Nitin Tiwari: Curating Bespoke Concept for Bars
‘My core objective was to change how bars run and cocktails are served in India’
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In earlier times restaurant owners/investors who never took beverage programmes seriously before awoke in interest after the success of some of the bars that Nitin Tewari , Co-founder at Together at 12th, consulted which brought limelight to the bar programmes. He informed, “The work that I do as an advocacy consultant has brought focus on brand education and advocacy. Hence liquor brands started spending substantial amounts of their marketing budgets into their advocacy programmes resulting in great success in sales for brands and in return growth for the bar industry in way of education.” However, with BarTrender, another innovative concept of Tewari, has opened a new horizon for talented bartenders from across the country to start consulting and curating bespoke concept for bars. Together at 12th, a freestyle restaurant, is part of Saucy Spirit hospitality co-founded with Chef Vanshika, Ridhu, Tanisha and Shantanu is a freestyle restaurant and bar situated out of 12th floor of Le Meridien, Gurgaon. Within six months since its opening, the bar has trendsetted as a restaurant making waves with a freestyle approach and unique offerings. Tewari believes this is a step in the way of multiple new avenues opening up not only in food and beverage but collaborations, awareness and conscious decisions.
While serving serving food and beverage all sourced locally, he added, “We support local artisans and farmers with what we serve and curate menus for guests which have a global perspective. On the other hand, BarTrender is all about doing things differently and always aiming to set a new trend in the beverage industry,” added Tewari. Remembering his journey, Tewari added that in the years within the industry, he has grown from strength to strength learning, trying, establishing and most importantly taking a leap of faith; every time he came up with an idea. “My decision of leaving a comfortable well paying job to starting my own brand in consulting and then a trendsetting restaurant and bar have been worthwhile decisions,” said the Co-founder.
During growing his times everyone whom he would looked upto as mentors in the bar and beverage industry in India , always limited themselves to making cocktails behind bars. This triggered him to think differently. However, while working with Bacardi India as a Brand Ambassador, he had no idea about running a business, setting up a company etc. “But with the guidance of the right people, I was able to learn and overcome these issues and today I have two companies with approx 50 employees,” explained Tewari.
Highlighting his vision for the company, Tewari added, “I started the company in December 2016 with one core objective, to change how bars run and cocktails are served in India. While catering to bar needs, I also provide one-stop solutions to liquor companies like Bacardi, Ab in Bev, Pernod Ricard, Diageo to name a few.” With BarTrender, Tewari has also been able to curate and execute beverage experiences during festivals like Bacardi Nh7 weekender, IIFA awards, Cannes and various brand events like AIRBNB, BMW new car, etc. A company’s growth and its revenue is the real motivation. On this, discussing about the company’s growth curve, Tewari stated, “BarTrender has a turnover of more than one crore for the past three years. Together at 12th has been operating for the past six months and we do monthly sales of more than 25 lakh approximately,”
However, Nitin is proud of what India has to offer and stories each ingredient can tell through which he has created a brand to speak for modern India’s traditions and long-lasting food.