Corporates, cocktail masterclasses & cocktail culture!

In recent years, corporate entertainment has become a major focus for some of the more experienced cocktail service companies which have shot up over the last decade, offering a range of joys from comprehensive cocktail masterclasses, cocktail tasting sessions to straightforward cocktail bartender hire and mobile cocktail bar hire. Recessions–aside, many businesses are still on the look-out for something fresh and innovative to help motivate employees, dazzle clients and incentivize customers, and the world of cocktails can tick all those boxes.

Cocktail masterclasses are becoming increasingly popular as a team building session as it allows people to work together and push the boundaries of their creativity, plus it’s a lot of fun. Some cocktail masterclasses also venture into molecular mixology, which is where science and cocktail come together, think Heston Blumenthal – only with alcohol! Another aspect that cocktail service companies now cater for is corporate events, such as product launches and staff parties, where mobile cocktail bars are often hired, as well as trained mixologists and waiters to serve the cocktails. Sometimes the bartenders will indulge in a bit of flairing, (think Tom Cruise in the 1988 cheesfest “Cocktail” movie), where bar tools and bottles are thrown about in a spectacular manner.

One of the most highly respected cocktail services in the UK is a London based company called Fluid Movement which are involved in cocktail consultancy, training, cocktail masterclasses, managing bespoke events and have worked with the likes of Diageo, Hilton Group and DKNY. They also own two of London`s most well known Cocktail Bars, Purl and the Worship Street Whistling Shop. We caught up with one of its founders, Tristan Stephenson, for a chat:

 

Why do you think so many “Big Brands” and companies now want to be associated with cocktail culture?

Since cocktail culture has come such a long way in the last 20 years, brands want to support it because it’s a great way to engage consumers and professionals alike. Also, the brands, big or small, often have a rich history that coincides with many of our favourite classic cocktails.

Do you have any examples of bespoke cocktails you have been asked to create  for product launches / special corporate events etc?

I did one for the Tanqueray Mallaca (re)launch recently. It was based on the classic drink, Purl (gin, wormwood, beer, spices), but I concentrated many of the flavours and set it in to a kind of stock cube, which required only the addition of hot water to melt it and complete the drink.

Do you think that cocktail masterclasses work well as company team-building sessions?

Speaking only from my experience conducting masterclasses for work colleagues, yes. I have no idea whether teams become more productive as a result, but learning tends to be a bit more fun when cocktails are involved.

Does the audience for cocktails tend to be female dominated or is that now a misguided stereotype?

In the late 90’s and early 00’s I would have agreed that it was more female dominated, but now the mix is fairly even. Classic cocktails have provided men with a solid reference point for cocktail enjoyment, which is much better than them having to admit that they love knocking back cosmos. Certainly it’s far more common to see groups of men walk in to a cocktail bar and order from the list now.

How do you go about matching a cocktail with a particular type of company/product/event?

It’s pretty much the same way as I would go about creating any drink. Look at the key themes at play and work out a way to bring them to life using products, service ware, theatrics, aroma etc. I’m a strong believer that cocktails can tell a story, it’s all about balancing the themes and structuring the flow of the prose.

Do you think flairing still has a place at events / receptions or are people just interested in the quality drinks?

I think it still has a place,  but it has to be the right place. Consumers are wise to the fact that a cocktail made in a flair bar is unlikely to be as well balanced or as well presented as if it were ordered in a modern classic cocktail bar. That doesn’t mean there’s not some enjoyment to be had at a flair bar, but the reasons to visit are totally different. I’d go to a bad bar to see a good band – sometimes entertainment wins over.

What has been the best reaction you have ever had to one of your cocktail creations?

I’ve had loads of great reactions in the past, but a repeat order of the same drink cannot be underestimated!

Check out the Worship Street Whistling Shop and Purl.