By Teino Evans, Staff ReporterTHE DRINK lists and the bottles in hand are evidence that persons who attend sessions, party hard and hit the hottest clubs tend to purchase drinks that are trendy and fit a certain profile.
Manager of the Asylum and Quad nightclubs, Robert Edwards, says for most persons it is not about having a love or passion for a particular drink, but actually all about the high profile and status that it brings.
Apart from regular rum and coke or Ting and vodka combo, persons who have remained true to their traditional ways will not trade anything for the Guinness, Heineken or Red Stripe/Red Stripe Light to which they have become accustomed.
However, Edwards says that he has observed patrons ordering orange juice and pouring it into champagne glasses, just for the profile, as you normally find the 'high rollers' drinking Hypnotiq, Hennessey, Alizade and champagne.
HIGH PROFILE DRINKS
In most popular nightclubs, these high profile drinks usually cost up to $5,000 per bottle.
The profile, however, may not be in vain, as one woman confessed that she and her friends use what guys drink as a symbol for seeking out partners.
"When my friends and I go to the club, we normally look for guys who are standing by the bar because their glasses are never empty," she said.
Edwards says there are two different categories of drinkers those who stick to what they know (Guinness, Heineken, Smirnoff Ice), while others go for the hard liquor (vodka and gin).
However, the drinks that are really raking up a storm and attracting patrons are the flavoured martinis (such as apple and melon), Hennessey and Hypnotiq.
Also, the Red Bull energy drink has become quite popular among the younger generation of drinkers and, according to Edwards, despite recent bad publicity, patrons are still enthusiastic about it.
"Persons still drink it (Red Bull) a lot and they mix it with almost anything," Edwards said.
There are some drinks which have suffered a declined in consumption, like Canei, but one bartender says it all comes down to the funny habits that most Jamaicans have.
According to this bartender, "People in Jamaica like newness and especially since the introduction of Smirnoff Ice and Red Bull on the local market, many persons have been drawn to the drinks."
Smirnoff Ice usually goes for about $120-$150 and had a big impact on the local market when introduced a few years ago, largely due to the product being so widely promoted.
Red Bull, on the other hand, which sells within the same price range, has offered some amount of newness and diversity to the local market. As a matter of fact, Red Bull now offers a sugar-free drink and bartenders say patrons are happy for such an alternative.
KNOWING CUSDTOMERS' NEEDS
Club managers and promoters say it is important for them to do their market research, as this is what keeps them on top of their game.
"We have to do our homework, knowing what the customers want, watching what they drink and not buy a lot of dead stock," said one bartender.
According to a spokesperson at the Rajmaville nightclub in Spanish Town, "The mixtures are not all that popular in our club, but roots drinks (like Zion), Guinness and Heineken are what patrons normally drink, while the more mature and seasoned party animals drink more heavy spirits, like Appleton."
When Showbiz spoke with a few university students and young persons who frequent clubs and sessions, they expressed a preference for Smirnoff Ice.
As one student, Glenford Huddle, 20, explained, "The (Smirnoff) Ice is more affordable and a lot lighter on the stomach, even though it is a creeper."
Shaun Dennis, 25, says he is always club-hopping and attending sessions and "it's all about a rum and coke or Smirnoff Ice."
One young lady said that some drinks are too harsh and if she had the chance, she would drink a Smirnoff Ice at every session.
This puts her in the category of the younger generation of party-goers and drinkers who have conceded to making Smirnoff Ice their number one drink, largely because of its affordability and smoothness on the stomach.
Then there are more seasoned drinkers, who either remain faithful to a Heineken, Red Stripe and Guinness or dare to explore the realm of mixes that go with Appleton rum or vodka.
And then there are the drinkers who go for the profile, spending big bucks on Hennessy, Hypnotiq, Alizade or champagne, just so that they can stand out in a crowd.
