One key factor in the future success of your bar is creating a cocktail list that sells. In other words, patrons should be doing more than just scanning your list of possible cocktails, and then ordering the same classic drink that they’ve always ordered. Instead, people who stop by your bar for a drink should view your new cocktail creations as one of the key reasons why they are spending time at your establishment – and not at the establishment next door. With that in mind, here are several tips for creating a successful cocktail list.

#1: Understand the preferences and behaviours of your clientele

There are two ways of thinking about a cocktail list – as original inventions that you are trying to foist on your patrons, or as new, unique ideas that are bubbling up to the surface as the result of listening to your regular customers. Any guesses which approach is more effective at creating a cocktail list that sells?

For that reason, it might be useful at the outset to figure out what your core clientele is actually drinking, and what types of new spirits they might be open to trying. For example, if your customer is an older Baby Boomer who prefers a gin-and-tonic or martini, then you might have a hard time trying to sell him or her a cocktail made with an exotic spirit. But you might get new ideas about new gin that you could add to the cocktail. At many awards competitions for top spirits, you can get some great ideas for innovative gins that come from up-and-coming regions.

#2: Make popular ingredients the cornerstone of your cocktails

When it comes to creating a new exotic cocktail, you have two basic choices. On one hand, you could use a base alcohol like vodka or tequila that everyone is familiar with, and then add in exotic or seasonal ingredients to help you stand out. On the other hand, you could opt for an exotic alcohol that may not be as familiar, but complement it with popular and well-known ingredients, such as cucumber, vanilla or lemon.

As noted above, customers might not share your same spirit of adventurism. After all, if they are spending $10 to $20 for a cocktail, they probably have much higher risk intolerance in terms of experimenting with innovative cocktails. So one way to get them to try a spectacular new creation is by using spirits that they recognize.

#3: Look for ways to involve brands in your cocktail creations

If you decide to opt for a more exotic (and hence, pricier) spirit, that’s when you can start to get some serious brand support behind your new cocktail menu item. There are several different ways to get brands involved. One simple way is getting them to organize a day of staff training – teaching them how to make certain types of cocktails and educating them about the product.

But even better is when brands can offer advertising, PR and marketing support. For example, they might be able to offer branded materials for the bar or to provide marketing assets for your new marketing campaign. If you are actively promoting a particular spirit at your bar and can show evidence that you are having success, many brands will be willing to put their financial and marketing muscle behind the product as well.

#4: Encourage your bartenders and wait staff to make product suggestions

Getting feedback from your bartenders is about more than just making them feel special, it’s also about establishing a direct line between you and your customers. If bartenders are constantly getting requests for “spicy tequila” drinks, for example, you can bet that those bartenders will soon suggest that you add a spicy tequila drink to your cocktail list.

#5: Keep a close eye on costs

In the best of all possible worlds, your most popular drink would also be your most profitable drink. That makes sense, right? Every time a customer orders that drink, you should know that you are guaranteed a profit. That’s why bars and restaurants put so much time and effort into creating a winning cocktail list. It’s not just about creating cocktails that taste good – it’s also about creating cocktails with high-margin ingredients that are relatively easy and affordable to make.

#6: Understand the limitations of your business

Of course, in creating a cocktail list that sells, you also need to understand the skill set and experience of your staff, as well as the physical limitations of your restaurant. If you don’t have room to store certain types of glassware, for example, then you shouldn’t be creating a cocktail that requires an exotic form of glassware.

And if your bartenders are all relatively new to the game, you might want to limit your creative cocktails to those that can be prepared in 5 minutes or less. In the restaurant industry, that’s the average amount of time that a customer expects to wait for a cocktail to arrive at a table.

#7: Tap into new trends

There is a difference between a “trendy” cocktail and a cocktail that is “on-trend.” Trendy cocktails come and go, and may have nothing to do with your own creative, inventive spirits. “On-trend” cocktails, however, are different because they can tie into the overall marketing and branding of your bar. For example, take the whole trend of eco-friendly bars and eco-friendly cocktails. Some bars – such as the White Lyan in the UK – are taking steps to make themselves environmentally friendly. The White Lyan, for example, has a “no ice” policy and has completely eliminated plastic straws. Moreover, they have completely re-thought the ingredients needed for any drink (citrus fruits are no longer use), based on the carbon footprints of those ingredients.

Your cocktail list, if executed correctly, will be good for your bottom line. When customers open up the list, they will immediately see cocktails that appeal to them, and they will be ready to order. And, since you have ensured from the outset that all of your cocktails are margin-friendly, you will know that you are making money on every single cocktail that you sell.