Skip to main content

Perception in Bars / of Beverages

This is a somewhat important post, as in hospitality there are very little absolute values.
It is important to know, that perception has always a huge impact in people's assessments and as much as we [from a technical point of view] like to be uninfluenced by it, we just can't be unaffected by perception. The best strategy is, to know about the very own perception and put everything into perspective.

Personally I like to see me [as everybody himself] independent and not manipulated by marketing, the press, by other people. However I do have a weakness for fancy, sophisticated, elaborate and "individual" things [do you remember the quote from "Life of Brian" »...you are all individuals.« - »Yes we are all individuals« - »I'm not!« - it is a bit like that, lol].


To fight your inner demon, who suggest non-objective impression is a constant struggle. But it is important, if you are working in the service industry. Only if you are aware of this demon, you can use it for your [and especially your employers] own advantage.

See... vodka is a prominent example for it. The differences between quality vodkas [from a price bracket between 10 and 30 Euro] is negligible. The big difference makes the projection of the marketer. You can only utilize it, if you know, which marketing is more successful. Brands, which are not successful [or targeted to an audience, which is not frequenting your venue] you won't list - unless this brand is giving you an advantage [marketing money, very good price, special events - and in the best scenario, a combination of all].

Even the sales of Scotch, which is usually sensory very distinctive, is more driven by perception than by pure taste. The rivalry between Chivas Regal 12 years old and Johnnie Walker Black Label is not very logical, if it comes to taste only - both products are very different: Chivas is quite malty and focusses more on Highland and Speyside malts; Black Label however carries its bold character of Islay malts, which makes it pretty peaty/smokey. But most people don't care - because they are hooked up by their perception and by the brands.

You have to understand one thing: Perception even influences your taste - big time!

Another point is, that perception doesn't come only from the marketing from a specific product. It comes from the way you grown up [often people are distancing themselves from brands their parents - but tend to be attracted by their grandparents choices].
Family, friends and other relationships are always influencing us in our choices.

Again - we should try to be open minded, fight our own perception and use the diverse influences to our advantage!

Comments

Popular posts from this blog

How to use citric acid - and why you might not want to use it anyway!

To be honest, I shied away of this topic, because I think, people can misinterpret this - big time.


I don't want to be part of the problem - I want to be part of the solution! But when Chris, over at A Bar Above discussed this subject- I literally could not resist to join into "the discussion".

Here is the video:





I - however take a bit slower approach than Chris.
What is citric acid?
Chemical Compound
Citric acid is a weak organic acid with the formula C6H8O7. It is a natural preservative/conservative and is also used to add an acidic or sour taste to foods and drinks.
Wikipedia Formula: C6H8O7
Molar Mass: 192.124 g/mol
Melting Point: 153C
Density: 1.66 g/cm3
Boiling point: 175C
Soluble in: Water
Why is it controversial?
In my "mixology world" it is controversial, as citric acid is the stuff, which makes the nightmarish sour mix [preferably in powder form] sour. Yeah - citric acid is the main ingredient in one of the most controversial [and in the modern craft bartending wor…

Is Jack Daniel's a Bourbon Whiskey?

So Jack Daniels want to make us believe, that it is not a bourbon - but it meets all standards of a bourbon - only it is better?!

Half of it is true: Jack Daniels meets all qualification points for a bourbon. And yes it is true, that they add one more step - the charcoal mellowing. However this doesn't make it not a bourbon.

Well - point is, that the question is not really adequate. The answers to the rather vague question: "Is Jack Daniels a Bourbon?" is driven by semantics and interpretations.

What you could ask is: Can Jack Daniels rightly be called bourbon?
And the answer is: yes, it can. It meets all points to be even a Straight Bourbon [however please note the differentiation to Kentucky Straight Bourbon - as this is again a regional denomination, which Jack Daniels obviously doesn't meet].
The video is explaining exactly the laws. Before Jack Daniels also stated very proud, that they are sour mash. This was a bit... misleading, as most American Straight Whisk…

Secrets of Darcy - this is the best way to create sugar syrup

I am a "rich syrup guy"... not a "simple syrup guy".
This is, because it is better to be able to control dilution by yourself - not by he setup you have got.

I had also a pretty straight forward method: adding 1 kg sugar into 1/2 liter of cold water and blend until dissolved (be carefully, not to blend too long with a high-performance blender, because it would heat up).

The issue here: it takes some time - because sugar doesn't "like" to dissolve in cold liquid.

A lot of bartenders are adding sugar into hot liquid. This isn't a good idea either: due to hydrolysis the sucrose is converting into fructose and glucose. This makes the sugar thicker and sweeter - but also makes the result less consistent (as you don't meticulously monitor all details (time, temperature, pH, etc.). Further the thickness of the glucose worsen the ability of the syrup to mix in cold liquid (speak a cocktail).

Darcy, of artofdrink.com has a profound chemistry insight a…