9. Razzmatazz!
Increasingly, fine beverages are being served garnished with entertainment. Outlets are building experiences around their drinks to capture the imagination of their guests and highlight the fine ingredients used in the process.
The result is a new gastro-entertainment trend.
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“Yes, entertainment gastronomy is definitely growing,” confirms Icons Coffee Couture’s Weber. “Time is rare and is to be enjoyed with family and friends. Therefore entertainment plays an increasingly more important role in creating the positive memories that customers take away with them.”
This trend has an important revenue value for The Crystal Group, the company behind outlets like People By Crystal Nightclub, Dubai and Sake No Hana Dubai.
“In essence, the bar counter is a theatre, where the bartender can demonstrate how the drinks are made,” says The Crystal Group managing partner Jad Matta, “and this experience will drive customers back.
“At Sake No Hana Dubai we serve a Zen cocktail that is served with a smoke effect when presented to the customer because of the type of whiskey included in the drink. Don’t worry: the smoke quickly evaporates before consuming!”
Dusit Thani Dubai executive chef Antonello Manca adds: “Consumers want to see the bartender creating new drinks. This is an important part of the molecular trend.
“They are changing the classic routine of pouring a drink by transforming it into a more dynamic and visual experience.”
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