Mixology and creative talent: an analysis of consumer profiles

Abstract

With the advent of the post-industrial economy, new opportunities have emerged for cultural and creative expressions, particularly within the service sector. However, only certain sectors and industries successfully transition from traditional crafts to genuine creative professions driven by aesthetics. One such sector is mixology, which has developed as both a science and an art, blending creativity, tacit and explicit knowledge, and sensory skills to craft cocktails using both alcoholic and non-alcoholic ingredients. For instance, through the work of mixologists and bartenders, high-end mixology integrates creativity into service, establishing a unique niche within the food and beverage industry that is challenging to replicate in other segments. In this context, mixologists, with their aesthetic approach, contribute to transforming mixology into a form of cultural and creative expression. It is precisely this creative nature and the difficulty of replicating it that position mixology as a pathway to innovation. High-end mixology bars, along with the skilled professionals who work there, are viewed as repositories and transmitters of art, culture, and innovation, potentially attracting creative talent such as designers, painters, chefs, winemakers, musicians, architects, and intellectuals. The aim of this paper is to analyze the factors that define the profile of mixology bar consumers and their connection to creativity. To achieve this, the study will characterize the profiles, motivations, expectations, and perceptions of customers from various high-end mixology bars in Baja California, Mexico. The findings revealed that profiles associated with art, culture, and science stood out within the diverse range of patrons. These individuals perceived more mixology bars as spaces that facilitate innovation and promote social and cultural interaction.