Revolution focuses on cocktails over vodka in branding overhaul
The strapline ‘cocktails and kitchen’ at Revolution is replacing the reference to vodka, reflecting the evolution of the offer under the £10m transformation programme that began last year.
Revolution in Richmond, south-west London, reopened recently as Revolution Cocktails and Kitchen.
Speaking to the Publican's Morning Advertiser's sister title M&C Report in September, chief executive Mark McQuater spoke about his desire to move away from the brand’s strong association with vodka, with its new cocktail list having more emphasis on faster growing categories such as rum, gin and other specialist spirits.
“It was highly overcooked, the vodka,” McQuater said. “When vodka’s growing at 10%, that’s fine, but it’s not. The company did push the specialism in vodka hard, but the decision was taken that it’s just too narrow a market, too narrow a product, when the real demand and the real growth is beyond vodka.”
He also said in September that the food mix could grow from circa 15% up to 20% to 25%.It saw like-for-like food sales grow 10% in a year.
Earlier this month the 71-strong firm said it had changed its name to the New Inventive Bar Company and reorganised its estate into three operating companies.
