Not so long ago, food and beverage served at an event was considered a secondary part of the experience — a mere afterthought. Now, because of things like cooking shows and a growing hobby interest around food and beverage, your attendees are savvy about what's being served at events, and you're going to be rated and judged on what you put out there. How you curate your bar is an important component of any program, and it's important that you approach its planning with as much interest and detail as you would put into a menu.
Lock, Stock, and BarrelWhen you're planning a bar menu, you can take one of three general approaches. At the most basic level, you can offer beer and wine only. This would likely include several domestic and imported offerings for beer such as Michelob, Budweiser, Stella, Heineken, and Corona. On the wine side, you should offer a couple varieties of red and white. During the warmer months, consider adding a rosé to your menu.
A full bar is the next level. In addition to the beer and wine, this option would offer basic liquors for simple cocktails, like gin and tonics. Depending on your event's needs, these two options can be just fine.
Raising the BarIf you want to make your bar part of the overall event experience, curate your offerings to maximize impact. Think about going hyperlocal and offering surprising cocktail selections that your attendees wouldn't usually whip up from ingredients that are in their own liquor cabinet.
Consider your location. Is there a signature drink that the area is known for? For example, if you're hosting an event in Lexington, KY, try offering a mint julep and some local bourbons. If you're in New Orleans, serve a hurricane in its signature glass. Or a fun blender drink might make sense if you're in a tropical location. (Just be aware that blenders are loud and can take away from your event's ambiance.)
Microbrews are still trending, so instead of offering the basic selection of macro brews, dig a little deeper. I love to find craft brewers that offer unique beers that cannot be found outside the area. If you find a small local brewery, ask whether the brewer will come to your event to talk with your guests about their IPAs and lagers. Not everyone is going to be a big craft-beer drinker, but those who are will love the chance to engage with the maker. Even better, I've found that a lot of small brewers are often willing to come talk about their craft for free.
On the vino side, organic wines are all the rage. They tend to be a bit more expensive than traditional wines, but fun for your guests to try. Elevate that experience by having a sommelier on hand who can speak about the wines being presented. And again, location matters. Washington, California, and Mexico are putting out some fantastic wines, so if your event is in the area, take advantage of the local flavor. But the truth is that interesting wines are being produced just about everywhere, much like microbrews. If you want to save a little bit of money on the more local offerings, consider offering flights and tastings, which tend to be a lot less expensive — and a lot more memorable — than offering a full open bar.
VIP TreatmentBe sure that you cater to your most important guests — including your bosses. If you're not experienced at ordering bar service, it's important to understand what level of spirits you're serving. Your basic bar package will have “call” brands, which are less expensive liquors. And then usually there's a premium offering, which is going to have more expensive spirits and give you a wider selection.
However, it's important to show your top clients and executives that you are going the extra mile for them. Find out their spirit of choice and have a couple bottles on hand just for them. If you don't know what their favorites are, try asking their executive assistants for ideas because they tend to know those details. You might find out that one important client loves Dr. Pepper. If you have that favorite drink on hand, your attention to detail will not go unnoticed.
Line ManagementNothing kills a mood faster than being forced to wait in line for 30 minutes to get a drink. In addition to knowing what to serve, know how many serving stations to have. I've found that having one bar per 50 guests is about the ideal level of service. If you're on a tighter budget and you don't think your guests will mind waiting a little longer in line, then you can make do with one bar per 100 guests. I don't recommend choosing a lower level of service than that.
Serve Responsibly
Organizations are becoming more aware of their responsibility regarding how their guests are served, and that's something you'll want to be aware of before you start serving. Many events no longer serve shots and opt instead for only mixed drinks in order to slow down how much people consume. And it's important to empower bartenders to refuse to serve intoxicated people.
Remember, your event is probably a lot more about networking and less about having to babysit a bunch of intoxicated attendees. This is another reason why I love hosting tastings at events. Doing so sends the message that the event is about socializing and meeting new contacts and not about heavy drinking and partying.
Sober DecisionsMany people choose not to drink for a variety of reasons. For example, there's a growing group of young people who abstain for health reasons. Be sure to offer nonalcoholic options for those guests, and I recommend doing more for them than offering three types of soda. You might be surprised by how many microbreweries are making nonalcoholic beverages.
And if you're featuring signature cocktails, consider crafting a couple of signature mocktails. The recipes don't have to be overly complicated — fruit juices with some sparkling water often do the trick. Or make a pretty blueberry lemonade from fresh blueberries. There are lots of creative ways to make tasty and attractive virgin cocktails. (And they're usually a lot less expensive to serve than drinks with alcohol.) Serve the nonalcoholic drinks in the same glassware as the alcoholic drinks so they blend in and nondrinkers can avoid the dreaded question: “Why aren't you drinking?” The answer is often personal and many would prefer to avoid it.
And you're not limited to alcohol when planning a bar menu. You might come up with an interesting twist on a bar theme. In my career, I've seen some wildly fun coffee bars with a variety of toppings and flavors to mix in, such as vanilla, hazelnut and chocolate. These are always a hit among busy professionals.
The bottom line is if you're in charge of the bar for your event, don't settle for a blasé drink experience. There are plenty of creative and simple methods to transform an often-overlooked aspect of an event into a key part of an unforgettable experience. And you'll also have your boss raising a glass to you. Cheers!
