Low Octane Libations: “cocktails are balanced libations that bring people together to celebrate life.”

Image

From left to right: Amanda Boccato, Greg Best, Joaquin Simo, Kirk Estopinal

This good-lookin’ crew was my panel from Tales of the Cocktail. We had assembled to talk about “Low Octane Libations” — and although I’ve long been a fan of lower-alcohol cocktails, there’s nothing like hearing the gospel straight from the bartenders. In retrospect, I think this topic hit a sweet spot, sandwiched among seminars and tasting events that focused on vermouth, sherry and other lower alcohol options, and I’ve been tickled to see post-Tales roundups listing “lower alcohol” as a trend in the making.

Although I was preoccupied with moderating the panel, I did manage to scribble down some insightful comments from the panelists. Highlights included:

  • Amanda Boccato, brand ambassador from Lillet, noted that “historical cocktails can be reinvented using lower proof spirits as the base, such as a Lillet Julep.” Unprompted, later on in the session Joaquin Simo of Pouring Ribbons noted that he had tried out a Lillet Julep spiked with Green Chartreuse. “It was so good,” he said.
  • This comment, from Greg Best of Holeman and Finch:  “As stewards of cocktail culture, we’re obligated to define cocktail culture endlessly. No one ever said it has to be boozy with bitters – there’s no rule.” Then he paused to define what cocktails are: “Balanced libations that bring people together to celebrate life.” The audience applauded!
  • Joaquin Simo on the rising phenomenon of Bartender’s Choice cocktails: “It’s an opportunity to bring out that coffee-infused vermouth – not Red Stag. If [guests] are giving you that much latitude, let’s not abuse it.”
  • Kirk Estopinal’s Pineau de Charentes Cobbler. All the cocktails were top-notch (and props to our Cocktail Apprentice leader, Christopher George and his team for making that so), but I especially loved how he defined the garnish:  as “good snacks on top.” His cobbler was topped with a quarter-wheel of lemon,  sprinkled with bitters and then sugar. How to get more guests at bars drinking cobblers? Here’s Simo’s idea: “Tell them the Cobbler was the Cosmo of the 1800s.”
Here’s the drink recipe:
Pineau de Charentes Cobbler  (Kirk Estopinal, Bellocq)
1 1/2 oz Ferrand Pineau de Charentes
1/2 oz lemon juice
1/2 oz simple syrup (1:1)
¾ oz Calvados or Cognac
Boston Bitters-coated lemon pieces, for garnish
Powdered sugar, for garnish
Add all (except garnishes) to a tin and shake hard with big ice. Strain over crushed ice and top with garnish.

4 tips on cocktail book publishing – MCC recap

At the recent Manhattan Cocktail Classic, I organized and moderated a seminar, “Is There a Book Idea on Your Cocktail Menu?” As an author (and now, a hired gun for book proposals and book co-writing), this is a topic close to my heart.

My seminar was part of the “Industry Invitational,” meaning the room was packed with those in the trade. And I do mean the room was PACKED — I suspect that had a lot do do with the all-star panel, which included Jim Meehan of PDT and the PDT Cocktail Book, and Brad Thomas Parsons, author of Bitters — both fresh off of their respective James Beard wins! — Maks Pazuniak and Kirk Estopinal, bartenders and authors, and Hang Time publisher Lori Narlock.

A few key takeaways from the panel:

1. Be prepared to write a lengthy book proposal.  This is the document you need to sell a book to a traditional publishing house — it outlines the scope of the book. Jim’s proposal ran about 20 pages (that’s about the same length my proposals tend to run for cookbook projects too). Meanwhile, Brad created a detailed book proposal that was 60 pages long. 

Lori Narlock explained why the proposal is key:  “That’s your blueprint,” she said. And from an publisher’s standpoint, “if you can’t write a proposal, you can’t write a book. You need to commit.”

2. Your agent is not your mom. Apparently some people get that confused.

3. Options exist outside of traditional publishing houses. For example, Maks and Kirk, who describe their Beta Cocktails book as “a punk rock complilation album,” went the self-publishing route. It took a $3,000 investment to get it done, but I’ve seen that lovely little volume sell out every time I go to Tales of the Cocktail, so I’ll assume they’ve recouped the expense (or are darn close). And even inside publishing houses, the “book” format has become fluid.  I love what Lori has started: innovative mini “e-books” of 10 cocktail recipes each, as she ramps up Hang Time’s full-length book offerings.

4. Your publisher won’t sell the book — you have to do it!  What I found most interesting here was how other people promote their books. For bartenders (Jim, Maks, Kirk), having the platform of the bar seems to be effective. Jim is also a proponent of using video to show how drinks are made and to build excitement. However…while social media has proven to be an effective tool for Brad for keeping Bitters in the conversation, Jim is emphatically — I might say gleefully!– not on either Facebook or Twitter.

Come to my seminar at the Manhattan Cocktail Classic!

Is there a book idea on your cocktail menu? If you’re a bartender or cocktail enthusiast considering writing a book, come hear an all-star panel of authors and publishers share their secrets about the book biz, and how they got their cocktail books written and published.

I’m really excited about this panel – as an author, this is a subject close to my heart. Hope to see you there!

Where: The Manhattan Cocktail Classic - Industry Invitational. At the Andaz Hotel (485 Fifth Ave., Second Floor, Liquor.com room – Studio 1BC).

When: Saturday, May 12, from 4:30 to 5:30 pm.

Who:  I’ll be moderating the panel, which includes Jim Meehan, managing partner of PDT and author of The PDT Cocktail Book; Lori Narlock,  publisher, Hang Time Press; Brad Thomas Parsons, author, Bitters: A Spirited History of a Classic Cure-All; and Maks Pazuniak & Kirk Estopinal, co-authors/publishers of Beta Cocktails.

What: The cocktail book landscape is changing – fast! Will this be YOUR year to publish a cocktail book and kick your career up to the next level?

Two of 2011’s strongest sellers were Bitters (which went into its second publishing run just one month after it came out) and PDT’s acclaimed new cocktail book. But in addition to conventional publishing, new paths are available for the bartender (or cocktail enthusiast) with something to say. Consider the cult success of Rogue Cocktails/Beta Cocktails, which was self-published, or the even newer e-publishing options for iPads, Kindles and other devices. One new publisher (Hang Time Press) is even publishing e-books containing 10 drinks apiece.

* Learn about the changing book publishing landscape for cocktail books.
* Get the details on self-publishing and e-publishing a cocktail book.
* Hear from the experts how they sold their book projects.
* Gather ideas for developing and selling your own cocktail book.