Pub 2311 p49 Spirits Pub 17/11/09 14:31 Page 49
www.thepublicanfda.com thePublican Monday 23/11/09 49
SPIRITS PUB OF THE YEAR
The winner
SPONSORED BY
THE HIDE BAR
Bermondsey Street, London
The Hide Bar is a free-of-tie bar that prides itself on
offering an eclectic array of drinks, many of which
are rarely seen elsewhere, and it is this unique
proposition that is helping it draw in a crowd from
well beyond its South London location.
At the heart of its drinks list is an unrivalled spirits
selection that encompasses 370 different bottles.
They largely comprise unusual premium products
that are not easily found in other pubs and bars. To
emphasise this unique selling point the likes of
Smirnoff and Jack Daniel’s are excluded from its list.
Among the products on offer are 50 rums, 50 tequi-
las, 60 whiskies, 20 vodkas and a unique collection
of Armagnac that dates from 1961 to 1983. The
availability of Jensen’s Bermondsey Gin is indica-
tive of the unique range on offer.
Paolo Tonellotto says that such is the bar’s growing
reputation that spirits producers now request that
their products are stocked there. This means the
Hide can cut deals with suppliers, which then
allows it to offer products at competitive prices. A
cocktail using premium spirits that would typically
retail in bars for £12 will sell for about £7 at the
Hide Bar, according to Tonellotto.
To ensure it is able to offer the broadest selection,
Tonellotto says the bar deals with seven different
FOOD & DRINK
spirits suppliers. But because of the unusual drinks
available, which many people will not recognise,
AWARDS 2009
there is an allowance in the stock-take that allows
for samples to be given to customers.
In addition, the regular visits from suppliers
Enabling people to experiment is an integral part of provide ongoing training on new products.
the Hide Bar and this is why the Tuesday evening
supplier-supported £10 tastings were introduced. Unlike many other specialist bars, the Hide Bar
They can feature cocktails or a certain spirit and makes a great effort to be welcoming not only to
involve up to 25 people. drinks aficionados but also regular bar-goers.
With the emphasis on getting customers to experi- This is absolutely essential to its success as
ment with unfamiliar drinks and brands, staff train- Tonellotto says many customers will arrive and not
ing at the Hide Bar is vital. Most of it is done in- recognise any drinks whatsoever. It is then down to
house, apart from the Wine and Spirit Education the expertise and friendliness of the barstaff to find
Trust courses that most of the employees have out the customers’ preferences and then to satisfy
completed. their needs. ■
Congratulations to
The Hide Bar
2009 winner of the Spirits Pub of the Year
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