“Exclusively for Everybody:” Curated Herbs, Mixologist Digs, Deconstructed Martini Shenanigans

Smirnoff’s “The Party:” Anti mixologists get mixed message, lots of vodka 

“Vodka, at its core has always been the drink of the people; approachable and accessible for everyone.”

This is how Smirnoff, the world’s number one-selling premium spirit, kicks off its latest marketing campaign: Exclusively for Everybody.  Now, usually when we get wind of such generic-sounding, impossibly all-encompassing marketing jargon we are wary.  In this case, in fact, we were way beyond wary.  Because doesn’t every Marketing 101 class tell you that in trying to appeal to everyone (i.e. “the world is my target audience”) you really wind up appealing to, well, no one?

Name Lameness (“The Party,” Really?)

And yet, in spite of the truth of that fundamental factoid, Smirnoff’s “Everybody” campaign – distilled into an amusing short video called “The Party” – works.  Humor always helps, and so does a fair share of clever mixologist digs (“I went to seven years of school for that in Stockholm”), a couple of actors with street cred (hello Adam Scott of Parks and Rec!) and a – crucial, we feel – Ralph Macchio cameo.  The sum of these improbable ingredients is that we are in fact newly intrigued by Smirnoff – can somebody please pass us a bloody, stat?

Our Mixologist emerges in Scott’s robe, declares drink perfect but the futon “unforgiving”

Mixologist Shenanigans

Naturally, we enjoyed the video’s sendup of mixology and its most passionate players.  What’s funniest to us isn’t actually the way the mixologist uses ten tools – including an illegal flame torch – to make a “deconstructed martini” or sports the requisite facial hair – it’s the sweet denouement when he emerges clad in Scott’s bathrobe (??) the morning after the party, grabs a basic bloody and declares it perfect.  We love our drinks both complex and simple in these parts – and we fully support said mixologist whether he takes ten steps or none to arrive at the perfect drink.

“He has a point” – on mixologist’s reco they trade up to a Tibetan sleep sack (natch!)

Street Cred, Waxing On…

The verdict: Directed by the Russo Brothers of Arrested Development fame – and also starring the acerbic yet adorable Alison Brie of NBC’s Community – this a quick, boozy flick we recommend.  Tip: watch with drink in hand for optimal intake.  *CHEERS*

Oh, and RE: the Macchio cameo (there’s even a related dance move)? You’ve just got to see it to believe it.

– Courtney Cochran

Armory’s Jason Humberstone On London and Vermouth Love

Armory Club Bar Manager Jason Humberstone

Jason Humberstone works in a sexy spot.  Affiliated with and just across the street from Armory Studios – headquarters of renowned BDSM community Kink.com – Armory Club takes a page from Kink’s atmospherics in its lush decor and low lighting.  Bar Manager Jason is quick to point out, however, that at Armory Club the focus is on the cocktails as much as the suggestive ambiance.

Fallen Angel, barrel aged specialty Bourbon cocktail

We Heart this Cocktail

Because we love this dynamism – a sexy cocktail bar where you can let your hair down while sipping on drinks with grown-up names like “Safe Word” and “Gently Bound” – we approached Armory about creating a specialty cocktail for our users.  And so “Fallen Angel” was born – a limited, barrel-aged blend of Angel’s Envy Bourbon, Byrrh Grand Quinquina, Benedictine, Dolan Rouge and Aromatic Bitters available exclusively in the app beginning next week.

Fallen Angel has been aging in barrel at Armory Club for weeks – you won’t want to miss it.  Download the app and head over to Armory to try.

Jason’s barrel-aged Bourbon cocktail

Interview with a Bartender

Because we’re big fans, we ran a few pressing questions by the visionary bar manager.  Turns out he has a major crush on London – and is also terribly attached (dare we say bound?) to Vermouth.  Here’s the skinny on Jason Humberstone as we know him:

DC: What was your first official or unofficial bar work?

JH: My first bar job was at Bentley’s wine bar off of Picadilly  circus in London almost 17 years ago.

DC: Nice!  What’s your favorite drinking destination?

JH: Any outside seating area with good beer.  For cocktails I like Laszlo.

DC: We’re also fans.  What’s your favorite drinking city?

JH: London by far.

DC: More London!  Awesome.  What’s your biggest pet peeve when you’re behind the bar?

JH: Egg white cocktails – but they’re so delicious!

DC: Why did you choose your profession?

JH: I didn’t choose it but just went with the flow.  I enjoy the social work environment while still being active.

DC: Going with a flow leading to a bar we can certainly appreciate.  What’s your take on the importance of sartorialism in a bartender?

JH: I think the right amount of dress while still being able to express your personality is good.  Not everyone is going to feel good or comfortable in a vest or suspenders – but one needs to get into character for what’s appropriate for the space.

DC: We hear that (and love your cool socks in your pic!  Tx for sporting those for the shoot).  In your opinion what’s the most overlooked spirit or bar item?

JH: A wide selection of vermouths is most important to me.  I wouldn’t be happy drinking Manhattans without some variety.

DC: Got it.  Any rules of the trade you swear by?

JH: It’s more important to give the guest what they want instead of trying to educate them.

DC: Wise words. Thank for sharing your knowledge…

Armory Club Exterior

Forthcoming from Armory

The next: Jason shared that he’s excited to unveil a new private party space opening soon on Armory Club‘s lower level.  (Private party hosts: take note.) It’s another lushly decorated room with deep booths, a private bar and – yes – a stripper pole.  Jason is quick to point out that it’s removable.

At this point, we know why: Jason wants you to focus at least as much on the killer cocktails in your glass as your sexy surroundings.  Hopefully, you’ll take his wish to heart and check out Fallen Angel on an upcoming visit.

*Cheers*

– Courtney Cochran

Back to the Roots: Baobab Brings in French Chef, Keeps Cocktail Program Strong

Baobab bartender preparing some of the spot’s nature-inspired cocktails

Marco Senghor knows a thing or two about overcoming adversity of the architectural sort. The restaurateur – whose home ginger-brewing business infamously caused his ceiling to cave in from moisture damage some 15 years ago – recently suffered a devastating fire in a portion of his colorful Mission eatery, Bissap Baobab.  Though he’s still picking up the pieces from last year’s blaze, Marco maintains an uncanny joie de vivre – a quality as indispensable in a host as salt and pepper on his table.

Or, in Marco’s case, tamarind and hibiscus.  Or ginger or cocoa, depending on the dish.

West African Roots, Mission Address

Hailing from Senegal and of both Senegalese and French descent, Marco is currently operating his business out of Bissap’s adjacent sister restaurant, Little Boabab.  Things are looking up: loyal fans continue to turn up in solid numbers, the spot’s dance floor stays busy on weekends, West Africa-inspired drinks are still in strong demand – and Marco recently scored a major culinary hit in convincing a young French relative to come cook for him.

The budding French toque’s previous work addresses?  The Park Hyatt Vendome and the Ritz-Carlton Paris.

French chef Naim Fallahi

Fusing Senegalese, French influences

Like Marco, chef Naim Fellahi has roots in Africa, having lived in Morocco and Tunisia before moving to Paris.  The 23-year-old began cooking school at age 15, which puts eight years’ haute cuisine work under his belt (the French school system requires that students select a career path early on).  When Naim asked Marco if he could cook for him for a period while visiting San Francisco, Marco jumped at the chance to inject his Mission kitchen with new life.

Marco says Naim’s cooking has had an immediate impact.  Customers are aware, he says, that “there is a magic hand behind dishes.”

Chef Naim Fallahi plates a dish at Baobab

“At the same time we’re trying to cure you”

On a recent evening, Marco and Naim paired a delicious couscous-inflected white fish with a tamarind margarita, a popular Baobab drink that became an instant classic when it was profiled in a national publication some years ago.  Tamarind, derived from small date-like fruit from the Tamarind tree, boasts lots of Vitamin C.  Like ginger – another Baobab staple cocktail ingredient known for its antioxidant qualities – tamarind introduces a wellness component to cocktails. Hibiscus, which shows up in numerous Baobab drinks, is associated with women’s health benefits.

With only a hint of irony, Marco explains that even while his bar staff is serving you alcohol, “at the same time we’re trying to cure you.”

“Le Roi” cocktail – Vodka, Chambord, Hibiscus Juice

Tree of life

It makes sense given Baobab’s origins and inspiration, the African Baobab tree, often referred to as “the tree of life” and traditional heart of community life.  Marco takes  a page from this heritage in crafting his cocktails from natural ingredients including flowers, roots and leaves.  The drinks are typically a bit sweet to take the heat off of the spicy fare; local honey from a friend’s garden at 29th and Church sweetens many pours.

For more recommended drinks at Baobab, check out what’s available in the DrinkCode app.  

The Baobab crew (Marco second from right, Naim fourth)

Valencia Street: “pretty and magical…a bit like Paris”

Where the food goes, Marco is delighted with the new inspiration coming from his kitchen.  “For fifteen years I have been training cooks to prepare my home cooking – and now I have a classically trained chef [re-imagining them],” he shares.  Naim, who is here for just a few months, has been training Marco’s staff to continue with his methods after he leaves.

The staff’s enthusiasm for the visiting toque is off the charts, says Marco.  “Baobab has always been known for the charisma in the [front of the house] – and suddenly since Naim has arrived everybody who works here wants to go in the kitchen and see what Naim is going to do with the food today!”  Where Naim’s feelings for San Francisco go, he is equally intrigued.  “I like it very much.  It’s really diverse, and there are so many restaurants – it’s not bad,” he adds with a touch of good natured Parisian hauteur.  

Among neighborhoods, he is especially taken with the Valencia corridor.  “It’s pretty and magical – a bit like Paris.”      

Little Baobab in the Mission

Naim will prepare a special Valentine’s Day menu at Baobab, featuring his own vision for the meal with emphasis on classic French technique and West African influence.  “It’s going to be Naim’s day,” explains Marco.  Call Baobab to reserve a spot: (415) 643-3558.

– Courtney Cochran