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WORLDLY CLASSICS

BAR150 2016
AMEA RESTAURANTS & BARS MARKETING TEAM

InterContinental Hotels Group. All Rights Reserved. | For use in AMEA only. | July 2016 Version 1

CONTENTS
INTRODUCTION


03

Guest Profile
04
Food And Beverage Philosophy 08
Objectives & Impact 09

AMEA WORLDLY CLASSICS CAMPAIGN



Privileged Offer
Communication Strategy
Implementation Guideline (actions required)

10

WORLDLY CLASSICS

Introduction
Visual Identity
Cocktail Recipes

15

AMEA BESPOKE COCKTAILS SELECTION

35

Mixologist - Nick Braun


Cocktails by Nick Braun
Non-Alcoholic Cocktails by Nick Braun
Legend
Curated Canape Pairing
Specially Curated Canape Selection and Recipes

36
37
49
59
60
70

BARTENDER GUIDE

Luxury Bar Experience
Glassware
Bar Tools
Garnish
Ingredients
Bar Set Up
Conversation Guide
Menu Attributes
The Importance of Training

84

11
12
14

16
17
31

85
93
95
100
103
108
110
112
113

MARKETING GUIDE

114

Your Valued Customers


115
Target Audience
116
Customer Insights
117
The 5Ps
118
Understand Your Customers
119

The Decision
121
Promotions to Consider 122
Decide Your Promotion & Mechanics
125
The Dos / Donts
126
Avoid Failure of Your Promotions
127
Set Budget and Measurement
128
Terms & Conditions
130
Getting Ready
131
Decide Comms Strategy
132
Understanding Owned, Earned and Paid Media 135
Gain Earned Media Reviews & Features
136
Role of Social Media Channels
137
F&B Social Marketing Checklist
138
Select Paid Media
139

Technicalities & Post Promotions
140
Increase Awareness
141
POS Setup
143
Post Promotion Review
144
CONTACTS 145

AMEA R&B Marketing Team & Mixologist

146

RESOURCES

147

FAQ

149

INTRODUCTION

Dear Luxury Leaders,


Welcome to the second phase of BAR150, the InterContinental Worldly Classics Campaign. This beverage
programme is being introduced to help generate incremental revenue in our Restaurants & Bars for the
remainder of 2016.
As the worlds first international luxury hotel brand, InterContinental Hotels & Resorts has been pioneering
travel across the globe for seven decades. Our bars and lounges are a gateway to our distinctive style and
culinary spirit and have served as a backdrop for some of the most iconic and celebrated moments in time.
We have partnered with a renowned mixologist to carefully craft a selection of Worldly Classics cocktails that
capture the glamour of the InterContinental Life, wherever our guests are in the world. These will be available
in InterContinental Hotels and Resorts around the world. Our AMEA Bespoke selection has been created by
leading mixologist, Nick Braun, who has designed and refined each cocktail with its own unique take or twist.
Alongside our cocktails, we will be running a brand campaign and an exclusive offer for all our guests for each
InterContinental Worldly Classics cocktail purchased, our guests can enjoy a complimentary canape from our
specially curated selection. Weve provided all the recipes and instructions for you to bring this to life, and have
also suggested cocktail / canape pairings to deliver a personalised service to each of our guests.
Finally, youll also find guidelines and hints/tips on how best to elevate your luxury bar experience and help
market to your guests.
We hope that youll find this toolkit useful and we look forward to working with you over the coming months
to make this campaign a success for the brand.

Regards
AMEA Restaurants & Bars Marketing Team

||
CONTENT

GUEST PROFILE
AFFLUENT EXPERIENCED TRAVELLERS ASIA, MIDDLE EAST, & AFRICA

They are Life Connoisseurs with a strong sense of self; the things
they do and the things that interest them reaffirm who they are.

They have achieved success


and arrived in life

SEEK RECOGNITION
(AND STATUS FOR
MIDDLE EAST)
I am a Singapore Airlines Solitaire
member so even when I am
travelling on economy class, I expect
the same level of special attention.

They want to relish in


unique luxury experiences

WHO:
Affluent
Experienced
Travellers

VALUE PERSONALISATION
AND EXCLUSIVITY
Its not about having what
everyone has, but about having
something thats indicative of
my style.

WHY:
HOW IT SHOWS:
HAVE REFINED TASTES

SAVOUR ENRICHING
EXPERIENCES

Its not just about the item itself,


but also about the materials that go
into making it.

I like getting closer to the heart of


the destination and broadening my
view of the world.
SEEK MEANINGFUL WAYS TO SPEND
THEIR TIME AND MONEY
I want to give back to the community
and leave a legacy.

||
CONTENT

AFFLUENT EXPERIENCED TRAVELLERS ON BUSINESS AND LEISURE TRAVEL


AFFLUENT EXPERIENCED TRAVELLERS:
Enjoy international standards of luxury.
Willing to pay a premium for their

desired travel experience.

FROM A HOTEL THEY NEED:


A prestigious and personalised
experience.
Recognition and respect.

WHEN MIXING BUSINESS WITH


PLEASURE
Focused on achieving
work objectives,
efficiently.
Seek indulgence and
reward after a hectic
work day.

A seamless environment
that is easy to manoeuvre.
Facilities and services
that support both their
business and leisure
needs.

ON A SHORT BREAK
EXPERIENCE
Want a break from
their hectic lives.
Are relaxed, yet
expect their high
standards to be met.
Seek discovery of
local activities, cuisines
and customs.

Support (where
needed) in discovering
new experiences.
A place where they
can organise their
next activity.

DURING FAMILY TIME


(RESORTS FOCUS)
Value spending time
with the family to
strengthen
relationships.

Child-friendly services and


facilities which do not
compromise on luxury
standards.
Options for both the family
and just the children to allow
parents some personal time.

ON A ROMANTIC GETAWAY
(RESORTS FOCUS)

Want to make the most


of these rare escapes.

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CONTENT

Facilities and services to pamper


and indulge.
A place that will value their privacy
and celebrate their romance.
5

QUALITIES OF AFFLUENT EXPERIENCED TRAVELLERS

||
CONTENT

INSIGHTS & MARKET NUANCES OF AFFLUENT EXPERIENCED TRAVELLERS

LUXURY IS:

LUXURY IS NOT:

LOOK & BOOK


BEHAVIOUR:

MIDDLE EASTS AFFLUENT EXPERIENCED TRAVELLERS

Status driven

Subtle

A blend of the traditional and modern.


Traditional luxury is about exclusivity,
grandeur and one-upmanship.

For Corporate Travellers: Usually online


via a travel company / agency, especially
among non-Arab expats, and sometimes
direct with the hotel.
For Leisure Travellers: Both via travel
agencies and online. Done via tour
operators for package tours.

Modern luxury is about individual tastes,


customisation and being up-to-date with
technology and trends.

JAPANS AFFLUENT EXPERIENCED TRAVELLERS

Rare and exclusive experiences


and possessions

For show or for others,


so it can either be overt or subtle.

For self-gratification

About having expensive or international


experiences.It does not matter if others see
my luxury as subtleor vulgar What matters
is if I like it or not.

About personalisation
High quality

Usually via a travel agency or


travel agency website
for tour packages.
Air tickets are normally
purchased through
an airlines website.

AUSTRALIAS AFFLUENT EXPERIENCED TRAVELLERS

About personal satisfaction

Bigger, better and more.

Blending style and design with enhanced


functionality. Luxury is having the time
to do things a state of mind its not
necessarily an expense. Now, I would
rather do something than buy something.

About social standing

||
CONTENT

FOOD & BEVERAGE PHILOSOPHY

FOOD & BEVERAGE PHILOSOPHY:

SHARING THE
INSIDE STORY
Food & Beverage Principles:

FRESH
PERSPECTIVE

PROVENANCE WE
ARE PROUD OF

Experiences that are out of the ordinary show


guests stimulating new angles and perspectives
that start conversations and create stories they
will take away and share.

Authentic ingredients that can ideally be sourced back


to field, river or vine. Recipes, techniques and origins
that cue quality and craft to our Affluent Experienced
Travellers and convey our passion in curating the finest
ingredients for them.

DISTINCTIVE
DESTINATION

GLOBAL
FINESSE

The best ingredients and dishes (however simple


or complex) the local area has to offer. Prepared in
an authentic way and recognisable to local visitors,
such that our guests feel they have genuinely
touched down and had a taste of the locality.

Food, drinks and environments presented in a way


that helps our guests feel at home all over the world.
Cognisant of their well travelled sophistication, their
personal schedules and their changing needs and
moods across their stay.

||
CONTENT

OBJECTIVES & IMPACT

OBJECTIVES:
a. Increase bar revenue
b. Increase bar covers
c. Increase average check

d. Increase in-house conversion


e. Increase walk-in

BUSINESS IMPACT:
Increased revenue and average check from Main Bar / Lounge Lounge through in-house
and external, local guests.

TIMELINE WORLDLY CLASSICS CAMPAIGN


Live date: 29th August 2016

||
CONTENT

End date: 31st December 2016

AMEA WORLDLY
CLA S SIC S CAMPAIGN

10

PRIVILEGE OFFERS
In order to increase awareness of the Worldly Classics and the InterContinental brand, we created an exclusive
offer which will be communicated via our Loyalty channels, a dedicated landing page, dedicated social media and
a press release.
A specially curated complimentary canape for each InterContinental Worldly Classic cocktail purchased.
This toolkit has a range of canapes (including recipes and serving instructions) and cocktail / canape pairing
suggestions which were added by Nick Braun, our consultant Mixologist.
The rational of this offer is to:
1.
2.
3.

Increase bar revenue by marketing our curated canape collection.


Offering savoury items will encourage guests to purchase further beverages.
Extend cover time in our bars and use as tool to help conversion for dinner service.

The complimentary canape must be offered to all guests (in-house and external), regardless of Loyalty
membership and status.
In-house loyalty guests must continue to receive IHG Rewards Club Double Points on all food and beverages
purchased when signing to their room.
The offer is mandatory, to be honoured by all InterContinental Hotels & Resorts in AMEA until 31st
December 2016.
Together with the seven Worldly Classics that will be featured in all main bars or lounges across the globe, the
AMEA bespoke cocktail and non-alcoholic cocktail selections and the specially curated complimentary canapes,
are certain to increase both brand awareness and business in your bar or lobby.
To support sales of the Worldly Classics cocktails and non-alcoholic cocktails, the toolkit provides pairing
suggestions with the specially curated canape collection. We strongly recommend follow these suggestions to
create an exclusive and bespoke luxury experience for our guests.

CALL TO ACTION
1. Read this guide, digest the information and train your bar colleagues on recipes and guest experience.
2. Work with your marketing team on collateral and strategy.
3. Raise awareness of this campaign through your local channels from Monday 20th August onwards.

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CONTENT

11

COMMUNICATION STRATEGY
The privileged offer and Worldly Classics will be communicated to our guests and supported by different central
channels as detailed below:

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CONTENT

Social Media
Dedicated slots to market
the Worldly Classics campaign,
starting August 29th 2016.

Loyalty Channels
Ad hoc emails, monthly
statements and push notifications
to all IHG RC members, starting
September 2016.

Press Releases
Will be going out to select
media at the end of August to
further support the launch of
the Worldly Classics campaign.

Landing Page
To showcase the Worldly
Classics Selection and Terms
& Conditions will also be
available here; go live date
August 29th 2016.

12

IMPLEMENTATION
GUIDELINE

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CONTENT

13

IMPLEMENTATION GUIDELINE
Responsible

Approver

Consulted

Informed

1.

Download Toolkit from F&B Community Portal

F&B Dir.

GM

2.

Download collateral templates from F&B


Community Portal

F&B Dir.

GM

3.

Familalize yourself with Worldly Classic


Campaign offers

F&B Dir.

GM

MarCom

GM

4.

Creat project team and RACI

F&B Dir.

GM

MarCom
Exe. Chef
Dir. Finance

GM

5.

Cross check with local laws & regulations in relation


to promoting and serving alcoholic beverages

F&B Dir.

GM

Dir. Finance

GM

6.

Decide budget and success measurement

F&B Dir.

GM

MarCom
Exe. Chef
Dir. Finance

GM

7.

Determine menus & pricing

F&B Dir.

GM

Dir. Finance

GM

8.

Set up buttons and discounts in POS system


and test all buttons

F&B Dir.

GM

Dir. Finance

GM

9.

Produce & display collateral using


provided templates

F&B Dir.
MarCom

GM

MarCom

GM

F&B Dir.

GM

10.

Decide local media channels (earned media /


paid media)

MarCom

GM

2 weeks to go

3 weeks to go

4 weeks to go

Task

11.

Training (in conjunction with your L&D department


if possible)
- Train contail (recipes preparation)
- Train SOS, conversation guide
- Train POS system use
- Train suggestive selling (including role plays)
- Bar Professional (Lobster Ink)
- Conduct testings for cocktails, non-alcoholic
coctials and bar snacks

F&B Dir.
HR (L&D)

GM

HR

GM

1 week
to go

12.

Communicate your pormotion internally

F&B Dir.

GM

All Head
Departments

GM, All
Departments

Launch

13.

Launch 15th August 2016

F&B Dir.

GM

All Head
Departments

GM, All
Departments

Post

14.

Post performance review


- Internal review (ROI, budget)
- Monthly tracking sheet from F&B Marketing
team (link via Hotel Bulletin)

F&B Dir.

GM

Dir. Finance

GM

||
CONTENT

Completed
(tick boxes)

14

WORLDLY CLA S SIC S

||
CONTENT

15

INTRODUCTION
As the worlds first international luxury hotel brand, InterContinental Hotels & Resorts has been pioneering
travel across the globe for seven decades. Our bars and lounges are a gateway to our distinctive style and culinary
spirit and have served as a backdrop for some of the most iconic and celebrated moments in time.
We have partnered with a renowned mixologist to carefully craft a selection of classic cocktails that capture the
glamour of the InterContinental life, wherever you are in the world

WORLDLY CLASSICS COCKTAILS AND ICON


All seven of these cocktails will be an essential part of the menu of your hotels main bar or lounge as they will
become part of the InterContinental Brand Standards in due course.
The Visual Identity, as detailed in the next few pages, will help you highlight these cocktails as Worldly Classics as a
reference for your guests.
Together with the icon, please use the cocktail descriptions provided under COCKTAIL LIST AND STORY in
your menus to further highlight the Worldly Classics.

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CONTENT

16

VISUAL IDENTITY
VISUAL IDENTITY - LOGO
All of the Worldly Classics elements should follow a consistent visual style throughout.
Visual Identity

Icon:

An iconic compass device inspired by the theme


of global travel.

Typography:

A subtle, handcrafted typography to convey a sense of modern sophistication


It is important that whenever possible this logo is presented with these two elements together in the lock up
shown on this page. In the case of any exceptions, please refer to the next page for some examples.

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CONTENT

17

VISUAL IDENTITY
LOGO DOs
The logo must always sit as shown on page 17, however there are some exceptions depending on the space that
you are working in. Here are the different iterations of the logo.

You can use the logo with the pattern when


needed.

When space is restricted you can place the icon


to the left of the typography only.

You can allow the logo to sit in isolation without


the background.

If the background is white you must only use


Pantone Black 7c for and Pantone 4515c (60%
tint).

See page 28 for details


of how the background
pattern must lock up
with the compass icon.

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CONTENT

Only allow the typography to sit in isolation


without the logo only when space is restricted.

18

VISUAL IDENTITY
LOGO DONTs
Please ensure that you do not alter the logo in any way. Here are some examples of what NOT to do with our logo.

DONT change the colour palette in any way.

DONT stretch, skew or rotate the logo.

DONT place the compass icon in any other


position.

DONT change the wording within our logo.

DONT change the scale of the compass.


Retain the set size ratio with the typography.

DONT change the scale of the compass.


Retain the set size ratio with the typography.

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CONTENT

19

VISUAL IDENTITY
VISUAL IDENTITY PATTERN
We have created a simple background pattern that can be used as part of the identity.
The pattern is made up of a repeated compass icon and takes on a soft tone of the background colour, to maintain
a sense of sophistication and subtlety.

The pattern takes


inspiration from
Chesterfield leather,
providing another
link to discrete luxury.

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CONTENT

20

VISUAL IDENTITY
VISUAL IDENTITY PATTERN
Locking the pattern up with the compass icon

Centre points of compass pattern

Centre circle of compass icon

The centre points of the compass pattern must


line up with and fill the centre circle of the
compass icon. (see below)

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CONTENT

21

VISUAL IDENTITY
VISUAL IDENTITY PATTERN: DOs
Our background pattern reinforces our feeling of luxury travel. It should be used sparingly to maintain its elegance
If the pattern is not being used in combination with the logo alone, here are some other iterations which allow
some flexibility around the pattern.

You can use the pattern on its own to add texture


and depth to collateral when needed.

You can use a box to hold the logo and copy in place. The box must be in our Pantone Black 7c. An optional
drop shadow is permitted to give more stand out. (see drop shadow measurements above).

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CONTENT

22

VISUAL IDENTITY
VISUAL IDENTITY PATTERN: DONTs
Please ensure that you do not alter the pattern in any way. Here are some examples of what NOT to do with our
pattern.

DONT change the colour of the pattern in


any way.

DONT re-scale the pattern or change the


way it locks up with the logo.

DONT rotate the pattern.

DONT create a new pattern.

DONT use the pattern against a white


background.
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CONTENT

23

VISUAL IDENTITY
COLOUR PALETTE
Our Worldly Classics colour palette is consistent with that used for our InterContinental Hotels and Resorts
identity.
Background colour

Master identity/ Logo

Pantone Black 7C
C70 M56 Y60 K52
R42 G48 B46

Pantone 4515 C
(60% tint)
C21 M19 Y37 K0
R192 G181 B146

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CONTENT

Pattern

White with 7% opacity

24

VISUAL IDENTITY
HOTEL BAR, LOUNGE & CLUB
INTERCONTINENTAL LOUNGE MENU
APPLICATIONS

Outer sleeve

Option1: Standalone Cocktail Menu


To create a stand alone menu allow one cocktail
per page. (See Example) For this menu, hotels
must use the longer drink stories.
The stand alone menu sleeve/cover should
represent the full identity of Worldly Classics,
including the logo, typography and pattern. The
black holding box may be used on the front
cover, this is optional. No additional text should
be included on the front cover apart form what
is shown on this page as an example. The menu
needs to stay true to the brand and align with the
InterContinental look and feel.
Hotels must allow an inner page to introduce the
Worldly Classics concept.

Front page introduction to concept

Inner double-page spread

Price

Cocktail name
Logo

Cocktail story

Ingredients list

Ensure that good


quality paper stock
is used in all menu
applications.

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CONTENT

25

VISUAL IDENTITY
HOTEL BAR, LOUNGE & CLUB
INTERCONTINENTAL LOUNGE MENU
APPLICATIONS

Menu Page

Logo

Option 2: Cocktail Menu Page


Bar menus should be consistent, clear and align
with the Worldly Classics branding.
As space is restricted, cocktails descriptions will
need to refer to the shorter stories, (refer to page
23).

Worldly Classics story

When designing the standalone page, please


adhere to the guidelines and always maintain
the beauty and simplicity of the Worldly Classics
Identity.
Cocktail name

Simplified cocktail story

Ingredients list

Ensure that good

Price

quality paper stock


is used in all menu
applications.

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CONTENT

26

VISUAL IDENTITY
HOTEL BAR, LOUNGE & CLUB
INTERCONTINENTAL LOUNGE MENU
APPLICATIONS
Example menu, InterContinental London Park Lane

Menu page to be incorporated into existing menu

Ensure that good


quality paper stock
is used in all menu
applications.

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CONTENT

27

VISUAL IDENTITY
HOTEL BAR, LOUNGE & CLUB
INTERCONTINENTAL LOUNGE MENU
APPLICATIONS
Our Worldly Classics identity isnt restricted to just
our menus these examples show how our
compass icon can be implemented through
different executions on key items in your bar
environment. When using our identity across
different items it is recommended that it is used
in a subtle way in order to maintain our feeling of
discrete luxury.

Ensure that good quality


materials are used
in all applications
in order to maintain
the high quality finish.

||
CONTENT

28

INTRODUCTION TO WORLDLY CLASSICS


As part of our brand positioning, the InterContinental Hotels & Resorts Guest Experience Guide was
introduced to all InterContinental General Managers at the Leaders Learning Event in April 2016. It is our
north star in Delivering the glamour of InterContinental Life across our AMEA hotels and resorts.
As part of the GUEST EXPERIENCE, key stages of the guest journey were identified as having the strongest
impact on the overall guest experience. We are focusing on four key stages and they are called our Moments
of Truth and they will differentiate us from our competitors.
These Moments of Truth are:
Welcome
Worldly Classic Food & Beverage
Club InterContinental
Farewell
Following the release of the guest Experience Guide, this toolkit sets out to deliver on our first phase of the
Worldly Classics. This toolkit focuses on the Worldly Classics Cocktails, because they were identified as a
winning differentiator for the Lobby Lounge experience:
A range of Worldly Classic cocktails and mocktails is provided within the drinks menu. These are:
Globally recognised Classic cocktails (e.g. Dry Martini, Negroni etc.)
Made from the highest quality ingredients.
Delivering the Worldly Classics cocktails in all our InterContinental Hotels & Resorts will have our guests
feeling and experiencing discreet luxury and personalized service.
This is what they feel:
t had been a long but productive business day, so I decided to invite my clients for a drink in the
lobby lounge.The low-key yet classic atmosphere made it the perfect venue, cocooned from the
city and discreetly luxurious relaxed while still quiet and light enough to conduct a business
conversation. The waiter personally recommended a classic Dry Martini from the Worldly Classics
cocktail list and I enjoyed the theatre of having him expertly prepare our drinks right at our table.
The Worldly Classics section of this toolkit consists of two portions:
Seven Worldly Classics which will be featured at all InterContinental Hotels & Resorts globally
AMEA bespoke Worldly Classics collection of 15 classic cocktails and 15 non-alcoholic cocktails.
We ask you to read these sections carefully to ensure successful embedding of the Worldly Classics
cocktails at your hotel.

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CONTENT

29

GLOBAL COCKTAIL LIST AND STORIES


Martini A legacy cocktail with an air of refined panache, it should be stirred, never shaken, to retain its clarity
and composure. After all, it is suave and debonair, crisp and dry.
London gin, dry vermouth, olive

Negroni This iconic aperitivo is the very definition of balance and simplicity. Its sweet yet bitter and most
certainly timeless, and still served today the way Mr Negroni intended.
Campari, gin, sweet red vermouth

Daiquiri A sweet and sour delight steeped in history, its been quenching thirsts and serving as an inspiration
to authors for more than 100 years.
White Bacardi rum, fresh lime juice, simple syrup

Old Fashioned Emanating from the 19th century, it formed the basis from which all other cocktails were born.
This classic drink is confident and mastered here the old fashioned way.
American bourbon, bitters, sugar

Margarita Esquire Magazine first described her to the world as lovely to look at in 1953. The Margarita is the
perfect combination of sweet, salty, sour and bitter.
Tequila, triple sec, lime, salt rim

Caipirinha Made from a raw sugarcane spirit that once sparked a revolution. Traditionally flavoured with
muddled limes, its potent, light and refreshing.
Brazilian cachaa, sugar, lime

Eastern Breeze Infused with dew from the heavens, this naturally sweet mocktail is playful and cool, refreshing
and lightly spiced.
Passion fruit, fresh lime juice, coconut water, ginger beer

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CONTENT

30

WORLDLY CLASSICS COCKTAIL RECIPES


MARTINI
Ingredients
2 oz. (60ml) Gin or Vodka
1 oz. (30ml) Dry Vermouth
1-2 dashes Orange Bitters
Instruction
In a mixing glass, stir ingredients over ice. Strain into
a chilled cocktail glass.
Garnish:
Very cold Castlevetrano olive or lemon peel twisted
and dropped into the drink.
Glass: 6 oz. (180ml) cocktail glass, preferably Nick n
Nora by Steelite.
Note:
All ingredients including garnishes should be stored
at very cold temperatures.

Vodka

Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

NEGRONI
Ingredients
1 oz. (30ml) Gin
1 oz. (30ml) Sweet Vermouth
1 oz. (30ml) Campari
Instruction
In a mixing glass, stir ingredients over ice. Strain into
a short tumbler filled with ice or serve straight up.
Traditionally, the drink is built over ice in a short
tumbler / rocks glass.
Garnish:
Slice of orange
Orange twist if the drink is served straight up into
a martini cocktail glass.
Glass: 12 oz. (360ml) Rocks / Tumbler

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CONTENT

Gin

Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

31

WORLDLY CLASSICS COCKTAIL RECIPES


DAIQUIRI
Ingredients
1 oz. (50ml) White Rum
1 oz. (30ml) Fresh Lime Juice
oz. (22.5ml) Gomme Syrup
Instruction
Fill a shaker with ice, add ingredients and shake well.
Strain into a chilled cocktail coupe.
Garnish: Lime wheel on the rim
Glass: 7oz. (210ml) Cocktail Coupe or Martini glass
Note:
The alternative twist could utilize a float of Green
Chartreuse or Dark Crme de Cacao. Adding
Aperol provides a bright orange citrus character.

Rum
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

OLD FASHIONED
Ingredients
2 oz. (60ml) Bourbon Whiskey
(Rye Whiskey will provide a spicier taste)
1 Sugar Cube
oz. (15ml) Club Soda
2-3 Dashes of Aromatic Bitters
Lemon Peel
Orange Slice
Cocktail Cherry
Instruction
In an old-fashioned glass, place the sugar cube soaked
with bitters and add a splash of cold soda water.
Dissolve the sugar using a muddler. Add the Whiskey
and then fill up with ice (or use a 2 x 2/ 5cm x 5cm
large ice cube made with silicone mould).
Garnish: Slice of orange, cocktail cherry (use premium
quality like Luxardo or Fabbri) and twisted lemon peel
to release the oils onto the drink.
Glass: 13 oz. (390ml) old-fashioned glass.

Whiskey

Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

Note: A new trend is to substitute bitters and sugar


with oz. (15ml) of Italian Amaro like Averna, Lucano,
and Nonino etc.
||
CONTENT

32

WORLDLY CLASSICS COCKTAIL RECIPES


MARGARITA
Ingredients
1 oz. (45ml) 100% Agave Tequila
oz. (22.5ml) 40% ABV Triple Sec (Cointreau)
oz. (22.5ml) Fresh Lime Juice
Instruction
Shake ingredients with ice. Strain into a cocktail glass
or serve on the rocks.
Garnish: Lime wheel; salted rim is optional.
Glass: 8 oz. (240ml) cocktail glass.
Note:
Tommys Margarita is becoming very popular and it
consists of oz. (22.5ml) agave nectar and 1 oz.
(30ml) fresh lime juice without Triple Sec and the
dose of Tequila up to 2 oz. (60ml)

Tequila

Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

CAIPIRINHA
Ingredients
2 oz. (60ml) Cachaa
1 oz. (30ml) Gomme Syrup (Rock Candy)
or 3 flat bar spoons of raw cane sugar
1 Whole Lime
Instruction 1
Remove both ends of the lime and cut it in small
pieces. Place it into a short tumbler glass and muddle
with sugar. Add ice and pour over the Cachaa. Stir
well and serve.
Instruction 2
Place the lime pieces in a shaker tin with sugar.
Muddle well. Add 1 scoop of ice and Cachaa. Shake
well and pour (do not strain) everything into the
drinking glass.
Garnish: None.
Glass: 13 oz. (390ml) old-fashioned glass or tumbler.
Note: Fresh fruit or in a puree form, could be added
to provide flavours and texture. The most common
are passion fruit (Maracuja) and strawberries
(Morada).

||
CONTENT

Whiskey

Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

33

WORLDLY CLASSICS COCKTAIL RECIPES


EASTERN BREEZE
Ingredients
1 oz. (30ml) Passion Fruit Coulis
1 oz. (30ml) Fresh Lime Juice
oz. (15ml) Agave Nectar
4 oz. (120ml) Coconut Water
2 oz. (60ml) Ginger Beer
Fresh Mint or Basil
Instruction
Place the mint (or basil) in a Collins glass and
muddle briskly.
Add the rest of the ingredients and fill up with
ice. Stir well
and serve.
Garnish: Fresh mint/basil, seasonal fruit and
sprinkle of
nutmeg-optional.

Ginger Beer

Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral

Glass: 14 oz. (420ml) Pilsner / Collins.

||
CONTENT

34

AMEA BESPOKE
COCKTAIL SELECTION

||
CONTENT

35

MIXOLOGIST NICK BRAUN


Every venue has a personality. I love playing a role in shaping what
makes an outlet unique, and finding ways to separate ourselves from
the pack
Internationally known for his devotion to the craft of hospitality, Nick
has been providing world class bars, hotels and restaurants with his
respected beverage design and venue management throughout Asia
and the Middle East.
With a creative flair and an unflagging attention to detail, Nick has
a reputation for innovation that never strays too far from classic
sensibilities. Nicks skills were honed over years spent with luxury
hotels such as The Hallion Club, Edinburgh and Blue Hotel, Sydney
and some of Australias premier nightlife and hospitality venues.
His original cocktail creations have been featured on the menus of Australias finest bars including Eau de Vie
(Worlds Best New Cocktail Bar 2011 Spirited Awards, Bar of the Year 2011 Australian Bar Awards), The
Lincoln (Cocktail List of the Year 2007 Australian Bar Awards), and Water Bar (Top Ten Bars in the World 20052006 Conde Nast Traveller).
Throughout his career Nick has been recognized in world leading cocktail competitions and represented Australia
at the International Bartenders Association World Cocktail Championships 2010 as a tasting panel judge.
With vast experience in both the practical and theoretical avenues of hospitality and F&B, Nick was a regular
contributor to Australian Bars & Clubs magazine from 2009 to 2014 and was a trainer for Diageo Australias award
winning Alchemy Programme.
Nick has enjoyed a diverse range of roles in South East Asia, serving as brand ambassador for Beam Global Spirits
& Wine - working with a range of brands, including Makers Mark, Macallan Malt Whisky and Lucas Bols and was
engaged by the European Bartender School (EBS the worlds largest group of bartending schools) to redevelop
and implement a range of new educational material during 201213.
Since 2013 Nick has served as creative director of Umami Hospitality, providing consultancy and training services
to a range of high-end international clients including leading hotel groups and global spirit distributors.

||
CONTENT

36

COCKTAILS BY
NICK BRAUN

||
CONTENT

37

COCKTAILS BY NICK BRAUN


Sazerac

1890s New Orleans, Louisiana, USA

Though the Sazerac was likely known in some form from the mid-19th century, the earliest published reference to the drink
we now know was published in The Worlds Drinks and How to Mix Them (1908) by William T. Cocktail Bill Boothby,
based on a recipe by Thomas Handy, proprietor of The Sazerac House during the late 1800s.

Dry Martini

Early 20th Century Unknown

The origins of the Dry Martini are clouded at best. While classic combinations of gin and vermouth are plentiful in early
cocktail literature, the glass of gin with a mere hint of dry vermouth that we know today was not listed until much later.
While it's widely believed the modern Dry Martini has roots in the Turf Club Cocktail, The Martine or the Martinez, its
seemingly impossible to pin down when, where and by whom this iconic mix was developed.

Americano

1860s Caff Campari, Milan, Italy

First served at Gaspare Camparis bar, Caff Campari, in the 1860s, the Americano was originally referred to as the MilanoTorino in reference to the ingredients Campari originated in Milano, while the first sweet vermouth was produced by
Antonio Carpano in Torino. It is suggested that the name may have been coined as a compliment to visiting Americans who
particularly enjoyed the refreshing cocktail.

Manhattan

Late 19th Century Unknown7

A widespread legend suggests that the Manhattan was created for a banquet hosted by Jennie Jerome, Winston Churchills
mother, at New Yorks Manhattan Club to celebrate Samuel J. Tildens election as governor in 1874. This tale is compromised
by records indicating that Lady Churchill was in England, far along in her pregnancy with the future Sir Winston, and was not
mentioned in the press as having attended the soiree. Despite the doubtful nature of this tale, there are historical indications
that the Manhattan cocktail may indeed have originated at the Manhattan Club around this period.

Hemingway

1937 El Floridita, Havana, Cuba

Created at El Floridita in Havana, Cuba, in honour of Ernest Hemingway a regular guest at the bar, whose cocktail
consumption was legendary amongst staff and drinking companions. Hemingway preferred his drinks un-sugared and very
strong, claiming that sweet drinks were harder to consume in large volumes.

Gin Fizz Tropical

1939 Charles H. Baker, The Gentlemans Companion

Created at El Floridita in Havana, Cuba, in honour of Ernest Hemingway a regular guest at the bar, whose cocktail
consumption was legendary amongst staff and drinking companions. Hemingway preferred his drinks un-sugared and very
strong, claiming that sweet drinks were harder to consume in large volumes.

||
CONTENT

38

COCKTAILS BY NICK BRAUN


Mojito

1900s La Concha, Havana, Cuba

It has been suggested that, in the late 16th century, a combination of rum, lime, sugar and mint was named Draquecito in
honour of notorious privateer Sir Francis Drake, who may have enjoyed the concoction as created by a member of his crew
for its medicinal properties.
Moving forward some 300 years, the first reference to the Mojito Batido - a very similar drink, but served over ice and
topped with sparkling water - appeared in print around 1910 and was served at La Concha in Havana, eventually brought to
international attention at La Bodeguita del Medio (another of Hemingway's favoured haunts).

Cobbler

Early 19th Century Unknown

Though not quite a household name today, as noted by Harry Johnson in the 1888 edition of his Bartenders Manual, the
cobbler was at the time 'without doubt the most popular beverage in the country, with ladies as well as with gentlemen'.
David Wondrich suggests in Imbibe! (2007) that consumption of the Cobbler was likely the first common instance of
drinking through a straw, and with the early references to the Cobbler occurring not long after the early days of commercial
ice trade in North America, it is probable that the Cobbler was also among the earliest drinks to be widely consumed over
ice.

Kir Royale

1940s Felix Kir, Mayor Of Dijon, France

Named for Felix Kir, Mayor of Dijon in the mid-20th century and proponent of local products, the Kir Royale (and winebased sibling, the Kir) were an effective means to promote local crme de cassis and white wine in the aftermath of World
War II. While the combination of wine and crme de cassis was known prior to Kirs involvement, it has been suggested that
the combination was strongly endorsed as a means to cover the lacklustre wine produced in the region in a less than stellar
period for local vineyards.

Bloody Mary

1920s New York Bar, Paris, France

The origin of the Blood Mary is surrounded by conflicting claims. In his autobiography The World I Lived In (1975),
celebrity and performer George Jessel claims to have created the Bloody Mary in 1927, but Ferdinand 'Pete' Petiot - the man
most widely believed to have been the originator - while partially acknowledging Jessel's claim, suggests that there is more
to the story, claiming in a 1964 interview with The New Yorker 'George Jessel said he created it, but it was really nothing
but vodka and tomato juice when I took it over'.


Philadelphia Fish House Punch

1730s Schuylkill Fishing Company, Pennsylvania, USA

Thought to have been first published in Jerry Thomas' How to Mix Drinks (1862), the Fish House Punch dates back to the
1730s, when it was prepared by members of the Schuylkill Fishing Company (which remains among the oldest continuously
operating social clubs in the Western world)

||
CONTENT

39

COCKTAILS BY NICK BRAUN


White Lady

1920s New York Bar, Paris, France Savoy Cocktail

Invented by Harry MacElhone at Ciros Club, London, the original recipe for the White Lady called for Cointreau, crme
de menthe and lemon juice. Published in Harrys ABC of Mixing Cocktails (1925), this recipe with a foundation of two
liqueurs and no spirit defies conventional wisdom, offering layers of sweetness in place of the balanced profile preferred in
most sour-style cocktails. A few years later, McElhone had relocated to Paris and was plying his trade at The New York Bar
(which he later took over and renamed Harrys New York Bar). It was here where he seemingly came to his senses, refining
the recipe by replacing the crme de menthe with gin. Not long after this, Harry Craddock included a recipe for a White
Lady comprising gin, Cointreau and lemon juice in the Savoy Cocktail Book (1930), ensuring that while the White Lady will
always be associated with a Harry, accounts tend to diverge on which was the responsible party.

Boulevardier

1920s New York Bar, Paris, France, Harry McElhone Barflies and Cocktails

Often considered to be a cousin to the more widely known Negroni, the Boulevardier in fact pre-dates its famous Italian
cousin by two decades. Although the original Boulevardier recipe as published in Harry McElhones ABC of Mixing Cocktails
(1925) features equal parts Canadian whiskey, Campari and vermouth, he later references the cocktail again in Barflies and
Cocktails(1927), but this time with Bourbon whiskey in place of Canadian whiskey. Though published by McElhone, he
attributes creation of the Boulevardier to Erskine Gwynne, a wealthy American living in Paris who founded a magazine called
The Boulevardier and was a regular at The New York Bar.

Whiskey

1862 Jerry Thomas How To Mix Drinks

While there are stories suggesting that the first published mention of the Whiskey Sour was in The Waukesha Plaindealer,
published January 4th 1870, the drink was in fact referenced in Jerry Thomas How to Mix Drinks (1862) some years
before. While this may be the earliest written reference, it is suggested that the Whiskey Sour likely existed in some form
for as long as a century by the time it was mentioned in print hardly surprising, considering the simplicity of the recipe!

Last Word

1920s Detroit Athletic Club, Michigan, USA

The Last Word was created at the Detroit Athletic Club, most likely in the 1910s. This first reference to the Last Word
appears in a 1916 Souvenir Menu included with the July-August 1916 issue of the club magazine, though no recipe was
listed. Fortunately, a vaudevillian performer by the name of Frank Fogarty was served the cocktail when visiting the club
sometime around 1920 and introduced it to Ted Saucier, who seems to have saved the Last Word from being lost by
publishing it in Bottoms Up (1951).

||
CONTENT

40

SAZERAC
Ingredients:

5ml
Sugar Syrup
60ml Rye Whiskey
2 Dashes Peychauds Bitters
1 Dash Angostura Bitters
5ml
Absinthe

Instruction:
1.
2.
3.
4.

Fill a rocks glass with crushed ice to chill and set aside.
Stir rye, sugar syrup and bitters until chilled and balanced.
Rinse chilled rocks glass with Absinthe and discard.
Strain into absinthe rinsed rocks glass and express
lemon oils over the drink (discard lemon zest)

Garnish: Lemon zest (discard)


Additional:

If rye whiskey is unavailable, dry cognac can be substituted


The Sazerac is served with no ice!

Whiskey / Brandy

Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

DRY MARTINI
Ingredients:
60ml
10ml

Gin

Gin
Dry Vermouth

Instruction:

1. Wash ice with vermouth


2. Discard vermouth
3. Stir until balanced and julep strain

Garnish: Lemon twist / olive


Additional:
Dirty Martini: Add 5ml olive brine
Gibson: Garnish with cocktail onions

||
CONTENT

Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

41

AMERICANO
Ingredients:
30ml
30ml
Top

Campari
Sweet Vermouth
Soda

Instruction:

1. Build first 2 ingredients


2. Top with soda

Garnish: Orange wheel

Vermouth / Bitters
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

MANHAT TAN
Ingredients:

45ml Rye / Bourbon


15ml Sweet Vermouth
2 Dashes Angostura Bitters
4 Drops Cherry Juice (Optional)

Instruction:

1. Build first two ingredients


2. Stir until balanced
3. Julep strain

Garnish: Brandied cherry


Additional:
Dry Manhattan: Dry vermouth, lemon twist
Perfect Manhattan: Equal parts (50:50)
sweet and dry vermouth, orange twist

||
CONTENT

Vermouth / Bitters

Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

42

HEMINGWAY DAIQUIRI
Ingredients:
60ml
5ml
20ml
0ml
5ml

Havana Club 3 Year


Luxardo Maraschino
Fresh Grapefruit Juice
Fresh Lime Juice
Sugar Syrup (Optional)

Instruction:
1. Shake well
2. Fine strain

Garnish: None

Rum

Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

GIN FIZZ TROPICAL


Ingredients:
60ml
20ml
10ml
15ml
15ml
30ml

Gin
Pineapple Syrup
Orgeat Syrup
Fresh Lime Juice
Pasteurized Egg White
Soda

Instruction:

1. Dry shake all except soda


2. Shake with ice and strain
3. Top with soda

Garnish: Mint sprig and lime wheel

||
CONTENT

Gin

Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

43

MOJITO
Ingredients:
60ml
20ml
15ml
Fresh
20ml

Havana Club 3 Years


Fresh Lime Juice
Sugar Syrup
Mint Leaves
Soda

Instruction:

1. Add mint and rest of ingredients (except soda) to glass.


2. Press mint lightly with spoon and churn with crushed ice.
3. Top with soda and cap with crushed ice.

Garnish: Mint sprigs


Additional:

Grand Mojito: Float 15ml Havana Club 7 years


Optional: Float 2 dashes angostura bitters

Rum
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

SHERRY COBBLER
Ingredients:
60ml
15ml
1

Medium Sherry
Sugar Syrup
orange wheel

Instruction:

1. Muddle orange.
2. Add other ingredients.
3. Shake and strain

Garnish: Dusted berries, citrus and fresh mint

||
CONTENT

Sherry
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

44

KIR ROYALE
Wine / Sparkling

Ingredients:

100ml Champagne
15ml
Crme De Cassis

Instruction:

1. Pour cassis.
2. Float champagne

Garnish: None
Additional:

Depending on strength of cassis, adjust accordingly.


(If the cassis is very strong, use very little)
Kir replace Champagne with dry white wine

Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

BLOODY MARY
Ingredients:

60ml Vodka
To Taste Fresh Lemon Juice
100ml Tomato Juice
10-15ml Wet Spice Mix*

Vodka

Instruction:

1. Build in shaker
2. Roll gently and strain

Garnish:

Cucumber Slices
Celery Salt Rim

Additional:

Celery Stick
Cracked Pepper

* Wet Spice Mix Recipe (makes approximately 300ml)


60ml Worcester sauce
120ml Fresh Lemon Juice 60ml Red Wine
30ml Pickle Brine
15g Celery Salt
20g Ground Black Pepper 10g Crushed Garlic
15ml Hot Sauce

||
CONTENT

Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

45

PHILA DELPHIA FISH HOUSE PUNCH


Ingredients:
35ml
15ml
10ml
20ml
10ml
40ml

Cognac
Appleton Estate V/X
Peach Liqueur
Lemon Juice
Sugar Syrup
Black Tea

Instruction:

1. Stir until balanced


2. Julep strain

Garnish: Orange Twist


Additional:

Alternative Recipe: Boulevardier


45ml Bourbon
20ml Vermouth
20ml Campari

Cognac
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

WHITE LADY
Ingredients:

45ml Gin
30ml
Lemon Juice
15ml
Triple Sec
5ml
Sugar Syrup

Instruction:
1. Shake well
2. Fine strain

Garnish: None
Additional:

Perfect Lady Substitute half triple sec for peach liqueur.

||
CONTENT

Gin

Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

46

BOULEVARDIER
Ingredients:
45ml
20ml
20ml

Bourbon
Campari
Mixed Vermouth

Instruction:

1. Stir until balanced


2. Julep strain

Garnish: Orange Twist


Additional:

Alternative Recipe: Boulevardier


45ml Bourbon
20ml Vermouth
20ml Campari

Whiskey

Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

WHISKEY SOUR
Ingredients:
60ml
25ml
15ml
15ml

bourbon
lemon juice
sugar syrup
pasteurized egg white

Instruction:

1. Shake vigorously
2. Strain

Garnish: Brandied Cherry

||
CONTENT

Whiskey
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

47

LA ST WORD
Ingredients:
20ml
20ml
20ml
20ml

Beefeater
Chartreuse Verte
Luxardo Maraschino
Fresh Lime Juice

Instruction:
1. Shake
2. Fine Strain

Whiskey

Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus

||
CONTENT

48

NON-ALCOHOLIC
COCKTAILS BY
NICK BRAUN

||
CONTENT

49

NON-ALCOHOLIC COCKTAILS
BY NICK BRAUN
Rosemary Lemonade
Fresh lemon juice, rosemary syrup and sparkling water - a refreshing herbal twist on a simple summer favourite.
Chamomile & Apple Iced Tea
Chamomile, apple and honey a delicate, calming combination bound to please.
Watermelon & Mint Smash
Fresh watermelon, sparkling water, lime, sugar and fresh mint - delightful summer staples together in one tasty
treat.
Florodorette
Raspberry syrup, lime and ginger ale - a non-alcoholic twist on a classic cocktail thats sure to be a crowd favourite.
Citrus & Mint Smash
Fresh lemon, lime and mint leaves softened with sugar syrup and soda are guaranteed to cool and refresh.
English Garden
A floral, vegetal mix of fresh cucumber, apple juice and elderflower very British indeed.
Ginger & Lemongrass Iced Green Tea
Green tea, ginger & lemongrass syrup iced tea with a hint of the exotic and delicate spice.
Coconut Crush
Coconut, lime, agave syrup and sparkling water perfectly align into a creamy, yet light beverage with a hint of the
tropics.
Pomegranate Fizz
The Middle Eastern flavours of tart pomegranate and sweet almond syrup find a delicate balance, with soda
water providing light effervescence.
Pineapple Press
Pineapple juice, fresh passionfruit, almond and lime are a deliciously tangy welcome to paradise.
Lychee & Jasmine Iced Tea
Green jasmine tea combines with lychee and lime juice to indulge with Far Eastern and South East Asian flavours.
Sage & Grapefruit
Sage & Grapefruit
Grapefruit juice, agave syrup, fresh lime and soda are complimented by the scent of fresh sage leaves a bittersweet summer cooler with a light herbal edge.
Mr. Basil
Cranberry and apple juice are topped with 7up and fragrant fresh basil fruity and light with an herbal twist.
Honeyed Apple Julep
Apple juice with honey syrup and fresh mint leaves make for a soothing and refreshing beverage to be enjoyed
just anywhere.
Tangerine & Raspberry
Blush! Fresh raspberries are paired with pink grapefruit juice and a dash of sugar to create a mouth-watering
tartness, perfumed with aromatic grapefruit zest.

||
CONTENT

50

ROSEMARY LEMONADE
Ingredients:
30ml
30ml
Top

Lemon Juice
Rosemary Syrup
Sparkling Water

Instruction:
1.
2.
3.
4.

Build lemon juice and syrup in glass


Stir with cubed ice
Add cubed ice to fill
Top with sparkling water

Garnish:

Rosemary sprig and lemon twist, sugar syrup on the side

Additional:

Depending on lemon juice, adjust rosemary syrup to taste.

Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral

CHAMOMILE & APPLE ICED TEA


Ingredients:
70ml
70ml
10ml

Chamomile Tea (chilled)


Apple Juice
Honey Syrup

Instruction:

1. Build over cubed ice


2. Crown with crushed ice

Garnish: Apple fan and cinnamon stick


Additional:

Depending on the sweetness / tartness of the apple juice, adjust


syrup to taste.

||
CONTENT

Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral

51

WATERMELON & MINT SMA SH


Ingredients:
6-8
50ml
05ml
10ml
6-10

1 Chunks Watermelon
Sparkling Water
Lime Juice
Sugar Syrup
Mint Leaves

Instruction:

1. Muddle watermelon
2. Add lime, sugar syrup and mint
3. Churn well and top with soda

Garnish: Mint sprigs


Additional:

Ensure mint leaves are distributed evenly throughout the glass.


Depending on the watermelon, adjust syrup to taste.

Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral

FLORODORET TE
Ingredients:
15ml
15ml
100ml

Raspberry Syrup
Fresh Lime Juice
Ginger Ale

Instruction:

1. Build over cubed ice


2. Crown with crushed ice

Garnish: Candied ginger and fresh raspberry

||
CONTENT

Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral

52

CITRUS & MINT SMA SH


Ingredients:
2
2
20ml
10
Top

Lime Wedges
Lemon Wedges
Sugar Syrup
Mint Leaves
Soda Water

Instruction:

1. Muddle citrus with sugar syrup


2. Gently slap mint leaves and add
3. Top with crushed ice and soda to level of the glass
4. Churn
5. Crown with crushed ice

Garnish: Mint sprigs

Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral

ENGLISH GARDEN
Ingredients:
3
100ml
15ml

1 Chunks Cucumber
Pressed Apple Juice
Elderflower Cordial

Instruction:

1. Muddle cucumber
2. Add apple juice and elderflower syrup
3. Shake all and fine strain into chilled cocktail glass

Garnish: Apple fan


Additional:

If elderflower cordial or apple juice are too sweet,


add 5ml lemon juice.

||
CONTENT

Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral
Vegetal

53

GINGER & LEMONGRA S S ICED


GREEN TEA
Ingredients:
140ml
20ml

Green Tea (chilled)


Ginger and Lemongrass Syrup*

Instruction:

1. Build and stir in glass

Garnish: Lemongrass stalk and candied ginger


Additional:

*Ginger and Lemongrass Syrup recipe can be found in the


ingredients guide section of the toolkit

Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral

COCONUT CRUSH
Ingredients:
50ml
20ml
15ml
30ml

100% Coconut Cream


Coconut water
Agave Syrup
Sparkling Water

Instruction:

1. Shake all (except soda) with ice


2. Pour over crushed ice and add soda

Garnish: Toasted coconut flakes and lime zest


Additional:

Depending on the sweetnes

||
CONTENT

Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral

54

POMEGRANATE FIZZ
Ingredients:

90ml
Pomegranate Juice
10ml Orgeat
45ml
Soda Water

Instruction:

Build and stir in glass

Garnish: None
Additional:

Depending on the pomegranate juice, adjust orgeat to taste.


If the juice is too sweet, add lime juice to balance.

Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral

PINEAPPLE PRES S
Ingredients:
90ml
10ml
20ml

Pineapple Juice
Orgeat
Lime Juice
Fresh Passionfruit

Instruction:

1. Shake all
2. Strain into glass

Garnish: passiofruit and mint sprig

||
CONTENT

Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral

55

LYCHEE & JA SMINE ICED TEA


Ingredients:
120ml
10ml
5ml

Jasmine Tea (green)


Lychee Syrup
Lime Juice

Instruction:

Build and stir in glass

Garnish: Lychees and lime wheel

Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral

SAGE & GRAPEFRUIT


Ingredients:
80ml
15ml
5ml
2
40ml

Grapefruit Juice
Agave Syrup
Fresh Lime Juice
Sage Leaves
Soda Water

Instruction:

1. Shake all except soda


2. Strain into glass
3. Top with soda

Garnish: Sage leaf, lime wheel and salt rim

||
CONTENT

Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral

56

MR . BA SIL
Ingredients:

50ml
Cranberry Juice
50ml
Apple Juice
50ml 7-Up
1
Basil Leaf

Instruction:

1. Shake juices + basil leaf


2. Strain into glass
3. Top with 7-up

Garnish: Basil sprig

Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral

HONEYED APPLE JULEP


Ingredients:
100ml
10ml
6 10

Apple Juice
Honey Syrup
Mint Leaves

Instruction:

1. Add all ingredients and glass crushed ice


2. Churn
3. Top with crushed ice

Garnish: Mint Sprigs


Additional:

Ensure mint leaves are distributed evenly throughout the glass.

||
CONTENT

Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral

57

GRAPEFRUIT & RA SPBERRY


Ingredients:

4 Fresh Raspberries
120ml Pink Grapefruit Juice
15ml Sugar Syrup

Instruction:

1. Shake all ingredients


2. Strain into glass

Garnish: Mint Sprigs

||
CONTENT

Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral

58

LEGEND
ICONS

||
CONTENT

DESCRIPTION

ICONS

DESCRIPTION

Ice Cubes

Coupette Glass

Crushed Ice

Champagne Glass

Rocks Glass

Beer Goblet

Cocktail Glass

Wine glass

Highball Glass

Pilsner

59

CURATED CANAPE PAIRING


PAIRING COCKTAILS & CANAPS
Cocktails and cuisine have always mingled, but these pairings have become much more popular in both restaurants
and the broader culinary community. Playing matchmaker with cocktails and cuisines is no easy feat but as part
of our bespoke luxury offer, our Chief Mixologist and some of our leading chefs have worked together in the
same way sommeliers and chefs have for years matching the flavours of our Worldly Classics cocktails together
with our specially curated canaps selection. This has resulted in innovative pairings that will gratify even the most
discerning guests palate.
Use the guide below to help interact you with your guests, weaving the Unique Selling Points (USPs) of our
Worldly Classics offer into your conversation.
Suggested Pairing
Please turn the pages for why these cocktails and canaps are paired with each other. You can use these reasons
also to train you colleague on suggestive selling.

||
CONTENT

60

CURATED CANAPE PAIRING


Special Curated
Canape Selections

Worldly Classics
Cocktail Pairings

Possible
Non-alcoholic
Descriptions
Cocktail Pairings

The silky tuna with citrus notes rests


humbly with the light and balanced yet
citrusy flavours of the Daiquiri.
Ahi Tuna Poke, Wonton Chips

Arabic Lamb Kofta, Cucumber


Yoghurt, Mint Chutney

Daiquiri

The smokiness of the whisky in the Old


Fashioned goes along perfectly with
the smoked and grill notes in the Kofta
while counter balancing its savoury
richness with straight forward alcohol.
Old Fashioned

This combination counter balances


the rich, savoury Falafel through the
zest and fizz of the Mojito.
Falafel with Tahini & Mint Chutney

Caipirinha

A fruity, herbal cocktail choice blends


elegantly with the tangy salsa to infuse
the Grilled Minced Seafood.
Grilled Minced Seafood
on Sugar Cane, Tropical Salsa

||
CONTENT

Caipirinha

61

CURATED CANAPE PAIRING


Special Curated
Canape Selections

Worldly Classics
Cocktail Pairings

Possible
Non-alcoholic
Descriptions
Cocktail Pairings

The Martini will counter balance the


savoury aspect of the dish and soften
the edge of the spices because of its
strong spirit base.
Grilled Sheesh Tawouk,
Garlic Sauce

Martini

Crisp tangy freshness of a Caipirinha


pairs perfectly with the tropical touch
of the peanut sauce and Thai spices. A
taste experience reminiscent of a holiday in the tropics.
Grilled Thai Chicken Satay,
Peanut Sauce

Caipirinha

The bold spirit forward cocktail combines with the succinct flavours of lime
and garlic in the canape; a bold yet
balanced affair.
Lime & Garlic Marinated Mussels

Martini

Velvety Marinated Feta Cheese


complements the rich bittersweet notes
of the Negroni while it also manages to
cut through the oil with its high alcohol
content. A smooth taste experience.
Marinated Feta Cheese

||
CONTENT

Nigroni

62

CURATED CANAPE PAIRING


Special Curated
Canape Selections

Smashed Avocado &


Corn Chips

Vegetable Tempura, Wasabi


Mayonnaise

||
CONTENT

Worldly Classics
Cocktail Pairings

Daiquiri

Caipirinha

Daiquiri

Possible
Non-alcoholic
Descriptions
Cocktail Pairings

The creaminess of Smashed Avocado subtly moderates the faintly bitter


notes of the Daiquiri while its bold
spirits will act as a balance to the oleaginous avocado.
Combining the vegetal notes of avocado and lime, and adding fizz and freshness of the Caipirinha to act as a balance for the avocado, makes these two
a flawless pair.

The enlivening flavour of the Wasabi


Mayonnaise stands up against the spirit
in the Daiquiri; they in return delicately
cut through the Tempura with a combination of citrus flavours. A pairing
for the more adventurous.

63

CURATED CANAPE PAIRING


Special Curated
Canape Selections

Ahi Tuna Poke, Wonton Chips

Arabic Lamb Kofta, Cucumber


Yoghurt, Mint Chutney

Possible
Cocktail Pairings

Hemingway
Daiquiri

Gin Fizz Tropical

Manhattan

Bloody Mary

Falafel with Tahini & Mint Chutney

Grilled Minced Seafood


on Sugar Cane, Tropical Salsa

||
CONTENT

Mojito

Gin Fizz
Tropical

Mojito

Possible
Possible
Non-alcoholic
Non-alcoholic
Cocktail
CocktailPairings
Pairings

Watermelon Citrus & Mint


& Mint Smash
Smash

Watermelon
& Mint Smash

Citrus &
Pomegranate
Mint Smash
Fizz

Rosemary
Lemonade

Philadelphia Fish
House Punch

Coconut
Crush

Pineapple Press

Citrus &
Mint Smash

Florodorette

64

CURATED CANAPE PAIRING


Special Curated
Canape Selections

Grilled Sheesh Tawouk,


Garlic Sauce

Grilled Thai Chicken Satay,


Peanut Sauce

Lime & Garlic Marinated Mussels

Marinated Feta Cheese

||
CONTENT

Possible
Possible
Non-alcoholic
Non-alcoholic
Cocktail
CocktailPairings
Pairings

Possible
Cocktail Pairings

Bloody Mary

Dry Martini

Watermelon &
Mint Smash

Mojito

Gin Fizz Tropical

Ginger & Lemongrass


Iced Green Tea

Dry Martini

White Lady

Americano

Last Word

Sherry Cobbler

Citrus & Mint


Smash

Rosemary
Lemonade

Coconut
Crush

Ginger & Lemongrass


Iced Green Tea

Rosemary
Lemonade

65

CURATED CANAPE PAIRING


Special Curated
Canape Selections

Smashed Avocado &


Corn Chips

Vegetable Tempura, Wasabi


Mayonnaise

||
CONTENT

Possible
Cocktail Pairings

Hemingway
Daiquiri

Last Word

Mojito

White Lady

Possible
Possible
Non-alcoholic
Non-alcoholic
Cocktail
CocktailPairings
Pairings

Sage & Grapefruit

Sage & Grapefruit

Citrus & Mint


Smash

66

CURATED CANAPE PAIRING


ALCOHOLIC COCKTAILS
Lime & Garlic Marinated Mussels with Dry Martini, White Lady or Last Word
Three bold spirit forward cocktails to combine with the succinct flavours of lime and garlic in the canape; a bold
yet balanced affair.
Grilled Thai Chicken Satay, Peanut Sauce with Mojito or Gin Fizz Tropical
Tropical sweet Gin Fizz or the crisp herbal freshness of a Mojito; both pair perfectly with the tropical touch of
the peanut sauce and Thai spices. A taste experience reminiscent of a holiday in the tropics.
Vegetable Tempura, Wasabi Mayonnaise with Last Word or White Lady
The enlivening flavour of the Wasabi Mayonnaise stands up against the strong spirits of the cocktails; they in
return delicately cut through the Tempura with a combination of citrus or herbal flavours. A pairing for the more
adventurous.
Smashed Avocado & Corn Chips with Hemingway Daiquiri or Mojito
The creaminess of Smashed Avocado subtly moderates the faintly bitter notes of the Hemingway Daiquiri while
its bold spirits will act as a balance to the oleaginous avocado. Combining the vegetal notes of avocado and mint,
and adding fizz and freshness of the Mojito to act as a balance for the avocado, makes these two a flawless pair.
Grilled Sheesh Tawouk, Garlic Sauce with Bloody Mary or Dry Martini
The spiciness of the Bloody Mary allows the aromatic grill and Middle Eastern spice notes of Sheesh Tawouk to take
centre stage on the palate. These two complement each other perfectly. The Dry Martini on the other hand, will
counter balance the savoury aspect of the dish and soften the edge of the spices because of its strong spirit base.
Falafel with Tahini & Mint Chutney with Mojito
This combination counter balances the rich, savoury Falafel through the zest and fizz of the herbal Mojito while still
going along with the mint.
Arabic Lamb Kofta, Cucumber Yoghurt, Mint Chutney with Manhattan or Bloody Mary
The rich complexity of Middle Eastern spices in the Lamb Kofta and its accompaniments work to elevate the
Bloody Mary. A bold spicy pairing. The smokiness of the whisky in the Manhattan goes along perfectly with the
smoked and grill notes in the Kofta while counter balancing its savoury richness with straight forward alcohol.
Marinated Feta Cheese with Americano or Sherry Cobbler
Velvety Marinated Feta Cheese complements the rich bittersweet notes of either cocktail while the Americano
also manages to cut through the oil with its high alcohol content. A smooth taste experience in both cases.
Ahi Tuna Poke, Wonton Chips with Hemingway Daiquiri or Gin Fizz Tropical
The silky tuna with citrus notes rests humbly with the light tropical flavours of both cocktails, the Hemingway
Daiquiri and Gin Fizz Tropical.

||
CONTENT

67

CURATED CANAPE PAIRING


Grilled Minced Seafood on Sugar Cane, Tropical Salsa with Gin Fizz Tropical, Mojito or Philadelphia Fish
House Punch
Fruity, herbal and tannic cocktail choices blend elegantly with the tangy salsa to infuse the Grilled Minced Seafood.
Wasabi Taro Chips with Last Word or White Lady Zest and crispness in the Wasabi Taro Chips are matched by
the bold spirit and lightly citrusy cocktails.Daiquiri and Gin Fizz Tropical.

NON - ALCOHOLIC COCKTAILS


Lime & Garlic Marinated Mussels with Citrus & Mint Smash or Ginger & Lemongrass Iced Green Tea
Both beverages highlight the lime of the Lime & Garlic Marinated Mussels to make this a refreshing combination.
While both add an edge fresh mint in the Citrus & Mint Smash and a tad spiciness in the Ginger & Lemongrass
Iced Tea none will overpower the canape.
Grilled Thai Chicken Satay, Peanut Sauce with Ginger & Lemongrass Iced Green Tea or Coconut Crush
Both beverages highlight the lime of the Lime & Garlic Marinated Mussels to make this a refreshing combination.
While both add an edge fresh mint in the Citrus & Mint Smash and a tad spiciness in the Ginger & Lemongrass
Iced Tea none will overpower the canape.
Vegetable Tempura, Wasabi Mayonnaise with Sage & Grapefruit or Citrus & Mint Smash
Grapefruit and Lemon in the beverages counter balance the heavy mayonnaise and add lightness to the tempura,
while sage as well as mint present these combinations with a pleasing little extra.
Smashed Avocado & Corn Chips with Sage & Grapefruit
Tangy grapefruit beautifully balances the oleaginous avocado and sage makes this combination an outstanding pair
for the more adventurous palate.
Grilled Sheesh Tawouk, Garlic Sauce with Watermelon & Mint Smash or Rosemary Lemonade
The humble spiciness of the Rosemary Lemonade allows the aromatic grill and Middle Eastern spice notes of
Sheesh Tawouk to take centre stage on the palate. These two complement each other perfectly. The Watermelon
& Mint Smash on the other hand, will counter balance the savoury aspect of the dish and soften the edge of the
spices with its fruity yet crisp qualities.
Falafel with Tahini & Mint Chutney with Rosemary Lemonade or Citrus & Mint Smash
Savoury Falafel and Tahini call for citrus notes to moderate the richness of the dish, which are the common trait
of both, Rosemary Lemonade and Citrus & Mint Smash. Rosemary complements the rich Falafel with a spicy note
while mint combines perfectly with the chutney.
Arabic Lamb Kofta, Cucumber Yoghurt, Mint Chutney with Watermelon & Mint Smash or Citrus & Mint
Smash or Pomegranate Fizz
The rich complexity of Middle Eastern spices in the Lamb Kofta and its accompaniments work to counter balance
the fruitiness of the Watermelon & Mint Smash. A bold pairing. The Citrus & Mint Smash goes along perfectly with
the yoghurt and mint chutney while drawing attention to the dishs savoury richness.

||
CONTENT

68

CURATED CANAPE PAIRING


Marinated Feta Cheese with Rosemary Lemonade
Velvety Marinated Feta Cheeses herbal notes complement the bittersweet notes of the lemonade while these also
manage to cut through the oil with its citrus notes. A smooth taste experience.
Ahi Tuna Poke, Wonton Chips with Watermelon & Mint Smash, Citrus & Mint Smash or Coconut Crush
The silky tuna with citrus notes rests humbly with the light tropical flavours of all three mocktails.
Grilled Minced Seafood on Sugar Cane, Tropical Salsa with Pineapple Press or Florodorette
Fruity and tropical notes in the beverages blend elegantly with the tangy salsa to infuse the Grilled Minced Seafood.
Wasabi Taro Chips with Pineapple Press or Ginger & Lemongrass Iced Green Tea
Zest and crispness in the Wasabi Taro Chips are harmonised by fruit and citrus notes in the slightly tangy mocktails.

||
CONTENT

69

SPECIALLY CURATED CANAPE


SELECTION AND RECIPES

||
CONTENT

70

AHI TUNA POKE WITH WONTON CHIPS


The silky, yet flavourful tuna is perfectly partnered with wonton chips which may take off a bit of the spicy edge.
INGREDIENTS

QTY

UOM

Sashimi grade Ahi tuna (yellow fin tuna in


Hawaii is referred as Ahi)

350

Grams

Shallot, sliced

20

Grams

3
4
5
6
7
8
9

Spring onion, sliced


Soy sauce
Sesame oil
Chili garlic sauce (Lee Kum Kee)
Sesame seeds (black and white)
Wonton dough
Salt

20
1.5
0.5
0.5
0.5
8

Grams
Teaspoon
Teaspoon
Teaspoon
Teaspoon
Pieces
To Taste

Recipe serves 4

METHOD / PREPARATION / PLATE INSTRUCTIONS


1.
2.
3.
4.

5.

Pat the Ahi dry, then neatly cut it into small inch cubes. Place in a bowl.
Add the shallots, soy sauce, sesame oil, chili garlic sauce, and half of the sesame seeds, gently toss.
Cut wonton dough in triangle shapes, crispy fry and season with salt to taste.
Serve in 2 bowls, first with marinated tuna, garnished with spring onion and the other half of the sesame seeds sprinkled on top,
second bowl with fried wonton chips. Serve soya sauce in a small sauce bowl with sliced shallots and spring onions in it.
Refer to the picture for plating.

||
CONTENT

71

ARABIC LAMB KOF TA, CUCUMBER


YOGHURT, MINT CHUTNEY
The smoke and grill notes in the Kofta are counter balanced by the freshness of both, cucumber yoghurt and mint chutney.
INGREDIENTS

QTY

Lamb meat (NZ), minced

800

Grams

Onions

80

Grams

3
4
5
6
7
8
9
10
11
12
13

Coriander powder
Cumin powder
Salt
Crushed black pepper
Fresh coriander
Mint leaves
Greek yoghurt
Olive oil
Garlic, chopped
Rosemary, fresh
Sour cream
Mint Tzatziki
Mint leaves, chopped
Plain yoghurt
Salt
Pepper
Garnish
Lemon, cut
Banana leaf

15
15
20
5
15
15
100
5
20
200
30

Grams
Grams
Grams
Grams
Grams
Grams
Grams
Grams
Grams
Grams
Grams

20
280
3
1

Grams
Grams
Grams
Grams

2
4

Whole
Pieces

1
2
3
4
1
2

UOM

Recipe serves 4

METHOD / PREPARATION / PLATE INSTRUCTIONS


1.
2.
3.

4.
5.
6.

Mix mince lamb with salt, pepper, cumin, coriander and chopped onions. Marinate for 2 hours.
In a mixing bowl, add Greek yoghurt, fresh chopped mint, season and place aside.
Shape the lamb mince to 50 grams each in an oval shaped kofta. Wash fresh rosemary and use the stalk to skewer
into the mince.
In a pre-heated pan, cook the lamb rosemary until golden brown.
For the tzatziki, mix the mint leaves and yoghurt in a mixing bowl, season with salt and pepper.
Place a banana leaf over an appropriate plate and arrange 5 pieces of lamb kofta, serve with tzatziki sauce and half lemon

||
CONTENT

72

CHOPSTICK SN APPER TEMPURA,


TARTARE SAUCE
Zesty and citrusy tartar sauce pleasingly elevates the snapper tempura to centre stage.
INGREDIENTS

QTY

Snapper fish fillet, cut 25 grams each

Salt

To Taste

3
4
5
6
7
8
9
10

White pepper powder


Plain flour (for dusting)
Whole egg
Whole lemon, cut and grilled
Canola oil (for frying)
Tartare sauce
Micro herbs (garnish)
Wooden Japanese chopsticks
Tartare Sauce (200 gams)
Mayonnaise
Gherkin, chopped
Chives, chopped
Parsley, chopped
Capers, chopped
Tarragon fresh, chopped
Lemon juice
Salt
Batter
Tempura flour
Rice flour
Corn flour
Salt
Pepper
Soda water chilled

To Taste
As Needed
Whole
Whole
As needed
Grams
Grams
Pair

1
2
3
4
5
6
7
8
1
2
3
4
4
5

500

UOM

2
2
160
4
10
180
2
2
2
2
40

300
60
90

Grams

Recipe serves 4

Grams
Teaspoon
Teaspoon
Teaspoon
Teaspoon
Pinch
Milliliters
To Taste
Grams
Grams
Grams
To Taste
To Taste
As Needed

METHOD / PREPARATION / PLATE INSTRUCTIONS


1.
2.
3.
3.
4.
5.
6.
7.

Slice snapper fillet in 25 grams each piece, measuring 7m x 3cm and season to taste with salt and white pepper powder.
Make a batter using rice flour, corn flour, tempura flour, seasoning to taste and chilled soda water.
Whisk to make a smooth batter and ensure the batter is of the smooth consistency, the batter should not be too runny.
Place each chopstick through the centre of a snapper fillet, repeat for all the fillets. Use 5 pieces of fillet per portion.
Dust the fish fillet on chopstick with plain flour, egg wash, followed by dipping them in the batter one by one.
In a pre-heated deep fat fryer at 180C, deep fry the batter coated chopstick fish fillets until golden brown.
Serve with tartare sauce, half grilled lemon and garnish with micro herbs.
Refer to the picture for plating.

Tartare Sauce
1. In a mixing bowl, add the mayonnaise and the chopped herbs.
2. Add in the lemon juice, season as required with salt and mix well using a whisk.
3. Keep covered in refrigerator and use as required.
PRESSURE POINTS / KEY THINGS TO NOTE
Ensure that while frying the fillet, it is slowly immersed in the hot oil to avoid it sticking to the fryer basket.
Ensure deep fat fryer is at the right frying temperature to get a crispier final product.
||
CONTENT

73

FETA CHEESE IN OLIVE OIL


AND HERB MARINADE
Velvety Feta Cheese marinated in mild olive oil.
INGREDIENTS

QTY

UOM

Feta cheese, cut in 1cm cube

150

Grams

Garlic, chopped

Pieces

3
4
5
6
7

Parsley, chopped
Small red chilli, chopped
Black pepper, crushed
Thyme, chopped
Extra virgin olive oil

5
3
5
3
150

Grams
Pieces
Grams
Grams
Milliliters

Recipe serves 1
METHOD / PREPARATION / PLATE INSTRUCTIONS
Olive oil
1. Prepare the oil by mixing chopped garlic, chopped parsley, chilli, thyme and black pepper
2. Place the oil with all ingredients in oven for 2 hours at 60C, take it off and let rest for 6 hours at room temperature.
3. It is recommended to prepare a minimum of 5 liters per batch.
Feta Cheese
1. Cut the feta cheese into 1cm cubes.
2. When the oil is back to room temperature, drop the feta cheese in the olive oil, close the container and let rest in the chiller
for 1 day.
3. When required, serve in a small jar with pieces of feta cheese topped with olive oil (refer to the picture).
Plating
1. It is recommended to serve picks for guests to serve themselves.

||
CONTENT

74

FALAFEL WITH TAHINI AND MINT CHUTNEY


Falafel and rich tahini are a Middle Eastern staple, and mint chutney provides a fresh edge to the ensemble.
INGREDIENTS

QTY

UOM

Chickpeas

300

Grams

Garlic

30

Grams

3
4
5
6
7
8
9
10
11

Coriander leaves, fresh


White onion
Cumin powder
Salt
White pepper powder
Parsley sprig
Arabic pickles (bought in)
Tahini sauce (bought in)
Mint chutney
Mint Chutney (340 grams recipe)
Mint leaves (picked)
Coriander leaves
Crushed Ice
Lime juice
Raw mango, peeled, deseeded, sliced
Table salt
Black salt
Hung yoghurt
Cumin whole
Green chilli whole (bird eye)
Garlic

3
30
1.5

Table spoon
Grams
Teaspoon
To Taste
To Taste
Each
Grams
Grams
Grams

1
2
3
4
5
6
7
8
9
10

3
40
120
120
50
100
45
30
100
1
30
0.5
3
10

Recipe serves 4

grams
grams
grams
Milliliters
grams
To Taste
grams
grams
Teaspoon
grams
grams

METHOD / PREPARATION / PLATE INSTRUCTIONS


1.
2.
3.
4.
5.
6.
7.

Soak the chickpeas in the water for 6 hours.


Drain the water off and add the chickpeas to the blender.
Add in the onion, garlic, coriander leaves and seasoning.
Blend until a fine paste is ready.
Store in the chiller to cool down.
Use a falafel maker (handheld mould) to make 20 grams falafel and deep fry in hot oil at 180C until golden brown.
Serve 8 falafels in a portion with tahini sauce sprinkled with roast cumin powder and mint chutney, garnish with a sprig of parsley.

For Mint Chutney


1. Make a paste of mint and coriander leaves in a blender with the addition of crushed ice to avoid discoloration.
2. Set the above paste aside.
3. Make a separate paste with raw mango sliced, garlic, green chilli bird eye.
4. Blend both the pastes together in one mixing bowl, add in hung yoghurt, lemon juice, black salt and salt.
5. Whisk together to ensure there are no lumps in the mixture.
6. Check seasoning.
7. Store in a GN pan, covered in a chiller and use as required.

||
CONTENT

75

GRILLED SHEESH TAOUK,


GARLIC SAUCE, BABA GHANOUSH
QUENELLE
Edgy Middle Eastern spices and garlic sauce make this dish a savoury favourite.
INGREDIENTS
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
1
2
3
4
5
6
1
2
3
4
5
6
7
8
9
10
11

Chicken breast, cut 7 grams, dice each


Paprika powder, sweet
Yoghurt
Lemon juice
Garlic mince
Canola oil
Salt
Cumin powder
White pepper powder
Red bell peppers, cut dice 1cm
Green bell peppers, cut dice 1cm
Yellow bell peppers, cut dice 1cm
Garlic sauce
Arabic pickles (bought in)
Baba ghanoush, quenelle
Sumac powder (garnish)
Micro cress (garnish)
Garlic Sauce
Egg white
Garlic
Ice
Olive oil
Lemon juice
Salt
Baba Ghanoush (300 grams)
Eggplant, whole
Red bell peppers, cut dice 5mm
Green bell peppers, cut dice 5mm
Yellow bell peppers, cut dice 5mm
Garlic, chopped
White onion, chopped
Lemon juice
Extra virgin olive oil
Salt
Fresh mint leaves
Pomegranate syrup

||
CONTENT

QTY

UOM

700

Grams
Pinch
Grams
Table spoon
Teaspoon
Table spoon
To Taste
Teaspoon
To Taste
Grams
Grams
Grams
Grams
Grams
Grams
Pinch

120
4
4
4
1
30
30
30
120
40
30

3
30
1
100
1

Each
Grams
Table spoon
Milliliters
Table spoon
To Taste

500
15
15
15
2
15
25
15

Grams
Grams
Grams
Grams
Grams
Grams
Milliliters
Milliliters
To Taste
Grams
Milliliters

1
8

Recipe serves 4

76

GRILLED SHEESH TAOUK,


GARLIC SAUCE, BABA GHANOUSH
QUENELLE
METHOD / PREPARATION / PLATE INSTRUCTIONS
1.
2.
3.
4.
5.
6.

Cut the chicken breast to 7 gms, dice each.


Mix the yoghurt, minced garlic lemon juice, spices and seasoning with the chicken dices.
Mix the marination with the chicken and leave it in the chiller overnight.
Skewer 5 pieces on each skewer alternating each piece of chicken with the coloured bell peppers.
Grill them over the charcoal grill until done, plate 5 skewers per portion on an appropriate plate.
Serve with garlic sauce sprinkled with sumac powder, quenelle of baba ghanoush garnished with micro cress and Arabic pickles.

For Garlic Sauce


1. Put all the ingredients in blender excluding oil, and blend fine.
2. Start to add the oil slowly to form a thick sauce with the consistency of mayonnaise.
3. Once the sauce reaches enough volume and is bright white in colour, take it off and store in chiller.
For Baba Ghanoush
1. Begin with roasting the eggplant, using a knife, make 23 incisions in the eggplant.
2. Roast the eggplant over a grill or on a flame until it is soft and the skin is roasted. The eggplant should be soft by the end of cooking
and cooked on the inside
3. Now, place the eggplant in ice water to cool immediately.
4. Peel the skin off, holding the eggplant at the head, and then take the head off.
5. Place the flesh in a colander, strainer or stainless steel GN pan to drain out the excess water.
6. Let it cool and place it in the chiller overnight, You will be left with 500 grams roasted eggplant.
7. Ensure the water is drained out thoroughly overnight.
8. Prepare your mise en place by thoroughly chopping the roasted eggplant and mashing any lumps.
9. Mix the chopped eggplant with the chopped garlic, diced onions and diced bell peppers.
10. Add the lemon juice, table salt, chopped fresh mint and pomegranate syrup, and mix well.
11. Ensure the mixture is mixed thoroughly and looks colourful.
12. Drizzle olive oil on top of baba ghanoush whenever serving it.

||
CONTENT

77

GRILLED SEAFOOD ON SUGAR CANE,


TROPICAL MANGO AND BELL PEPPER SALSA
Tangy salsa to infuse grilled minced seafood, a heavenly match.

INGREDIENTS

QTY

UOM

Snapper, fillet 200 grams

200

Grams

Prawns (16-20), peeled, deveined

130

Grams

3
4
5
6
7
8
9
10
11
12
13
14
15
16
17

Squid tube, cleaned


Garlic, chopped
Coriander, chopped
Red chilli, chopped
Oyster sauce
Fish sauce
White granulated sugar
Soy sauce
Salt
Canola oil
Mango fresh, diced brunoise
Red bell peppers, diced brunoise
Sugar cane, fresh cut sticks 10cm x 1cm
Micro cress, mixed variety (garnish)
Bamboo leaf (plating)

130
20
25
20
30
20
25
25

Grams
Grams
Grams
Grams
Grams
Milliliters
Grams
Milliliters
To Taste
Milliliters
Grams
Grams
Pieces
Grams
Pieces

150
200
40
16
10
4

Recipe serves 4

METHOD / PREPARATION / PLATE INSTRUCTIONS


1. In a mincer, add snapper fillet, prawns and squid and pass through a mincer to get seafood mince.
2. Combine seafood mince with chopped garlic, chopped chilli, chopped coriander and season with soy, oyster,
fish sauce, sugar and salt.
3. Clean and wash the fresh cut sugar cane sticks.
4. Take 35 grams of mix for each stick and shape into an oval shape using your palms.
5. Insert the sugar cane stick through the centre of the oval seafood mixture and gently place aside over grease proof paper.
6. Dice fresh mango, red capsicum and season to taste to make the mango and bell pepper salsa, keep aside.
7. In a pre heated non stick pan, heat canola oil and cook the seafood sugar cane sticks until cooked and have a golden brown
colour on both sides. Once cooked take off.
8. Serve 4 seafood sugar cane sticks per portion.
9. Place a bamboo leaf over an appropriate plate, arrange 4 pieces of the cooked seafood sticks on top as per picture.
10. Serve with mango and bell pepper salsa on side and garnish with micro cress.

||
CONTENT

78

GRILLED THAI CHICKEN SATAY,


PEANUT SAUCE
Thai spices and peanut sauce contribute a tropical touch to the grilled chicken.
INGREDIENTS
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

QTY

Chicken tenderloin, sliced


(25 grams per piece)
Soya sauce
Oyster sauce
White sugar
Curry powder
Turmeric
Coconut milk
Lemongrass, crushed
Kaffir lime leaf
Peanut sauce
Peanut, ground
Red curry paste
Coconut milk
Palm sugar
Fish sauce
Tamarind juice
Sesame, crushed & roasted
Plating
Cucumber, sliced (3 slices)
Red chillies large, sliced (6 slices)
Coriander leaves
Red onion, sliced

UOM

175

Grams

10
10
5
10
5
15
10
5

Grams
Grams
Grams
Grams
Grams
Grams
Grams
Grams

30
30
100
20
20
10
30

Grams
Grams
Grams
Grams
Grams
Grams
Grams

30
1
1
20

Grams
Pieces
Grams
Grams

Recipe serves 1

METHOD / PREPARATION / PLATE INSTRUCTIONS


Chicken Satay
1. Marinate the chicken tenderloin pieces with all the ingredients for 30 minutes.
2. Skewer the chicken onto bamboo sticks
3. Grill the marinated chicken until cooked
4. Serve 7 pieces of satay per portion
5. Arrange the cooked chicken skewers in a deep bowl.
6. In the centre of the plate, place the sliced red onions, sliced cucumber, sliced red chillies and garnish with coriander leaves.
7. Serve with 50 grams peanut sauce for each portion (refer to the picture for plating).
Peanut sauce
1. Boil coconut milk with red chilli paste until it starts to shine and oil starts to raise to the surface
2. Add the rest of the ingredients and stir well.

||
CONTENT

79

LIME AND GARLIC


MARINATED MUS SELS
Succinct flavours of lime and garlic enhance this light dish of mussels.

INGREDIENTS

QTY

UOM

Green mussel (lg size) (NZ)

Pieces

Extra virgin olive oil

Table spoon

3
4
5
6
7
8
9
10
11
12
13
14
15
16
17

Garlic, chopped
Spring onion, chopped
Marjoram, chopped
Cherry tomatoes, cut in
Basil leaves
Table salt
Black pepper, crushed
Bread crumbs, panko
Lemon zest (zest of 1 lemon)
Lime zest (zest of lime)
Cinnamon powder
Sugar
Water
Rock salt
Parsley leaves chopped

3
3
1
2
2

Grams
Grams
Grams
Each
Grams
To Taste
To Taste
Grams
Each
Each
Pinch
Grams
Liters
To Taste
Grams

15
1
0.5
1
5
1
3

Recipe serves 1

METHOD / PREPARATION / PLATE INSTRUCTIONS


1. Clean and boil the mussels in salt water for 5 minutes.
2. Place the mussels in marination for 10 minutes (refer to the marination below).
Tomato confit
1. Cut the cherry tomatoes in half, mix with 1 tbsp of extra virgin olive oil, cinnamon, salt, black pepper, lemon rind and sugar.
2. Cook in the oven at 90C for 4 minutes then cool it down.
Crispy crumbs
1. Saut the crumbs with 1 tbsp olive oil until it becomes crispy and absorbs all the oil, add salt and black pepper.
Remove from heat and cool down.
Marination for Mussels
1. Cut brunoise of fresh garlic, marjoram, spring onion and the lemon zest making sure that no white flesh is used.
2. Mix all the above ingredients with 2 tablespoon of extra virgin olive oil in a container.
3. Add salt, black pepper and leave to marinate for a minimum of 2 hours.
Plating
1. Arrange the marinated mussels in an appropriate plate (refer to picture) and top the mussels with crispy crumbs and cherry
tomato confit.
2. Garnish with the lemon zest and parsley and serve the remaining marination on the side.

||
CONTENT

80

SMA SHED AVOCADO AND


CORN CHIPS
The creaminess of Smashed Avocado combines well with the crisp corn chips in this canape, a perfect complement.
INGREDIENTS

QTY

UOM

Avocado

Pieces

Green bell peppers, chopped

10

Grams

3
4
5
6
7
8
9
10
11
12

Red onion, chopped


Garlic, chopped
Coriander, chopped
Lime juice
Red chilli small, chopped
Brown sugar
Table salt
Black pepper crushed
Extra virgin olive oil
Corn chips (bought in)

5
2
3
1
1
5

Grams
Grams
Grams
Each
Each
Grams
To Taste
To Taste
Milliliters
Pieces

5
10

Recipe serves 1
METHOD / PREPARATION / PLATE INSTRUCTIONS
1.
2.
3.
4.
5.
6.
7.

Cut the avocado by slitting in half, remove the stone and remove the flesh from the skin.
Make brunoise of bell peppers, chop the coriander, onion, garlic and chilli and add all to the mortar.
Mix the above ingredients in the mortar except the avocados and mash, until all the ingredients are mixed together.
Add the salt, black pepper, oil, lime and brown sugar and keep mashing it until all ingredients are incorporated well
Add the avocado to the mortar, until all ingredients are incorporated
Present the smashed avocado in a small mortar with pestle and place corn chips on the side
Garnish with a sprig of coriander leaf
PRESSURE POINTS / KEY THINGS TO NOTE

Use of lime juice will prevent the avocado from turning brown in colour
If you are not able to source corn chips then you could use tortilla chips instead

||
CONTENT

81

VEGETABLE TEMPURA,
WA SABI MAYONNAISE
The enlivening flavour of the Wasabi Mayonnaise stands up to elevate the vegetable tempura.
INGREDIENTS

QTY

UOM

Carrot, cut sticks (6 cm x 1cm)

Pieces

Zucchini, cut sticks (6 cm x 1 cm)

Pieces

3
4
5
6
7
8
9
10
11
12
13
14
15
16

Green bell peppers, cut sticks (6 cm x 1 cm)


Red bell peppers, cut sticks (6 cm x 1cm)
Shitake mushroom
White onion, cut 2 cm thick rings
Full fat milk
Tempura flour (bought in)
Soda water (chilled)
Table salt
Wasabi paste
Mayonnaise
Lemon juice
Soya sauce
Spring onion, cut sticks 6 cm (for garnish)
Canola oil (for frying)

3
3
2
2
150
50

Pieces
Pieces
Pieces
Pieces
Milliliters
Grams
As needed
To Taste
Teaspoon
Table spoon
Teaspoon
Milliliters
Pieces
As needed

0.25
4
1
30
1

Recipe serves 1

METHOD / PREPARATION / PLATE INSTRUCTIONS


Vegetables
1. Cut all the vegetables to a stick shape 6 cm x 1 cm.
2. Marinate in full fat milk with a bit of table salt and leave aside for 10 minutes.
Tempura
1. Mix the tempura flour with chilled soda water to make a thick and a smooth batter (careful not to make the batter too runny).
2. Make sure that the mixture is evenly mixed.
Wasabi Mayonnaise
1. In a mixing bowl, add the mayonnaise and then the wasabi paste.
2. Whisk well.
3. Add the lemon juice, seasoning and mix again, ensure it is evenly mixed.
Cooking
1. Dip all the vegetables in the tempura batter.
2. Deep fry in hot canola oil at 180C until golden in colour and crispy in texture, remove from the fryer in a GN pan line
with kitchen paper to remove excess oil.
Plating
1. Arrange the tempura vegetables in a bowl. Serve with wasabi mayonnaise and soya sauce in a bowl with a spring onion
stick in the soya sauce.

||
CONTENT

82

WASABI TARO CHIPS


Zest and crispness are the main characteristics of the wasabi taro chips.
INGREDIENTS

QTY

UOM

Fresh Taro

800

Grams

Wasabi powder

15

Grams

3
4
5

Salt
Canola oil (for frying)
Whole egg

10

Grams
As Needed
Whole

Recipe serves 4
METHOD / PREPARATION / PLATE INSTRUCTIONS
1.
2.
3.
4.
5.
6.

Peel the taro and slice the taro into thin chips using a mandoline slicer.
Heat the canola oil in the deep fat fryer, at 180C
Deep fry the taro chips until golden brown, take off the chips in a GN pan lined with kitchen paper towel to soak the oil.
Season with salt
Toss with wasabi powder
Serve as gratis to bar in an appropriate bowl as shown in the picture.

||
CONTENT

83

BARTENDER
GUIDE

||
CONTENT

84

LUXURY BAR EXPERIENCE


At InterContinental, we strive to exceed the expectations of our guests. To surprise and delight. To offer a unique
and memorable moment.
In the realm of well-travelled, knowledgeable guests, this presents a significant challenge, as what a guest desires
from an experience is unique and how a guest interprets an experience is entirely personal. To deliver on this
goal, we must then offer something out of the ordinary that feels to our guest as though it is personalized, and
tailored to their needs.
The route to a personalized experience is through engaging with our guest. For each individual guest this will vary,
but it is imperative that a delicate approach is used.
In the world of food and beverage product be it wine, bar snacks, cocktails or cuisine - consistency is key. Failing
to deliver a consistent product reduces guest confidence and trust in what we deliver. When it comes to service
on the other hand, in some respects a consistent approach is not always ideal. A solo traveller seated at the bar
will likely require a very different approach to a couple seated at a table in a quiet corner. What should remain
consistent is an observational and flexible attitude, and awareness of detail it is often the smallest gestures that
have the greatest impact.

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CONTENT

85

LUXURY BAR EXPERIENCE


EXPERIENCE
Entry
Dcor: The visual layout of the entry space should enticing, welcoming, warm, comfortable and indicative of the
outlet style.
Service: Guests should be welcomed upon arrival at the outlet entrance the host should greet, seat and welcome
in an efficient, personable and confident manner using guest names.
Atmosphere: Outlet dependent - lounge bar vs. pub vs. music venue
Music & Entertainment: Suitable style and volume level for the outlet music should indicate what the guest
should expect from the venue, and be at a conversation appropriate level.

SEATING
Positioning:




Choice of bar / floor seating, proximity to band / facilities should be taken into account by enquiring as to the
guests preference for proximity to entertainment / bar are a / outlet features.
If there is a gesture to indicate the location of the offered table, it must be done with an open palm.
Assist female guests first with their chair by pulling out the chair (avoiding scraping on the floor) and gently
pushing to almost meet the guest.
Should guests be seated on a sofa, ensure there is adequate space for them to access seating. If not, assist
with moving the table and replace once guests are seated.
Initiative must be used in all scenarios plan ahead and place yourself out of the way upon arrival at the
seating area, and endeavour not to interrupt the path of a guest.

TABLE
Seats: Seating should be comfortable in all positions. No position should have inconvenient access, regular
disturbance from passing colleagues / guests, excessive exposure to air condition / speakers / glare from lighting.
Table Top:

Table should be at an ergonomic height and stable, with an uncluttered surface of a size sufficient for its
intended purpose
Decorative items should be of appropriate size, consistently positioned on all tables and positioned to
prevent obstructing the flow of service or the vision of guests. Any floral decoration (or similar) should have
a subtle fragrance.

||
CONTENT

86

LUXURY BAR EXPERIENCE


BAR
Counter:

The bar counter should be dry and spotless, with any visible (and, for that matter, unseen) items well
maintained and indicative of the product offering (e.g. polished cocktail tools in a cocktail bar, frosty beer
fonts in a pub).
The bar counter should be at an appropriate height to suit the majority of guests, with allowances for
comfort as well as functionality (e.g. foot-rail, hand bag hooks, adequate knee clearance when seated).
Any tray service areas / passes should be clearly indicated, and bar stools positioned only in areas that offer
a comfortable experience free of from passing colleagues / guests, excessive exposure to air condition /
speakers / glare from lighting.
Any back-bar displays should be indicative of the product offering, well maintained and visually appealing
(e.g. all bottles should be polished with labels facing forward).

Stools: Should be of an ergonomic height, comfortable, stable and well maintained. If stools are particularly heavy
/ fixed they should be placed in an appropriate position to ensure comfort.
Floor Decoration: decoration in areas away from table and bar areas should be cohesive with the style of the
outlet, visually pleasing and well maintained.

FLOOR
Ease of Navigation: A clear path to all areas / tables / facilities should be maintained and easily identifiable. Facilities
and amenities should be clearly signed or indicated.
Hazards: Any stairs, steps or potential hazards should be well lit and easily visible, and all guests should be informed
of their presence.

LIGHTING BAR / FLOOR


Level: Lighting levels in the bar and floor areas should reflect the mood and style of the outlet. Bar areas will
generally require brighter lighting than floor areas, but all areas should be appropriately lit to be pleasant and
attractive to guests.
Placement: All lights overhead lights, wall lights, feature lights, floor lamps, table lamps should be placed so as
to not create glare or be uncomfortable for any position.
Tone / Warmth: Light colour affects mood and atmosphere of a space lighting of an appropriate tone should
be used.
Transition Timing: Transition from morning / day / evening service should be correctly timed so as to be not
noticeable to the guest. Lighting levels should be reflective of the intended atmosphere of a particular service
period.
||
CONTENT

87

LUXURY BAR EXPERIENCE


MUSIC & ENTERTAINMENT
Outlet / Guest Appropriate: Music live or recorded - and other entertainment should be suited to the outlet
style and guest demographic.
Volume: Music should be at a level appropriate for the service period and volume of guests, so as to be present
but not obtrusive.
Consistency: Music and entertainment should be consistent unless the outlet specifically offers a broad / varied
range. Offering live jazz on a Monday and piped electronic music on a Tuesday is unlikely to attract regular clientele
and may discourage repeat visits from in-house guests.
Visibility: Live entertainment should be positioned so as to maximise visibility without being obtrusive.

COLLATERAL
Menus: Menus should be presented open to guests immediately upon seating, and be clean, well maintained and
up-to-date.
Tent Cards: Any tent cards / promotional stands should be clean, clearly readable and consistently positioned on
tables.
Matches etc.: Matches, pens and any branded items should be kept well stocked and in easy reach of service staff
for efficient provision to guests cards.

Napkins: Branded napkins should be presented with logo facing the guest. Napkins should be appropriate for
purpose e.g. bar napkins for beverages, dining napkins for any la carte bar snacks.
Coasters: Coasters should be presented and be in good condition. Disposable coasters should be used only once.
Cutlery: Cutlery should be polished, and laid upon acceptance of all food orders.
Cold / Hot Towel: Should refresher towels be offered, they should be swap: of an appropriate temperature and
removed in a timely manner.
Newspapers / Magazines: Newspapers and magazines, if offered, should be current and in good condition.

||
CONTENT

88

LUXURY BAR EXPERIENCE


RESTROOMS
Hand Towels: Hand towels should be well stocked, free of stains / marks and of a pleasant texture.
Tissue: Any tissue products should be well stocked and of a pleasant texture.
Hand Soap: Soap should be well stocked with a subtle fragrance and easily rinsed.
Ease of Use: All amenities should be easy to identify e.g. hidden hand towel dispensers should be clearly indicated,
hand soap and lotion should be easily distinguished.
Cleanliness: Restrooms must at all times be clean and ready for use by your guests.

FACILITIES
Wi-Fi: Wi-Fi should be reliable, and login procedures in line with Brand Standards.
Power Outlets: Power outlets, if available, should be positioned to be easily accessible to guests.
Chargers: Chargers of all varieties should be available for guest use.
Facilities: Restrooms should be clearly signed, well-lit and well maintained.

Smoking Areas should be clearly signed, well ventilated and well maintained.
Cloak Room / Bag Storage: Upon arrival colleagues should offer to store any bulky items for the guest. Any
items stored should be easily accessed upon request by the guest, either during their visit to the outlet or upon
departure.

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CONTENT

89

LUXURY BAR EXPERIENCE


ATMOSPHERE
Noise Level: Neither near-silence or a loud buzz are necessarily undesirable, the noise level must suit the style
of the outlet and the service period. Guests should be able to both converse comfortably and enjoy the music or
entertainment on offer.
Table Positioning / Layout:

Tables and seating should be sufficiently spaced to ensure no table or seating position feels enclosed,
inconvenient or disturbed by passing colleagues or other guests. A lounge bar or lobby bar should be an
ideal meeting point calm and serene, easily accessible and welcoming yet also sufficiently comfortable and
engaging in such a way that guests will want to stay for more than one drink.
A lobby lounge or bar is likely to attract a relatively broad demographic, and should provide a balanced
atmosphere that appeal
Service Period: The atmosphere in a lounge or bar should shift gradually with the passing of hours while a
convivial mood is necessary for both day and evening service, once the sun is down the atmosphere will generally
become busier.

The profession of bartending is not solely about making drinks. Being able to pour the perfect pint or prepare a
great Gin & Tonic are certainly valuable skills a bartender will struggle without, but there is far more to bartending
than merely handling bottles and not breaking glassware too often. In the words of the eminent Mr. Jerry The
Professor Thomas, author of How to Mix Drinks, (the first published cocktail book): An efficient bartenders
first aim should be to please his customers... he should politely inquire how they wish their beverages served, and
use his best judgment in endeavouring to fulfil their desires to their entire satisfaction. In this way he will not fail
to acquire popularity and success. As true now as it was then, the simplicity of the message is often lost. People
visit bars for more than the drinks on offer. Our guests want to experience the atmosphere, the surrounds and
the service that we, as the bartender, provide. A great bartender will keep this in mind, and strive to satisfy the
individual desires of each guest though this may not always be an easy task.

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CONTENT

90

LUXURY BAR EXPERIENCE


SERVICE
Bar
Speed: of service is imperative when serving guests seated at the bar. Service should be swift but never rushed.
Should multiple guests be seated at the bar, the bar tender must ensure that all guests are acknowledged upon
arrival, and avoid attending to any guest at the expense of others.
Efficiency: is a relative term when in a pub one can expect drinks to be produced more rapidly than a cocktail bar.
Should a guest be required to wait more than 2-3 minutes for a drink to be served, the bartender should advise
them upon order that there may be an additional wait.
Personalization: Every drink will have a standard recipe within an outlet, but personal taste is not standardized.
Tailoring offerings to a guests palate - enquiring as to preference of sweet / sour / dry, for example, or a choice of
garnish can elevate a pleasant experience to a memorable one.
Accuracy / Consistency: The ability to re-create a recipe to the same standard each and every day, accounting for
minor fluctuations in fresh ingredients, is the mark of a skilled bartender. Like a chef tastes every dish, a bartender
should taste every drink they serve (with a disposable straw, or similar hygienic method) to ensure that the drink
is correct.
Knowledge: One does not hire a lion-tamer to build a boat. This is because we expect that when a task is to
be performed professionally, the best person for the job is one who has experience in said task and knows their
tools. A bartender should be familiar with the products behind their bar, and be able to confidently share their
knowledge with guests.
Guidance: A bartender should be able to confidently make suggestions based on the tastes of their guest. Offering
a suggestion as to drink style or profile e.g. sour, refreshing, herbal, spirit-forward - and working together to find
a suitable option will allow greater engagement and add value to the guest experience.
Over-Service: When serving guests we strive to create an experience that satisfies in every respect and exceeds
expectations. For each guest this will require a different approach, and restraint is often an important factor in
delivering the best possible experience. Service should be attentive but never obtrusive. When a guests requires
attention, their needs should be quickly addressed and the server should excuse themselves unless further required.

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CONTENT

91

LUXURY BAR EXPERIENCE


Floor
Speed: of service on the floor is arguably less pressured than serving guests seated at the bar, but requires an
additional layer of communication between server and bartender to ensure orders are fulfilled in a timely manner.
Guests should be served in a rapid but not rushed - manner, and the server should ensure that all guests are
served simultaneously.
Efficiency: Should a guest be required to wait more than 3-4 minutes for a drink to be served, the bartender
should advise them upon order that there may be an additional wait.
Personalization: Every drink will have a standard recipe within an outlet, but personal taste is not standardized.
Tailoring offerings to a guests palate enquiring as to preference of sweet / sour / dry, for example, or a choice of
garnish can elevate a pleasant experience to a memorable one.
Accuracy / Consistency: While servers do not necessarily prepare drinks, they should be aware of correct taste
and presentation of all beverages offered. As the key point of contact with the guest it is the responsibility of the
server to ensure guest satisfaction.
Knowledge: While servers do not necessarily prepare drinks, they should be familiar with the product offering and
be capable of confidently answering any queries that may arise.
Guidance: A server should be able to confidently make suggestions based on the tastes of their guest. Offering a
suggestion as to drink style or profile e.g. sour, refreshing, herbal, spirit-forward and working together to find
a suitable option will allow greater engagement and add value to the guest experience.
Conversation: Guests on the floor will generally require less conversational interaction than guests seated at the
bar the server should generally keep conversation to a minimum (unless required) while guests are seated.
Over-Service: When serving guests we strive to create an experience that satisfies in every respect and exceeds
expectations. For each guest this will require a different approach, and restraint is often an important factor in
delivering the best possible experience. Service should be attentive but never obtrusive. When a guests requires
attention, their needs should be quickly addressed and the server should excuse themselves unless further required.

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GLA S SWARE
Glassware choice will have a significant impact on a drink. Aside from the visual appeal, glassware can affect
flavour, aroma, temperature, dilution rate and even popularity!

Short
Rocks glasses, tumblers,
cups and mugs are best for built
and stirred cocktails, and sipping spirits.

Stemmed
Flutes are generally the best choice for sparkling
cocktails. Goblets are great for frozen drinks,
cobblers and spritzerstyle drinks.

Long
Highball, Collins, Delmonico all are terms for
a tall, fairly straight-sided glass. Ideal for mixed
drinks and refreshing cocktails.

Cocktail
The classic cocktail vessels the V shaped
cocktail glass, the coupette and the classic Nick
& Nora - are all best suited to drinks served
up.

Specialty
Certain cocktails are traditionally served
in specific glassware a copper mug for a
Moscow Mule, or a heat-proof glass for Irish
coffee. Though you may not have every style
available, always consider what the best glass
for the drink may be!

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GLA S SWARE

Sour Glass
A four-ounce slender, tulip-shaped glass with a short stem.

Cordial Glass
A slender-stemmed, tulip-shaped glass holding about one ounce

Margarita Glass
A 12 to 20-ounce stemmed glass with a wide bowl

Brandy Snifter
An eight-ounce balloon-shaped glass with a short stem.

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BAR TOOLS
2 Piece / 3 Piece Shaker
The classic - and arguably least practical design is the three-piece
shaker (pictured left), consisting of cup, lid and cap. They have the
advantage of a built in strainer (so no additional tools are required)
but can freeze closed after shaking a cocktail, and become very hard
to open not ideal in a busy bar. The two-piece Parisian shaker
(pictured right) which eliminates the cap and strainer, making it
easier to open when cold has gained popularity in recent years,
offering both classic, stylish design and greatly increased practicality.

Atomizer
Used for misting small amounts of aromatic ingredients into glassware
or over the surface of a drink.

Bar Spoon
A bar spoon serves a number of useful purposes a measuring
device for small amounts of liquid, a tool for garnish placement and,
of course, a stirring and churning implement. Some models feature a
muddler disc (for breaking down soft fruit) or a trident / fork (for
easy garnish placement) to increase functionality. The commonly seen
twisted shaft is designed to work with the natural movement of your
hand, minimising required effort and allowing for comfortable, fluid
rotation.

Blowtorch
A blowtorch is used for charring / toasting spices and dry garnishes or
the surface of drinks with foams, or igniting spirits for blazer style or
hot cocktails.

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BAR TOOLS
Boston Shaker
Arguably the most popular style of shaker is named for the Boston
glass a hardened, straight-sided mixing glass which is paired with a
large stainless tin. The rim of the glass creates a seal inside the tin, which
is easily released after shaking by tapping the side of the tin where the
two parts meet. Though some practice is required to gain familiarity,
the ease of use and large capacity have made the Boston shaker a
favourite in bars across the world. The downside of the Boston shaker
is the Boston glass itself not only are they breakable, they can also
be dangerous if ones hands slip while shaking. The rule of thumb is to
always use a Boston shaker with the glass toward yourself and the tin
toward your guests. Recent years have seen the tin on tin shaker rise
in popularity. Essentially a Boston shaker where the glass is replaced
by a small shaker tin (A.K.A. Toby tin, cheater tin), this solution is not
easily damaged or frozen together, but does mean that the bartender
cannot see the drink as it is being prepared.

Citrus Press
Used for producing citrus juice on demand to ensure maximum
freshness.

Dash Bottle
Dash bottles are used to add strong modifiers (such as bitters or
absinthe) in small amounts with a high level of control and efficiency.

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BAR TOOLS
Fine Strainer
The fine strainer is used together with the Hawthorne strainer to
remove small unwanted solids and ice chips from a shaken drink. This
is generally used when serving drinks up (with no ice), to remove the
fine particles of ice / fruit / herbs that are not caught by the Hawthorne
alone, resulting in a smooth textured, more visually appealing cocktail.

Hawthorne & Julep Strainers


The Hawthorne strainer (pictured left) is used to strain shaken
cocktails from a tin, allowing liquid to pass while ensuring that ice,
fruit, herbs or other solids are not poured into the serving glass. The
Julep strainer (pictured right) is used to strain stirred, spirit-forward
cocktails from a mixing glass. Essentially, the Hawthorne should be
used when pouring from a tin, and the Julep should be used when
pouring from a glass. Though a Hawthorne strainer can be used in
place of a Julep strainer and vice-versa, this will often result in spills
and drips.

Ice Tools
Ice picks and saws are used for breaking down large-format ice into
specific shapes. A wood mallet and Lewis bag are used for producing
cracked ice from cubes.

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BAR TOOLS
Mixing Glass
While any vessel can be used for stirring cocktails, a heavy based
mixing beaker with spout allows greater control when pouring.

Muddler
A muddler is essentially a large stick used to break down fruit, herbs
and spices to release their juices, oils or flavours. They are most
commonly made of timber, or metal and food-safe plastic (though
timber muddlers can be unhygienic / not food safe depending on the
timber used and how it is treated). Muddlers became commonplace
with the rise of Caipirinhas and similar drinks in the 1990s and 00s,
and due to their low-cost, effectiveness and simplicity, can now be
found in most every cocktail bar.

Openers
Sturdy, reliable wine and bottle openers will make your job easier, and
increase efficiency behind the bar.

Paring Knife
A sharp paring knife is an essential tool for garnish preparation. Though
personal preference comes into play to a certain extent, it is generally
advisable to select a knife with a blade length of 6cm 10cm, suitable
for peeling zests and other intricate work. Keeping your knife sharp is
crucial to both quality of garnishes and workplace safety a blunt knife
is more likely to slip, potentially causing injury. A clean, stable, suitably
sized cutting board makes the perfect partner to your paring knife,
and should always be used.

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BAR TOOLS
Spirit Measure
The spirit measure or jigger allows the bartender to accurately
measure ingredients. By using a measure you can ensure your drinks
are correctly proportioned and true to the recipe, but accurate
measurement is also crucial to drink consistency, cost control and
ensuring responsible service.

Spirit Pourer
Spirit pourers - or speed pourers, as they are often known control
the flow rate when pouring from a bottle, allowing greater control
and greater speed, resulting in improved efficiency. Though there are
many styles of pourers on the market, purchasing high-quality items
that dont leak is a wise investment as leaking pourers will often lose
upwards of 10% of what is poured. In addition to potential leakage,
pourers must be regularly cleaned to ensure proper hygiene and
consistency.

Zester
A zester or peeler is used for producing citrus twists / zests and
vegetable ribbons.

Other Tools
The tools listed on previous pages are what could be considered essentials, but this is by no means an exhaustive
list clean, dry service cloths are arguably the most useful item behind your bar! Beyond this, there are countless
accessories that can make your job easier or add to the guest experience. Garnish picks, specialty glassware,
smokers - the list is endless. No matter what though, always remember - its not the tools that make the bartender

Pen / Lighter / Coasters / Smile


A bartender should always be prepared!
To order any of the glassware and bartools in this toolkit, please contact:
Email: info@beakerandglass.com
Website: www.international.beakerandglass.com
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GARNISH
Apple Fan
Cut a cheek from a green apple and place cut side down. Slice
at 12mm intervals and skewer. Spread into fan shape.

Berries
Ensure berries are firm, fresh and free of discolouration. For
blueberries, raspberries and blackberries, use whole berries.
Small strawberries may be used whole. Large strawberries
should be halved, retaining the leaves.

Brandied Cherry
Brandied cherries are preserved in brandy, while maraschino
cherries are traditionally preserved in maraschino liqueur.
While these are interchangeable, avoid using bright-red
artificially coloured cherries.

Celery Salt Rim


Moisten the top 3mm of the rim of the glass with a lemon / lime wedge and push the outer rim of the glass
against a layer of celery salt on a small plate. Ensure that the celery salt is on the outer rim of the glass only.

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GARNISH
Celery Stalk
Celery garnishes should be around 5 cm longer than the glass
in which they are to be served. If possible, retain the leaves
for service. If celery sticks are too broad, they may be halved
down the centre. Ensure that celery is fresh and crisp and
shows no signs of discolouration.

Citrus Twist
Place the blade at the base of the citrus (near the stem) and
carefully cut through the peel in a smooth sawing motion for
around 8-10cm. Make sure not to cut off any fruit pulp in the
process, and try to take as little of the white pith as possible
with the rind. The width of the twist should be around 2.5
cm for and orange, 1.5cm for a lemon, and 0.5 cm for a lime.
Once cut, remove any excess pith and ensure the edges of
the zest are clean and straight.

Citrus Wheel
Slice citrus from pole to pole to cut half wheels (stem end to
no-stem end). Place one of the halves cut side down on a board,
remove ends and slice at 5mm intervals.

Cucumber Slices
Ensure cucumber is firm and crisp. Slice diagonally at 3mm intervals.

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GARNISH
Lime Zest, Grated
Using a grater or similar, remove green skin from a lime being sure to avoid
white pith.

Mint Sprig
Mint leaves and sprigs should be picked from the stalk as required. For
mint sprigs, break the stalk below the top 4 leaves, keeping 2-3cm of stalk
to support the sprig in the glass. Ensure mint is green, crisp and has a fresh
aroma.

Olives
Ensure olives are firm, fresh and show no signs of discolouration.

Rosemary
Rosemary sprigs should be green and highly fragrant.

Salt Rim
Moisten the top 5mm of the rim of half the glass with a lemon /
lime wedge and push the outer rim of the glass against a layer of
salt on a small plate. Use coarse sea salt or flakes. Table salt is too
fine, and will overpower the flavour of the drink. Ensure that the
salt is on the outer rim of the glass only.

Sugar Dust
Use powdered sugar (avoid icing sugar, which will melt easily) in a
mesh shaker to lightly dust the surface of a garnish.

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INGREDIENTS
SPIRITS AND THEIR SUBSTITUTES
Absinthe
Traditional (Swiss or French) style absinthe is the best choice for cocktails. Modern (Czech) style Absinthe should
generally be avoided.
Bourbon
There are countless bourbons available, running from sugary sweet to rather dry. Knowing the styles behind your
bar and offering the guest a choice is best practice.
Campari
Campari is generally available, Gran Classico bitter and Luxardo bitter can be substituted.
Chartreuse Verte
Genepi liqueur can be substituted.
Crme de Cassis
Crme de Cassis de Dijon (from Burgundy) such as Vedrenne, Lejay, Massenez and Boudier are the best options.
Cognac
Martell VS and Hennessy VS are well suited to mixing in cocktails.
Havana Club 3 Anos
Light, Cuban style rums tend to be dry and crisp. Havana Club 3 year old is great in cocktails. If unavailable, Havana
Club Blanco or Bacardi Carta Blanca can be substituted.
Jamaican Rum
Appleton Estate V/X is very well-suited to mixing in cocktails (as are the whole Appleton Estate range). If unavailable,
Coruba may be substituted
London Dry Gin
Beefeater, Tanqueray and other juniper forward options are ideal choices when London dry is called for. The
slightly softer Plymouth is also well suited to cocktails.
Luxardo Maraschino
Maraska or Bols maraschino can be substituted.
Peach Liqueur
Avoid artificially flavoured liqueurs. Producers such as Boudier, Massenez and Cartron produce high quality options.
Rye Whiskey
Rittenhouse 100 proof is widely available and shines in classic cocktails. As with bourbon, offering the guest a
choice if options are available is best practice.
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INGREDIENTS
Sherry, Medium
Amontillado sherry is well suited to the cobbler.
Triple Sec
Cointreau is the industry standard.
Producers such as Boudier and Giffard produce high quality options.
Vermouth, Dry
French style dry vermouth such as Noilly Prat or extra dry Italian vermouths such as Cinzano or Martini & Rossi
are strong options.
Vermouth, Sweet
Carpano Antica formula, Cinzano or Martini & Rossi are strong options (though they will produce very different
results!)

JUICE GUIDELINES
Grapefruit Juice
Pink or white juices are both suitable. If using bottled juice, avoid juices with added sugar.
Lemon / Lime Juice
Lemon / Lime Juice are best squeezed to order. Citrus juice oxidizes very rapidly, and becomes much more sour
just minutes after being squeezed.
Tomato Juice
Avoid juices with high levels of salt or sugar.
Ensure below juices are 100% juice; not a blend of fruits:
Apple juice
Apple Juice, pressed
Cranberry Juice
Pineapple Juice
Pomegranate Juice
Note: Juices are always best freshly squeezed. That said, if you need to use packaged juices, please ensure they are
high quality and 100% juices and not a blend of fruits.

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INGREDIENTS
SYRUPS GUIDELINES & RECIPES
Elderflower Cordial
Elderflower syrups and cordials vary substantially in sweetness and strength, so must be used judiciously.
Belvoir and Bottlegreen offer good examples.
Honey Syrup
Mix equal parts (by weight) of honey and hot water

Ginger & Lemongrass Syrup


Recipe:
cup peeled and diced ginger
cup thinly sliced lemongrass (bottom part of the stalks only)
500ml sugar syrup
How to:
Combine the ginger, lemongrass, syrup in a small saucepan. Stir to combine and then bring the mixture to
a boil. Reduce heat to medium-low and simmer for about 15 minutes to let the mixture reduce slightly.
Remove from heat and rest for an hour. Strain out solids and transfer syrup to a re-sealable container.

Lychee Syrup
Recipe:
250g fresh lychees (peeled and seeded)
500ml sugar syrup
How to:
Combine all ingredients in a small saucepan. Bring to a boil, then turn heat down to low and simmer for 10
minutes, or until fruits are tender. Remove from heat, then place a lid on the saucepan and let mixture stand
for 10-15 minutes. Strain out solids and transfer syrup to a re-sealable container..
Orgeat (Almond) Syrup
For consistency, a commercial syrup is generally best Vedrenne and Monin are widely available.

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INGREDIENTS
SYRUPS GUIDELINES & RECIPES
Pineapple Syrup
Recipe:
1 small pineapple (peeled and cut into cubes)
50ml pineapple juice
500ml sugar syrup
How to:
Add the fruit to the sugar and let stand for 24 hours. Remove the pineapple cubes, lightly pressing them
with a hand juicer or other method to squeeze some juice into the mixture. Strain out solids and transfer
syrup to a re-sealable container.
Raspberry Syrup
Recipe:
1 cup raspberries
500ml sugar syrup
How to:
Add raspberries to hot sugar syrup. Mash mixture using a potato masher or fork. Let mixture steep for at
least 1 hour. Drain mixture through a fine mesh strainer, pressing raspberry pulp with a spatula to extract
as much liquid as possible. Strain out solids and transfer syrup to a re-sealable container.
Rosemary Syrup
Recipe:
12 rosemary sprigs
500ml sugar syrup
How to:
Add rosemary sprigs to hot sugar syrup and allow to infuse overnight. Strain out rosemary.
Sugar Syrup
Sugar or simple syrup should be made with equal parts (by weight) of caster sugar and filtered water. It can
be prepared by heating sugar and water until the sugar dissolves, or blending.

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INGREDIENTS
CHAMPAGNE & TEA
Champagne
When using champagne in cocktails a dry (brut) style is generally preferred.
Black, Green, Jasmin, Chamomile Tea (chilled)
Tea should be brewed to double strength for chilling (as it will be diluted with ice or water when prepared).

ICE
Ice is a key ingredient in preparing quality drinks. Though often overlooked, the quality of ice in a venue, and the
type of ice selected for a particular drink will have a significant effect on the final product.
Block Ice
Large block ice, ice spheres and hand-cracked ice are becoming more commonplace. These forms of ice are
generally very dense and cold, and will chill liquids with minimal dilution. Ideal for sipping spirits and cocktails.
Cubed Ice
Whether your ice is delivered or from an in-house machine, it should be hard, dry and solid. Ideal for mixed drinks
and shaking cocktails.
Crushed Ice
Crushed ice should ideally be crushed to-order, but as that is not always practical it should be kept very cold and
well drained for storage. Perfect for refreshing long drinks and blending.
Avoid!
Soft, hollow ice that is wet to touch it will melt very quickly, leading to excessive dilution and watery, flavourless
drinks!
Ice Tips
Always strive to use the best ice possible. This means solid blocks of ice that take a long time to melt. We use ice
primarily to chill drinks down, not to add water... (When making cocktails such as Martinis, dilution is quite often
important however).
Use lots of it! Always fill the glass or shaker to the top with ice. This helps keep the drink colder and fresher for
longer. The more ice, the less water. The less ice, the more water ending up in your drink!

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BAR SET UP
1. Observe
Observe the arrangement of items in the bar with a critical eye. If there are particular items or areas that are
inconvenient or difficult to access, consider alternative locations. Often a minor change to location of glassware or
commonly used products and significantly reduce time and effort required to complete a task.
Ensure you are aware of the logic behind bar layout. Should there be inefficiencies, discuss with colleagues and
management and consider changes where necessary.
2. Prepare
Ensure all requirements are on hand and ready for use before service periods. This will allow for smooth and
effective service. Most bars are divided into stations to allow multiple bartenders to serve efficiently at the same
time. Every station should be identically stocked, to prevent bartenders from having to search for specific ingredients
or tools. This is best accomplished by creating a checklist that the bartender who opens the bar should follow, to
ensure that nothing is forgotten when preparing the bar. Below is an example of a set-up checklist:












Unlock all cupboards and cabinets. Remove caps or pour-spout protectors from all bottles, place in defined
positions and inspect the bar
Polish the bar-top and lay out menus
Lay out floor mats, wastebaskets and glass-bins in their appropriate locations
Assemble and turn on any machinery blenders, juicers or espresso machine
Should draft beer be available in the outlet, position drip-trays, check beer lines and kegs and prepare fonts
for service
Fill the ice-well
Taste all juices / mixers for freshness and place them in each station
Prepare all fruit and garnishes required for the shift. Fruit and garnish is always best when prepared to order
(which also reduces waste), but ensure all items are on hand and in peak condition
Stock straws, cocktail stirrers, napkins / coasters and any other necessary consumables
Check your personal appearance and be ready for arriving guests

3. Organize
Stocking a bar with spirits, fruit, mixers etc. Is significantly easier if you establish and apply par levels to all products
(a minimum amount of any item that should be in the bar at all times). If you ensure everything is stocked to its par
level, you can ensure that (under normal circumstances) you will not run out of any products and avoid wastage
due to spoilage of excess stock.
Always place bottles on display shelves with the label facing the guest. This ensures the guest can always see what
products the bar offers, and it will be easier for you to find what you are looking for
Maintaining a clean, hygienic bar is one of the most important duties of a bartender, and the cleanliness of a bar can
have a major impact on the impression a guest takes away from a venue. Even when you are at your busiest, you

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BAR SET UP
should maintain the same standard of cleanliness as you would during a quiet period. Your bar top and back bar
should be kept clean, dry and tidy at all times. Aside from the obvious aesthetic and hygienic reasons, cleanliness in
the bar is also an important safety consideration. The floor, all walkways and all work surfaces whether visible to
guests or not - should be kept clean and dry to prevent accidents

4. Co-operate
You should always strive to work as a team with your colleagues. Working together will increase efficiency, and
a friendly, co-operative atmosphere behind the bar will be noticed and appreciated by your guests. Should you
overhear that a colleague at the far end of the bar requires a product in you reach, pass it to them whenever
possible, and be ready to divide large orders to ensure drinks are served efficiently
Always put equipment or products back in their original place after use bottles, tools and ingredients. This
ensures a tidy, efficient bar environment, which makes it easier for both you and your colleagues to work effectively.
Immediately inform your team should any items run out!
Dont fill drinks to the top of the glass. This goes for tall drinks, cocktails and shots. Always leave a 1-2cm spillway
it will save you cleaning up the spills, and your guest will keep their hands dry!

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CONVERSATION GUIDE
The four Ts

Topic
When engaging in conversation topics should remain general, with a focus on the interests of the guest. Recent
travel or future travel plans, local attractions, restaurant recommendations, their experience at the property or
leisure preferences are all suitable topics which will generally encourage the guest to engage. Personal or sensitive
topics - politics, religion, personal information should be avoided.

Tone
Avoid voicing any opinions in a strong manner, or focusing on your own views on any given topic. Maintain an open
and relaxed tone, and ensure that all exchanges are positive.

Terminology
Avoid using overly personal or familiar language. Wherever possible consider the cultural background of the guest
and adapt your phrasing to match theirs. Speak confidently but maintain a reserved bearing.

Timing
Ensure that the guest is interested and not otherwise occupied before initiating conversation. Even if a guest has
signalled for your attention, ensure they are not otherwise engaged before opening any dialogue. Should a guest
appear to be interested in conversation, offer a general opening query that will allow them to respond on their
own terms - avoid initiating an exchange with a question that will require an overly specific or considered response.

Greeting
The mood of a guest can often be assessed when they are greeted, and can provide direction for how to proceed.
If a guest is effusive and conversational upon arrival, it is likely that they desire interaction. Once they are seated
and a menus have been presented, there may be an opportunity to initiate conversation while taking their order
particularly conversation related to their preferences.

Farewell
Leading questions / gaining information is the gin & tonic to your liking, Miss Kogel? for example, could lead to
further conversation about the guests preferred gin or favourite cocktail, which will both initiate conversation and
allow greater personalisation of their next drink selection.

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CONVERSATION GUIDE
Subtlety / Over engaging
Be observant of the guest response when conducting conversation. Should the guest shift focus or become
otherwise engaged, remain attentive but wait for the guest to reinitiate.
When greeting a guest, staff should introduce themselves by name. This provides the guest with a sense of
familiarity, and increases the likelihood of a memorable experience.
Use the guests name whenever possible. In the event the guests name is not yet known or for guests not staying
in house use appropriate titles (sir and madam).
Be optimistic, and speak with a smile. Even if youre having a rough day, present a positive outlook this will
generally result in a positive response which is likely to brighten your mood. Never interrupt or talk over guests
conversations. Listen with respect and care to what the guest has to say
When taking an order be sure to clarify any details to prevent confusion
Are you staying with us is an effective conversation starter that will allow further information to be gained, and
provide direction for further dialogue. Should a guest be staying in house, enquiring how they are enjoying the
facilities, their room, or the city itself allows the guest to provide information on their terms and determine the
direction of the conversation. Is it your first time staying with us?
Where are you visiting from? and How long will you be staying with us?, Is it your first visit to (city)? or are
you in town on business or for leisure? are effective leading questions that allow the guest to engage (or avoid
conversation) as they prefer.
Where are you visiting from? provides a platform to discover where the guest hails from. If customers are visiting
from a warmer destination from a region which has less favourable climate, for example, you can enquire as to
how they are enjoying the local weather. Awareness of where a guest comes from also provides an opportunity to
suggest experiences or cuisine that may be new to them.
The response to any introduction should influence the next exchange. Should a guest respond, for example, that
they are visiting on leisure for a special occasion (anniversary, birthday etc.) this will allow an ideal opportunity to
add value to the experience and provide insight into the mind-set and desires of the guest.

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MENU AT TRIBUTES
Balance & Coverage
The ideal cocktail menu will have a balance of styles of drinks (short, long, up etc.) with a range of different
spirit bases and flavour profiles (sour, fruity, dry, bitter, rich etc.). Unless you are designing a menu for a bar that
specializes in gin, avoid a menu composed of 70% gin cocktails. A good menu should offer something that appeals
to every palate.

Style Match
The style and tone of the menu to that of the outlet. Know your guest, and ensure that the cocktails appeal to
your guest profile. There is little point in serving tropical cocktails in an indoor bar in a cool climate. Similarly,
a phone-book like cocktail menu in an outlet that predominantly serves afternoon refreshments is not generally
ideal, just as a single-sided half-page menu may not be well suited to a lobby cocktail bar with an enthusiastic
evening clientele.

Efficiency
It is great to have a menu full of spectacular, unique drinks, but ensure you dont underestimate the time required
to properly and consistently prepare not only individual recipes, but also multi-beverage orders, as this will lead to
compromised quality and service standards. Avoid a menu entirely composed of intricate, time consuming drinks,
and ensure that all drinks (particularly popular, high-volume drinks) on the menu can be delivered in an efficient
manner even in peak times.

Food Matching / Kitchen Integration


It is beneficial to ensure that the cocktail menu complements the culinary offering. This will encourage guests to
take advantage of the full F&B selection. Kitchen integration can also lower costs and increase efficiency in the bar
(through shared preparation) and improve the quality and range of your cocktail offering.

Seasonality and Local Influence


Seasonal changes and local flavours should be taken into account when designing a menu. It is often more costeffective to use seasonal, local produce and generally leads to a better quality end product. Local influence increases
the connection between guest and destination, and will often appeal more to visiting guests, who may desire
something out of the ordinary.

Visual Design, Presentation and Length


Ensure that your menu is visually appealing avoid cluttered, confusing or overly dense layouts and that your
menu is of an appropriate visual and verbal style to appeal to your guests. Depending on length, it is often wise to
categorise your menu by base spirits, style or flavours to ensure it is easy to navigate.

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THE IMPORTANCE OF TRAINING


The successful integration of the marketing techniques in this toolkit requires you to educate your team members
on all aspects of conducting promotions. One of the most essential parts of running a successful promotion at your
bar or restaurant is to have your team on point and up-to-speed on operational protocols.
Imagine that you have completed all the market research and preparation for a promotion. Youre ready to launch,
however, your team members are still unsure of how to approach guests and up-sell your featured promotion.
Therefore, its vital that they are prepared before you launch in order for your promotion to be successful and
maximise revenue for your business. Furthermore, this will also provide them with the platform to engage with
guests in a purposeful and relaxed manner.
Remember two key principles: COMMUNICATION and TRAINING
Start with engaging your HR Team. They are experts in training people on operational procedures. One way in
which they can develop your team members is through role playing: this will increase your teams confidence in
their up-selling and suggestive selling skills.
Additionally, there are courses available on IHG Frontline that are highly beneficial for your teams development
and performance potential.

The Bar Professional

Lobby Lounge & Bar Standards

Suggestive Selling

Problem Resolution

Despite the theoretical value of the above resources, your team will need guidance on how to apply their knowledge
in the workplace. IHG Frontline is online training, so its important that you are at hand to assist your team by
practicing what they have learnt as well. Remember, you are there to maximise their potential and drive success of
your business.
To keep things challenging and rewarding, incentivise up-selling and suggestive selling. Create daily, weekly and
monthly targets for the team and reward those who achieve the best figures. Competition is key to a successful
business and you will see the results fall into place with your sales numbers. Take these principles and apply them
to front office, event sales and banquet operations as well. Eventually, with upselling and suggestive selling firmly
ingrained in your teams ethos, youll begin to see the rewards through increased revenue and customer retention
for your outlets.

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113

MARKETING GUIDE

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CONTENT

114

YOUR VALUED
CUSTOMERS

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115

TARGET AUDIENCE
Who are we addressing? This is a fundamental question we need to ask ourselves in the planning of any campaign.
Lets examine the differing motivations of diners given context, location and occasion. Knowing who were trying
to engage helps refine our offers to be as relevant and attractive as possible.

LOCAL RESIDENT
Location, price point, quality
against competition, word of mouth,
convenience, cool factor

BUSINESS TRAVELLER
Location, prestige, convenience,
time, technology (wireless / plugs),
tablespace, easy menus, healthy
meals, loyalty points

CITY PROPERTY
Competitive, value for money,
technology, time, easy to enjoy
alone, local trends

LOYAL DINER
I.e. IHG Dining Rewards Member:
Personal identification, prestige,
engaging service, personal service,
value for money, perks, reliability,
exclusivity

SPECIAL OCCASION
Personal identification, engaging
service, value add, special treatment,
value for money, exclusivity,
atmosphere

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CONTENT

VS

IN-HOUSE GUEST
Location, price point, convenience,
easy to enjoy alone, room charge,
loyalty points

VS

LEISURE TRAVELLER
Location, atmosphere, engaging
service, value for money, personal
identification, family needs,
childrens menu

VS

RESORT PROPERTY
Menu choice, comfortable,
relaxing, family needs, room
charge, inclusive, engaging service

VS

NEW DINER
Value for money, quality against
competition, convenience,
engaging service, atmosphere,
a reason to return

VS

REGULAR DINING
Reliability, location, price point,
time, convenience, technology

116

CUSTOMER INSIGNTS
Heres a quick peek into the top insights for marketing to customers in F&B.

01 DINERS TRUST DINERS

72%

of diners trust someone they


know or an online review versus
any other source.

02 LOYAL DINER GOOD DINER

88%

of retailers with loyalty programmes


average 88% more profits than
competitors who dont.

03 MOBILE DINING = SHARE


OF POCKET, LITERALLY

30%

of all internet usage comes from


mobile devices. If your site isnt
mobile ready, 3 out of 10 visitors will
find your site useless.

04 MAINTAINING A NATIVE
PRESENCE ON SOCIAL

3/4

Monitor your competitors on as many online review sites as


possible: Expedia, Tripadvisor, TimeOut etc.
Use the IHG Social Listening Tool which will consolidate all
feedback made within the social media space. Remember to add
your restaurant name(s) within the nicknames section of the tool.

Cultivate diner loyalty via bounce-back promotions and relationship


building with outlet management.
Roll out the IHG Dining Rewards Programme.

Capture diner opportunities on mobile via Mobile-optimised


websites, IHG mobile apps, reviews on 3rd party entertaining
and dining mobile apps.
Ensure your restaurants are easy to find and book online.

Maintain a solid presence on social media via active posts,


promotional offers and interesting, shareable content.

customers (72%) have used Facebook to


make a restaurant or retail decision, based
on comments and imagery that have been
shared by users.

05 CONTENT X SEO = WINWIN

WIN

Content that is relevant and searchable


allows you to have a higher ranking on
search engines. Important as diners scour
the web for dining recommendations.

Create quality content to push website listings higher up on your


diners Google searches.
Cross promotion with another company is a great way to move
content higher up the search results ladder.

Source: IHG Food & Beverage Marketing Workshop Winning in AMEA.

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THE 5P S
UNDERSTANDING THE 5PS
When it comes to F&B marketing, the
5Ps set the foundation as they are crucial
considerations of your marketing effort.
Ultimately, they will help you create a
marketing plan that grows your restaurant
in terms of new and repeat customers and
increased covers.

PRODUCT

PRICE

PLACE

PROMOTION

PEOPLE

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APPLYING THE 5PS


Here are some key questions which you
should answer as you plan your next
campaign.
If you are using Menu Engineering, please
work with your Revenue Manager and
Marketing Manager to make the most of out
of the menus pricing.

Your product is your food and / or drinks including


your menus signature dishes and seasonal
offerings. Dont forget the service and the overall
dining experience for your customers as well.
More often than not, the products which sell best
infer customer satisfaction.

What are the current food items / beverages on


the menu?
What are the qualities / unique selling points of
these product offerings? Which are the top selling
products?
Is there any way I can revise or introduce new
items to the menu? E.g. Special offers
What kind of service am I providing alongside my
product offerings?

Price is quite simply how much your


customers pay for your product. Make
sure this is within the financial parameters of your
target audience. However, avoid competing on
price alone!

What are the costs involved in my product


offering?
Is my price reasonable compared to competitors
and my customers expectations?
How else can I differentiate my product without
relying on price?

Place represents where you will sell your product.


Besides your restaurant, this can mean any other
touch points with your customer such as access
delivery, catering, pop-up stations, etc.

What factors in my restaurant / bar help in


delivering my product to my customers? E.g.
Opening hours, atmosphere, convenience of
access to the venue, ease of booking etc.
What are the different touch points with my
customer besides the restaurant? Think outside.
E.g. Hotel room, poolside area

Promotion involves how you reach or


communicate with your customers and will be a
focus of discussion in this playbook. Promotions play
a huge role in attracting and retaining customers.

How can I break the status quo?


Will my promotion help to drive the sale of new
products / special offers?
Will my promotion create excitement and attract
new and / or retain existing customers?

People represent your customers and also your


team who provides the service. As marketing
moves from being productcentric to relationshipcentric, this factor becomes increasingly important.

Who is the right audience to target for my


restaurants / bars products?
What content or messages will be meaningful to
them?
How can my messages be more personalised to
the individual and not for a mass audience?
How are my staff representing the hotel brand
and delivering the service to my customers?

118

UNDERSTAND YOUR CUSTOMERS


Heres a quick peek into the top insights for marketing to customers in F&B.
This section links back to the earlier introduction on Customer Insights, where we had an overview of the differing
motivations of diners given context, location and occasion. Now lets drill a bit deeper into the profile of our diner
and the insight which leads to a successful campaign.

IDENTIFYING YOUR DINER PROFILE

A. CURRENT CUSTOMER BASE:


Psychographics: Diners who patronise your restaurant /
bar have different lifestyle profiles
Psychographic factors to consider when segmenting
your target customers include: Personality | Attitudes |
Values | Interests | Hobbies | Lifestyles | Behaviour

B. CONSIDERING YOUR
COMPETITIONS DINER

Does your menu and service appeal to your target


audience? Or do they attract a different group of people?
Match your restaurants benefits with your diner profiles
to optimise your marketing efforts

Refine your restaurants product offerings to secure


market share if theres target audience overla.

What type of diners are your competitors targeting?

C. CAMPAIGN-CENTRIC INSIGHT
An insight is a deep truth about the customer based on
their behaviour, experiences, beliefs, needs or desires
Start with an observation of your customer. Guess
what they are thinking. How does their behaviour
reflect that thinking?

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CONTENT

An insight only works if it can relate back to the business


How can action be taken and the campaign effectively
conducted based upon that central insight?

119

UNDERSTAND YOUR CUSTOMERS

EXAMPLE:
DINER PROFILE: EMILY
Emily is a 26 year old female accounting executive. She is very
conscious of her health and fitness and tries her best to control
her diet. She values fresh, quality ingredients and is a coldpressed juice advocate.

MY RESTAURANT
Product Feature: Locally-Sourced Ingredients
Benefit: Fresh, Wholesome Qualities
Service: Order delivered to customer in fuss-free manner

INSIGHT
Busy working executives like Emily value a healthy
powerpacked breakfast alongside their early morning
coffee treat.

CAMPAIGN OPPORTUNITY
Serve organic breakfast sets in the restaurant which are easy
takeaway options for working executives in offices nearby or
staying in the hotel.

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120

THE DECISION

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121

PROMOTIONS TO CONSIDER

( AF TER T HE W ORL D LY C L A S SI C S C A M PAI G N )


1. Loyalty
Please utilize any promotion our Loyalty Teams provide you with and ensure that you brief ALL departments
concerned. We will be working together with the Loyalty teams for messaging aimed at Rewards Club members.

2. Incentives for the after-work crowd / meeting participants


Celebrate the end of a workday
With an indulgent cocktail, and a snack
Reward yourself with whatever takes your fancy, and we will reward you with when you have it with us!








Present these promotional certificates offering a value-add to all meeting participants, encouraging
them to stay at your premises for post-meeting drinks and gatherings instead of going to another
venue nearby.
If they come in a group of 5 or more, you can offer a free snack / food sample from your restaurant,
enticing guests to stay on for dinner.
If you know that a guest is at your hotel for business, you can offer him / her the same promotional
certificate (FO upon check-in).
You can also hand these promotional certificates out to nearby offices (i.e. have them at your Deli /
ADD to hand out / check folder inserts for office workers who have lunch at your premises).

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122

PROMOTIONS TO CONSIDER
3. Happy Hour (early evening or late night)
There are two different approaches you can take to Happy Hour:

Create a special menu that is only available during Happy Hour
Value-adds to existing menu options
Please make sure you dont have Happy Hour on days / periods where your outlet is already busy. Ensure your
promotional collateral includes a disclaimer for exclusion of certain periods such as these.
4. Special Occasion Promotions
Everyone likes to feel special on the best day of their year their birthday. You might want to capitalize on this
occasion by:
Offering special packages such as:
Come with a group of ten and the birthday persons food and drinks are on the hotel (please
ensure that disclaimers with details of the offers limitations are communicated i.e. a limit of up to
1 main course and 1 glass of Champagne for the birthday person).
Have your birthday celebration with us and we will sponsor your cake! (Use this as an
opportunity to showcase your pastry chefs know-how)
5. Social Media
Today, it is of utmost importance to use Social Media to your best advantage.
Facebook, Twitter, Instagram and Pinterest are just a few platforms to help you engage and draw in guests.

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123

POINTS TO AID YOU IN SUCCESSFULLY


USING SOCIAL MEDIA:
















Consistency (adhere to brand guidelines, post regularly)


Schedule (different recurring themes) Social Media is time consuming to keep up to date;
schedule days of the week and times of day to post consistently and keep yourself on track.
Use beautiful photography
Call to Action
Ask questions and increase engagement
Cross promote platforms
Engage on each social media platform independently, but link them
Hold contests (with give-aways)
Do not just focus on sales and promotions, but engage people
Have flash promotions exclusive and very time limited
Integrate Social Media buttons on your websites, email, etc.
Post (Social Media) reviews on your website to keep guests from looking elsewhere
Customer Service reply to comments and questions and make it a point to reply to every review
on TripAdvisor and any other platform.
Venue Information ensure venue and location information on Facebook & Google Maps is set up
correctly so guests can find you.

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124

DECIDE YOUR PROMOTION & MECHANICS


With the research on-hand, you can now proceed with deciding
the type of promotion, starting with identifying key festivals /
holidays / events throughout the year.
Then, brainstorm promotion ideas based on month, seasonality,
objective develop or build on existing research insights as
required to support your promotion idea.

THOUGHT-STARTERS
FOR YOUR PROMOTION IDEA

Raise awareness
of new initiative

Increase covers

Increase
average checks

Conversion of
in-house guests

Bounce Back or Repeat


Business Vouchers
Specialty Networking Events
Wine by the Glass
Happy Hour
Theme Nights
Daily Specials
Partnerships & Supplier Promotions
Brunch with drink packages
Added Value (E.g. complimentary bottles,
personalising guest preferences)
Seasonal Promotions
Buy One Get One Free
Business Lunch / Set Menus
Afternoon Tea / High Coffee
Live Music & Events
Social Media Vouchers & Competitions
Special Occasion & Anniversary Protocol
Room Card & Check in Promotions
Dynamic Packaging with Room Bookings

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125

THE DOS / DONTS


DO

DONT

Understand the needs of residents and workers


in your local neighbourhood

Rely on discounts as your only form of


promotion

Have a sales focused attitude

Run any promotion when your restaurant is


fully booked

Take in feedback to address any service, quality,


timeliness, value for money and / or
attentiveness issues

Use photography that is not high enough quality

Give something free to drive good will and loyalty

Forget single people and solo travellers

Compete with local independent restaurants

Underestimate the power of good spelling


and grammar

Use SWOT analysis to understand your outlets


strengths, weaknesses, opportunities & threats

Use open food or open bar options on the


POS system

Take advantage of online restaurant reservations


Communicate to in-house guests in their rooms
Sampling
Use the Club Lounge as a shop window
Incentivise front office & concierge colleagues to
promote your outlet
Plan all promotions 12 months in advance
Match promotions to annual budget and
year-on-year tasks
Review menu and promotional pricing twice per
year to ensure competitiveness

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126

AVOID FAILURE OF YOUR PROMOTIONS


1

Stick to one group of drinks or foods that will be part of your Happy Hour offer - Do NOT
discount everything! Keeping to a consistent promotion also means an easier supplier buy-in and
tracking of sales and revenue.

Include in your Happy Hour offer food that is easy to prepare and must sell quickly
(fruit, vegetables, salads).

Track your investments and pay attention to your profits.

Important: Pay special attention to the promotional message for the Happy Hour programme. It
must be short and clear. Your potential guests need to understand and figure out what you offer.

Target the RIGHT customers!

Discounts
a. Do not give too much away this means losing money, which goes against our reason

for a promotion
b. Promote what sets you apart from the competition and generates revenue
c. Create value-adds, like edible garnishes, nibbles, appetisers for a few extra dollars
d. Be creative in how you market your promotion through social media!
e. Deliver on your promises
f. Your colleagues need to conscientiously upsell in order to make money and increase the

average guest spend
g. Happy Hours: Target the after-work crowd (5-7pm): upsell by offering dinner / snack

menus along with inexpensive drinks.
h. 2 for 1s: Food items with a low cost

i. Chicken, pasta, inexpensive beef / pork cuts

ii. Upsell drinks, dessert and coffee
i. Wine / beer pairing dinners: together with supplier (FOC, guest speaker)
j. Use national and international holidays and occasions for:

i. Fixed price (set) menus (less strain on operations, kitchen and services),
i.e. Valentines Day

ii. Combos, value-adds
k. Do not offer discounts during peak periods

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127

SET BUDGET AND MEASUREMENT


SETTING THE BUDGET
Typically, this can be a difficult question to answer. Is this campaign defined by the budget or is the budget defined
by the campaign?

FO RECASTING RETURN ON INVESTMENT (ROI)


Budget setting and Return on investments (ROI) go hand-in-hand.
At this point, forecasting ROI for every dollar spent will help to justify the campaign.
Once a decision has been made to go ahead with the campaign, make sure that teams agree on overall objective
and success criteria. Success criteria will be covered in more detail at the Evaluation phase.

KEY STEPS:
Under the initial budget,
include all aspects of expected
implementation costs. These
include print, design, advertising,
PR agency, photography and
any other costs incurred
to specifically market and
communicate the initiative.

Use the Budget spend to


forecast the following:
How many covers to sell
in order to reach breakeven
point?
How much revenue to
generate in order to reach
breakeven point?

Does the forecasted ROI justify


the campaign in the first place?
If not,
Adjust the Budget spend!
Rethink the promotions
mechanics

Refer to the Measurement Template for more details.

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128

SET BUDGET AND MEASUREMENT


Previously in the Planning Phase, we forecasted our ROI. Nows the time to match the forecasts with
the actual results.
All promotions, packages and discounts should be tracked to determine ROI Are you making money,
breaking even or are you losing your investment?

COMMON RATIOS USED TO CALCULATE ROI


ON MARKETING ACTIVITY
Advertising Value
Equivalency

Column inches or broadcast


time MULTIPLIED BY
advertising rate = PR ad value

Forecasting Covers
Required
Budget spent / average check
= covers required to break even
Covers required / period of
promotion = covers required
per day [Example: You are
running a two week promotion
and your target is 700 covers.
To find out your daily target:
700 covers / 14 days
= 50 covers required per day]

Marketing
Campaign ROI

Total marketing spend


/ revenue generated =
campaign ROI

Refer to the Measurement Template for more details.

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129

TERMS & CONDITIONS


As opposed to 2015, there is one campaign in conjunction with Loyalty.
From our learnings, we have noted that Terms & Conditions can take up valuable space on collateral and make it
look cluttered.
Therefore, we have decided not to include Terms & Conditions in the collateral. Only the sentence Terms &
Conditions apply will appear. However, you need to ensure that whichever Terms & Conditions set you agree to
at your hotel, are available at the participating outlets or online for guests to read through.
We are building a landing page specifically for the World Classics Campaign. Term & Conditions will be housed
there. Therefore, ensure to include the URL link in your collateral.

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130

GET TING READY

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131

DECIDE COMMUNICATIONS STRATEGY


The success of any given promotion depends on effective communication. To enhance your guests experiences
and the efficacy of your operations, we have created a range of templates for your use.
Weve looked at ways that you can place collateral and impact your audience even when theyre not at your
hotel. Browse through the diagrams below to see just how many possibilities there are for communicating your
promotions to guests.

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132

IN-HOUSE GUEST JOURNEY


Effective communication is needed at all stages of the guest journey as guests cant purchase what they dont know
about.
This toolkit enables you to effectively communicate with guests by giving you a variety of predetermined templates
to use.
The following graphics highlight all the opportunities you can utilize to tell your guests about any promotion you
may be running. The first is based on the guest journey from before their arrival experience, through to their hotel
room, then to your Bar or Lobby Lounge, while the second graphic shows you how and where to reach your local
community.
BEFORE I ARRIVAL

Pre-arrival email
Hotel Website
Regional F&B Landing
Page
Mobile App
Newsletter

ARRIVAL / CHECK-IN

Promotion Upselling
Key Card Insert
Certificate

GUEST ROOM

ELEVATOR

TV Ad
WiFi Login Page

Poster

REST AURANT

Promotion Upselling
WiFi Login Page
Check Folder Insert

MEETING BREAK

Promotion Upselling
WiFi Login Page
Certificate

BAR / LOBBY LOUNGE

Promotion Upselling
WiFi Login Page
Menu

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133

LOCAL FOODIES COMMUNICATION

SOCIAL MEDIA

RESTAURANT

Facebook
Instagram
Hotel Website
Regional F&B Landing
Page
Mobile App
Newsletter
Trip Advisor
etc

DELI

Promotion Upselling
WiFi Login Page
Check Folder Insert
Certificate

Promotion Upselling
WiFi Login Page
Check Folder Insert

MEETING BREAK

Promotion Upselling
WiFi Login Page
Certificate

BAR / LOBBY LOUNGE

Promotion Upselling
WiFi Login Page
Men

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134

UNDERSTANDING OWNED,
EARNED AND PAID MEDIA
Understanding the different usage of Owned, Earned and Paid Media is the basic step towards selecting your
channels based on campaign and budget requirements.
Targeted marketing collaterals and content can then be created accordingly to reach your customer.

MEDIA

DEFINITION

EXAMPLES

THE ROLE

BENEFITS

CHALLENGES

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CONTENT

OWNED

PAID

EARNED

Channel a restaurant /
hotel controls

Restaurant / hotel pays to


leverage a channel

When customers become


the channel

Company Website
Social Media
Mobile
Pre-Arrival
IHG Dining Rewards
In outlet

Display ads
Paid search
Sponsorships
Supplements
Magazines
Directories
Radio

Word of Mouth
Media Coverage (PR)
Buzz
Social Media
Reviews

Manage content to ensure


the right messaging reaches
target audience at all times
and to potentially gain earned
media

Supports owned
content as a short-term and
secondary measure

Listen and respond earned


media is often the result of well
executed owned media, as well as
good media relations with editors,
producers, reporters

Control
Cost efficiency
Longevity
Versatility
Niche audiences

On demand
Immediacy
Scale
Control

Most credible
Key role in most sales
Transparent and provides
mileage

Clutter
Declining response rates
Poor credibility

No control
Can be negative
Scale
Hard to measure

No guarantees
Company communication
not trusted
Takes time to scale

135

GAIN EARNED MEDIA REVIEWS & FEATURES


HOW TO USE EARNED MEDIA
Earned Media is an excellent way to take your messages into the space of
news and endorsements, where content is driven by editors, producers,
reporters and customers to name a few resulting in authority and
credibility.
Having good owned and paid content helps to drive earned media such
as online reviews and social media recommendations. For example,
marketing collateral can encourage diners to share their food photos on
social channels after dining.
It is also very helpful to build long-term professional relationships with
editors, producers and reporters. This will increase the chances of your
messages being picked up. Public Relations agencies can offer you valuable
support in this area.
Full guidance and best practice on using earned media for F&B is available in
the Brand PR Toolkits, including engagement ideas and hotel case studies.

TRADITIONAL MEDIA
Reviews & Features:
Inflight / Travel /
Entertainment / Lifestyle /
Food Magazines
Newspapers
Radio
Broadcast programmes,
interviews.

ONLINE MEDIA
Reviews:
Travel review sites
City entertainment guides
Lifestyle / food bloggers
Online forum / portal reviews

SOCIAL MEDIA
Recommendations from friends
and influencers
Professional / celebrity
endorsementss

KEY CONSIDERATIONS
It is often assumed that earned media is free and therefore not budgeted for. This, however, couldnt be further
from the truth. Some crucial costs associated with earned media are provided below.

Press kits

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CONTENT

Food
photography

Media reviews
pre-launch

PR agency
retainer fees

Time & effort


required
for content
management

Negotiating with
magazines may
require paying
for advertising
space in exchange
for premium
coverage

136

ROLE OF SOCIAL MEDIA CHANNELS


Here is a quick social ecosystem overview which outlines the possible roles that various social platforms may play
in engaging audiences and delivering on business objectives.
Select and adapt your platforms based on the objectives and requirements of your campaign.

INSTAGRAM
TWITTER
Amplification Tool
Prompts sharing of
bitesized F&B offers and
updates on-the-go

Visual Inspiration
Inspires unique F&B
experiences and
catalyses desire for
food tasting

FACEBOOK

WEIBO
Alternative News
Aggregator
A micro-blogging
platform which facilitates
the sharing of original
stories & information

Integrated Content
A key always-on
platform to engage
users with the
latest content
LINKEDIN
Professional Influencer
Network
Builds a community with
likeminded business
partners

YOUTUBE
Soliciting emotional
responses from users via
quality story-telling

PINTEREST
Interest Board
Encourages discovery of
food and lifestyle

In addition to these social media channels, remember to respond to


reviews on TripAdvisor one of the top 10 websites that users go to.
By monitoring reviews, you can immediately address any issues and act
appropriately to show that you are 100% committed to serving your
current and potential customers.

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137

F&B SOCIAL MARKETING CHECKLIST


This checklist describes a basic four-part plan for the effective use of social marketing to drive traffic and grow F&B
sales and profits.

PREPARATION

Back to Basics
Define our purpose and the relevant campaign objectives
Whats our story?

SOCIAL MARKETING
INFRASTRUCTURE

The right tools & processes


Set up your restaurant and / or hotel websites as well as
social media platforms
Update and manage content across all channels
Social listening can be done via the IHG Social Listening Tool
which monitors your social media platforms, IHG Guest
Ratings & Reviews, TripAdvisor and other review sites

CONTENT
DEVELOPMENT

ENGAGEMENT

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CONTENT

Attracting your audience


Define the different content formats to match selected
platforms
Develop content, including images, videos and blogs
Define the process of creating sustainable content
who, when, what

Keep the conversation going


Prepare to Respond & Engage:
Offer something of high value
Offer a unique experience
Share content such as Feedback guides, How-To,
Tutorials, Insider Tips, New Initiatives and
Top 10 Lists to
establish yourself as an industry expert
Grow the audience:

Like, Friend, Follow, Subscribe, Recommend,
Comment, Ask!
Leverage special occasions
Use Poll apps
- Create a contest
- Pictures and videos

138

SELECT PAID MEDIA


HOW TO USE PAID MEDIA
Paid Media involves negotiating and buying space on key websites, search
engines, magazines, newspapers, etc. to promote the outlets offer to a targeted
audience.
This may be necessary to gain reach for your promotion but is often ranked
below owned and earned media in terms of longevity and credibility. We should
leverage owned and earned channels to the best of our abilities without relying
solely on paid media.

Online Media

Outdoor Media

Search engine advertising


Sponsored online content
Banner advertising
Social media platform advertising
EDMs
Performance media

Posters
Billboards
TV screens

Print Media

Broadcast Media

Magazines (inflight, travel,


entertainment, etc.)
Newspapers (local dailies, art / dining
/ lifestyle / travel supplements)
Voucher booklets (e.g. Entertainer,
TimeOut supplements)

Radio sponsorships and advertisements


TV sponsorships and advertisements

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139

TECHNICALITIES &
POST PROMOTIONS
REVIEW

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140

INCREASE AWARENESS

1.

Use social media and e-mails more


often than traditional marketing /
advertising (it is more cost-efficient)

2.

a. A great social media plan includes:


A content plan (who youre
targeting and what you will post
to reach them)
A resource allocation plan (time
and money)
A posting schedule
b. Controlled messaging
The story for bloggerss
1. Tasting cycle
2. Marketing Communications
3. Progressive / Cross Marketing
(lounge promotes bar
promotes restaurant)
Ensure you manage blogger
content by explaining the
background of your promotion
c. Content Marketing
Give guests a reason to patronize
your premises / stay, rather than
just telling them Heres an offer

Use bounce-back certificates to


improve revenue during off-peak
periods
a.



b.

Host business socials to promote


your outlet


5.

Differentiate your outlet in a way that


reinforces your positioning

a. Leverage business networks


resources and target your core
audience
b. Post pictures with your outlet
/ offer in the background on
social media

a. This is the most effective strategy


to set your outlet apart from the
competition

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CONTENT

If lunch periods are busy and


dinner isnt at your premises,
hand out certificates that can
only be redeemed during dinner
Hand out certificates, not
coupons; the difference in
perception is huge


4.

3.

Replace discounts with value-adds


a.
b.


c.

Value combos
Combine bite-sized samples
similar to a tapas tasting menu
with a drink offer in your bar
Create sampling menus: 2-3
dishes from your restaurant
menu for off-property functions


6.

Once youve got new guests in your


outlet, the goal is to turn them into
loyal customers by:

a. Providing quality experiences


b. Providing exceptional service
c. Delivering excellent F&B

141

INCREASE AWARENESS


7.


10.

Collect guests names and email


addresses for regular updates
and newsletters to create repeat
business.


8.

If you have sold a BOGOF or 2 for


1 to a customer, do not serve both
drinks at the same time, because:


11.

a. The second beer will become


warm and stale by the time the
guest gets to drink it
b. The cocktails will be diluted and
warm
c. Serving all drinks at once supports
fast consumption, to potentially
dire consequences (people get
drunk faster, misbehave and
consume less)
d. Deliver the first drink with a
smile and the second on request
with a suggestion to order food
along with it (another upsell
moment)

Support a charitable cause

a. A percentage of your billings should


be going towards that cause
b. Collaborate with the marketing
team of the charity / cause you are
sponsoring to utilize their resources,
promote the event and generate
publicity.

Cross-promote bars & restaurants

a.

b.

Food and beverage pairings are an


easily marketable concept
Use menu samples as a value-add to
drink lists


9.

Suggestive selling equals increased


sales and guest satisfaction

a.


b.




c.


12.

IF a guest asks for Gin & Tonic,


suggest a premium or superpremium gin
IF a guest asks whats on tap, ask
which style of beer they prefer
and give them a quick but complete
description / suggestions of similar
or next level draft brews
DO NOT MISS THAT MOMENT
to upsell and satisfy with better
flavours (and revenue for us!)

Facebook contests and other


posts will:

a.
b.
c.
d.
e.

Increase fan base


Increase following
Create buzz
Create word of mouth publicity
Increase repeat business

Please note: At InterContinental hotels,


we discourage Buy 1 Get 1 Free offers as
our audience doesnt perceive these as
added value.
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142

POS SETUP
In order for any promotion to run smoothly, correctly setting up the POS systems (in all participating outlets) is
essential.
Swift service will enhance the guest experience, while you will also be able to measure success and identify any
trip-ups or points to improve in the process.
Please ensure that new buttons are set up for each promotion. If you use existing buttons for new promotions, you
will lose historical data (important for analyses and future-planning) from earlier ones.
It is of utmost importance that no promotional element is posted using open food / beverage buttons. These buttons
do not allow you to track the promotion, measure success or menu-engineer. Please make sure all colleagues are
trained not to use those buttons.
Certificates and Bounce Back Vouchers
Before any promotion involving certificates, coupons or bounce back vouchers begins, the Directors of F&B,
Finance, and Marketing Communications need to agree on procedures for handing out certificates and tracking
such promotions.
We recommend implementing an Excel tracker (see example below) where the required information is entered
and signed off by the F&B Director on a daily basis. Another recommendation is to have any certificate logged and
inserted by serial number to ease tracking internally.
Promotion Name
Cert#

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CONTENT

Hand out Date

Submission Date:
Redemption
Date

Receipt#

Amount

Outlet:
#of Guests

Team Member
Name

Team Member
Sign

Date

143

POST PROMOTION REVIEW


The Post Performance Reviews main purpose is to understand if overall objectives and success criteria were met
at the end of the campaign and if not, why not. This report should be discussed and agreed upon by all teams
involved in the Planning, Implementation and Evaluation phases. It will set the stage for planning future promotions.

COMMON THEMES IN THE REVIEW


Was the promotion delivered on-time and on-budget?

Were the cover & revenue targets met or exceeded?


Was there a satisfactory ROI for the budget that was spent on marketing activity?
Were the marketing metrics met or exceeded indicating that marketing budget and resources were
focused effectively?
Were the restaurants teams trained and incentivised to sell the promotion effectively?
What was the customer feedback on the ground?

Were there any technical issues?

What is the one thing that we have done right with this promotion, and that we should continue doing?
What is the one thing that we could have done better with this promotion and that we should
improve on?
What is the one thing that we shouldnt be doing with this promotion and that we will stop doing?
How are we going to celebrate success as a team?

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144

CONTACTS

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145

AMEA R&B MARKETING TEAM &


MIXOLOGIST
AMEA R&B Marketing Team, based in Bangkok
Ivonne Kogel
Manager, Restaurants & Bars Marketing, AMEA
Email: ivonne.kogel@ihg.com
Direct: +66 2 260 8597
Ratchada Kavawattana
Coordinator, Restaurants & Bars Marketing, AMEA
Email: ratchada.kavewattana@ihg.com
Direct: +66 2 260 8528
Nick Braun
Mixologist & Consultant
NOTE: Should you wish to contact the Nick Braun, please contact either Ivonne or Khun Ae first. We will be
happy to connect you with him and Nick will then get in touch with you to discuss your specific requirements

To order any of the glassware and bartools in this toolkit, please contact:
Email: info@beakerandglass.com
Website: www.international.beakerandglass.com

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146

RESOURCES

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147

RESOURCES
Find more information, guidelines and templates on Social Media Marketing on Merlin:

Initiatives

Hotel Solutions

SOCIAL MARKETING PAGE

SOCIAL MARKETING
THE FUNDAMENTALS COURSE

F&B MARKETING TOOLKIT

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BRAND CENTRAL

148

FAQ

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149

FAQ

(FREQUENTLY A SK ED QUESTIONS)
Below are some questions you might have after reading this toolkit and we hope its comprehensive and covers all
areas of concern still remaining.

Q1:
Q2:
Q3:
Q4:
Q5:

Can we change the text


in the collaterals?

No. The loyalty campaign and privileged offer are mandatory until the end of the
year. You only need to change your hotels specifics.

What about changing


images?

We provide you with alternative images to choose from. There is also a choice of
approved images on Brand Central that you may use for your collateral.

What do we do if
promoting alcohol is
restricted in our region?
Can we still run the
promotions?

If alcohol is prohibited
in our market, can we
still make use of this
toolkit?

Can we run those


promotions in different
outlets or combine
outlets, i.e. if you
consume here, get
rewarded there?

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CONTENT

Yes, you can still run the promotions. You will have to use different images and
word your collateral very carefully to be in accordance with local laws and
regulations.

We are also supplying 15 recipes for non-alcoholic cocktails along with their
images. You can still run the campaign using non-alcoholic cocktails.

Yes. Please make sure that you run the campaign at the very least in your main
bar / lounge.

150

FAQ

(FREQUENTLY A SK ED QUESTIONS)

Q6:
Q7:
Q8:
Q9:
How to use the visual
identity?

Please use the compass icon in you menus to indicate the same Worldly Classics
from the Global team.

Is there any colleague


training required?

Yes, definitely. Training should always be a part of operations. It might be best to engage
your HR / L&D team to deliver training like role plays and classroom sessions. Please be
vigilant with training; only colleagues who have the skills can properly sell any promotion
and skills cant be learned solely via online training.

Whom can we ask for


help?

You will also need to train your teams about the new cocktailrecipes and guidelines only
if they know them by heart, can they expertly craft those cocktails.

Ivonne Kogel: ivonne.kogel@ihg.com


Ratchada Kavewattana: ratchada.kavewattana@ihg.com
AMEA F&B Community Portal
We are happy to answer any questions you might have and support you in any
way we can.

Why are there no


Terms & Conditions in
the collateral?

Terms and Conditions for the Worldly Classics campaign will be housed on the
landing page we are creating.

Q10:

Please use their products as much as possible. We will have another audit this
year and we do have a contract with them that we need to fulfil.

What about Pernod


Ricard Products?

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