Burger & Lobster takes on stereotypes with colourless cocktail menu



18 November 2019

London restaurant group Burger & Lobster has launched a five-strong colourless cocktail range, as it looks to tackle marketing stereotypes associated with famous drinks.

The ‘Mixed-ology’ line up sees five ‘traditional’ cocktails - including the Negroni and the Cosmopolitan - transformed into neutral, nameless drinks.

The drinks were created by mixologist Eduard Balan and head of bar at Burger & Lobster, George Pugsley. Ingredients include grape and elderflower cordial, kombucha and a peach aperitif liqueur.

The move forms part of a social experiment in which Burger & Lobster examined customer behaviour and choice when selecting a cocktail. ‘31% of male customers were put off choosing a particular cocktail such as a Cosmopolitan or Piña Colada because the name was too "feminine",’ the company said. ‘Whilst 11% female customers were too embarrassed to order drinks considered more "masculine" such as a Negroni or an Old Fashioned.’

In the Soho restaurant, the five colourless cocktails were listed by number, leaving the emphasis on ingredients instead of a cocktail name. No.1 was the most popular drink, the restaurant group said. However in the Bread Street restaurant, customers were presented with a traditional list: White Cosmopolitan, Mojito Twist, Margarita Twist, White Negroni & Piña Colada Twist.

‘Only 5% of men and women chose the White Negroni in Bread Street, whilst four times more men and women chose the exact same drink in the Soho restaurant when the name wasn’t known,’ the company said.

Burger & Lobster is looking to roll out the Soho Mixed-ology menu across its London restaurants throughout 2020.

Related content

News |  Spirits & Cocktails

New cocktail menus 2019: ‘Passport’ menu at refurbed St James Bar takes off with serious style

Ryan Chetiyawardana and team have created Golden Levain, Peach Emoji, Vegan Honey and Tea-mooth.

News |  Spirits & Cocktails

The Ivy launches cocktail menu to mark centenary

To celebrate being 100 years young, The Ivy has launched a cocktail menu in the form of a programme for a 1920s playlet.The menu, in five parts, theat

News |  Spirits & Cocktails

Nine Lives launches sustainability-focused cocktail menu

London Bridge bar Nine Lives has launched a cocktail menu, continuing the venue's exploration into sustainability.With an ethos based on reduced waste

News |  Spirits & Cocktails

Sexy Fish launches new 'cocktail cookbook' menu

We're deep into a season of new cocktail menu launches now, and Sexy Fish has unveiled a humdinger that allows guests to not only recreate the drinks