Mixology in the Beverage Alcohol Industry: Everything You Need to Know

You’ve likely encountered mixology in the wild.

Every time you see a specialty drink on a restaurant’s menu? That’s mixology. When the bride and groom have their own signature cocktails at a wedding reception? Mixology. Ordering your go-to mixed drink at a bar? Mixology at its finest.

But what exactly does mixology mean, and what role does it play in the beverage alcohol industry? What does the future of mixology have in store?

We’ll cover all these topics and more in this comprehensive guide to mixology.

Buckle up.

Mixology is the practice of creating and preparing innovative cocktails and other mixed drinks. This skill includes the invention of new drinks, not just the assembly of existing ones.

Mixology requires a very specific set of skills, including an extensive knowledge of:

• Drink ingredients
• Cocktail chemistry
• Flavor pairings
• Ingredient ratios
• Mixology tools
• Drink history
• Glassware
• Garnishes
• Industry trends

Mixology plays a different role in each level of the three-tier alcohol distribution system. Here’s how mixology impacts each tier of the beverage alcohol industry.

Suppliers

If you need a refresher, suppliers are organizations that produce alcoholic beverages, such as wineries, distilleries, breweries, and importers. Many suppliers have on-site mixologists who create fun new cocktails featuring their spirits to get them in the hands of consumers.

Mixologists are especially crucial when suppliers add new flavors to their product lines. In these cases, they often create recipes featuring these products to demonstrate how consumers can incorporate them into their own cocktails.

In short, when mixologists implement suppliers’ products into their cocktail recipes, they ultimately sell more products.

Distributors

Distributors are wholesalers that purchase products from suppliers and sell them to retailers. Featuring supplier brands in mixologist-crafted cocktails results in increased revenue by ensuring marketing reimbursement through billbacks.

Retailers

Retailers are establishments that sell alcohol directly to consumers, such as restaurants, bars, liquor stores, and grocery stores. The benefit of mixology is clear for this tier of the distribution system — mixologists create buzzworthy cocktails, which bring more customers (and sales) into their establishments.

Mixologists are the individuals who participate in the practice of mixology — in other words, they’re the brains behind every new and exciting drink recipe. Mixologists are well-versed in the history of cocktails and have an extensive knowledge of drink ingredients and how they pair together.

Mixologists can work in a variety of spaces — some work with distilled spirits companies, others serve as cocktail consultants, and many take a more hands-on approach as bartenders.

Some of the many places you can find mixologists include:

• In-house for suppliers and distributors
• Restaurants
• Bars
• Clubs
• Catering companies
• Resorts
• Cruise lines

Most mixologists undergo training in one form or another. There are many bartending courses available online and locally, and some colleges offer mixology courses through their culinary and hospitality programs. Some mixologists even attend bartending school to sharpen their skills.

While there’s certainly overlap between the two, mixologists and bartenders are not interchangeable. Mixologists’ skills go beyond basic drink assembly — these cocktail connoisseurs use their skills to invent unique, never-before-seen drink recipes, while bartenders are only in charge of assembling these cocktails. In addition, mixologists have a vast knowledge of the art, science, and history of mixology that your average bartender lacks.

So, while many mixologists are also bartenders, not all bartenders are mixologists.

Every mixologist needs to know their craft inside and out to concoct innovative cocktail creations — and there are 5 main elements every recipe should encompass.

If you’re thinking about hiring or becoming a mixologist, here’s what you need to consider.

First and foremost, mixology is about pushing the envelope. Cocktail creation is an art, and true mixologists treat it as such. That means formulating recipes that bring something new to the table — because consumers are looking for fresh and exciting. That’s why every mixologist should craft their cocktails with novelty and innovation in mind.

Mixologists should always have their finger on the pulse of the beverage alcohol industry — that means knowing what cocktails are on-trend, how consumer preferences are shifting, and what the competition is up to. In other words, your recipes should align with industry trends.

For example, White Claws emerged as consumers’ drink of choice in 2019, causing major brands to dole out their own takes on hard seltzers. It was what was popular with consumers, so it made sense for brands to follow suit while adding their own unique spins. Because popular = profitable.

It’s also crucial to keep seasonality in mind when creating drink recipes. For example, a spiked eggnog cocktail would likely go over well in December, but certainly not in May.

A cocktail is nothing without its ingredients. Choosing the ideal flavor pairings is arguably one of the hardest parts of mixology, but undoubtedly the most important. Mixology is a science, which is why master mixologists should know how ingredients interact with one another, what flavor profiles are compatible, and what ratios will produce the most harmony.

Don’t be afraid to use unconventional ingredients and adventurous pairings that surprise and excite!

Mixologists don’t just come up with the ideas behind your favorite cocktails — they’re also in charge of the execution. That means they must understand how each ingredient should be handled when preparing a cocktail.

For example, drinks containing spirits should be stirred, while those containing eggs, dairy, or citrus should be shaken. Knowing how to administer each ingredient is vital to creating a stable and uniform mixture.

Picture this: Two bars across the street from one another each offer similar specialty cocktails. Both of them taste great. So, what sets them apart?

One word: presentation.

These days, consumers want more than just a drink — they want an experience. That’s why visual appeal is everything when it comes to mixology.

Creative cocktails should have a presentational flair that captivates consumers. Embellishments like unique glassware, elaborate garnishes, and special effects like fire and liquid nitrogen — it’s all on the table (literally).

Having a mixologist on hand is essential for every supplier, distributor, and retailer. But sometimes, cost and convenience can be an issue.

The solution: Tastebuds, your virtual mixologist.

This AI-powered solution is designed to generate imaginative cocktail recipes in seconds while providing production-ready artwork you can incorporate into menus, ads, and more. Tastebuds has all the expertise of a true mixologist, understanding ideal flavor pairings and ingredient ratios while taking originality into account. Plus, this mixology solution runs compliance checks to ensure every recipe adheres to industry regulations.

Put the power of mixology in your hands with Tastebuds. Book a demo to see it in action.