Acknowledging Cognitive Dissonance at the Bar
Scott Rosenbaum
Head of Search at Distill Ventures | Beverage Alcohol Start-Up Advisor | Co-Host of Business of Drinks
Imagine this. You’re out at a restaurant. It’s not necessarily fancy, but it’s the type of place where some thought and care have gone into the food and its preparation. You’re handed the wine list and you come across choice bottles from Yellow[tail], Barefoot Cellars and Franzia. You’re suddenly confused. Isn’t this the place where they list the sources of the produce and protein on the menu? Why are they serving such plonk? You have to imagine such a scenario because of the unlikelihood of happening upon such absurdity in the real world.
However, think now of a bar. If it’s a quality joint, the kind of place where all the juice is fresh, the bitters are carefully crafted in-house, and many hours go into designing a seasonal cocktail menu, there’s likely a great deal mixed messaging. The well might be stocked with Tequila that’s not made from 100% agave. The back bar will be lined with bottles produced by soulless multinational corporations that could no less identify the source of ingredients that go into their whiskey or rum or vodka than a hole in the ground.
There’s only one way to make whole this broken system, to resolve the discomfort that exists because of this cognitive dissonance. First we must all acknowledge, that despite the inherent quality of big brand spirits (something that big brand wines most certainly lacks), they are still big brands, that lack integrity and have no more place behind a bar of distinction than Kraft Singles have in any kitchen other than a diner or the type of place Guy Fieri would haunt. If we recognize that Bombay, Patrón and Grey Goose are all produced in quantities of millions of cases a year, they should not belong at a fine restaurant or bar. If BudLite or Coors isn't on draft, than you shouldn’t see Hennessy on a shelf. This is neither elitism nor snobbery, just the recognition that craft cocktails should call for craft spirits. What’s surprising is that this is a revolutionary idea and one whose time has come. - Scott Rosenbaum
Owner, Lady Oyster Tours | Gastronomic Seafood Experiences in Maine
7 年Scott, really appreciate the article and I think you're creating a great conversation. I'd propose that, in order to make patrons comfortable with an assortment of craft-only spirits, you would have to create an atmosphere that is educational and exploratory. Additionally I find, even in my own experience, that I am open to trying farm-to-table food because I can still relate to the ingredients, but expect a better quality (organic, local tomatoes, versus wholesale tomatoes from thousands of miles away?). Craft spirits are often more unique in flavor than traditional spirits (ones we often have more experience with). In the case of craft spirits, I'd want to learn about them and taste test before I commit to a $15 cocktail. Ambiance, friendliness, storytelling and testing are a big part of this experience, in my opinion.
North America Tequila Cazadores Brand Ambassador @ Bacardi USA | Brand Education, Drink Strategies
7 年I am trying to understand your read. What's your point? To stop buying big brand producers? Or to pay more attention to Small Craft Brands? What's your conclusion??
Director of Sales @ PM Spirits LLC | Sales Management
7 年Well said my friend.
High performing sales leader & individual contributor in the beverage alcohol sector
7 年Chateau never heard of it next to chateau never heard of it equals beer sale. You shouldn't swing too far in either direction , balance is key.
Brand Strategist, Innovator, Entrepreneur
7 年Many of the spirit brands you mention began their existence as what you might consider small craft brands. What size is a brand, in your view, when it ceases to be a viable candidate for inclusion in your bar? Could a brand be over that size worldwide but relatively small in the US?