Philip Duff, global drinks consultant, educator and former spirits brand executive, explores the topic of the latest zesty drinks and bartender branding.
How should bartenders think differently about personal branding?
The best bartenders have always been adept at building their personal brand. For example, Jerry “The Professor” Thomas and “The Only” William Schmidt were charming drinks writers in the mid-1800s. Moreover, they held public spectacles to strengthen their reputation and visibility. However, in the sophisticated world of 2026, brand building requires a more strategic approach. The key words for bartenders today are longevity and credibility. Therefore, bartenders should aim to build long-term careers that evolve naturally over time. Their personal brand should grow consistently alongside their professional development. Equally important, brand partnerships must complement their identity and values. Collaborations should make perceptual sense and reinforce credibility. Thus, sustainable success depends on aligning partnerships with a clear and authentic personal brand.
Are citrus-infused spirits signaling a fundamental shift in cocktail construction, and how should bars adapt their classic menus in response?
We’ve had citrus spirits for as long as we’ve had spirits. For example, there are reports of orange and lemon-infused sugarcane spirits from India in the 1700s. However, today we are seeing more exotic citrus varieties being used in spirits production. For instance, producers are using GI-protected lemons from Amalfi and Sorrento. In addition, some spirits feature citrus varieties such as Buddha’s hand, kumquat and key lime. Like with any new ingredient, bartenders must take time to understand these exotic flavors. Therefore, they need to experiment and determine how best to use them in cocktails. These flavors may not substitute flawlessly into classic cocktails built on lemon, lime or orange profiles.
Which citrus expressions are proving most versatile behind the bar, and why are they resonating with both bartenders and guests?
Lemon, lime and orange will always remain the building blocks of citrus behind the bar. Whether used as fresh fruit, zests, infusions, syrups, liqueurs, bitters or even upcycled into super juice, they remain essential. Indeed, these flavors are universal and form the basis of the world’s best-selling drinks. After all, where would we be without the Sour, Caipirinha, Daiquiri, Margarita and Cosmopolitan? However, new exotic citrus varieties are finding their way into cocktails every day. For example, Australian finger limes are increasingly appearing in contemporary recipes. It is worth remembering that grapefruit was not commonly eaten or used in drinks until relatively recently.
