WHO'S PICKING UP THIS TAB?

As F&B outlets take a cold hard look at their beverage business, mixologists and sommeliers will have to multi-task to retain their roles

- VINITA BHATIA

Till a few years ago, mixologists played a significant role in helping F&B outlets in hotels increase the sales of beverages by creating unique cocktails or mocktails. This, in turn, increased guest loyalty.

But has 2020 laid that distinction to rest? After all, when people travel now, they want distinctive experiences. Do signature beverages factor in this revamped list?

Kshitij Goel, Beverage Ambassador at W Goa would like to think so. According to him the trend is still prevalent, and will continue to be for a long time. After all, signature cocktails, he pointed out, are what differentiate one F&B outlet from the next.

“An increasing number of Indian households now have a bar setup at home. People go out to have a good time, to sip on a delicious drink and relax. They want to ideally experience something new that they cannot make at home. Hence, they trust mixologists with their beverages just like they trust chefs with their food,” he emphasises.

PRUNING THE LIST

A Zomato report in August 2020 stated that nearly 10% dine-out restaurants across India had shut down while 30% which were not operating due to COVID-19 were unlikely to reopen even after the pandemic ends. Nearly 60% restaurateurs surveyed in the report estimated they would retain less than half of their original business volumes for a few months post- COVID-19.

Against such a dismal backdrop, F&B outlets have been taking a close and hard look at areas where they can cut costs. And one of them has been pruning their beverage list to make it more profitable. Several even deduce that guests, too, might be unwilling to pay more for signature drinks.

Goel admitted that there is a trend where the beverage lists are becoming more limited. However, this is due to exclusivity rather than profitability.