The Hide Bar is a free-of-tie bar that prides itself on offering an eclectic array of drinks, many of which are rarely seen elsewhere, and it is this unique proposition that is helping it draw in a crowd from well beyond its South London location.
At the heart of its drinks list is an unrivalled spirits selection that encompasses 370 different bottles. They largely comprise unusual premium products that are not easily found in other pubs and bars. To emphasise this unique selling point the likes of Smirnoff and Jack Daniel's are excluded from its list.
Among the products on offer are 50 rums, 50 tequilas, 60 whiskies, 20 vodkas and a unique collection of Armagnac that dates from 1961 to 1983. The availability of Jensen's Bermondsey Gin is indicative of the unique range on offer.
Paolo Tonellotto says that such is the bar's growing reputation that spirits producers now request that their products are stocked there. This means the Hide can cut deals with suppliers, which then allows it to offer products at competitive prices. A cocktail using premium spirits that would typically retail in bars for £12 will sell for about £7 at the Hide Bar, according to Tonellotto.
To ensure it is able to offer the broadest selection, Tonellotto says the bar deals with seven different spirits suppliers. But because of the unusual drinks available, which many people will not recognise, there is an allowance in the stock-take that allows for samples to be given to customers.
Enabling people to experiment is an integral part of the Hide Bar and this is why the Tuesday evening supplier-supported £10 tastings were introduced. They can feature cocktails or a certain spirit and involve up to 25 people.
With the emphasis on getting customers to experiment with unfamiliar drinks and brands, staff training at the Hide Bar is vital. Most of it is done in-house, apart from the Wine and Spirit Education Trust courses that most of the employees have completed.
In addition, the regular visits from suppliers provide ongoing training on new products.
Unlike many other specialist bars, the Hide Bar makes a great effort to be welcoming not only to drinks aficionados but also regular bar-goers.
This is absolutely essential to its success as Tonellotto says many customers will arrive and not recognise any drinks whatsoever. It is then down to the expertise and friendliness of the barstaff to find out the customers' preferences and then to satisfy their needs.