Energized Cocktails — Made with Energy Drinks or Energized Spirits — Add Vigor to Drink Menus By Pameladevi GovindaBuzz The Current
Ever since the words “Red Bull and vodka” resounded in clubs all over America in the 1990s, the energy- infused cocktail category has evolved to include
catchy-named shots and cocktails that
reflect its vigorous vibe.
As the first energy drink to hit the
mainstream U.S. market, Red Bull is the
progenitor of the pick-me-up beverage
craze and remains the best-selling brand in
America in terms of dollar share, according
to Nielsen data. Its widespread popularity
has spawned concoctions including the
Bull Breeze (Red Bull, vodka and cranberry
juice), Melon Bull (Red Bull, Midori and
vodka) and Thug Passion (Red Bull and
Alize). While these simple mixtures are all
24 Nightclub & Bar Magazine | OCTOBER 2009
the rage among the 20-something club-going set, the latest trend in energy drinks
is creating fairly sophisticated signature
cocktails that also deliver some cutting-edge flavors.
Sam Sameni, operating partner for Wish
Ultra Lounge, a private members club situated in the Knox/Henderson neighborhood
of Dallas, says shots like the Jäger Bomb
(Jägermeister and Red Bull) and Berry Bomb
(Belvedere Black Raspberry vodka and
Red Bull) are hot, but a variety of specialty
cocktails featuring Red Bull also are popular
at the club. The Belvedere Orange Appeal (Belvedere Pomarancza, Red Bull and
Cointreau served with an orange slice) is one
oft-ordered tipple at this stylish lounge.
In Las Vegas, the N9NE Group has seven
operations: Ghostbar, Moon Nightclub,
Palms Pool & Bungalows, Rain Nightclub,
Playboy Club, N9NE Steakhouse and Nove
Italiano; Red Bull is served at all locations.
“Over a weekend we could easily go
through two pallets of Red Bull, at 120 cases
each,” reveals wine and beverage director
Christian Margesson. The caffeinated quaff
is most often served with vodka or mixed
with juice for a non-alcohol mixed drink.
Nightclubs aren’t the only venues where