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Imagen Coctelería Creativa (Creative Cocktails): inspiration and hard work

Coctelería Creativa (Creative Cocktails): inspiration and hard work

George Restrepo

Since I am in the advertising and image worlds, and since I started for fun and vocation inside the mixology world, I have found a thread that allows me to mix and to go from one theme to the other in a fluid way and with exact the same passion. Creativity. After several years of struggling in different battlefronts, the conclusion remains the same. Creativity is 10% inspiration, and 90% transpiration.

The blank page and the empty glass could have the same panic effect when creating a text or an advertising campaign than thinking of a new cocktail. But the hard work is what drives the advertising guy and the barman to deal without fear in a new challenge every day. To create. As for creating you only need the will to do it, let’s see where we can find that 10% of inspiration that will allow us together with the hard work, to make big and delicious mixtures.

We will always find something to tell and a metaphor that could help sustaining a mix of flavors.

  • We can inspire ourselves in a name or a person, an event, a beggining, a history.
  • An exotic fruit, a new product, an interesting texture. Luckily for us, the spirit market is full of news.
  • To transfer information. Use knowledge and ingredients from the kitchen to the bar.
  • Get inspired by a classic. Classic cocktails are always there, we can call them over and over, adding, changing ingredients and we will always obtain great results. Ratios are the constant, ingredients the variable.
  • The challenge. Begin with something we love, we don’t know or that caught our attention. What would we do to make that interesting? What would we add or mix with? Do not forget that the errors tend to lead to great inventions.
  • But above all, we should not forget about the obvious. Being creative, does not imply being completely over-elaborate, many times the subtlety of things contributes a lot more than the arrogance, and obvious is not always what we all see.

Photograph and text: George Restrepo
Original article published in Bar Business Magazine (in Spanish).

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