Amaro Bar London’s product - its drinks, ambiance, and service - are all phenomenal. Great product - whether goods, services, or content - is key to long-term success in any market, so I’m going to set that as the baseline here.

None of the following matters if you don’t have a great product.

If you do, though, there are three things Amaro Bar does super effectively that you can understand in order to grow your business even more:

Wear the uniform

There are lots of cocktail Creators out there. Most of them are real bartenders who are very good at what they do, but they’re in their own kitchens, wearing t-shirts and jeans.

Amaro Bar is a real bar. The people showing you how to make cocktails in their videos are their real bartenders, wearing Amaro Bar aprons and using the actual liquid and glassware you’d get if you walked in after 6pm.

They are the real deal.

Now, I’m not saying those other drinkfluencers aren’t the real deal; however, there’s something to be said about the credibility that comes from wearing the “uniform” and/or being in the “office”, especially on social media where anyone can appear to be an expert in anything.

Examples for other kinds of Creators include:

• Comedians filming on stage at comedy clubs

• Gamers having epic setups with high-end gamer lighting, mics, headphones, and chairs

• Thought leaders and coaches wearing suits and producing from tastefully-appointed offices

These “uniforms” and “offices” signal credibility. On platforms with millions of other Creators and companies competing for attention, these little signals can make all the difference in stopping the scroll of a future customer.

Showcase the best of your craft

Amaro Bar uses clear ice with an “A” melted into it, places garnish using special garnish tongs, and serves all their drinks in frozen glassware - true masters of their craft. These are little things that those “in the know” are very aware of when evaluating cocktail bars and mixologists. 

I knew Amaro Bar did all those things before getting there, thanks to their videos.

In every craft, and thus every market, there are markers of quality - the little details that showcase mastery.

If you know those things, and do those things, show those things in your content.

You don’t have to call it out. You just have to do it.

Those who need to will notice.

By the way - don’t try to do these things (and especially don’t call them out) if you aren’t yet a master of the craft. Those who are will notice, and since it’s the internet, you may end up seeing your effort backfire.

Humanize the business

Here’s why I’m going to go back to Amaro Bar one day (aside from the incredible drinks): the people. I enjoyed my conversations with the bartenders, but I literally can’t forget them because I see them every few days in my feed!

I see them focused on mixing something complex, I hear their good-natured heckling as they make mistakes, I feel proud of the new barback I met in her first week who is now a full-fledged bartender and mixing on-camera…

Their social content allows me to maintain a parasocial relationship that makes me want to go back and see the human beings I met.

And that’s a much more powerful reason to return than just getting a cocktail, especially in a city with many of the best cocktail bars in the world.

Product is important…Craft is important…But nothing is more important than people. 

If you can humanize your business by showing the who behind the what, you will reap much larger and longer term rewards. 

Nothing lets you do that like content.

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