In today's bar business, anything that can be upgraded usually is. Take frozen cocktails. This important category of drinks has been on the rise ever since mixologists revisited the craftsmanship of the past and revved up their imaginations.
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"Frozen drinks have a place in any beverage program," says Leticia Gonzales, president of Las Vegas-based consulting company Chemistry Concepts and former beverage director of the Bellagio Hotel and Casino there. "They can be made to appeal to the discerning customer."
One thing is now crystal clear: frozen drinks are no longer defined by the same handful of traditional choices. Rarely is a "plain" frozen Margarita or Daiquiri promoted today. Signature versions are the rule. Max & Erma's, the Columbus, Ohio-based chain of 100 casual dining restaurants, has a big following for its Sweet & Tart, which, as the name suggests, sports a flavor profile similar to Sweetarts candy. It's a made-to-order frozen blend of Smirnoff Raspberry Twist Vodka, Peachtree Schnapps, blue curacao liqueur, Margarita mix, lime juice and Monin Desert Pear Syrup, priced at $5.75.
"We all have great Margaritas, Pina Coladas and the like," says corporate executive chef Bob Davis, referring to competing casual restaurant chains. "But it's unique to have a different drink that people come back to again and again."
While other frozen drinks have rotated on and off the Max & …
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