we're not drinking... we're learning!
August 5, 2010 - 5:48pm | by Daniel Priseman
In my last blog about the way we form deeper bonds with brands I stated " Many bars are now offering consumer tasting events where you can learn about a specific spirit category or individual brand, or are running cocktail master classes, there is the opportunity to learn more and have a better drinking experience every day.” It turns out quite a few people read it, and several readers got in touch to ask me for some recommendations… cue follow up blog highlighting just a few bars that hold regular tastings!
I don’t do this very often, but I can’t miss out on this chance to indulge in a little self-promotion. Callooh Callay in Shoreditch hold regular tasting sessions on the second Tuesday of every month, and for the next couple of months I will be there presenting Four Roses bourbon to a thirsty audience of cocktail enthusiasts. The evening centres around learning a little more about a particular brand (in this case Four Roses), tasting it neat, sampling a classic cocktail and then trying some new creations from the talented bartenders at Callooh Callay.
Our favourite Oxford bar Raouls also run regular tasting sessions which they promote under the name Alcademics. They get great brands to come down and present their range, talk to you about their category and then the guys behind the bar bang out some great discounted cocktails for the rest of the evening. Alcademics is open to bartenders, customers, drinks enthusiasts or whoever happens to wander in the door and usually pulls in a great crowd.
On the bar trade side of things there are also local ‘bartender associations’ popping up in cities across the UK. Perhaps the best that I have encountered so far is the Brighton Bartender’s Association organized by Myles and Tim. They seem to have a constant flow of brands coming down to present to them which means that bartenders in Brighton are finally getting the attention from brands that they deserve. There is a great bar scene down there and the BBA are doing their bit to ensure that they get as much education and support from brands as possible.
In my last blog about the way we form deeper bonds with brands I stated " Many bars are now offering consumer tasting events where you can learn about a specific spirit category or individual brand, or are running cocktail master classes, there is the opportunity to learn more and have a better drinking experience every day.” It turns out quite a few people read it, and several readers got in touch to ask me for some recommendations… cue follow up blog highlighting just a few bars that hold regular tastings!These tasting events really are a great idea from all points of view, they give the bar that hosts them a way of offering a little added value to their customers, they give consumers a chance to learn about and sample brands that they might otherwise not have encountered, and they give brands a way of talking directly to consumers and hopefully making them a lifelong fan of your product (assuming they like the way it tastes!). The number of bars starting to put on tasting evenings is definitely on the rise and there has never been a better time for consumers, brands and bars to come together for a little bit of learning… because as Francesco Lafranconi always says ‘we’re not drinking, we’re learning!’
IT’S NOT ALL ABOUT ME…
I don’t do this very often, but I can’t miss out on this chance to indulge in a little self-promotion. Callooh Callay in Shoreditch hold regular tasting sessions on the second Tuesday of every month, and for the next couple of months I will be there presenting Four Roses bourbon to a thirsty audience of cocktail enthusiasts. The evening centres around learning a little more about a particular brand (in this case Four Roses), tasting it neat, sampling a classic cocktail and then trying some new creations from the talented bartenders at Callooh Callay.The sessions are relaxed and very informal, but offer customers and friends a chance to maybe try something they wouldn’t usually try, learn a little bit about a brand and most importantly sample some great cocktails in fantastic surroundings. If by any chance you want to get involved all you need to do is drop Rebekkah a line at info@calloohcallaybar.com to reserve a space.
I know that they also have some rum sessions planned for October and November featuring El Dorado rums, so get involved if you can.
Callooh Callay are by no means alone in offering this sort of customer facing event, there are many bars offering similar things. Hide bar for example also host ‘Tuesday Tastings’ where they either explore a drinks category (next up fruit drinks such as caipirinhas, pina coladas etc.), get a brand in to present a category, or do wine tastings. While they do charge £10 for these sessions, they add value in the form of food to go alongside the drinks as well as discounted cocktails.
Our favourite Oxford bar Raouls also run regular tasting sessions which they promote under the name Alcademics. They get great brands to come down and present their range, talk to you about their category and then the guys behind the bar bang out some great discounted cocktails for the rest of the evening. Alcademics is open to bartenders, customers, drinks enthusiasts or whoever happens to wander in the door and usually pulls in a great crowd.I know they have Maker’s Mark lined up for next Monday and a Scotch portfolio tasting in a few weeks time, but check out their facebook page for more details.
For those with a particular fondness for gin, our good friend Sarah Mitchell has put together the Juniper Society at Graphic bar in soho, a series of regular events, tastings or thinly veiled excuses to drink gin. It’s open to all and even has a secret sister project just for the ladies, so if you happen to be a gin woman be sure to have a quiet word in Sarah’s ear and I’m sure she’ll let you in on the secret!
On the bar trade side of things there are also local ‘bartender associations’ popping up in cities across the UK. Perhaps the best that I have encountered so far is the Brighton Bartender’s Association organized by Myles and Tim. They seem to have a constant flow of brands coming down to present to them which means that bartenders in Brighton are finally getting the attention from brands that they deserve. There is a great bar scene down there and the BBA are doing their bit to ensure that they get as much education and support from brands as possible.Honestly the list is endless, and if you haven’t seen one here that works for you then ask your local cocktail bar if they can organize this sort of event. Checking out brand pages on facebook and twitter is also another great way to hear about tasting opportunities and events and there seem to be more chances to get closer to brands than ever before.
Taking a couple of hours out of a quiet weekday evening to try something new, learn a little about a brand and maybe discover a new bar or cocktail at the same time… what could be better than that?
Comments
And just to prove a point; we
And just to prove a point; we just had another 45 people for Tanqueray…
Do it guys!
Juniper Society@ Graphic
Hey everyone, please join our Facebook group, Juniper Society @ Graphic through the Graphic Bar page. Keep up to date on the feature events, drinks deals and all things Gin. Cheers Dan!
FRANCESCO LAFRANCONI
Please reference/credit Francesco Lafranconi with the phrase “We’re not drinking. We’re learning.”
He came up with it years ago and has made it his personal battle cry! He even gave me a t-shirt at Tales with the phrase…
whoops
actually meant to give him credit for his catch phrase…. mistake corrected, credit given where it’s due!
Post new comment