A classic cocktail should be familiar like a pair of Chucks, brown loafers, or an always shined pair of black dress shoes. These are without a doubt staples that every guy should have in their closet. A modern cocktail, on the other hand, may or may not stand the test of time like the previously mentioned enduring footwear. I'll stick with kicks to make it simple and say a pair of Yeezy 500's. They are in demand and cool for the time. Talked about and known by everyone today. The modern cocktail may be good to try once or twice but soon forgotten as soon as the new thing comes along. It could be next month, next year, or tomorrow.
Another facet of a classic is that they have the ability to transcend generations. A martini has been popular served in different ways at different times. Dry, wet, up, rocks, 50/50, etc. It can change yet still be the drink it is. Modern drinks are very specific and they don't have the wiggle room to withstand the tastes that will be in vogue in 10 years or 20 years because they are made for today not tomorrow.
Spirit brands should aim to be like those perennial shoes I mentioned earlier.
I know that when I pull on my blue jeans (another classic staple) and head out to take on the day in my worn white Converse they will work today, tomorrow, forever.
Bar To Home
A simple translation from bar to home.