The word “cocktail” comes from the French term “coquetier” which means “a small cup.” The word was derived from this term because the original cocktails in the eighteenth century were typically prepared by a server in a small bowl or cup, which was the traditional way for presenting beverages in France at the time.

“Shaken, not stirred” is a famous line from the James Bond films, and has become a catchphrase for the indulgent, complicated, and refined cocktails that made the spy so popular in the first place. No longer the domain of the wealthy, it has now become a trend for the masses, which has brought with it a slew of cocktail influencers. There are a number of different categories of cocktail influencer, ranging from bartenders to brand ambassadors, who promote the art of making cocktail. Here we’ll look at the most popular:

Jen Akin, general manager of Rumba and Rumtender restaurant in Seattle, caused a stir last year when her cocktail The Turnbuckle debuted on Instagram. Popular accounts like @sublettiki (7,000 followers) and @theweekendmixologist (58,700 followers) posted photos of the dish on their feeds and shared the recipe originally published in Punch magazine.

After the article was published [on Punch], there was a small reaction to it, but not much until several major Instagram accounts discovered it, Akin says. I know many customers walk in to me because they saw a mention of us on social media, in an article, or found one of our cocktails online.

But cocktail culture was influenced long before Instagram.

Before the advent of the internet and social media, authors and their books often lured consumers to the counter to relive the emotion of a favorite story or the mystique of an author.

Fear and Loathing in Las Vegas by Hunter S. Thompson / Alamy

Reading Hemingway made me want to know more about Jack Rose, drink a martini and feel the same way, read the evening papers over an aperitif, experience the ritual of absinthe….. to put myself in those scenes, if only for a moment, wrote Philip Green in his book To Have and Have Not Another.

Green is a descendant of the famous Peychaud family and one of the founders of the American Cocktail Museum in New Orleans.

Hemingway isn’t the only author to have put his signature on the cocktail table. There was also Hunter S. Thompson and his love of Singaporean catapults, featured in Fear and Loathing in Las Vegas. Raymond Chandler’s obsession with honeysuckle is expressed in the novel The Long Goodbye, and Dorothy Parker’s love of whiskey in the novel Just One Little, which appeared in The New Yorker magazine in 1928.

Despite his love of whisky, Parker is famously..: I like martinis, two at the most. After three, I’m already under the table. After four, I’m under the master.

We’re not sure if she really said it, Green writes. It’s funny. That’s what she would say.

Whether she said it or not, the influence of Parker’s martini was unmistakable.

Dorothy Parker (1893-1967) / Alamy

According to Green, martinis were served sweeter before Prohibition and were often made with sweet Italian vermouth. But celebrities like Dorothy Parker… began to popularize the idea that the drier the martini, the better it is. Parker would only have whispered the word vermouth over the glass, Green says.

Parker’s mystique as a member of the Algonquin Round Table, a legendary lunch meeting of creative thinkers during the Roaring Twenties, along with his writing talent and legendary wit, led his fans to embrace the dry martini trend. And starting in the mid-1930s, a shift occurred when martinis were made with … London gin and French (dry) vermouth… instead of the original Old Tom gin and Italian (sweet) vermouth.

According to Green, in the 1940s cocktail impresario David Embury promoted a ratio of seven to one of gin and vermouth… which led to an even drier version, a trend that has continued into the current century.

Also shaken martinis, not stirred Ian Fleming from the classic James Bond film Diamonds Forever. This book, according to cocktail historian David Wondrich, is the beginning of the love for martinis ordered this way.

Modern drinkers still want the stories behind their cocktails to lead them to reality, even if they prefer the truth (or its disguise) to fiction. Some bartenders study the origins of spirits and the history of cocktail making.

Visitors] expect more information, Vondrich says. I was born in 1961. We didn’t expect there to be much information about cocktails in the world. In the information age, people expect something special. You expect not just a story, but a story with facts, with the original ingredients and how they have changed over time.

According to Wondrich, today’s consumers are self-taught and expect the person behind the bar to be too.

The idea that bartending is a craft is that you have to know the history of bartending, you have to know your ingredients – you are a trained bartender, he says. You know the history of all the recipes.

His book Imbibe was published 13 years ago, but its influence can still be felt in today’s cocktail bars.

My book is pretty nerdy, says Wondrich. These are the original recipes, printed word for word, followed by instructions on how to adapt them. There are no photos available. But people read it. Some of the bestsellers are also very geeky, like Dave Arnold’s Liquid Intelligence. He focuses on the science of cocktails and the Cocktail Code, which is a kind of theoretical mixology.

These are books that require some commitment, he says. You have to work with them. But there is a curiosity among this generation.

Other beverage companies have also noticed this shift in consumer behavior.

James Bond books by Ian Fleming / Alamy

People want to know more about the process and ingredients used in making craft cocktails, says Mara Frasca, bartender at 202 Social House in Roanoke, Va. Above all, they love a good story related to the drink or that inspired them to create the drink.

Over the last three years, people seem to be more interested in the story, not just the taste or price of the drink. This trend has certainly favored small family distilleries. It helps the bartenders put them on the shelf.

She also enjoys the drinking games when she’s on the other side of the bar.

I like having a bartender who can talk about everything from the history of the city [or] the bar to the spirits used, Frasca says.

A bartender who can tell the story behind the drinks, who can find the truth behind something and make it as fascinating as folklore, makes everything better, Green says.

This source has been very much helpful in doing our research. Read more about top beverage influencers and let us know what you think.

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