The panel discussion on ‘experience-first bars’ featured beverage consultant Aman Dua, mixologist Neil Alexander, Co-Founder of Conosh, Vaibhav Bahl, entrepreneur Arati Mestry, and The Courtyard Founder Akhila Srinivas. It was moderated by Vikram Achanta, founder and CEO, Tulleeho, and co-founder 30BestBarsIndia and the India Bartender Show.

In the modern bar scene, there is a tension between the desire for classic cocktails and the demand for drink theatre. A decade ago, theatre was limited to “smoke and fire”, but it has evolved into a focus on storytelling, drink composition and narrative.

While many guests are adventurous and expect theatre, they still demand perfectly executed classics. The panellists emphasised that theatrics must have a story or relevance to the brand, rather than being a meaningless gimmick.

Over-the-top theatrics – such as a Harry Potter-themed bar – may attract one-time visitors but can risk the frequency of return visits if the personal experience is overshadowed.

Despite the focus on experience, the panel agreed that hospitality, service and product quality are the building blocks of a successful bar. A bar can thrive without theatrics if its core systems and team are strong. Conversely, a bar cannot survive on theatrics alone if the service or product is poor.

Theatrics should be viewed as an additional layer that makes the environment fun and keeps the team engaged, but only after the fundamentals are secured.

The panel discussed the impact of pre-batching cocktails, preparing drinks in advance for quick service. Pre-batching allows bartenders to respect the guest’s time and focus on storytelling and interaction rather than just preparation.

However, it can lead to bartender laziness, a loss of attention to detail, and a decrease in traditional showmanship or flair. The concept of experience extends beyond cocktails into other categories:

• Beer: Theatre in craft breweries often centres on the pour ritual, which includes using the right glassware, managing the foam level, and the final rinse.
• Wine: Experience here is more subtle and poetic, focusing on the narrative of the label, the history of the vineyard, and making the drink feel accessible rather than bougie.

To survive in a competitive landscape, bars are evolving into third spaces, locations where people go for a sense of belonging. More frequently bars are hosting book readings, poetry clubs and quiz nights to attract micro-communities.

Success often comes from understanding the target audience’s preferences over time and creating a space where they feel a personal connection to the brand.

Think of a bar as a theatre production. The building blocks (service, quality drinks, hospitality) are the script and the actors’ talent – without them, there is no play.

The theatrics (smoke, storytelling, unique glassware) are the special effects and costumes. While the effects make the show memorable and exciting, the audience won’t return if the acting is poor or the story doesn’t make sense.