Bar Freud Serves Innovative Cocktails by a Renowned NYC Bartender
Justin Lam — February 28, 2018 — Lifestyle
References: grubstreet & nytimes
New York's most flamboyant bartender will be taking the reigns at the newly reopened Bar Freud. The unique Austrian-themed restaurant is the brainchild of chef-owner Eduard Frauneder, who brought along Austrian bartending brothers Albert and Jakob Trummer to revolutionize the space as something more than an Austrian sausage emporium. Albert Trummer carries quite a deal of fame, or infamy, due to his theatrical bartending and is known in the NYC food scene for being arrested for lighting his bar on fire, running a sting of pharmaceutically themed bars and creating a seasonal cocktail omakase menu.
When designing the bar program at Bar Freud, Albert wanted to step up his pharmaceutical concept by exploring the idea of hallucination. The revamped cocktail menu takes inspiration from Freud’s 'The Interpretation of Dreams' and plays on the contrasts in perceived cocktails. The Eau de Cologne features smoked cherrywood, Disaronno, black-pepper elixir and a strawberry-basil reduction. Sazeracs, featured prominently on the menu, are spiked with saffron elixirs and The Stone Ground is a playful blend of matcha-infused whiskey, white chocolate and milk. All of the cocktails maintain a lower level of alcohol and are meant to be more of a culinary experience rather than an intoxicating one.
Image Credit: Melissa Hom, James Estrin
When designing the bar program at Bar Freud, Albert wanted to step up his pharmaceutical concept by exploring the idea of hallucination. The revamped cocktail menu takes inspiration from Freud’s 'The Interpretation of Dreams' and plays on the contrasts in perceived cocktails. The Eau de Cologne features smoked cherrywood, Disaronno, black-pepper elixir and a strawberry-basil reduction. Sazeracs, featured prominently on the menu, are spiked with saffron elixirs and The Stone Ground is a playful blend of matcha-infused whiskey, white chocolate and milk. All of the cocktails maintain a lower level of alcohol and are meant to be more of a culinary experience rather than an intoxicating one.
Image Credit: Melissa Hom, James Estrin
Trend Themes
1. Pharmaceutical-themed Cocktails - There is a rising trend of creating pharmaceutical-themed cocktails in high-end bars and restaurants, allowing customers to explore new sensory experiences.
2. Interpretation of Dreams-inspired Menu - Bartenders are designing cocktail menus inspired by famous works of literature, providing customers with a unique immersive experience.
3. Low-alcohol Mixology - There is a growing trend of mixologists creating cocktails with less alcohol and focusing on a more culinary experience, allowing customers to enjoy unique flavors without becoming overly intoxicated.
Industry Implications
1. Hospitality - The hospitality industry can explore the idea of creating unique sensory experiences for customers by designing new cocktail concepts inspired by literature or other forms of art.
2. Alcohol Production - Alcohol producers can explore the creation of low-alcohol spirits to cater to the changing demands of customers and the trend of low-alcohol mixology in high-end bars and restaurants.
3. Literature-themed Restaurants and Bars - Restaurants and bars can incorporate literary themes into their menus to create a unique experience for customers, such as designing cocktails inspired by famous works of literature or hosting book-themed events.
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