he artistry of the cocktail and all that it entails is huge, according to Brian Crawford, director of event management at Renaissance Orlando Resort at SeaWorld.

“Everything from glassware to garnish is of the utmost importance,” says Crawford. Because of this cocktail fascination, Marriott developed, with the help of über mixologist Dale DeGroff, the BarArts: Liquid, Classic to Cool program, which hinges on using fresh-squeezed juices in its core cocktail recipes. The program also represents a redesign of the bar itself: eliminate clutter, display fresh fruit and garnish, showcase premium liquor, and add juicers, even to banquet bars. The initiative will take time to roll out to all Marriott properties, but Crawford is already taking BarArts to heart.

“We’re using fresh juices at most of our events, and it’s great because we’re seeing many requests for the interactive bar experience. For big events, we prepare the fresh juice ahead of time, but when there are little lags in the bar lines, our bartenders juice some lemons and limes so people can see that what they’re getting is fresh,” says Crawford. Mojito bars are still all the rage for events, but when clients ask for something a little different, Crawford says the increasingly popular Leblon Brazilian rum (a fruity blend of Cachaça) can put a twist on standard cocktail creations like Mojitos, Margaritas, and Cosmopolitans.

“More and more people ask for these specialty bars in addition to the open bar. We recently planned an event featuring a Pommery Pop bar. These are tiny (187 milliliter) bottles of pink (Rosé) and blue (Brut) Champagne that come with their own straws attached. A little pricey, but they were definitely a hit.”

Presentation is an important aspect of cocktail culture, and with cocktails, presentation starts with glassware.

“We’ve updated our glassware because it makes such a difference to the guest. We find people would rather drink wine out of an elegant, large-globed glass than from a standard-sized one. And cocktails are served in tall highball glasses instead of the short old-fashioned kind.”

A sleek minimalist bar is part of the presentation package, too, as are the liquor bottles themselves. “At a recent event, we built a 16-foot-high and 42-foot-wide bar dedicated to vodka. We set up a white drape behind glass shelving showcasing the bottles (Grey Goose, Ketel One, Absolut, and Level) and then backlit the drapes and bottles with a blue light. We also had specialty wine and Mojito/Leblon stations, but that enormous vodka bar stole the show.”

The BarArts message seems clear enough: Get rid of everything on the bar and replace it with fresh fruit and juices, cutting-edge glassware, and premium liquor bottles, and guests will hear, “Drink me.”

Ashley Brown Allen is a frequent contributor to HOTEL F&B