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In the highly competitive world of distilled spirits, one of the key elements of every marketing plan is the signature serve. This is the one cocktail recipe, among all the others, that a brand promotes to get the most attention. It’s designed to target the brand’s key audience with a drink that shows their spirit well, plugs into current imbibing trends, and is hopefully not hard to mix for the average bartender or enthusiast at home. Creative craft bartenders often go their own way, forgoing the branded suggestions and either plug a new product into classic formulas or whip up their own new concoctions that work well with the spirit. But if that includes only 1 in 50 bartenders, and a brand is trying to capture its slice of the $250 billion annual liquor sales in the U.S. alone, they will blast this signature serve cocktail far and wide.

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