Jam jars, milk bottles and rum tins are being used by managed pub and bar operator TCG to add theatre to the presentation of its new cocktails and give its sites a point of difference.
Among the new serves available at some of its bars and pubs is the Cookies & Cream – an alcoholic milkshake made with Jack Daniel’s and Oreo biscuits, served in a small milk bottle.
Another is a classic-style Lynchburg Lemonade, using Jack Daniel’s, Cointreau and lemonade, served in a jam jar. There is also a new range of Mojitos presented in a Havana Club Rum tin.
Other new drinks include a Whisky Sour and a Vodka Martini – the fourth Martini-style drink to be added to the group’s menus, alongside a French Martini, an Espresso Martini and a Pornstar Martini.
There is also an expanded range of picklebacks, with gin and bourbon joining the original Jameson serve launched last year.
Several drinks come with an optional upgrade to a more premium spirit, such as a Bramble with Bombay Sapphire gin or a Margarita with Patrón Silver tequila.
TCG chief operating officer Nigel Wright said: “Demand for cocktails shows no signs of slowing and consumers are looking for a ‘wow’ factor when choosing their drink.
“Unusual serves are going to be even bigger in 2015, as the economy recovers and operators seek to persuade consumers to enjoy going out on more occasions, which is why we have focused on presentation of the drinks as much as the content.
“The result is a strong list of quality cocktails that reflect current trends and are prepared and served by skilled bartenders in a way that will excite and delight the target audience for these drinks.”
TCG delivered full cocktail training last year to upskill its bartenders and has followed up with specific training on the new drinks.
In keeping with TCG’s approach of providing a bespoke approach for its sites, drinks menus have been tailored to meet the specific needs of each pub or bar.
Cocktail choice and menu design vary to reflect the individual site’s customer base, ranging from a King’s Feast community pub to a city bar such as Via West India Quay.
TCG operates a diverse estate of 67 managed pubs and bars nationwide, from late-night bars and student venues to community locals and town-centre pubs. Its trading formats include Henry’s Café Bars, Eerie Pubs and the King’s Feast food concept, with a strong presence in London such as the flagship Tattershall Castle floating bar and restaurant on the Embankment.
Pictured: Dawid Debski at Via West India Quay in London Docklands with a selection from the new TCG cocktail list