Bar Takeovers Take Over in Jaipur

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The other day I received an excited call from a friend in Pune who could not contain her enthusiasm about her favourite bar making a special appearance in a popular Jaipur bar for a weekend takeover. Her passion for their signature cocktail, expertly crafted by the visiting bartenders, was infectious, and it inspired me to check it out for myself. The experience was nothing short of refreshing, as I savoured unique drinks that were making their debut in the Pink City.

In today’s F&B landscape, time-limited culinary experiences are all the rage. These range from dynamic collaborations between restaurants to pop-ups led by guest chefs and mixologists. No longer confined to their individual spaces, these establishments are now hosting exclusive soirées that create a buzz and transform the dining scene. Bar takeovers not only generate excitement but also expose locals to innovative culinary experiences that they might not encounter otherwise.

WIN WIN FOR EVERYONE

Jaipur’s renowned speakeasy, Native Cocktail Room, has been at the forefront of the bar takeover trend, participating in roughly 35 such events over the last two years. “When we started Native, the concept of a cocktail bar or speakeasy was entirely new to Jaipur,” shares Simran Kaur Walia of Native Cocktail Room. “People were still unfamiliar with crafted cocktails and were stuck with classic cocktails like LIT, Cosmopolitan, and Bloody Mary. We had to educate our patrons about the art of mixology, something that was already common in cities like Delhi, Mumbai, and Pune.”

The bar takeover trend has fostered a sense of community within the industry. As Simran explains, “It’s a win-win situation for everyone involved. Bars come together, share their experiences with each other’s consumers, and introduce them to new and exciting flavours from different cities.”

Native Cocktail room in Pune for a bar takeover — Simran and Karan of Native Cocktail Room in Pune for bar takeovers

Over the past two to two and a half years, Native Cocktail Room has hosted a bar takeover almost every month, either welcoming visiting bars or sending their team to other cities. They have not just travelled across the country in cities like Mumbai, Pune, Delhi, and Kolkata but also to Singapore and even hosted a bar from Nepal, giving their customers a taste of the best cocktails from across the country.

“These takeovers are not just about serving drinks,” Simran emphasizes. “They’re about creating an interactive experience where bartenders and bar owners can engage with each other and with their customers. It enhances the overall experience and is great for the bar community as a whole, not just for a particular establishment.”

Planning a bar takeover involves meticulous preparation that can take months to finalize. From securing sponsors and curating a specialized menu to organizing travel logistics for the team and sourcing unique ingredients, a significant amount of homework is essential for success. Highlighting the work that goes into such takeovers, Vishal Nagar, The General Manager of The Johri which houses the internationally acclaimed bar ‘Johri & Sons’ says: “For us at The Johri, a bar takeover is more than just drinks and operations—it’s about immersing in the full experience, from aesthetics to the underlying philosophy and culture of the bar. We bring the soul of The Johri into every detail, curating an atmosphere that travels with us. Every element reflects our essence, from our signature playlist to flowers sourced from Johri Bazaar, brass objects for tablescaping, and ingredients like Mathania chili from Jodhpur or fresh camel milk cheese. This isn’t just a bar takeover; it’s a cocktail culinary experience exchange, fostering community and the sharing of ideas.”

The Johri’s Takeover at The Rooster in Antiparos in Greece

BRANDING FOR BARTENDERS

Aditya Sharma, brand ambassador at Diageo and former mixologist at Johri & Sons bar in Jaipur, has been a part of many such takeovers in different cities. He emphasizes the multifaceted benefits of these events. “It’s not just about branding for the bar; it’s also a chance for bartenders to expand their networks,” he explains. “These takeovers provide cross-exposure, allowing them to learn about regional menus and local cultures. While people may not have the opportunity to travel everywhere, they can experience a taste of those local flavours through these collaborations.”

Adding her inputs on branding and marketing, Divisha Bhatia, Founder & Creative Head of Big Flex Marketing, a marketing agency that handles branding for several luxury hospitality spaces says: “Marketing takeovers in Jaipur are both chaotic and exhilarating. After weeks of planning and working with the bar team, strategizing the communication with the founders, designing collaterals and calling influencers to craft the perfect social buzz, the day itself becomes a race against time. But as midnight approaches and you see a house full of people enjoying their cocktails, uploading creative stories, there’s a deep sense of pride in knowing you’ve been a medium in giving them that experience. After all, what’s a takeover without good marketing?”

STRIVE FOR ENGAGEMENT

Radhika Agarwal at a bar takeover in Jaipur — Radhika Agarwal

Radhika Agarwal, a prominent food influencer in Jaipur, shares her insights on the rising trend of bar takeovers in the hospitality industry.”Bar takeovers have gained significant popularity in Jaipur over the past few years,” she notes. “Having experienced these events both as a guest and a bartender, I’ve observed that they can be categorized based on the hosting brand’s approach and objectives.”She explains that some brands prioritize delivering their finest drinks while creating engaging and informative experiences for guests.

Samasara gin bar takeover in Jaipur — Samsara Gin in Jaipur for a bar takeover at Native Cocktail Room

“These events focus on genuine enjoyment and brand education in a fun atmosphere,” she says. In contrast, Agarwal points out that other brands treat bar takeovers merely as marketing exercises, often resulting in a lack of authenticity and a disappointing experience for attendees. Overall, she believes that the trend is beneficial for Jaipur’s culinary scene, provided brands infuse their creativity and culture into the events. “Genuine engagement with guests will lead to successful marketing outcomes,” she adds.