After years of minimalist, pared-back drinks, maximalism is back.
Maximalism Returns
The cocktail world is shifting from simple, streamlined presentations to bold, layered flavors and oversized garnishes. Hannah Sharman-Cox, co-founder of The Pinnacle Guide, explains that the trend harks back to the “really out there” drinks service of the ’90s. “It’s a little bit like that era’s grown-up cousin has taken the reins,” says Sharman-Cox. “More decadent luxury rather than garish waste.”
Even classic drinks are evolving. “Even the simple martini is starting to get more elaborate garnishes – big pickles, colorful cornichons – and we’re here for it,” she adds. Bartenders worldwide are embracing this new aesthetic, blending sight, taste, and theatrics to create memorable experiences.
Global Examples of Maximalist Mixology
In Seoul, South Korea, Mason Park, the bar manager at Alice, notes that today’s maximalism focuses on flavor impact as well as visual spectacle. “In the past, it was about flashiness and ‘prop’ garnishes. The focus now, he says, is on the flavor impact, as well as sight, touch and smell.” Alice’s signature cocktail, the “Foggy Fongo,” embodies this philosophy.
The Foggy Fongo is a smoky, mushroom-shaped creation built on bourbon, frankincense, and palo santo, with macadamia and hazelnut, artichoke, sherry, and pine mushroom. Park explains that the aroma is extracted from pine mushrooms using glycerine and then infused into the cocktail as smoke. The mushroom-shaped cap is 3D-printed, and a truffle cookie is placed inside, offering an edible, drink-and-eat experience.
Across the Atlantic, London’s subterranean bar Nightjar presents the “Beyond the Sea” cocktail in a giant shell. The drink is loosely inspired by the Salty Dog, combining gin, fino sherry, kombu seaweed, shiso leaves, limoncello, absinthe, grapefruit, and a briny foam that evokes sea spray, finished with an olive. “From one of the narrow ends!” quips Emanuele Pedrazzani, head bartender, as he encourages customers to laugh and connect, sometimes resulting in a splashy finale.
In the Bahamas, Bon Vivants in Nassau serves the Mama Maggie in a photogenic porcelain pig topped with colorful fresh flowers. Niko Imbert, senior vice president of hospitality, says customers want drinks they can post. “When it comes to these types of drinks, (customers) want something they can post,” he says. He adds, “It’s just like a culinary experience in my opinion. If I see someone taking their time to create special for me, I’m very thankful for it.”
Sustainability and Flavor
Siobhan Payne, co-founder of The Pinnacle Guide, highlights an environmental angle. “Garnishes are increasingly designed to be edible or reusable, so we’re seeing more elaborate partnerships between the bar and the kitchen to create something delicious that truly compliments the cocktail.” This approach not only reduces waste but also deepens the collaboration between bartenders and chefs.
Park agrees that creative, attention-grabbing drinks sustain the art of mixology. “We work with so many elaborate elements and get so many ‘wow’ reactions from customers when we serve them, we believe that this maximalism – making these fun cocktails – actually plays a role in sustaining the profession of bartending itself,” he says. The trend offers bartenders a reason to innovate and keep customers coming back.
Social Media and Home Mixology
Social media plays a key role in driving maximalism. Imbert notes that the visual appeal of drinks is crucial for online sharing. “If I see someone taking their time to create special for me, I’m very thankful for it,” he repeats, underscoring the importance of craftsmanship.
For those who want to experiment at home, José Maria Dondé of The Bedford Stone Street in New York advises moderation. “Just don’t go overboard, right?” he says. Dondé showcases a theatrical take on the Paloma, the Rey Bucanero, blending tequila, grapefruit, rum, elderflower, cacao liqueur, yuzu, shiso leaf “waves,” and an orchid flower. He suggests starting with something that feels good and looks nice, then adding elements later as needed.
Key Takeaways
- Maximalism revives bold, layered drinks with edible garnishes and theatrical presentation.
- Sustainability is woven into the trend through reusable or edible garnishes and bar-kitchen collaborations.
- Social media and home experimentation are driving the movement, with bartenders and enthusiasts sharing immersive experiences.
The cocktail renaissance demonstrates that bartending can be both an art form and a sustainable, social experience. As bars worldwide adopt maximalism, drinkers receive more than a beverage; they receive a memorable, multi-sensory journey that delights the eye and palate alike.
