Written by Mark Hunter -The Sales Hunter   

Whether in a face-to-face meeting or over the phone, the salesperson must take the time to engage the customer early on. The key with the early questions is to not blatantly ask, “What other products or services would you be interested in?”  Asking a new customer this type of a question before a relationship has been established runs the risk of alienating the prospect. Plain and simple, they will view you as a “hard-sell salesperson.”

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Drinks writer David Wondrich once described the cocktail as "America's first culinary tradition." This well-served tradition originated in the eighteenth century, when freedom of assembly was practiced in the most homespun of places, the local tavern.

Back in Colonial times, most taverns served toddies—warm drinks flavored with sugar and spices. In 1767 artificial carbonation was achieved, marking the first point in which innovation influenced what was served in saloons. Soon fizzy water was served with whiskey, the beginnings of mixology.

In the beginning of the nineteenth century, early refrigeration emerged and bartenders began serving cold cocktails. The availability of ice proved to be a milestone in cocktail culture. Ice made for cold, mixed, slightly diluted drinks—the modern cocktail as we know it.

In fact, the word cocktail first entered print in 1803 in the pages of Farmer's Cabinet, an early American newspaper. Although the origins of the word cocktail are debated, its birthday is celebrated on May 13, the date when an editor at another newspaper, The Balance and Columbian Repository, defined it as "a stimulating liquor composed of spirits of any kind, sugar, water and bitters."

The word cocktail was part of the American vernacular by the mid-1800s. Spirits, which were easier to transport and less perishable than beer, became the drink of choice for pioneers in frontier saloons. However, not all these saloons lived up to their cowboy lore. Booms in industry saw the emergence of extravagant hotels and bars throughout the country in the second half on the 1800s. Yet change was in the midst for these establishments.

Prohibition sent cocktail culture into the underground and it wasn't until after WWII that spirited drinks began to resurface. The postwar years saw the rising popularity of vodka, the most common spirit used by mixologists today.

These days, the Internet has had a far-reaching effect on cocktail culture. The availability, and easy sharing, of drink recipes allows bartenders in taverns throughout the world to share information globally.

SOURCES:
diffordsguide. Simon Difford. London: Sauce Guides Limited, 2007.

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At some point every mixologist tries to create a new cocktail or put a twist on a popular classic (you've probably tried this yourself). Sometimes they create a worldwide sensation, sometimes they create a mess. But from this experimentation, a few new drinks emerge to become bar staples. Some, like the Martini, rise to become cultural fixtures. So what are the stories behind these classic drinks? Accounts vary, but one thing is certain, the stories behind the drinks are as colorful as the drinks themselves.

Bloody Mary
Like many cocktails, the origins of the Bloody Mary are often disputed. Bartender Fernand Petiot is generally credited with creating the drink during the 1920s while working at Harry's New York Bar in Paris. The drink may have also been created in the 1940s by American comedian George Jessel, who popularized a drink of vodka and tomato juice.

The Cosmopolitan
Known for its pink complexion and swanky style, the Cosmopolitan (or Cosmo) become popular in New York and London during the 1990s. Bartender Cheryl Cook claims to have invented the drink during the 1980s while working as head bartender at a hotel in South Beach. Cook wanted to create a pink drink and was experimenting with flavored vodka, triple sec, cranberry juice and bottled lime juice. Frequent appearances on the TV show Sex and the City quickly made the Cosmo a celebrity.

The Margarita
Smitten by love, a person may be inspired to create poems, songs and even a cocktail. Such amorous yearnings prompted bartender Danier Herrera to create the Margarita. Herrera created the drink in 1938 while working at a cabaret in Rosarito Beach, Mexico. He became enamored with a showgirl from Guadalajara named Rita de la Rosa and created the Margarita as an everlasting homage.

The Martini
Shaken by spies, stirred by starlets, the Martini is a cocktail cloaked in intrigue. Many books written about the Martini trace it back to Julio Richelieu, a bartender in Martinez, California. Richelieu mixed a small drink with an olive in it and soon traveled to San Francisco where he made the drink his specialty. By 1887 the drink became known at the "Martinez" before eventually being called the Martini.

The Mojito
During Prohibition, many Americans traveled to Cuba to enjoy the spirits outlawed at home. A legendary bar culture emerged, centered around Bodeguita del Medio, a popular hangout for expatriates like Ernest Hemingway. Americans introduced the Mint Julep to the Cubans and soon a local version was born, the Mojito.

SOURCES:
diffordsguide. Simon Difford. London: Sauce Guides Limited, 2007.

Complete Home Bartender's Guide. Salvatore Calabrese. New York: Sterling Publishing Co., Inc. 2002.

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Always

Be

Closing 

&

Attention

Interest

Decision

Action

is what you want to keep after watching this excerpt from the film "Glengarry Glen Ross".

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