How the $17 cocktail became the norm
Remember when a $14 cocktail seemed wildly expensive? Well, now that’s an average price—if not on the cheap end—at many of the city’s more upscale bars and restaurants. These days, the cost of a drink is inching closer and closer to $20. At some luxury hotels, it can hover around $30. Why?
Neighborhood Restaurant Group spirits director Nick Farrell found that most liquor bottles had spiked in price by about 25 percent when he started doing inventory for the reopening of, the Old Town restaurant that was coming out of a two-year pandemic hiatus. While chefs can keep prices relatively steady by shrinking portions, that’s not so easy with cocktails. Reducing the amount of booze—or even leaving it out entirely—doesn’t necessarily mean a drink will be less expensive.
Bars can make up for charging lower prices with higher volume. But Johnson says there just aren’t as many people going out since the pandemic. So she had to give them a reason to come to her Union Market District bar, upping the work and creativity that go into her cocktails. What used to be a fairly standard spicy margarita is now infused with several different peppers, tropical fruits, and cactus. “It’s going to cost more, but it’s going to be way better.
Duane Sylvestre, now a rep for the Campari Group, used to serve some of DC’s priciest drinks as lead bartender for Bourbon Steak at Georgetown’s Four Seasons. He’s seen firsthand how customers’ expectations push up prices, too. That’s especially true in luxury hotels, some of the most expensive places you can possibly drink.
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