Bird mugs at Macayo's
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By Kathleen Furore
“Glassware is an essential part of any successful bar as it represents the first visible impact of the drink being served.”
That assessment, from Livio Lauro, director of mixology at Southern Glazer’s Wine & Spirits of Nevada, sums up why the glasses you use behind the bar carry more than liquid refreshments; they carry a message about your business, too.
But how can you decide the kind of glasses that will work best for your Margaritas, sangrias, pisco sours and more?
Lauro says finding the right balance is key.
“Glassware should always be aligned with the business concept, and does not always need to be the best,” Lauro explains. “Some of the most iconic glasses break all the rules of the ‘tactile importance’ of the glass while remaining the perfect glassware for their purpose.”
Tempe, Arizona-headquartered Macayo’s has built a successful bar program by following that approach.
At each of the restaurant’s 12 locations throughout Arizona, cocktails come in many kinds of glasses — some basic, some more upscale — depending on what drink is being served.
“Our house Margarita and the majority of our cocktails are served in tall, clear pint glasses,” says Ashley Negron, Macayo’s vice president of marketing, noting that the restaurant’s premium drinks arrive in more upscale, artisan glassware.
“Our Perfect Patrón Margarita is hand-shaken tableside and served with a Patrón shaker on the side, so we use tall, blue-rimmed glasses,” Negron says.
Macayo's Cantarito mug
The short clay mug with a handle Macayo’s uses for its Cantarito is another example.
“That is what is traditionally used in Mexico to serve that drink, so we wanted to be authentic,” Negron explains.
Even sangrias get specialty glass treatment: They’re served in rocks glasses etched with Macayo’s signature bird icon.
Choosing glassware that “enhances the taste, aroma, and overall enjoyment of the drink it’s serving” is another consideration, Laura says.
Macayo’s considered those things when selecting a specialty clay mug that’s reserved for its Guava Colada — a drink that has to stay cold to retain the best flavor and texture.
“That is a good fit for that cocktail because it is a frozen drink and that mug insulates it well,” Negron explains. “Also, the Guava Colada is more like an island cocktail, so the mug makes a good presentation, too.”
Specialty glasses, of course, typically are pricier than their basic counterparts — but Macayo’s believes it is worth the investment.
“The specialty glassware certainly increases costs, which is why we only use it on a limited number of items,” Negron says. “But it provides a little bit of flair and as servers move through the dining room with those cocktails, it catches customers’ eyes, and they’ll ask about the cocktails.”
And there are options for businesses with limited budgets, Lauro notes.
“They can head down to the restaurant supply store and find unpopular shaped glassware that is priced cheaper and just might offer that iconic shape they are looking for,” Lauro says.
Macayo's Senor Bob and Senorita Cha Cha mugs
Signature Glasses = Permanent Promotion
More than 40 years ago, Macayo’s introduced its first signature Margarita mug that customers could purchase in-house and bring back for refills at a discounted price. That promotion has continued ever since, offering customers a chance to build a collection of mugs and offering the restaurants a chance to capture add-on sales.
“We have provided sombrero mugs in our program for more than 40 years! It started with Señor Bob and Señorita Cha Cha and we change it every year or so. For example, in 2022 for National Margarita Day, we introduced the bird mugs,” Ashley Negron, Macayo’s vice president of marketing, explains. “Customers can buy a house Margarita that includes the mug for $11.99 and get refills in that mug for $4.99 after that, always! It’s very popular. The mugs have become collectors’ items and customers will come in with their old ones — it is really a fun part of the program.”
The signature mugs aren’t the only glassware customers can buy. The clay mugs used for Macayo’s Cantarito and Guava Colada cocktails, the etched rocks glasses used for sangrias, and other signature glassware also are available for sale online.