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Modern Luxury: The View from the Bar

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Seminar at the Tales of the Cocktail festival 19 July 2018, powered by Beluga Vodka.
As long as we have had the word "cocktail", it has meant "luxury" - but what does "luxury" even mean nowadays? Join that modern-day Jay Gatsby, Philip Duff, for an examination of what luxury means in 2018 and how it has evolved, from royalty to craftsmanship to Veblen goods to modern-day experiential luxury, which often comes in the form of a reservation at an exclusive bar - or in a cocktail glass. Philip is joined by award-winning bartender Tom Lasher-Walker (New York, and formerly of The American Bar at the five-star Savoy Hotel in London, World’s 50 Best Bars #1 2017), Meaghan Levy (beverage manager at the five-star Pierre Hotel, New York), and mystery guest, "X", (a publicity-shy high-net-worth individual from New Orleans who loves a good cocktail and has some great stories to tell from the customer side of the luxury bar). What IS a luxury product? Where do they come from? Who's the real target market? What does "affordable luxury" mean? Who's this Veblen guy? You'll leave with a new understanding of what luxury is in 2018 and how you can apply it to your bar to better serve ALL your guests, whether its with PBR or in the PDR, whether dive bar or five-star, daily service or special-occasion. Bonus: All attendees will enjoy, among other goodies, sponsor Beluga Vodka's luxury Gold Line vodka together with caviar – but not how you might expect it

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Modern Luxury: The View from the Bar

  1. 1. A s 1. state of great comfort or elegance, especially when involving great expense. ‘he lived a life of luxury” 2 An inessential, desirable item which is expensive or difficult to obtain. “luxuries like chocolate, perfume, and champagne” 3. A pleasure obtained only rarely. “they actually had the luxury of a whole day together”
  2. 2. Value vs. Things Being vs. Having
  3. 3. What is Luxury?
  4. 4. What is Luxury? A balance between consistency and bespoke
  5. 5. Consistency • Every guest gets amazing service • The standards are maintained • One of the easiest things to think you are maintaining ……… • Is one of the hardest things to actually maintain
  6. 6. Consistency …is one of the hardest things to actually maintain.
  7. 7. Consistency • Every guest gets amazing service • The standards are maintained • One of the easiest things to think you are maintaining • One of the hardest things to actually maintain
  8. 8. Consistency Bespoke • Every guest gets amazing service • The standards are maintained • One of the easiest things to think you are maintaining • One of the hardest things to actually maintain • Each interaction makes you feel like you are the only person in the world • Be attentive and in tune so you are able to pick up on clues to tailor the experience to make it a special one of a kind experience
  9. 9. Classic Versus Kitsch: What does the rise in previously perceived kitsch cocktails mean? How are we redefining previously perceived cocktails
  10. 10. Classic Versus Kitsch: What does the rise in previously perceived kitsch cocktails mean? How are we redefining previously perceived cocktails • Care and thought are going into previously thrown- away ingredients or completely changed for a high-end luxury ingredient
  11. 11. Classic Versus Kitsch: What does the rise in previously perceived kitsch cocktails mean? How are we redefining previously perceived cocktails • People expect to be wowed by unusual ingredients in unusual ways
  12. 12. Classic Versus Kitsch: What does the rise in previously perceived kitsch cocktails mean? How are we redefining previously perceived cocktails • A classic cocktail, especially a previously overlooked one, provides the canvas to create a unexpected and unique way of offering a guest unexpected luxury
  13. 13. Creating connections to the past to current trends Tiki Amaros Prohibition Forgotten Cocktails Low ABV Three ingredient
  14. 14. How How has the access to so much information changed the dialogue between the guest and the hospitality industry ?
  15. 15. How How has the access to so much information changed the dialogue between the guest and the hospitality industry ? • Guests are more informed than ever before
  16. 16. How How has the access to so much information changed the dialogue between the guest and the hospitality industry ? • Everyone thinks they are an expert. There is so much access to information some people are more ready to be led into trying something unique
  17. 17. How How has the access to so much information changed the dialogue between the guest and the hospitality industry ? • People are also more brand loyal than before
  18. 18. How How has the access to so much information changed the dialogue between the guest and the hospitality industry ? • The access to information is sometimes misconceived as knowledge and people are less likely to be led
  19. 19. How How has the access to so much information changed the dialogue between the guest and the hospitality industry ? • Finding ways of introducing people to new and unique finds is a cornerstone of luxury
  20. 20. • Brands : line extensions
  21. 21. • Brands themselves have more products within them • The bar for impressing a guest is higher than it has ever been before
  22. 22. • Guests want something they’ve never had before, in a setting they have never been in before
  23. 23. How to design experiences that are both exclusive and social media ready
  24. 24. How to design experiences that are both exclusive and social media ready • Balance, everyone wants to go the party that nobody can get into
  25. 25. How to design experiences that are both exclusive and social media ready • You want to stay exclusive but not exclude
  26. 26. How to design experiences that are both exclusive and social media ready • Social Media has become the • storefront for our business.
  27. 27. How to design experiences that are both exclusive and social media ready • It is important to stay aware of your impact but not make your impact about it
  28. 28. Things are now not only defined by how they taste but how they will translate on Social Media • See related image
  29. 29. Classic Luxury and the modern world
  30. 30. Classic Luxury and the modern world • People are looking for “unique”
  31. 31. Classic Luxury and the modern world • People are looking for “unique” • They want to slow down and savor the moment
  32. 32. Classic Luxury and the modern world • It needs to be conversational and able to translate over social media
  33. 33. Why luxury matters
  34. 34. Why luxury matters • We are a part of peoples lives, from the everyday to the special moments.
  35. 35. Why luxury matters • Being able to elevate something as simple as eating and drinking to a experience that sometimes people will carry with them the rest of their lives
  36. 36. Why luxury matters• Luxury isn’t about the most expensive thing, it’s about creating a atmosphere for someone to experience something of care and quality that will touch them in a way that is not average
  37. 37. 1½oz. / 45ml caviar distillate (Beluga Noble rotovap-redistilled with caviar) ⅔oz. / 20ml dill-infused vermouth (Noilly Prat) 1 barspoon acorn liqueur (Licor de Bellota, Destilerias Espronceda) ½oz. / 15ml fresh lemon juice ⅓oz. / 10ml white chocolate syrup Garnish: ½ barspoon caviar White chocolate chip Dill

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