Branding Happy Hour
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While relaxing on the outdoor patio at M5 in SouthPark, enjoying one of their “signature cocktails,” I began to question the connection between my drink selection and the names assigned to the drinks at this particular restaurant. Sure, the “French Grape Crush” is an indisputably delicious blend of white rum, crushed red grapes, soda and simple syrup…but would I ever have ordered it if it was listed on the menu as Rum with Grapes? And for that matter, would I have been willing to pay $10 for a drink that sounded so simple? Perhaps our motivations for selecting a particular drink have less to do with the ingredients and more to do with the mystique of the name. It certainly appears that today’s martini bars have bought into this theory, as evidenced by the clever drink names at some of my favorite local spots. They come in all forms:
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