u2019s a whole world here that is fascinating to explore.  <\/p>\n\n\n\n

When I started my account I think discovering good bars was quite a pain point because most people, myself included, relied on a lot of the lists and rankings as a starting point. There\u2019s a lot of stuff written about bars when they open, but ongoing bar reviews aren\u2019t something that\u2019ve been around a lot \u2013 in New York anyway. Over time, you have to gauge what\u2019s genuine, versus maybe what\u2019s sponsor driven or influencer driven. There are bars like Nipperkin in London, for example, that I\u2019m shocked aren\u2019t on a list. So I think once I moved away from that my source became bartenders and generally their recommendations have been genuine, insightful and super helpful.  <\/p>\n\n\n\n

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The more you learn or know about something, the better you\u2019re able to appreciate it. So I always enjoy those conversations at the bar with bartenders.<\/p>\n<\/blockquote>\n\n\n\n

I think I see bars as a cultural experience. I really value their artistic expression and their creative endeavour, whether that\u2019s techniques they\u2019re using or ingredients, flavours. I want to know what the story is, what they\u2019re trying to say, and what really encapsulates that bar.  <\/p>\n\n\n\n

The more you learn or know about something, I think the better you\u2019re able to appreciate it. So I always enjoy those conversations at the bar with bartenders, those insights, what they were thinking, what they were trying to recreate, what their influence was. I think it helps you connect with the drink and the experience better. That being said, you can have the most creative technique, the most creative presentation, but if the flavour doesn\u2019t live up to that, then you will be underwhelmed. <\/p>\n","protected":false},"excerpt":{"rendered":"

The journey of a cocktail passes through many different people before it gets into the hands of the consumer. Who is involved in its communication process \u2013 and how can that impact the final outcome?  The story of a cocktail\u2019s creation starts with its creator. And how a team communicates is important to getting the […]<\/p>\n","protected":false},"author":38814,"featured_media":2136,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[22,27],"tags":[],"theme":[106],"class_list":["post-2133","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspiration","category-trends"],"acf":[],"yoast_head":"\nCommunicating creativity: From cocktail conception to consumer perception\u00a0 - Campari Academy<\/title>\n<meta name=\"description\" content=\"The journey of a cocktail passes through many different people before it gets into the hands of the consumer. 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