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Published: 14 Jun 2018

Cocktails Evoke Shared Memories

Artisan Bar

The Artisan Bar at London's Langham Hotel has tapped into the increasing consumer desire for emotional connection by launching a crowdsourced cocktail menu that evokes memories of life's milestones.

The bar asked 500 people what flavours they associated with particular events such as birthdays, moving out of their parents' house and retiring, as well as more abstract concepts such as falling in love, reflecting, and discovering who you are. The resulting 17-drink Artesian Moments menu includes First Bike Ride (gin, citrus, gangnam tops, lavender and iron sorbet), Going Travelling (rum, papaya, noni, cardamom and monoi) and Retirement (Grey Goose vodka, melon, geranium and absinthe blanche).

Artisan's head bartender Alex Kratena said: "Our wish with Artesian Moments is to create a deeply personal menu for our guests; one that can be enjoyed collectively, but still inspire an individual memory. It was our customers' experiences and memories that helped create these drinks. You could say they were there all along – we just had to ask."

This is a great example of how alcohol brands and hospitality providers can reach consumers on a deeper level – particularly millennials and Gen Zers, who are drinking less and are looking beyond the buzz when they do decide to imbibe. See Alcohol's Healthy Future and Marketing Alcohol to Millennials for more on how alcohol brands are targeting this health-conscious and experience-hungry demographic.

See also Vodka Brand Launches Clean Air Bar, 360 Sports Nutrition and Mood-Boosting Cocktails. For a wider industry perspective on how nostalgia, memory and connection can play into your marketing and branding strategy, see Retro Reboot.