World Glasses [69]Reinventing cocktails on the server
In January 2018, Asia's first draft cocktail bar opened in Taipei. Cocktails are poured from a tap into glasses, just like draft beer. "Yours Sincerely," which opened in Brooklyn, New York in 2016, is known as the pioneer of this genre.
My image of cocktails is a drink ordered from a bartender in an atmospheric bar, crafted one glass at a time. Beer, on the other hand, isn't necessarily consumed in a bar. It's fine at home, in a beer hall, or even in a corner of a park. Can cocktails be enjoyed with the same casual feel as beer, and can people be persuaded to come to a bar specifically for them? That is the challenge of the draft cocktail bar.
The minimalist interior design evokes popular craft beer bars. Inside the barrels, however, lies not beer but 18 cocktails across five categories: Fizzes, Punches, Cobras, Original Cocktails, and Non-Alcoholic. They insist on homemade soda water. Pouring directly from the server preserves freshness, reduces quality variation, and allows for speedy order fulfillment.
Offering lower prices than before is another strength. Eliminating the need to stock a wide variety of spirits reduces inventory costs. Cocktails that would cost NT$400 (about ¥1,500) at a traditional bar can be enjoyed for less than half that price, at NT$150-200 (about ¥550-750). The menu was designed by a contest-winning bartender. It's no surprise this spot was instantly embraced and loved by Taipei's youth.
The adoption of servers enabled differentiation in concept, speed, and price. An effort to increase the number of people visiting bars specifically to enjoy cocktails is beginning in this city. Incidentally, I'm currently hooked on No. 4, the Fancy Gin Cocktail. It's a drink where you taste jasmine tea and feel the sweetness of sherry. I like its elegance and fine texture.
Can Draft Cocktail Bar become a trend that even beer lovers will visit? I'm watching closely, glass in hand.
(Photos courtesy of Taipei Draft Land, both images)
(Supervised by: Dentsu Inc. Global Business Center)
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Sean Tsai
Dentsu Inc. Taiwan
Born in Kaohsiung, Taiwan, in 1992. Majored in Digital Animation Art in college. Entering the advertising industry felt like destiny. Joined the company right after graduation. As an art-based creative, handled various clients. Collaborated with Malaysian and Taiwanese film industry masters on a web film for single malt whiskey. In 2017, at age 25, he won a Bronze Lion at Cannes Lions. His motto is "Simplicity is greatness." He strives to embody this principle in his daily creative work.
