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flair
One thing is certain: the American
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the last twenty-five years,
origin of this many faceted drink.
cocktails are making
a strong come back In the mid nineteenth century the fashion for cocktails
became an absolute craze. New forms of transport were
in consumption habits on the rise and journeys by train or steamer provided the
opportunity for elegant and fashionable society to share a
for wines and spirits. way of living in which cocktails found a natural place. It was
equally during this period that the first ice machines and
has been the cocktail world’s increasing single women in their thirties in New York each of whom
has a taste for Cosmopolitans.
its recipes, serving techniques and dosages. He travelled
to all parts of the world to discover unusual habits of
attraction to women. Mixtures are Today the foremost barmen or mixologists work as consumption. In London he discovered that when it came
Rockwell, and Joël Robuchon’s L’Atelier in Paris. His principle creative state of mind. We practice the art of finding new
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is to remain faithful to the spirits he works with allowing combinations and alliances between harmonious flavours,
the natural elements that compose them to express their working like a chef composing new dishes. Mixology
character. He has invented the Glenmorangie “serves”, requires fresh products and premium alcohols. Knowing
various different ways in which to taste this Scotch whiskey how the latter are prepared favours inspiration. Mixology
without denaturing it. The best known mixologists, such as is the gastronomy of the cocktail,” he explains.
Jonathan Pogash or Toni Abou-Ganim in the United States, Among the best Paris addresses he includes: L’Éclaireur,
are almost as well known as the great chefs with whom they Bouddha Bar, L’Expérimental, Le Tourville and Le Rival.
work increasingly closely. Their new slogan has become A good barman needs to listen to his customers and ask
“drink less but better”. The Hennesy brand, with its historic them questions about their preferences and tastes. The
presence on the United States cocktail and long drink market, customer must feel that he is being listened to, advised and
proposes through its program “Art of Mixing” ultra premium recognized. He is prepared to undergo an unforgettable
cocktails prepared by house oenologists working alongside personal experience if the exchange is worth while. “A
mixologists. good barman must know how to communicate and have
More than just a fashion, the cocktail’s comeback is a empathy,” he says. “The profession is based on 20%
serious trend that involves an entire market “segment”. Bar knowledge, 20% technique and 60% state of mind!”
professionals, through their unavoidable influence, exercise Ugo Jobin and Moët Hennessy are often partners. At the bar
a central role in brand marketing and communication. of L’Éclaireur, which he created with MH, three quarters of
Guillaume Uguen the drinks served are Group products. MHD, Millenium and
Hennessy hold events there. Ugo Jobin employs a team of
nine people in France, and a further two people in Shanghai
where he has just opened an office, the Asian market
being extremely promising. He is resolutely positioned in
the world of luxury, premium products and taste. The field
is one that it is longer and more difficult to conquer, but
it also provides the means to differentiate himself and to
continue exercising his profession with passion. One of Ugo
Jobin’s main projects is to create a training school, made
possible through the support of Moët Hennessy. G. U.
Address Book
• L’Éclaireur, 10, rue Boissy-d’Anglas, Paris 8th, tel. 01 53 43 09 99.
• Bouddha Bar, 8-12, rue Boissy-d’Anglas, Paris 8th, tel. 01 53 05 90 00.
• Experimental, 37, rue Saint-Sauveur, Paris 2nd, tel. 01 45 08 88 09.
Claire Smith and Ben Hehir • Le Rival, 1, rue Marbeuf, Paris 8th, tel. 01 47 23 40 99.
Mixologists who are as creative as the • Le Tourville, 43, av. de la Motte-Picquet, Paris 7th, tel. 01 44 18 05 08.
cocktails they make.
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