MONIN brand development and trade marketing manager Nate Booker told The Morning Advertiser (MA) Cinnamon Roll has been one of this year's "runaway flavours", and is adaptable to a wide range of occasions, seasons and tastes.
"Not only is it spicy and delicious but it has a multi-cultural appeal; you could be having churros on the beach in a hot Spanish summer or getting a cinnamon roll with your hot chocolate at your favourite cosy café in the winter. It’s a mix of spice, dessert and occasion all in one. [Why not] take those flavours and add them to a night-time occasion?", he said.
Moreover, incorporating these flavours into classic cocktails like an Old Fashioned can help appeal to a wider audience and introduce more consumers to the whiskey market.
Booker added: "Not only is this an indulgent and delicious twist, it’s also fun and familiar. Old Fashioned is a much-loved cocktail with a very aspirational, sophisticated charm. However, they can be scary for the uninitiated.
Ownership and customisation
"Folding the popular Cinnamon Roll trend into this classic cocktail opens it up to more customers that want to make the jump into classics. Alternatively, swapping the whiskey for rum opens up to a whole new category of drinker."
While the development and trade manager said American whiskey provided the "best experience" in cocktails like this, pubs could also look to use Bourbon for a "richer serve", Rye for "added spice", wheated whiskey for a "smoother finish" or even an aged rum or brandy.
"We’ve suggested American whiskey here but this serve works really well with aged rums and brandies too. Give your guests an extra layer of ownership and customisation", he added.
In addition, the brand detailed pubs should aim to sell the cocktail for between £9 and £14 RRP per serve, dependent on "venue setting and spirits used".
To help boost trade for the cocktail segment during the colder and typically quieter months, Booker advised operators to look to "story-telling" to make the experience more immersive.
He continued: "I always think of hospitality as storytelling, so I ask myself questions like; what are we trying to share with our guests? How do we want to make them feel? How can we make the experience more immersive? Think of seasonality like a chapter, it can bring an extra bit of flair and content to your venue, without disrupting your usual service structure.
Exciting new options
"Why not try adding a small ‘call out’ section of your menu, a simple three drink menu-insert or a little chalk board that focuses on some seasonal options. In fact, 64% of consumers spontaneously decide to order a cocktail whilst at the bar, according to CGA data, so a chalkboard with a seasonal special can go a long way."
Though social media and marketing are also "fundamental" when looking at seasonality, Booked advised, with three in five cocktail drinkers looking online before ordering to see how their serve will look.
He concluded: "Make sure to integrate some form of additional marketing to support the seasonal serves. If you aren’t telling people about these exciting new options, they might not get noticed. How you choose to tell the customers is up to you, maybe it’s a mailing list with some nice photography, maybe it’s an Instagram story, it might be enough of an incentive to bring them back for another visit.
"Having engaging seasonal menus increases your chance of bringing in new guests, repeat trade from ‘regulars’ and increasing the spend-per-head of the guests already in the venue. Plus, autumn and winter cocktails are growing in popularity."
Cinnamon Roll Fashioned
Equipment:
- Jigger or measure
- Barspoon
- Cubed or block ice
- Rocks glass
- Peeler
Ingredients:
- 10ml MONIN Cinnamon Roll Syrup
- 50ml American whiskey (or alternative)
- 2 Dashes bitters. We like Angostura.
- 1 Orange zest (Discarded)
Garnish:
- Orange zest
- Cinnamon stick
- Dehydrated orange slice
Method:
- Build the ingredients into a mixing glass, add ice to the brim, stir until diluted to your guest’s preference
- Strain into your rocks glass over ice (top with more ice if needed)
- Express the oils from your zest over the glass and discard
- Serve garnished with a cinnamon stick and dehydrated orange slice
To take part in The Morning Advertiser's Drinks Masterclass series please email rebecca.weller@wrbm.com. Check out the previous Drinks Masterclass featuring a mulled cider from Sandford Orchards here.
