The Next Web: How Social Media is Powering The 2nd Golden Age of Cocktails

From The Next Web:

Just like the slow food movement of the past decade made us aware of what we put into our bodies, bartenders across the United States are championing a “slow cocktail” movement to bring America back to pre-Prohibition times when making cocktails was an art form.

Author, comedian and whisky fan, Baratunde Thurston (pictured right) has recently finished up a nation-wide promotion called The Black Grouse Distinctive Bartender Tour, interviewing the most innovative bartenders in the industry, to find out not only what makes a great cocktail, but how technology and social media affect a profession where personal connections play a large role in achieving success.

As he traveled from New York to Chicago to Los Angeles and Miami, his knowledge of the industry and respect for the bartenders expanded along the way. “At home in New York, I’ve got my favorite bartenders but I never thought about what they do so deeply. When your with a professional, their craft is all they talk about,” he says.

One of the bartenders on the tour, Andres Aleman (pictured below), has been a bartender for 10 years, serving up cocktails in San Francisco, NYC, Miami Beach and now Tampa, Florida. He uses his Tumblr as a teaser to draw more traffic to his blog Shake and Strain, where he posts cocktail making how-to videos like “The Kiucubmer Cocktail.” He uses Twitter the way a DJ would, letting followers know which bar he’ll be at that night. He also creates incentives for his followers by offering them discounts if they retweet or share events he’s throwing.

“On a slow Monday night, I’ll encourage my followers to come into the bar and check-in on Foursquare in exchange for a 20% discount on their check. It’s worth it because if 20 people come in specifically for my event and put that status update out there, it’s amplifying the event potentially hundreds of times over.”


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