Don't Judge A Drink By Its Colour
We’re excited to announce the launch of our ‘Mixed-ology’ cocktail range.
Already available in Burger & Lobster Soho and Burger & Lobster Bread Street, our new range features five signature cocktails, each of which is colourless in appearance in a bid to remove stereotypes surrounding drinks and allowing our customers to focus on what really matters when choosing a delicious drink: taste.
Our own drinks whizz Geroge Pugsley partnered with industry-leading Eduard Balan, formally of Maddison Rooftop, to shake up traditional cocktails and create the brand-new Mixed-ology range. Each of the new tipples uses unique and innovative seasonal ingredients such as grape and elderflower cordial, kombucha and a peach aperitif liqueur.
Demonstrating how stereotypes can and do affect consumer choice on a daily basis, we’ve only gone and undertaken a fancy social experiment: In our Soho restaurant, the five colourless cocktails have been listed by numbers rather than their traditional names, therefore choosing a cocktail based on ingredients rather than a marketed name. No.1 was the most popular drink of choice across the board.
Conversely, in the Bread Street restaurant, customers were selecting from a traditional list to see if the name of the drink impacted choices... The results so far are pretty shocking:
- A huge 31% of male customers were put off choosing a particular cocktail such as a Cosmopolitan or Pina Colada because the name was too ‘feminine’.
- In the same way, shockingly 11% of female customers were too embarrassed to order drinks considered more ‘masculine’ such as a Negroni or an Old Fashioned.
But the plot thickens: further, external research commissioned by us revealed that more than a fifth (21%) of the UK don’t feel comfortable drinking certain drinks, considering them more suitable for the opposite gender.
As a result, our new colourless and neutral Mixed-ology cocktail range aims to offer a refreshing take on the classics to remove modern-day drinks menu stereotypes. Using homemade tropical pineapple Kombucha for a take on a Piña Colada, to a tangy lime Saccharum for a Mojito; the weird yet wonderful ingredients make for a tantalising cocktail range that will make everyone happy at the bar.
The Mixed-ology Range:
A Mojito Twist: Havana Club 3yr rum, passion fruit, Franklin & Sons guava & lime soda, mint tincture
White Cosmopolitan: Absolut Citron, Cointreau, homemade fermented grape and elderflower cordial, Supasawa
Margarita Twist: Olmeca Altos Plata tequila, bergamot, lime Saccharum, Franklin & Sons pineapple & cardamom soda
White Negroni: Beefeater gin, Luxardo Bitter Blanco, Rinquinquin Peach Aperitif
Pina Colada Twist: Koko Kanu Coconut and Wray & Nephew rums, coconut water, homemade pineapple kombucha, Supasawa
This colourless and nameless cocktail range is an exciting concept, not only for us but for our customers. They are always on the lookout for what we are doing next and we hope this will encourage more people to feel comfortable in what they are drinking – after all, everybody loves a cheeky cocktail.