by Ian Froeb
Bartending has never been an easy job. But in the past, tired feet, an aching back and possibly a bent ear or two were the standard complaints. Today's nonstop bar-side ballets have caused the pains to creep northward to the wrist, elbow and shoulder.Most professionals deal in some repetitive motion or other; bartenders contend with several. They tilt heavy bottles into a shaker each night; they smack ice with the bowl of a bar spoon to get the size and shape just right; they unleash the suction of a shaker with the palm of their hand, jolting their wrist again and again.
Faced with "markedly" declining volumes of their spirits in Spain, Diageo looked for a way to boost sales at bars and restaurants, where the majority of alcohol is traditionally consumed. The London-based company engineered its first-ever draft cocktails after consumers started increasingly drinking at home. The premixed drinks sell at less than 4 euros ($5.21), or half the price of a fresh cocktail.It can't be any worse than what comes out of the average margarita machine, can it?