Aoife Taylor, head of bars at Rockwater, comments on changing consumer behaviour

The CGA’s latest Mixed Drinks Report revealed that consumers are increasing their experimentation in cocktails, creating an opportunity for bars to work with lesser-known flavours.

Aoife Taylor, head of bars at Rockwater, shares her insights into how the fast-growing coastal hospitality brand is responding to consumer trends by continually innovating new cocktails. Additionally, Aoife comments on how a bar team can ensure its cocktail menu is suited to a more discerning consumer.

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Understand what customers want from their drinking experience

“Consumer confidence to try and buy serves with unfamiliar flavours is incredibly freeing for a mixologist. Being creative in research and development is critical to delivering a drinks menu that continues to excite an experimental customer. However, inspired development must be complemented with a deep understanding of the target consumer.

“We track drink sales each week across both our Rockwater sites. This enables us to understand which cocktails are most popular and assess the flavour profiles and ingredients that perform the best. In doing so, we’ve been able to create more cocktails that are unique to Rockwater, in confidence they’ll appeal to our guests.”

Think beyond flavour profile

“Although consumers are broadening their flavour horizons, a discerning customer is now looking for more than just great taste in their cocktail. The construction of the drink; its depth and mouthfeel, are as important to the overall drinking experience as the flavour itself.

“Fat washing is a method we’ve been using a lot and is proving popular. Putting spirits through this process allows us to adapt the viscosity of a drink creating unique twists on customer favourites.

“For example, the key flavours in our ‘Pump Up The Jam’ cocktail are recognisable to anyone who enjoys a Negroni. We’ve adapted this classic to create a distinctive drinking experience by adding sweet vanilla butter to our vermouth and gin, and infusing strawberry into Campari.

“Being innovative with what’s available to you in the bar is a great way to reduce waste too. For example, creating unique sugar syrups from left over champagne is another way I bring an edge to our drinks.”

Give love to your 0% options

“No-and-low-alcohol-options are becoming increasingly important to our customers. Alcohol free options are here to stay, and so it’s critical that the spirit of innovation carries over into the 0% menu.

“Customers still want to enjoy stand-out flavours, without the booze. We’ve worked hard to perfect our ‘Cherry Bomb’ mocktail to create a traditional sour experience without the alcohol. Consumers expect the same look, feel, and ultimately taste from a non-alcoholic cocktail.

For further information about Rockwater, please visit rockwater.uk.