A new Voice for the German Bar Culture?
© Eamon Duffy
Bar ohne Namen
Entschlossen verweigert sich Savage, der Bar einen Namen zu geben. Stattdessen sind drei klassische Design-Symbole das Logo der Trinkstätte in Dalston: ein gelbes Quadrat, ein rotes Viereck, ein blauer Kreis. Am meisten wurmt den sympathischen Franzosen dabei, dass es kein Gelbes-Dreieck-Emoji gibt. Das erschwert auf komische Weise die Kommunikation. Der Instagram Account lautet: a_bar_with_shapes-for_a_name und anderenorts tauchen die Begriffe ‘Savage Bar’ oder eben ‚Bauhaus Bar‘ auf.
Für den BCB bringt Savage nun sein Barkonzept mit und mixt für uns mit Unterstützung von Russian Standard Vodka an der perfekten Bar dazu.
In the German hospitality and beverage world various organisations represent the interests of industry players vis-à-vis policymakers and other stakeholders – such as the ‘Deutscher Hotel- und Gaststättenverband’ (German Hotel and Restaurant Association DEHOGA) or the ‘Bundesverband der deutschen Spirituosenindustrie und -importeure (BSI)’ (Federal Association of the German Spirits Industry and Importers). Now joining their number is a new player: ‘Initiative Cocktail.Kultur.Gesellschaft.’ (Initiative Cocktail.Culture.Society., CKG).
What does the Initiative wish to advocate, who is behind it and who can join in: 7 questions, 7 answers.
1. When was CKG launched?
The Initiative was launched in early 2023. Founding members include the spirits manufacturers and competitors Bacardi, Beam Suntory, Brown-Forman, Campari, Diageo and Pernod Ricard.
Supporters joining the Initiative so far include Deutsche Barkeeper-Union (DBU), the bar operations of Galander Berlin, the wine-growing estate Diehl (producer of ‘Drop’, to name but one brand), Grothe Spirituosen (producers of ‘SpreeGin’ and ‘Pijökel’ amongst others) as well as Deutsche Spirituosen Manufaktur GmbH (DSM).
2. Why was CKG initiated?
The ‘Initiative Cocktail.Kultur.Gesellschaft.’ was launched to beat the public relations drum for cocktail culture in Germany. In the wake of the “drink less but better” trend, organisers now wish to better serve consumer demand for information about products; the original statement of the organising agency MSL (more on this in Item 7) reads “taking communication on the products and people in this industry to a whole new, contemporary level.” Especially after the pandemic and its impact on the economy as a whole and the food service industry in particular, the agency believes the sector now needs to be understood as a supply chain with stages building upon each other and an area that deserves more attention.
© Eamon Duffy
3. Who can take part?
The platform is open to all players who reflect diverse cocktail culture in Germany and actively promote the responsible consumption of alcoholic beverages. Since the Initiative aims to map the entire value chain – from harvesting the ingredients to serving the cocktails – not only producers and manufacturers but also hospitality businesses are invited to sign up to this cause. Fees or contributions are currently not being charged since the aim is to involve as many players as possible.
4. What is the relationship between CKG and other initiatives and/or associations?
‘Cocktail.Kultur.Gesellschaft’ does not consider itself an association, nor an alternative and/or competitor to existing actors such as the spirits association BSI, for example. Instead, the Initiative views itself as a casual club aiming to act alongside rather than instead of other associations.
5. What does the CKG aim to do?
CKG aims to prompt active dialogue along the cocktail value chain, from the production of ingredients to preparation and (responsible) consumption while promoting an awareness of – to quote MSL – “a dynamic, creative and growing industry” behind the local cocktail culture that provides employment for many people, ranging from the producers and their employees to bar operators and their co-workers.
We asked Berlin bar operator Dominik Galander, founding member of the Initiative, for a statement.
“Especially during Covid times but actually also before that, the food service industry in general, and the drink service industry in particular, never had a lobby. This is why I think it’s great when players big and small in the spirits industry join forces to create a platform giving all stages of the value chain a voice. I find it very charming to use cocktails as the central element for spirits production and trade, nightlife, culture and society. It’s high time we realised how important the night-time hospitality industry is for the cultural development of urban life. In the same the way that clubs are often labelled generators of culture, bars should enjoy the same privilege. I think the Initiative can ease communication with political spheres raising awareness about our industry and its contribution to society.”
© Eamon Duffy
6. Which activities have been planned?
The Initiative kicked off in Berlin in mid-June with a ‘Parliamentary Cocktail Evening’ (see photos). This event was attended by some 140 figures from political spheres, media and the beverage and bar sectors. Nils Wrage (editor-in-chief of Mixology) and the Münster-based gastronome and bartender Marie Rausch (‘Robin’) addressed current topics and developments in the industry in the presence of this professional audience. On account of the nothing but positive feedback received after the kick-off event, organisers say they are now planning further events and activities to increase visibility, promote the industry’s interests and reach out to important stakeholders.
7. Who organises the Initiative?
The ‘Cocktail.Kultur.Gesellschaft’ listed in the Lobby Register of the German parliament is managed by MSLGROUP Germany GmbH. Specialised in communication consulting, this Agency runs branches in Berlin, Hamburg, Munich and Frankfurt, employing over 120 staff. MSL operates in over 40 countries worldwide. Their services include brand and corporate communication, social media and influencer marketing as well as public affairs – including lobbying – and crisis communication. The campaign office is located in Berlin.
Read more at:
www.cocktail-kultur.de
