It’s undeniable that music influences bar, nightclub, and restaurant operations. The volume, tempo, tone, lyrics, and specific artist each affect the guests and impact the experience.
Humans are hardwired to respond physiologically and psychologically to music. A bar or nightclub operator’s sales can increase or decrease based on the BPM of the music.
This raises an interesting question: Can drink orders be influenced by the genre of music? It’s possible that fans of a specific genre of music may tend to order similar drinks.
I recently spoke with Jane and Shawn Axtell, founders of Mixed Drink Mixtape, to answer such questions as well as share the featured cocktail recipes.
Tell us a little bit about the project.
Each week we release a genre-specific Spotify playlist paired with a cocktail. The project’s focus is approachable cocktails with obscure music. Each playlist has the recipe written in the playlist description and includes a photo of the drink. No songs are repeated across playlists.
How did you get started?
We were trying new cocktails and looking for a way to remember the recipes we liked. Shawn is always looking out for new and obscure music and compiling genre-specific playlists. It felt like a fun way to tie the two passions together.
What are the most popular music/ cocktail mixes you’ve made?
Our three most popular mixes are Singapore Sling // Southeast Asian Psych,Violet Fizz // Dark Synth Pop, and Last Word // Crate Digger’s Soul.
What have you learned about music genres in relation to cocktails?
From time to time we will try a drink we really like, and it will push our music listening into genres that we wouldn’t have explored before. Take the Caipirinha, the national cocktail of Brazil. That got us interested in Tropicalia, a music genre that blends traditional Brazilian sounds with psychedelic pop and rock.
What do you hope will be the future of Mixed Drink Mixtape?
We are always looking for new creative opportunities to work with others that share our love of music and drink. In the past we have teamed with other playlist makers and cocktail brands, and in that collaboration we always find new inspiration. We would love to team up more in the future.
Find the Axtells on Instagram at @mixeddrinkmixtape and on Spotify as Mixed Drink Mixedtape.
MODEL: Natalie Rae
MUA: Lamany Chanthavong HAIR: Brittnay Lane
VINTAGE APPAREL: Evermore by Kelly (Find more great items by Kelly on Instagram at @evermorebykelly.)
WORDS & STYLING: Tanvi Asher PHOTOGRAPHY: Greg Hollar
FEATURED COCKTAIL RECIPES PAIRED WITH MUSICAL MOODS:
Corpse Reviver No. Blue // Halloween Rock (contemporary):
- 3/4 oz. Gin
- 3/4 oz. Lillet Blanc
- 3/4 oz. Blue Curaçao
- 3/4 oz. Lemon juice
- Absinthe rinse
Wicked Kiss // Haunted Garage: - 1 oz. Rye
- 1 oz. Apple brandy
- 1/4 oz. Yellow chartreuse
- 1/4 oz. Bénédictine
- Dash aromatic bitters
The Eulogy // Wistful Soundtracks: - 3/4 oz. Batavia Arrack
- 3/4 oz. Strega
- 3/4 oz. Falernum
- 3/4 oz. Lime juice
