Fanciful finishes: novelty garnishes from clever fruit cuts to costly jewels and more impress the guest and make a drink memorable

Cheers, Sept, 2007 by Michele Grayson

Stan Novack calls it the LSE factor. "Little Something Extra," he explains. "It's what takes a great cocktail over the top, grabs attention, adds value and sends the guest home with something to remember you by."

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For Novack, vice president of concept development for Bethesda, Md.-based HMSHost Corporation, which operates 15 bar concepts in 90 airports around the country, the LSE is almost always a novelty garnish. Christmas baubles dangling from cocktails during the holiday season, charms on glasses of wine, glow-in-the-dark vampire teeth clamping onto specialty drinks during October--"we've done them all," says Novack. "We're always looking for something new and interesting to draw attention to the drinks."

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Novack is not alone. The attention-getting power of a knockout novelty garnish has beverage marketers across the country putting everything from plastic toys to gem-studded jewelry on the top of a cocktail.

How about that diamond encrusted swizzle stick that comes with the $2,000 Aristocrat Martini at Las Vegas' Body English nightclub in the Hard Rock Hotel & Casino?

"We cater to a number of high-end guests with extravagant tastes," says senior director of nightclub operations Andy Hersch. Made with Remy Martin Louis XIII Cognac and Grand Marnier Cuvee du Cent Cinquantenaire and topped with Dom Perignon Champagne, the drink is garnished with the gem stick and has sold at a rate of six to 10 cocktails per year since Body English opened in May, 2004.

Edible gilt is the highlight of the 24K Margarita, a specialty at La Hacienda gourmet Mexican restaurant in the Fairmont Scottsdale Princess. "One of our restaurant managers read that Aztecs used to drink gold to promote longer life," says spokeswoman Jennifer Franklin. Youth-enhancing or not, the resulting golddust sprinkled and gold leaf garnished Margarita is very popular. Launched in June, the drink is priced at $50 a glass or $200 a pitcher and includes a mix of Gran Patron Platinum Tequila, Patron Silver Tequila, Grand Marnier Cuvee du Cent Cinquantenaire, fresh lime juice and gold dust. Gold leaf is crumbled over the top.

CAPITAL DEEDS

Other operations are doing good deeds with bejeweled drinks by donating all proceeds to charity.

From May 4 through June 30, the 28 locations in The Capital Grille upscale steakhouse chain concocted more than 200 Martinis costing $1,000 each to benefit Share Our Strength, a national anti-hunger organization. By featuring a $1,000 luxury Martini, we were able to offer our guests an elegant and unique way to contribute to their community while providing an exquisite piece of jewelry for them to enjoy," says John Martin, president of the Atlanta-based chain, which is part of the Rare Hospitality International restaurant group.

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Lavishly bedecked with jewelry (one ring, bracelet or necklace per drink) designed by noted jewelry designer Steven Lagos, each Martini was named for the town in which it was being served: Miami's Royal Palm Martini was adorned with a blue topaz and diamond caviar rope bracelet. Philadelphia's Brotherly Love Martini came with a diamond stack ring. And New York's Gotham Martini was draped with a sterling silver link pearl necklace.

Despite the different garnishes, each Martini involved the same ingredients: Ciroc Vodka, Creme de Mure, Bottlegreen Wildberry Syrup, fresh raspberries and blackberries, a lime wedge and a vanilla sugared rim. The drinks sold best in Dallas, Atlanta and Troy, Mich., with 30 or more going across the bar at each unit.

In Santa Monica, Calif., environmentally conscious restaurateur Anastasia Israel created the $300 Heal the Bay Martini at Abode Restaurant & Lounge to help a nonprofit organization safeguarding Santa Monica Bay's ecosystem. On the menu since carly summer, the Martini is made with ultra premium Pearl Coconut Vodka and a splash of blue Curacao and served in a glass with a coconut-sugared rim, garnished with a black pearl appraised at $800.

FRUITY FRIENDS

Meanwhile, at casual operations, "adults like toys in their drinks," says Earl Bernhardt, co-owner of New Orlean's famed Tropical Isle and Funky Pirate bars. He should know. In the 22 years he's been selling proprietary Hand Grenade cocktails in screaming-green cups with little plastic squirt grenades floating on top, they've come to rank among the French Quarter's most popular drinks. "People use the plastic grenades to squirt some of the cocktail at each other, to string Christmas lights--you name it. They're just a lot of fun," says Bernhardt.

Other novelties from Tropical Isle and The Funky Pirate include the Horny Gator--a banana, pineapple, vodka mix served with, yes, a little green plastic gator--and the fruit-juice and rum laden Tropical Itch, presented with a handy plastic back scratcher.

Just as interactive are six miniature sunglass-wearing fruity friends called "Garnimals" that top Tiki Bar cocktails at the Tampa-based Cheeseburger in Paradise chain. There's Berry Beth, the punk-haired strawberry that garnishes the Strawberry Daiquiri and the Caribbean Ruth, and Lizard Lips, a little guy made from a lime slice wedged inside an orange wedge with pineapple leaf tongues and parasol, which garnishes the Electric Lizard, Euphoria, Frozen Margaritas and the Pain in the Rita cocktails.