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.