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Issue link: http://read.dmtmag.com/i/68609
MARKETING MATTERS By Andrew Freeman beverage marketing as well. Enjoy this cocktail and you will enjoy a glamorous life: we promise. R-E-S-P-E-C-T Classic cocktails automatically connote of classic cocktails in the past few years. Bartenders across the nation, and the world, are bringing back vintage and obscure drinks. Th ey are championing the cocktails of yore, scouring cocktail books from the early 20th earlier) and recreating long-lost drinks. Everything old has become new again as they bring back liquors that had long gone out of production like Crème d'Yvette (hello Aviation!), or Carpano Antica. Harry Denton's Starlight Room at century (or Chez Papa Resto in San Francisco offers carbonated version of The Last Word with: Nitrous Oxide Carbonated St. George Terroir Gin, Luxardo Maraschino Liqueur, Lime Citric Powder and a Green Chartreuse Sorbet. Classic rocks: updating classic cocktails for modern tastes. Reinventing Classic Cocktails T 24 fatale, in satin lounge dress and dew-dropped, red lipstick-stained glass in hand. Regardless of imagery, cocktails evoke an idea, era, place, or attitude. As experts will attest, successful marketers sell an idea of who you will become after you adopt a product, rather than the product itself. Th is rule applies to here's something dashing and debonair about a classic cocktail. Imagine yourself as an international spy in shawl-collared tuxedo, ordering Martinis "shaken, not stirred," and seducing beautiful women; or as the femme | JUNE 2012 the Sir Francis Drake Hotel in San Francisco—one of our clients—illustrates the history of the cocktail movement in their comprehensive menu. Each page is dedicated to a diff erent decade. For instance, the Jerry Th omas years, in the 1860s, are represented by a Pisco Crusta. Joel Tittelbaum, the man behind the new list at Starlight Room uses a Peruvian brandy and off sets it with red lychee tea and lime in place of the more traditional mix of lemon and Cointreau. Eastern Standard Kitchen, in Boston, also a bygone era, a time when men wore Mad Men-style suits, when people were more formal, when the cocktail was the ultimate accessory. A cocktail can imply sophistication. Or not! A Manhattan: classy; a Fuzzy Nipple: not so! Th ere has been a widespread resurgence pays tribute to the classics of diff erent eras, including: "heritage" drinks and "tikisims." One heritage drink called the Jasmine, is in of itself, an updated version of the Prohibition- era Pegu. It combines gin with Campari, Cointreau and lemon for an appealing new rendition of a revival, priced at $10. Cocktails are such a key piece of Heaven's Dog, in San Francisco, that they state "Pre-prohibition cocktails" in their tagline. Th e menu features a regularly rotating roster of drinks, occasionally even stating where the drink was invented. In so doing, they set the mood for the drink to come, whether it be pre-WWII Cuba or Hotel Country in Lima, Peru. www.cheersonline.com