Zacapa and Zuma host ‘cocktail theatre’ activity

Guatemalan rum Ron Zacapa and restaurant brand Zuma have announced a “global gastronomy partnership” to introduce a “global cocktail system” into nine locations from September 2016.

The custom-designed cocktail installation, Zuma Zacapa Live Solera, replicates the Diageo-owned rum brand’s “Sisterna Solera” slow ageing process, where Zacapa rum matures in a series of American oak barrels.

In each restaurant, the concept will see Zacapa rum infused with local flavours in an inverted barrel.

After six weeks inside the system, the Zuma Zacapa Live Solera “cocktail theatre” will enable customers to engage with the bartender and become part of the cocktail-making process.

Each serve has been developed to both appeal to local palates and complement Zuma’s Japanese cuisine. The inverted barrel will contain different city-inspired flavours depending on location, for example rhubarb in London and sesame oil in Hong Kong.

Zuma Restaurants and Ron Zacapa partnered with Fluid Movement to create the Zuma Zacapa Live Soleras, which will officially launch at Zuma Miami on 26 September 2016.

Matteo Fantacchiotti, global commercial vice president Diageo Reserve, said: “This is one of our most exciting global gastronomy partnerships to date, bringing the authentic Guatemalan art of ‘Sistema Solera’ to nine vibrant cities, with the award winning Zuma Restaurant group.

“It is a truly special opportunity to showcase the luxury flavours of Zacapa rum to cocktail connoisseurs and food lovers, and a collaboration which we believe will deliver both commercial and brand value. We are thrilled to have Zuma, a pioneer in contemporary Japanese dining, on board as a partner to bring this to life.”

Zuma Group bar manager, James Shearer, commented: “At Zuma, we are always exploring new ways to interact with our customers. The idea spawned from a creative conversation between Jimmy Barrat, bar development manager for Zuma Middle East, and Tom from Fluid Movement. The Zuma Zacapa Live Solera enables customers to engage with the bartender – and not just from a visual or emotional point of view; we want guests to be part of the process.”

Fluid Movement co-founder, Thomas Aske, added: “There has never been an activation like this before. Working closely with Zuma and Zacapa we wanted to create an extraordinary piece of cocktail theatre, which would fit in with the beautiful, bespoke décor of Zuma’s restaurants whilst staying true to the Guatemalan heritage of Zacapa’s ‘Sistema Solera’.

“It was also important that the local seasonings used to flavour the barrels were chosen with care and attention, to complement both the modern Japanese cuisine and luxury Zacapa rum. We’re incredibly proud of the end result and how special and unique to the location each Zacapa cocktail will be.”

The launch in Miami in 26 September coincides with the global final of Diageo Reserve World Class Bartender of the Year 2016. The Zuma Zacapa Live Solera concept will roll out across Zuma’s London, Hong Kong, Dubai and New York restaurants from the week commencing 3 October, to be joined by Bangkok, Rome, Istanbul and Abu Dhabi from the week commencing 17 October.

Earlier this year, Zacapa released luxury limited edition Zacapa Edición Negra into the global travel retail channel.