There was a time if one wanted to have a good drink you always when to a hotel. The Hotel Bars were well stocked, had a great presentation, offered good service & style, but above all offered a fine beverage experience. This was the norm for many years, until stand-alone bars started making a presence. A culture which started in Mumbai and Bengaluru, spread fast across other cities. People who wanted a lighter experience, spend relatively much less and had a higher frequency, preferred the easy ambience of standalone bars. As these grew across bars, night clubs and lounges, with newer & younger customers joining in, Hotels bars were relegated mostly to inhouse guests or mostly for a pre-dinner drink before one went to a fine dining outlet. I recall several hoteliers sharing with me how bars were recording single digit growth and were reduced to hosting corporate get together and private events. This phenomenon stayed for many years and hotel beverage sales were mostly from banquets. Only few bars like The Library at The Leela Palace, New Delhi, Bombay High at ITC Grand Maratha, Mumbai, Pashaa at JW Marriott, Pune, Cheroot, ITC Grand Chola and Polo Bar at The Rambagh Palace continued to witness regular guests and active sales.
Though 2022 started seeing a renewed investment by Hotels in their bars. The overall sales were high, F&B Outlets were full, Rooms were recording high growth & hotels were on a growth Frenzy. This upward swing continued in 2023 and hotels decided to start investing back in bars & premium Beverages. We share with you some new Bars or old classics that have been successfully revived.
Aura, The Claridges, New Delhi
Aura is the hautest live-performance bar in the capital city, offering a high-energy hybrid experience infused with comfort and luxury. It has undergone a transformation from a vodka bar to a new-age high-performance venue, setting new standards for live acts and technology. AURA, the bar’s virtual reality mysterious spokesperson, will guide guests through a tour of culture, design, high-quality cocktails, and sensational hor’s d’oeuvres. Aura follows an à la carte pricing policy, allowing guests to choose from a diverse selection of offerings. The cuisine plan at Aura revolves around Latin American flavors, offering a unique and vibrant culinary experience for guests. Aura has a significant presence on social media platforms and regular updates on events, musical nights and other offerings are shared on the profile which helps the patrons know about the exciting experiences taking place at the Aura bar.
The hotel develops a monthly plan of event activations, interesting menus and exciting live performances for the patrons to maintain a dynamic and engaging atmosphere at Aura. This strategic approach helps sustain momentum and ensures that guests always have unique and memorable experiences to look forward to. The target audience for Aura includes individuals who are seeking unique cocktail and dining experiences, those celebrating personal milestones or special occasions, and those who value and admire socializing. Guests who would like to find a good aura and ambience to have a relaxing yet high energy exciting evenings.
Sette Mara, St. Regis, Mumbai
The Positioning is more of a Lounge, Bar and Kitchen. At The St. Regis Mumbai, the pricing policy is designed to cater to a wide range of guests, ensuring there is something for everyone. Guest Profile includes In-house or more walk ins HNIs, Walk-ins, Expats, Corporates, Families, Couples
Sette Mara takes inspiration from the rich coastline, linking the vibrant culture of Greece, Turkey, Egypt, Morocco, Lebanon, Persia and Georgia. Helmed by Chef Noronha, the menu is curated with deep nuances of aromatic spices and wholesome ingredients originating from The Levant thus, preserving and celebrating the tradition of middle eastern countries.
The menu encompasses ‘The Cold Kitchen’ and ‘The Hot Kitchen’, with appetizers of freshly tossed salads and tempting Mezzes that are crafted with a blend of contemporary and traditional recipes. The Mangal Grill, a traditional middle Eastern charcoal grill, holds pride of place in the menu with a unique style of ‘grilling to perfection’ mastered by Chef Reuben and his team. The soft and fluffy Georgian bread under the ‘The Khachapuri Bar’ is aromatic and served freshly baked from the ‘Tone’, a traditional stone oven. The menu closes with luscious desserts and house made ice-creams selections.
The marketing plan of The St. Regis Mumbai revolves around a simple yet powerful principle – quality. The hotel’s strategy and plan for the bar revolves around a commitment to being a leader in innovation, empowers the mixologists and chefs to push the boundaries and explore new realms of creativity in order to deliver exceptional and memorable experiences to the guests.
Ricks, The Taj Mahal, New Delhi
In its journey of remarkable transformation, Taj Mahal, New Delhi has unveiled the redesigned bar Rick’s, offering a riveting experience for all cocktail enthusiasts and nostalgia seekers.
At the heart of Rick’s lies a unique concept inspired by the classic film Casablanca while embracing the spirit of modern mixology. It combines the sophistication of the 1940s with the contemporary charm of today to offer a sanctuary where guests can indulge in the finest of drinks, world cuisine and eclectic music amidst a rich atmosphere.
The reimagined Rick’s makes a comeback featuring innovative cocktails and global delicacies in an environment enlivened by retro entertainment. A haven for cocktail aficionados, the Signature Serves are meticulously crafted with precision and passion infused with innovation and exotic ingredients like Japanese Miso, homemade infusions and pickles. With distinctive techniques such as milk washing, clarification and sous vide, the bar proudly presents complex and well-balanced flavours like Ilsa’s Last Song and Umami Ugarte, amongst other new signature concoctions. The curated food menu presents a symphony of flavours, showcasing a fusion of global influences and locally sourced ingredients. The focus on quality and creativity also extends to its crockery and glassware, featuring exclusive pieces from Nick & Nora, Nude, as well as Schott Wiesel 1872. In its new avatar, Rick’s presents an immersive experience with a fine selection of handpicked spirits, eclectic entertainment and delectable delights offering a harmonious blend of tradition and innovation.
Copitas, Four Seasons, Bengaluru
High-energy bar with a stylish Bengaluru flair, specializing in crafted cocktails. The pricing policy should reflect the premium nature of the offerings, considering the quality of spirits, ingredients, and the overall experience. It is important to strike a balance that provides value for guests while maintaining profitability for the bar. Attracts trendsetters and cocktail enthusiasts seeking a chic and sophisticated atmosphere. Contemporary craft cocktails with a Bengaluru twist, complemented by an excellent selection of spirits and compelling aromatic tapas.
Utilize a multifaceted marketing approach via bar takeovers by award-winning bars and showcasing their celebrated mixologists, vibrant social media promotions, highlighting unique flavours and sustainable practices.
A line up of star mixologists animate the vibrant stage of Copitas with compelling story telling and craft, leveraging elements like artisanal flavors, vibrant colors, local spices. With an improved ranking in Asia’s 50 Best, the strategy revolves around being further selective in choosing bars for collaborations in terms of their repertoire, organizing only two takeovers half yearly and amplifying the brand.
ZLB 23, The Leela Palace, Bengaluru
The first of its kind speakeasy within a real Indian palace. Premium Pricing with value for money to reflect the brand’s luxury positioning and exclusivity. 70 % walk-ins 30 % Inhouse guests. Global cuisine with Japanese influencer. The brand is focused on creating engagement and awareness by optimizing the below objectives. Focusing on the brand Pillars targeting our demographic based audience. Magnetic Music – it relays a firm promise of original and curated music, making it a noteworthy destination for events that you would not want to miss with gipsy kings, jatayu, Gino banks and more showcasing a noteworthy performance. Prohibition cocktails – honoring every speakeasy and their lore with skilled mixologists creating elixirs with their unique flavor and story. Fabled Food – fabled food curates to reveal the global recipes from the East. Precisely prepared in a live kitchen where the guests could sit and watch the chefs grill and curate recipes through unique ingredients and methods uniting to tell a flavorful narrative buried in time. World class music and beverage programming besides an interface with international and domestic artists, curated shows are the key marketing areas.
Heliconia Restaurant & Bar, JW Marriott, Goa
Heliconia Bar is a sophisticated establishment that offers a delightful selection of Pisco and Sake cocktails, each with its own fascinating story. This cocktail bar skillfully combines the captivating flavors of Peru and Japan, creating a truly unique experience for its patrons. The meticulously crafted menu has been thoughtfully priced based on comprehensive analysis within the Goa market. The bar caters to a diverse range of guests who are eager to indulge in an exceptional fusion of cuisines. This includes both resident guests and those who are visiting from outside the area. Heliconia stands as Goa’s first ever Nikkei restaurant, offering a remarkable fusion of Peruvian and Japanese cuisine. The venue is a culinary haven where the art of flavor harmoniously merges with exquisite techniques, thus introducing the vibrant and exotic flavors of Peru, expertly complemented by the savory umami tastes of Japan. Menu is meticulously crafted to enhance and showcase the unique blend of these flavors, while our the service ensures a truly immersive and memorable culinary journey for guests. As this is the first Nikkei cuisine venue in Goa, real-time messaging and amplification with good content remains key. The objective remains, wowing the guests at Heliconia with experience oriented offerings and chef interactions, creating beverage and table-side moments and ensuring the guests leave with a promise to come back for more. The primary objective is to establish the bar as a haven for creativity, where expertly crafted beverages complement elegant and sophisticated cuisine.
