How Intimidating Menus Keep Cocktail Culture Niche (And Hunter Gregory's Approach to Breaking Through At Maybe Sammy)
Hunter Gregory reveals how Maybe Sammy scales cocktail culture beyond enthusiasts through mini martini gateways and show business philosophy. From MAFFEO DRINKS Podcast Episode 110.
Most cocktail bars create beautiful menus and master techniques but struggle to move beyond the enthusiast crowd, where everyday pub-goers remain intimidated by unfamiliar terminology and experimental flavors.
We discussed this exact challenge with Hunter Gregory, the Bar Manager at Maybe Sammy in Sydney, Australia. Gregory transformed a possibly "stuffy" hotel bar concept into an energetic showmanship destination that serves complex cocktails to everyday drinkers all night long.
Sydney's Quality Problem: Great Bars, Unprepared Demographics
Hunter establishes Sydney's unique position in global cocktail culture through honest assessment. Sydney can be perceived as sitting roughly 10 years behind London, despite having quality bars that rival global standards (although this is a problem most cosmopolitan cities have). The city has spots showcasing the best of London or New York, but the demographic readiness for advanced cocktail culture lags significantly behind the venue quality.
The gap becomes obvious when considering experimental formats. Often, after an elevated tasting experience with nine small cocktails, Australian guests would leave complaining about not being drunk for the price they paid rather than appreciating the craft. The comparison Hunter makes resembles eating at a fine dining restaurant and then stopping at McDonald's on the way home because you're still hungry.
