Bars, restaurants, and catering businesses are adapting their drinks menus for the palates of Taylor Swift fans, as her Eras tour dates promise a much-needed boost to local hospitality providers.
On Friday, Swift will perform the first of three sold-out concerts at the Melbourne Cricket Ground, before jetting to Sydney to entertain further legions of Swift fans.
Before and after those shows, thousands of adult Swift fans will seek a cheeky beverage in nearby bars and restaurants, many of which have introduced their own themed cocktails.
Even businesses without a physical presence near the concert sites are hopping on Swift-mania through their drink selections.
Heaven 7 Events, an upmarket provider of on-site bartending services, recently added the French Blonde cocktail — a reported favourite of Swift herself — to its menu.
Speaking to SmartCompany, Heaven 7 owner Asith Withanage said recent customer requests encouraged the business to add the French Blonde as a potential menu item for its clients.
In just a few weeks, the cocktail — a relatively breezy mix of gin, Lillet Blanc, and elderflower liquer — has become one of the most-requested menu items.
“From there, probably eight out of 10 events that we do select this particular cocktail,” he said.
“It’s very good for summer,” he added.
“It’s very relaxing and it’s not too strong, so you can have a good conversation over the cocktail.”
It will be a mainstay for one Heaven 7 event being held on Friday night: a birthday party for a Swift fan who missed out on tickets to the superstar’s first Eras tour show.
“She’s bringing that [Eras tour] atmosphere to the party,” Withanage said, while also trying to snag tickets to her following two shows.
While not every hospitality business can tap into Swiftmania, the addition of the French Blonde to the Heaven 7 Events menu speaks to a broader business instinct: going above and beyond for customers in a tough economic environment.
Consumer spending around the Swift concert is tipped to be an exception to the rule, as inflation and persistent interest rates stretch household budgets.
That economic theme is flowing through to hospitality business revenues, with many now making tough decisions about their future.
Withanage, whose business is booked by corporate clients, said listening closely to what customers want can help traders through tough circumstances.
“Our whole business is based on customer satisfaction, it’s what we really believe,” he said.
“We are trying to build along that line so people know us for going extra mile.”
For those attending Friday night’s show in Melbourne, a French Blonde is only one of the Swift-adjacent cocktails on offer.
The Corner Hotel, located just down the road from the MCG, has debuted its Lover cocktail, featuring a mix of gin, curacao, lime, and even a hit of fairy floss.
Restaurant Hochi Mama, just a few doors down from the Corner, has temporarily renamed one of its signature drinks in Swift’s honour.
The London Tavern Hotel, nestled around the corner from the stadium, is offering album-themed drinks, from the Red (Campari spritz) to the Evermore (Amaretto sour).
And even Klae, a restaurant offering contemporary East Asian cuisine on Swan Street, recently advertised its Round Midnight cocktail — a potential wink to Midnights, Swift’s most recent record.
Senior Business Journalist
Focused on the small business sector, David’s work covers the political, regulatory, and economic issues facing Australian entrepreneurs. Prior to joining SmartCompany, he was a reporter for Business Insider Australia. You can follow him on LinkedIn.
