bringing drinks to life

There are a handful of bars that have become truly iconic and have stood the test of time; Milk & Honey in New York springs to mind, Lonsdale for many years, but go into any quality cocktail bar almost anywhere in the world and mention LAB bar in London’s Soho and bartenders know exactly where you’re talking about.

For those of you who are scratching your heads and saying, ‘LAB? never heard of it!’ it’s about time you crawled out from under your rock and had a look around. LAB has been at the sharp end of the bar scene in the UK for over a decade and while it’s had it’s ups and downs it’s never really fallen from grace. Right now LAB feels as though it is on an up-swing again, so I’m readily anticipating many more years of greatness from them.

You see LAB was created as a proving ground for bartenders, a place where good bartenders went to become great bartenders. The name stands for ‘London Academy of Bartenders’ so you get the idea… Some of the leading lights of the bar world learnt their trade here and the list of ‘star-tenders’ who can trace their roots back to this bar is long and legendary. The fact that half of them have gone on to become brand ambassadors and are now leading the life of luxury shouldn’t put you off drinking here though, as each in turn earned their reputations by putting in the hours perfecting their craft. LAB has always been a place bartenders work to take that step beyond just making drinks; to learn the craft of tending bar.

Things just keep getting more and more hectic here at B&T HQ but fortunately we've had a few drinks and received a few bottles recently that have helped us to take the edge off the silly season. The chaps at Sipsmith were kind enough to give us a bottle of each of their products in anticipation of an update we will be doing in the new year about artesianal producers. I mentioned this to Victor from LAB and he set about whipping me up a new drink featuring Sipsmith gin, which on paper sounded confusing, but was actually a real treat to the taste buds.
 
THERE'S SOMETHING ABOUT PRUDENCE
 
50 ml Sipsmith Gin
20 ml lime juice
10 ml Galliano L'authentico
5 ml Maraschino
1 barspoon Fernet Branca
1/2 barspoon caster sugar
4 seeds from a cardamom pod
 
Put all the ingredients into a shaker with cubed or cracked ice and shake hard. Strain into Champagne flute with a sugar rim and garnish with a long orange peel.
 

I was chatting with a couple of friends the other day who are not in the drinks industry. It's always funny to see their reaction when they ask what I'm up to, but this time when I told them I had been invited to Leeds to judge a cocktail competition for Cazadores tequila, I was surprised by what they had to say. One thought I was joking and didn't really believe that bartenders have competitions and the other said that it must just be a thinly desguised excuse for a piss up. Now I can understand the reaction, but it got me thinking about how important competitions really are to the drinks trade.

I guess even from an outsiders point of view there are some obvious reasons for comps. I mean from a brand point of view it is a no brainer. You can create a good buzz around your products, potentially get new drinks on menus, maybe grab some column inches in the trade press and most importantly get bartenders using your brand.

On the most basic level all a brand needs to do is throw some stock at a bar, invite a select few bartenders to come up with a couple of new drinks that fit whatever criteria you want to set, line up some judges, invite the journalists and line up a good prize. The result is several weeks of bartenders talking about the fact they are in your competition, trying out new recipes on customers and co-workers, and promoting your products to anyone who will listen. After the comp they will still sell their signature drinks, maybe even add them to their next drinks list and they will most likely reach for your brand over one of your competitors when they can.