Till a few years ago, mixologists played a significant role in helping F&B outlets in hotels increase the sales of beverages by creating unique cocktails or mocktails. This, in turn, increased guest loyalty. But has 2020 laid that distinction to rest? After all, when people travel now, they want distinctive experiences. Do signature beverages factor in this revamped list?
Kshitij Goel, Beverage Ambassador at W Goa would like to think so. According to him the trend is still prevalent, and will continue to be for a long time. After all, signature cocktails, he pointed out, are what differentiate one F&B outlet from the next.
“An increasing number of Indian households now have a bar setup at home. People go out to have a good time, to sip on a delicious drink and relax. They want to ideally experience something new that they cannot make at home. Hence, they trust mixologists with their beverages just like they trust chefs with their food,” he emphasises.
PRUNING THE LIST
A Zomato report in August 2020 stated that nearly 10% dine-out restaurants across India had shut down while 30% which were not operating due to COVID-19 were unlikely to reopen even after the pandemic ends. Nearly 60% restaurateurs surveyed in the The demand for an expert mixologist and sommelier is far higher than their availability. Report estimated they would retain less than half of their original business volumes for a few months post- COVID-19.
Against such a dismal backdrop, F&B outlets have been taking a close and hard look at areas where they can cut costs. And one of them has been pruning their beverage list to make it more profitable. Several even deduce that guests, too, might be unwilling to pay more for signature drinks.
Goel admitted that there is a trend where the beverage lists are becoming more limited. However, this is due to exclusivity rather than profitability. “While most F&B outlets will offer some classic cocktails for their less experimental audience, many are offering a few signature beverages that can be exclusively associated with their outlet. These drinks are mostly priced within the same range of other beverages, as customers today are looking for value for money, not the most expensive item on the menu,” he appropriately pointed out.
The other downside of the pandemic was how it shifted the goal posts for people working in the hospitality industry. Hotel major, Accor, announced that it was cutting 1,000 jobs globally as a part of its cost reduction plan to tide over economic crisis posed by COVID. Companies that chose to retain workforce on their payroll were compelled to ask employees to take massive salary cuts. Only staffers who are critical to operations, revenue and profitability were spared the axe, and mixologists and sommeliers unfortunately do not fall in this category.
Does this mean that their role is now endangered? While agreeing that the pandemic and lockdown were challenging months, Goel said that as restaurants, hotels and bars open up, specialised roles such as those of mixologists and wine sommeliers have become increasingly important in setting hospitality outlets apart. “This profession is still growing in India. Thus, the demand for an expert mixologist and sommelier is far higher than their availability,” he added.
It is his opinion that most hotels, other than the upscale ones, can well afford these professionals. It all depends on the hotel’s vision. A boutique hotel that wants to increase footfalls to their F&B outlet may decide to cut back other costs, but prioritise recruiting a good mixologist.
CHIPPING IN
As F&B outlets in hotels try to boost their revenue, it is time for mixologists and beverage ambassadors to stir up some business. This means they have to rethink their traditional role in the changed setup.
Goel said that several mixologists and beverage ambassadors, including him, took the time off during the lockdown to reflect and reenergise their creative focus. “For example, I spent the time at home to explore new skills and got my degree in Marketing from Google. Now that I have returned to work, I am not only able to use my creative abilities to come up with fashionable concoctions, but can also contribute to the strategic marketing of W Goa’s signature beverages,” he proudly claimed.
There are several responsibilities that mixologists and sommeliers can pick up as they endeavour to multitask on the restaurant floor and be a part of the renewed F&B environment. It is all about going above and beyond for the brand they are associated with.
“Many beverage ambassadors have their own fan base on social media. An aesthetically clicked cocktail photo on Instagram or a quick tweet asking their fan base to drop by, or even personally interacting with guests when they are at the restaurant, could go a long way in increasing repeat footfalls,” Goel pointed out.
At a time when most hotels themselves are in survival mode, he believed that the trend of freelance mixologists will pick up. These professionals aren’t exclusively associated with one brand. This will give them the option to tie up with multiple companies for different opportunities, such as virtual workshops or cocktail masterclasses.
THINKING BIG
When they enter the F&B domain, most people aspire to become an F&B director or even a general manager. The reasons are simple – these positions require them to have strong people skills, negotiation proficiency, and an ability to multitask, and do all this without losing their cool.
The growth path for mixologists is not as simple, though they need to have all these qualities. So can they make a natural transition to the position of a beverage director or beverage buyer for restaurant chains, especially in current times?
Goel pronounced that this is a subjective topic. In his opinion, the role of a mixologist is a creative one while that of a beverage director or buyer is a business-oriented position. While the two have very opposing interests, the answer lies in an individual’s passion.
For example, a mixologist may use their talent to curate an experimental cocktail using more alcohol and expensive ingredients to enhance the flavour, even if it means that they forego the profit margin. This is because they are usually interested in offering unique guest experiences and maximising their creative potential.
On the other hand, a beverage director would have to prioritise the bottom line. They would be in charge of high sales and profitability, so they are likely to forego artistic freedom for a safer and more classic choice. What mixologists should instead do is look at ways they can productively add to their brand’s bottomline, even if it means stepping out of the box. And in all probability, that will be the path for their own growth.
