FROM BEHIND THE BAR: A BRAND STORY FROM ELEMENTAL DISTILLERS
NEW ZEALAND, 13 FEBRUARY – In the heart of New Zealand’s flourishing gin market, Roots Gin stands as a beacon of excellence. Crafted by the visionary team at Elemental Distillers, its recent accolade as the World’s Best London Dry Gin at the 2023 World Gin Awards in London speaks volumes about the brand’s unmatched expertise and unwavering commitment to the art of distillation.
We had the privilege of sitting down with Elemental Distillers’ co-founder, Ben Leggett, to delve into the philosophy behind Roots Gin.
Roots Marlborough Dry Gin, World's Best London Dry Gin 2023
Congratulations on winning the prestigious award of World’s Best London Dry Gin (2023)! How does it feel to be recognized on a global stage?
In the quiet Kiwi corner where our distillery resides, being thrust onto the global stage is nothing short of humbling. Even with our stoic distillery manager, Alex, I could tell he was absolutely stoked with the accolade.
The award was a real game-changer back home, causing a whopping 600% growth in a month. I remember hopping off the plane back from the Awards Ceremony, transiting at Dubai Airport, and my phone was going mental. Our website crashed due to a sudden surge in demand. It was a bit surreal.
Tell us about your journey from its Roots to recognition. How did the passion for spirits come about?
Growing up in this little country at the edge of the map, I was pretty anxious about not knowing where life was heading. At 17, I went on an exchange program in Argentina’s Andes Mountains—total sink-or-swim stuff. It sparked this independent streak and changed my mentality, a turning point in my life.
I pursued a diploma in tourism, worked in hospitality across France and England, and landed my first bar job through a chance meeting. This marked the beginning of my deep dive into the spirits industry. Roles as a brand ambassador, WSET instructor, and collaborations with creative agencies sharpened my focus, pushing me to take my passion seriously.
And after those 14 transformative years, I returned to my roots in Marlborough, this venture is more than a business; it’s a full-circle moment for sure.
Ben Leggett, Founder & Distiller of Elemental Distillers Ltd
Roots Rosso Pinot Noir Gin
How does Elemental Distillers’ philosophy shape the creation of its spirits?
The philosophy of Elemental Distillers is a fusion of chemistry and botanicals, intricately woven into our brand’s name. Alex and I share a deep emotional connection to our craft, focusing on the purpose behind each spirit we create. Our commitment to exceptional quality remains steadfast, as seen in our engaging blind tastings and the constant pursuit of excellence through research and development. The Roots Vintage Pinot Noir Rosso, a testament to our dedication, took 1.5 years to achieve perfection. At our core lies the pillars of sustainability and supreme craftsmanship; we won’t give our seal of approval to anything that doesn’t hit the mark.
Could you share the magic behind Roots Dry Gin and what sets it apart from other brands?
We wanted to pay homage to London Dry Gin with a distinctive twist. Our gin stands out by cranking up the botanical mass, resulting in a powerful juniper palate weight. We’ve got six seasonal botanicals sourced directly, and each one is essential. It’s a “less is more” philosophy – take one out, and the whole thing falls flat. Freshness is key, we have great lead time for the locally sourced ingredients.
What truly sets Roots Dry Gin apart is its versatility. Rather than limiting cocktail creativity, its fuller botanical profile enhances it, with the robust flavour standing out even in intricate mixtures. This, coupled with the distinctive signature from native botanicals, establishes Roots Dry Gin as a catalyst for both classic and inventive drink recipes.
Gorse Day
Grapefruit Peel Day
Does Elemental Distillers have any sustainability initiatives or community involvement?
A hundred percent. Our community engagement events, like the Gorse Day and Grapefruit Peel Day, bring locals into the process. Picture this: 4WDs, mountains, foraging, a chef, and a still for micro distillation—an immersive experience.
In production, we efficiently circulate water, repurpose shipping containers for our distillery, and repurpose ethanol byproducts from the dairy industry. Adopting a closed-loop system, we use worm farms to compost botanicals, and we’re on the path to earning a B Corp Certification. Responsible foraging is paramount, and we collaborate with GAP-certified companies.
Our commitment extends to our eco-friendly collaboration with ecoSPIRITS, making us the sole New Zealand distillery using ecoTOTES. The Roots eco Dry Gin, packaged in organic ink, stands as a premium, sustainable offering, providing five bottles to new accounts—encouraging a blend of quality and eco-conscious choices.
What current or forecasted spirit trends excite you?
Breaking away from traditional stereotypes is a trend that resonates with me. The emergence of brands beyond the conventional spirit-producing regions is captivating. Whether it’s single malt production in Thailand, rye whisky from the Netherlands or sherry cask malt barrels in Tasmania, these examples challenge preconceived notions about the geographical origins of exceptional spirits.
Mezcal, with its commitment to preserving ancestral methods, is another area of excitement. While grappling with challenges in maintaining quality control with rudimentary production methods, brands successfully navigating this balance and celebrating their heritage inspire me. It’s particularly intriguing to observe this from the perspective of New Zealand, a country with a unique context and a relatively short history in spirits production.
Ben Leggett at Gorse Day
What advice would you offer to aspiring spirit makers?
I encourage aspiring makers to just have a go. Crafting a good gin may seem challenging, but it’s a journey worth taking. My own path started with a modest 3L still in my kitchen, an oven hob, and a garden hose.
Commit to the process – grab a notebook, distill, taste, make mistakes, and distill again. Get it wrong, get people to try your product, learn from the criticism and feedback, and keep going until you get it right. Embrace errors, share your creations for feedback, and keep going. Define your goal – know the style you aim for, match it to a cocktail, and channel your efforts effectively.
If you could drink anything anywhere in the world right now, where would it be, and what tipple?
Given the chance, I’d transport myself back to Mexico. Picture this—a hot day, a cold cerveza, a good Blanco tequila, and a taco. It’s a simple yet perfect combination that encapsulates the essence of the Latin experience. There’s something about the setting, the food, and the entire package that I haven’t been able to replace anywhere else.
ABOUT ROOTS DRY GIN
Nestled in Marlborough, Elemental Distillers operates at the heart of New Zealand’s celebrated wine region. With decades of combined experience in the global drinks industry, the brand is dedicated to crafting premium spirits and liqueurs while maintaining complete transparency in its sourcing and production processes. With a commitment to local sourcing, many of their ingredients come directly from New Zealand, ranging from wild and organic to native and family-owned farms.
ROOTS Dry Gin, the brand’s flagship product, is meticulously crafted entirely onsite at their bespoke container distillery. Its crisp and robust ‘London Dry’ style has earned it acclaim, underscoring Elemental Distillers’ dedication to excellence and innovation in the craft spirits industry. Among their exceptional offerings is Roots Gin, a diverse range that includes the award-winning Roots Marlborough Dry Gin, acclaimed as the World’s Best London Dry Gin at the World Gin Awards, and their latest creation, Roots Rosso Pinot Noir Gin.
For more information, please visit Elemental Distillers.
RAISING THE BAR IN 2024
Thoughts From The Proof & Company Leadership Team
By Vienna Thompson, Chief Marketing Officer
ASIA PACIFIC, 30 JANUARY – The door has swung wide open to the new year, and a palpable (and re-charged) energy infuses our collective spirit with vision and purpose. With a fresh lens, we stand on the precipice of boundless possibilities, fuelled by a determination to push boundaries and exceed expectations… the bar is high!
Vienna Thompson, Chief Marketing Officer of Asia Pacific
And as the brand guardian of Proof & Company, my personal drive is to guide our business towards a future where authenticity, creativity, innovation, and connection converge to elevate the Proof & Company brand AND take our extraordinary partner brands to new heights. 2024 holds the promise of not just growth, but the opportunity to leave a f(l)avourable mark on the hearts and palates of our customers, and we are excited to do just that!
In the spirit of collective vision, I sat down with other business leaders to find out their thoughts on the year ahead, asking just 4 simple questions; 3 words to describe how you’re entering 2024, what excites you about the year ahead, any market insights, and your strategic priorities or must wins for the year?
Damian Kaehler, General Manager of Australasia
Wiser, Galvanised, Up-Beat
Heading into 2024, I reflect on the past tumultuous four to five years with a positive outlook as the dust begins to settle. Our strategic focus shifts towards our people & talent development, seizing engaging opportunities, and flourishing in new business & brand pursuits. Despite contracting markets, we aim to elevate our position by nurturing local brands, collaborating with regional producers, and curating a portfolio featuring highly credible independent world-class brands. In 2024, Proof will continue to excel in on-trade engagements, foster the bartender community, and execute purposeful industry events.
Acknowledging the significant increase in business costs, compounded by Australian excise and consumer wallet contractions, we anticipate a moderate growth rate. However, with the Australian economy’s tax reform plan starting on July 1, supporting consumer spending and alleviating inflation, the latter half of the year holds promise. This shift is expected to see increased customer engagement, emphasis on premium spend, and a preference for quality products from brands in the right hands. To fortify our position, we emphasize a robust strategy addressing rising logistics and supply costs, focusing on premium retail and on-trade channels and building out exciting marketing programs, ensuring our brands are not only available but prominently visible.
Brandon Grusd, General Manager of Southeast Asia
Inspired, Energised, Focussed
I’m particularly motivated about a 2024 people development and training plan and also leading enhanced knowledge across the wider business through education programming. As the GM of our home market, I am proud of our on-trade connections and excited to take it even further by nurturing purposeful partnerships to elevate existing and new bar offerings and expanding our presence with key event partners like the Singapore Cocktail Festival and Formula One.
The city state’s reputation as a destination for exceptional drinking and dining experiences continues to flourish, shaping a dynamic and vibrant spirits scene. Amidst buoyant tourism, bars are now trying to differentiate themselves by embracing innovative and more specialised concepts, not limited to high-end establishments. Interestingly, at a local level, we are seeing an increasing number of consumers opting to enjoy premium spirits (and cocktails) at home, driving retail and e-commerce growth. And a new generational approach to drinking is evolving, fostering experimentation and smarter choices. Agave and dark spirits witness a notable rise in popularity.
In alignment with what I’m excited about, my strategic priorities encompass thorough education for our team through tools like WSET and the building of a dedicated Proof & Company learning hub in partnership with Allara Global. We’re committed to assisting bars in growing, evolving, and specializing, offering best-in-class brands and services. Continual review and portfolio enhancements ensure we stay at the forefront of the market, embedding exceptional bartender brands and purpose-built drinks. Our goal is to own the late-night scene, injecting new energy into our business for sustained growth and innovation.
Julia Xiang, General Manager of Greater China
Grounded, Progression, Committed
The Year of the Dragon presents a wealth of opportunity and I’m excited to charge a growing team with courageously shaking things up this year. We will be embedding new talent with extensive industry experience and networks poised to elevate our position within the market, and executing flagship campaigns with major partners to show our commitment to innovation and market expansion. Notably, The Rambler Gin, a new entrant, is set to embark on an ambitious promotional journey in 2024, featuring regional competitions, nationwide in-store activations, and an exclusive trade incentive.
While we anticipate an economic upturn in the latter half of 2024, I recognize the challenges ahead, particularly in navigating consumer spending cutbacks within the Food and Beverage (F&B) sector. Geopolitical disruptions and inflationary pressures are tempering short-term growth expectations in the premium/craft spirits segment. However, the resilient Chinese middle class remains a driving force, propelling demand for premium spirits and favouring well-established affordable luxury brands.
In steering our course, my priorities for the year include adeptly identifying trends, embracing customer-centric strategies, and effective risk mitigation. With an unwavering focus on innovation and a proactive approach to change management, we aim to not only distinguish lasting trends from mere hype but also seize emerging opportunities in the ever-evolving spirits market.
Adrian Chung, General Manager of Hong Kong
Confident, Bright-Eyed, Ready
There are many exciting prospects for 2024 with key areas of focus including ambitious growth for our local brand partner, engaging and community-led brand activity, and reinforcing our position as the premier partner in the market through exceptional service, trust, and product quality. We’ll be expanding our portfolio with new brands to better serve our clients and continue our commitment to growth and excellence in sustainability with the ecoSPIRITS technology.
Hong Kong at a local level is fast-paced and ever-changing however international travel has been and continues slowly to resume which naturally affects the busyness of our bar scene. Despite being more stable there is economic and political uncertainty ahead. Low-ABV/RTD trends are losing momentum, while Agave grows in the wave of interest globally. Drinking habits are shifting to earlier hours, weekends, and health-conscious choices, reflecting the evolving landscape in our dynamic city.
Proof & Company Hong Kong’s key strategy will be to defend our foothold after two years of gaining great market share, this is particularly important with the rebound of investment from the likes of Pernod Ricard & Diageo looking to regain their position. Our mission is to consistently upgrade and fortify our portfolio, offering the best value to cocktail bars with the most credible brands. As trailblazers, our duty is to lead change, and stay present and supportive, reaffirming our position as the best in the industry.
Bobby Carey, Acting Head for Proof Creative
Dynamic, Distinguished, Dedicated
This year is poised to be a landmark in The Proof Creative journey, particularly with the initiation of several bespoke projects in Australia such as QT Parramatta. The aspect that excites me most is the potential to integrate Australian hospitality’s unique charm and ethos into our global narrative. Australia’s vibrant culinary scene, renowned for its diverse influences and commitment to quality, aligns perfectly with our philosophy. Venturing deeper into this region, alongside new markets such as the Middle East & Europe allows us to explore new territories in taste and service, setting a stage for a cultural exchange that enriches both our brand and the Global hospitality landscape.
Our strategy for the year is centred around three key pillars: diversification, localisation, and people development. Diversification involves expanding our service offerings, not just geographically but also in the range of experiences we provide. Localisation focuses on tailoring our services to meet the unique cultural and market needs of each new region we enter. Lastly, investing in our people – their training, development, and well-being – is crucial. Our team’s growth is directly proportional to our success, making this a top priority.
For me, the defining ‘must-win’ this year is elevating Proof Creative’s global presence. Achieving recognition as a leader in the hospitality consultancy space on an international scale is paramount. This entails not just expanding our footprint but also consistently delivering exceptional, innovative services that resonate across different markets and cultures, thereby solidifying our reputation as a top-tier global player.
We hope this was an insightful read.
Stay tuned for exciting news, movements, and updates from Proof & Company, advocates of extraordinary spirits.
SPIRITED PICKS: MOST NOTABLE BARS IN HONG KONG
HONG KONG, 12 JULY – Get ready to immerse yourself in the electrifying atmosphere of Hong Kong’s bar and restaurant scene as it takes centre stage for the highly anticipated Asia 50 Best Bars 2023. This dynamic city is buzzing with innovative and sustainability-driven initiatives, shaping the future of fine drinking.
With new and exciting establishments emerging, challenging the status quo, Hong Kong’s bar landscape is constantly evolving. These venues share a common vision of sustainability, celebrating the art of craft spirits and embracing the second golden era of exquisite libations. From sustainable collaborations with ecoSPIRITS™ to the resurgence of fine drinking, Hong Kong has established itself as a global hub for cutting-edge concepts and unrivalled craft spirits.
Join us on a journey to explore these trailblazing bars that have shaped Hong Kong’s bar culture. From collaborations with ecoSPIRITS™, which champion sustainable cocktails, to uncovering hidden gems, we invite you to experience the forefront of the city’s dynamic bar scene.
ARGO
ARGO, Four Seasons Hotel Hong Kong
Prepare to embark on a groundbreaking drinking experience at Argo, a visionary project by Proof Creative. Drawing inspiration from the legendary Argo ship that carried Jason and the Argonauts on their quest for the Golden Fleece, Argo stands proudly as one of the Top 3 bars in Asia’s 50 Best Bars, offering a glimpse into the future of mixology.
At Argo, the focus lies in the evolution of cocktails, especially when key components become scarce or depleted, such as cacao or coffee. One sip of their signature Argo Martini will transport you into a world of extraordinary flavours. Crafted with Never Never Gin and seasonal hydrosols, which are artisanal flavoured distilled water-based solutions created in-house using a rotary evaporator, this Martini is a true masterpiece. What sets it apart is not just the unique blend of ingredients, but also the innovative technique used to prepare it. Instead of the traditional shaking or stirring, the Argo Martini is expertly layered, adding another layer of creativity and sophistication to your drinking experience.
Four Seasons Hong Kong
8 Finance St, Central, Hong Kong
Monday – Thursday, 5pm – 12am
Friday – Saturday, 5pm – 2am
DARKSIDE
DarkSide, Rosewood Hong Kong
Be captivated by the allure of DarkSide, a cocktail parlour that beckons with its rare and aged spirits, vintage cigars, and timeless cocktails, all accompanied by the sultry melodies of live jazz. Renowned as the “Best Bar of the Year” in 2021, DarkSide boasts an extensive library of exquisite rum, whisky, and calvados, transporting you to the golden age of spirits. Delve into their remarkable selection of dark spirits, which harks back to the early 19th century and includes an exclusive blend of cognac meticulously crafted by the award-winning bar team.
Continuing its commitment to sustainability and innovation, DarkSide has renewed its partnership with ecoSPIRITS™ for the second consecutive year. The remarkable menu, ecoCOCKTAILS II, showcasing a range of extraordinary spirits such as Plantation Rum, paired with locally sourced ingredients and recycled materials. Sip on the bar’s signature creation, the ecoFFEE, a tantalizing twist on the classic espresso martini. This delightful concoction features Widges Gin, infused with reused coffee grounds, accompanied by the essence of leftover oranges and banana skins, for that harmonious blend of flavours that will awaken all senses.
Rosewood Hong Kong Victoria Dockside
18 Salisbury Road, Tsim Sha Tsui, Hong Kong
Sunday – Thursday, 5pm-12pm
Friday – Saturday, 5pm-1am
PENICILLIN
Penicillin
Inspired by the farm-to-bar movement taking the culinary world by storm, Penicillin pioneered the sustainability movement in the bar industry in Hong Kong. Right from the get-go, the interior boasts sustainable décor, such as table tops made from felled trees and repurposed lighting.
Not only do they focus on locally sourced or upcycled ingredients, Penicillin takes it a step further in experimentation, fermentation, and innovation to cultivate a no-waste menu that brings creativity to their cocktails. Through their collaboration with ecoSPIRITS™, Penicillin has eliminated single-use glass bottles and significantly reduced their carbon footprint. And their efforts don’t stop there. They’ve also launched the “One Penicillin, One Tree” initiative in partnership with the Green Steps Group. For every 4.5L ecoTOTE purchased, a tree is planted in the Kalimantan rainforest of Borneo, contributing to reforestation efforts and the preservation of this endangered ecosystem.
Take a look at their latest menu, “Black Summer”, which comprises of cleverly-named cocktails, each made from vastly different, carbon-positive ingredients, with a story to tell.
L/G Amber Lodge
23 Hollywood Road, Central, Hong Kong
Monday to Saturday, 5pm – 2am
Sunday, 5pm – 12am
THE DAILY TOT
The Daily TOT
The Daily TOT is a rum lover’s paradise, a true haven for enthusiasts seeking an unparalleled experience. This exceptional bar pays homage to centuries-old naval traditions, offering a meticulously curated collection of rums sourced from every corner of the globe. Prepare to embark on a journey through the diverse regions of the Caribbean, Central America, South America, and Asia, where you’ll discover a remarkable array of rare blended rums and aged treasures that have been thoughtfully selected to ignite your senses.
One libation that simply cannot be missed is the PB&G, a delightful creation that combines the sous-vide infusion of Plantation Rum Pineapple Stiggins’ with the aromatic essence of basil, the silky texture of velvety egg whites, a hint of Petite Verveine, the invigorating zest of yuzu cordial, and the vibrant burst of fresh guava juice. Additionally, The Daily TOT proudly presents a distinguished selection of rare Plantation Rum blends, including our personal favourite, the esteemed Plantation Rum Single Cask Barbados 2011, for those seeking the pinnacle of sophistication.
58 Hollywood Road, Central, Hong Kong
G/F, Shop E Felicity Building
Monday – Wednesday, 4 pm to 12 am
Thursday – Saturday, 5 pm to 1 am
Sunday, 4 pm to 11 pm
THE PONTIAC
The Pontiac
Get ready to rock and roll at The Pontiac, a dive bar with a rebellious spirit and an all-female-led team. This one-of-a-kind establishment welcomes everyone with open arms, creating a community where judgments are left at the door. Step into The Pontiac and experience a chaotic vibe reminiscent of the legendary Coyote Ugly, setting it apart from the rest of Hong Kong’s bar scene.
While The Pontiac boasts a laidback ambiance, their dedication to a greener future is truly commendable. As proud partners of ecoSPIRITS™, this emerging bar takes a sustainable twist to classic cocktails. The talented team concocts drinks with quirky and daring names, all within an edgy and unapologetic setting. Picture them jamming to the energetic tunes of Bon Jovi, perched on the bar counter. And what better way to elevate your dance moves and indulge in the night than with a sip of their sensational Shells and Cigarettes cocktail? This ingenious creation puts a unique ecoSPIRITS™ spin on the beloved Long Island Iced Tea.
Don’t miss the opportunity to embrace the rebellious spirit of The Pontiac—an exhilarating sanctuary where the love for rock music, exceptional spirits, and unforgettable nights intertwine.
13 Old Bailey Street, Hong Kong
Wednesday – Saturday, 4pm – 12am
Sunday – Tuesday, 4pm– 11pm
COA HONG KONG
COA Hong Kong
Indulge in the vibrant atmosphere of COA (co-ah), a Mexican-inspired bar that pays homage to the traditional tool used for harvesting agave. As you step into this inviting and friendly establishment, prepare to be greeted with exceptional hospitality and a warm ambience.
Elevating the bar scene in Hong Kong, COA holds the esteemed title of being ranked #1 in Asia’s 50 Best Bars for two consecutive years. This prestigious recognition is a testament to their dedication and passion for crafting extraordinary experiences. What sets COA apart is their commitment to innovation and seasonality. Every week, their talented team hand-picks seasonal ingredients to create a new and exciting cocktail, ensuring a dynamic and ever-evolving menu. Collaborating with renowned spirits like La Travesia, COA presents an extensive array of cocktails that will tantalize your taste buds.
Explore their carefully curated cocktail list, featuring 100% agave tequila and traditional mezcals, inspired by the rich and vibrant flavours of Mexico.
Shop A, LG/F Wah Shin House
6-10 Shin Hing Street, Central, Hong Kong
Tuesday – Sunday, 6pm – 12am
THE WISE KING
The Wise King
The Wise King has secured its place as a beloved establishment in Hong Kong, renowned for its unique and distinctive character. Embracing a distinct Iberian influence, the bar pays homage to Alfonso X of Castile, a revered 13th-century Spanish monarch who played a significant role in shaping the country’s culinary tradition of tapas. Legend has it that King Alfonso X declared that no alcoholic beverage should be served without food, a decree that continues to influence Spanish gastronomy.
Drawing inspiration from the king himself, Founder and N.I.P Gin Brand Ambassador Sandeep Kumar has crafted an extraordinary experience. Here, the focus is on indulging the senses of sight, taste, and sound, creating a captivating journey through flavours and ambience.
25 Staunton Street, Basement,
Tsung Wing Lane, Soho Central
Monday – Thursday, 6pm-12am
Friday -Saturday, 6pm-2am
TERRIBLE BABY
Terrible Baby
Nestled on the 4th floor of Eaton Hong Kong in Jordan, Terrible Baby invites you to embark on an extraordinary drinking experience. With a name inspired by the French phrase ‘L’Enfant Terrible,’ this exceptional cocktail bar is a rare gem outside Hong Kong’s main vibrant drinking scene.
Drawing inspiration from the Dadaist art movement, this distinctive establishment is a hub for young, passionate, and fearless creatives. Step inside to discover a retro-chic and vintage interior lounge, while the outdoor terrace treats you to a lush and stylish setting, complete with breathtaking views of Jordan’s iconic buildings. Notably, Terrible Baby has received esteemed recognition, earning the title of Hong Kong’s Best Rooftop Bar by the Financial Times and the prestigious Gold award for Best Terrace Bar at the Hong Kong Best Spirits Awards 2022.
At the core of Terrible Baby’s allure is its dedication to music, offering an eclectic lineup of live sets featuring both local and international artists. As you indulge in their meticulously crafted cocktails, let the enchanting melodies surround you, creating an extraordinary atmosphere that exemplifies Terrible Baby’s essence.
4/F, Eaton HK, 380 Nathan Road
Kowloon, Hong Kong
Sunday – Thursday, 2pm-12am
Friday & Saturday, 2pm-2am
FROM BEHIND THE BAR: AN EVOLUTION OF COCKTAIL BARS
ASIA PACIFIC, 10 MAY – Imagine yourself transported back to the 1920s, a time of prohibition, speakeasies, and bootlegging. Prohibition had just been introduced, and bartenders had to get creative with their drinks to satisfy their patrons’ thirst for alcohol. They started experimenting with new ingredients, creating complex cocktails that became the hallmark of the speakeasy. Fast forward to the present, cocktail bars have come a long way since those prohibition-era speakeasies. Nowadays, mixology is an art form, and the cocktail bar has transformed into an immersive experience that engages all your senses. From personalized menus to theatrical service, every element of the modern cocktail bar is designed to create a unique and unforgettable experience for guests.
Nadodi's Kuala Lumpur, Bar Lounge
In recent years, the cocktail bar has undergone quite a transformation. This was accompanied by a newfound admiration for bartenders, who began to be viewed as passionate creatives intent on delivering unique experiences for their patrons. These passionate mixologists and ‘bar chefs’ draw in new imbibers looking for exciting novel experiences. More than just creating concoctions that will thrill, bars are going beyond to offer special and bespoke services that exceed those of their typical menu.
According to Jason Williams, Head of Advocacy, we may begin to see a rise in hybrid venues that combine the traditional cocktail bar with other forms of businesses, such as restaurants and cafes. These venues comprising parts of a cocktail bar, wine bar, and cafe may soon emerge to create an all-encompassing experience for customers. Not just in terms of drinks, but in innovation as well. For example, Singapore’s Stay Gold Flamingo has become a place to spend a day as a cafe and an evening at a rock ‘n’ roll-inspired, sophisticated restaurant bar.
Creative Associate Dezmond Ho offers an analogy that captures the spirit of this unique development: “Like a well-stocked book collection which has something to suit every reader, venues with a variety of bar concepts and styles can satisfy different demographics and preferences. With so many creative and fun drinking rituals to choose from, it is definitely a great time to be a part of this culture.”
Stay Gold Flamingo's Cafe
Stay Gold Flamingo's Cocktail Bar
Going beyond, Bar Consultant Andy Loudon highlights how cocktail programming has gone up a level. Traditionally, the hospitality industry was known for allowing guests a glimpse into a venue, but now, this has evolved to be much more than just a peek. They are looking for a more individualised touch, like being part of the family.
Loudon adds, “Having tailored programming gives the venue a chance to provide guests with interactive and theatrical experiences, like trolley services, martinis made right at the table, and gueridon service.”
The following phase of evolution presents itself when conventional menus of merely listing drinks are shifted to more imaginative ones with cocktails involving stories, progressive drinks, and a multi-sensory experience. Just a printed list of cocktails might be enough for some settings, but to please today’s increasingly discerning cocktail connoisseurs, much more is required. Charlie Ainsbury, Senior Bar Consultant, states that a bar menu is not only a list of drinks but also an entrance into its concept and identity. This showmanship negates boredom, a vital component that allows bartenders to bring storytelling and accoutrements that warrant a return visit.
The Art of Mahjong Menu
Think origami cocktail lists, pop-up book-style menus, and hand-illustrated pages that invite guests on a visual journey. The integration of modern technology adds another layer of excitement, whether it is a QR code that shares a recipe with guests or an AR (Augmented Reality) experience that brings the bar’s surroundings to life. The menu should be a feast for the eyes and a thrilling experience that leaves a lasting impression.
Proof Creative has put this idea to use in their consultancy projects. At Bar Trigona, sustainability and origin of ingredients are paramount; they use local farmers to source the fruits used in their cocktails, and then employ every part of the fruit, from fermentation to including the seeds in the paper for patrons to take home and grow.
It is also no surprise that customers today anticipate sustainability in their drinks. To highlight this further, ecoSPIRITS has joined forces with Rosewood to develop a collection of low-waste cocktails, using sustainable and upcycled ingredients. The two companies have joined forces across many luxury properties around the world, including London, United Kingdom; Hamilton, Bermuda; and Phnom Penh, Cambodia.
Bar Trigona, Kuala Lumpur
ecoCOCKTAILS at Rosewood Hotels
The evolution of cocktail bars has truly been a journey filled with creativity, innovation, and transformation. What started as a humble place for working-class folks to enjoy a stiff drink has now become an immersive experience where mixology meets art, and customers can interact with bartenders to craft their own unique cocktails. The second golden age of fine drinking has ushered in personalized experiences and hybrid venues that combine traditional cocktail bars with other types of businesses, such as restaurants and coffee shops.
With sustainability and provenance being key considerations for many bars, the future looks bright for the cocktail industry. As new trends and technologies continue to emerge, we cannot wait to see what exciting new experiences cocktail bars will offer in the years to come. The only certainty is that the cocktail bar will continue to evolve, innovate, and surprise us.
PROOF ADVOCATES PAY TRIBUTE TO EXTRAORDINARY WOMEN THIS INTERNATIONAL WOMEN'S DAY
ASIA PACIFIC, 8 MARCH – International Women’s Day is a time to celebrate the resilience, strength, and determination of women worldwide. To honour the inspiring women in our lives, what better way to do so than with a signature cocktail that captures their essence? This time, we highlight some exceptional cocktails crafted by our Proof Advocates, who were each inspired by the remarkable women in their lives.
Kino Soh
Kino Soh, the Brand Ambassador of Brass Lion Distillery, created the Dragon Lady cocktail as a tribute to her mother’s persona – sophisticated and bold. Her mother’s unwavering dedication to providing for her family and her outstanding cooking prowess gave her the impetus to become the best version of herself. This bright and complex beverage was put together with Brass Lion Navy Strength Gin, Brass Lion Butterfly Pea Gin, Mathilde Poire Liqueur, Calamansi Cordial, Lemon and Foamee, using Singapore’s botanical blends to give it a distinctive flavour profile. Mathilde Poire Liqueur adds a subtle sweetness to the cocktail, while the Calamansi Cordial gives it a bright, citrusy kick. The creamy texture of the foamee brings everything together, making the Dragon Lady a well-balanced and flavourful tribute to Soh’s mother.
Shay Chamberlain
Shay Chamberlain, the Brand Ambassador of Never Never Distilling Co., found inspiration in Australian tennis legend Ashleigh Barty when crafting her cocktail. Barty is a former professional tennis player and cricketer who has made a name for herself as one of the best athletes in the world. Chamberlain was inspired by the athlete’s commitment to excellence and wanted to honour Barty’s spirit of strength and determination. Her “Barty” Martini is strong and flavourful, made with the award-winning Never Never Triple Juniper Gin. This delicious craft gin is made with native Australian ingredients and delights drinkers with the bright and earthy qualities of juniper. With its bold and spicy flavour profile, this cocktail also celebrates all powerful women who inspire us to be our best selves.
Maylis Berger
Maylis Berger, Senior Brand Manager for Maison Ferrand, created the Citadelle Jardin Gin & Tonic to celebrate her mother’s strength and positivity. This beautifully crafted cocktail uses Citadelle Jardin D’Été Gin, balls of fresh melon (which happens to be her mother’s favourite fruit) and a lemon twist. Citadelle Jardin D’Été Gin is a premium craft gin made in France and offers a delightful combination of sweet and zesty flavours. The fresh melon adds a nice sweetness and the lemon twist adds a wonderful zing to the cocktail, resulting in a sweet and refreshing drink that honours her mother.
Karina Aggarwal
Karina Aggarwal, Vice President of India Craft Spirit Co., celebrates her mother with an exquisite TERAI Gin Fizz cocktail that captures her mother’s radiant spirit. Aggarwal’s mother, who she describes as the smartest woman in her life, embodies kindness and a constant thirst for learning. The cocktail’s recipe features TERAI India Dry Gin, lime juice, honey syrup, egg white, and a splash of soda, resulting in a sweet and refreshing blend that stands the test of time. TERAI India Dry Gin is one of the most exceptional craft gins hailing from India, meticulously handcrafted in small batches. Its unique botanical blend is inspired by the Terai region, a lush green oasis nestled at the foothills of the majestic Himalayas. A beautiful gin to befitting for a luminous lady.
These beautiful cocktails embody the intricate flavours that are a homage to the amazing women in our lives, who hold an inspirational spirit that connects us all. On International Women’s Day, let us join in a toast and salute all the incredible women in our lives and their extraordinary spirits.