Mixology

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Mixology - magazine for bar culture
logo
description Special interest magazine
Area of ​​Expertise Spirits , cocktails , gastronomy
language German
publishing company Meininger Verlag GmbH (Germany)
Headquarters Neustadt / Weinstrasse
First edition March 2003
founder Helmut Adam , Jens Hasenbein
Frequency of publication every two months
Sold edition 3,143 copies
( IVW  Q4 / 2018)
Widespread edition 7,721 copies
( IVW  Q4 / 2018)
Editor-in-chief Nils Wrage
editor Helmut Adam
Web link www.mixology.eu
ISSN (print) 1613-6020

Mixology - Magazin für Barkultur is a special interest magazine for bartenders , bar operators , the spirits industry as well as connoisseurs and bar visitors in German-speaking countries and was published by Mixology Verlag GmbH until December 2019. The brands Mixology, Made in GSA and Mixology Bar Awards, as well as the associated Internet portals from Mixology and Bier, Bars & Brauer, were sold and handed over to Meininger Verlag at the beginning of 2020.

The founders of Mixology Jens Hasenbein and Helmut Adam publish books on bar topics, are founders and "media partners" of the Messe Bar Convent Berlin (BCB) and hold the trademark rights to the term "Cocktailian", which is borrowed from English , and run a cocktail book under the same name. Series that is already in its 5th edition.

Mixology - magazine for bar culture

Main emphasis of journal are trends in the cocktail - and spirits segment , advertorials , reports of clubs and cocktail bars, bar design, music and literature. Mostly guest authors write for Mixology. In the first few years, the front and back pages were completely free of images, texts or advertisements. The title pages have been artistically designed since 2010, while for a long time there were only quotes on the back cover.

The magazine was founded in 2002 by the bartenders Jens Hasenbein and Helmut Adam . In March 2003, the first issue appeared as a 40-page booklet ( small octave , 170 × 230 mm) with a print run of 6,000 copies. At the beginning, Mixology was primarily aimed at bartenders (although the authors prefer the term bartender , which is common in Anglo-Saxon countries ) and, in part, in deliberate contrast to the magazine Drinks of the German Barkeeper Union, propagated a quality-conscious and progressive “bar culture”. However, other target groups are now also being addressed. Mixology was published quarterly until 2006, and since 2007 there have been six issues per year, which were initially only available to subscribers by post. In the fall of 2010, the magazine trade started through the publishing house Der Tagesspiegel . At the same time, the magazine was redesigned, grew in format and scope ( lexicon octave , 235 × 298 mm, over 120 pages) and offers more content beyond the pure bar topic as well as more advertising. In 2011 the print version was expanded to include an online edition financed exclusively by advertising, which was discontinued after a few editions. In the fourth quarter of 2018, according to the information community for determining the distribution of advertising media , the print run was 9,150 pieces. The circulation actually sold by subscription and in the magazine trade was 3,143 copies, the total circulation is given as 7,721 copies.

The editorial team has been working in Berlin since it was founded and operated as Adam / Hasenbein GbR until 2010 . Since 2007 the editor-in-chief of the magazine is no longer with the founders, but they still run the company as publisher and managing director. In 2010, the publishing activities were transferred to Mixology Verlags GmbH, founded for this purpose and based in Plattenburg .

In 2018 the editors moved into the former Karl Marx bookstore, which is a listed building, on Berlin's Karl-Marx-Allee , and the publishing house also moved to Berlin. With the sale of the brands to Meininger Verlag, Mixology Verlags GmbH (after renaming Cocktailian GmbH) relocated the publishing house.

Further publishing activities

The internet platform mixology.eu operated by the publisher is closely linked to the magazine . The topics of the magazine are supplemented there by articles, news from the catering and liquor industry and advertorials .

Mixology also organizes tastings (tastings) of spirits, since 2014 under the title Mixology Taste Forum (MTF) and has organized an annual mix competition among bartenders since 2013 under the title Made in GSA , in which products from sponsors from German-speaking countries ( G ermany, S witzerland, A ustria).

Mixology has designed several cocktail books for end consumers for the publishing house Graefe und Unzer . In 2010 Mixology published the specialist book Cocktailian - Das Handbuch der Bar by Tre Torri Verlag , followed in 2011 by a second volume specifically on rum and cachaça, and in 2014 a third on beer and craft beer . 2016 followed with Cockails. Bar culture - history - recipes another extensive volume at Hallwag, an imprint by Gräfe & Unzer.

From 2011 to 2018 Mixology published the Mixology Bar Guide , a directory of the German-speaking bar landscape .

In 2017 the publisher tried to establish another magazine on the topic of beer with the title Bier, Bars & Brauer . The print magazine was discontinued after just a few issues in 2018 and has since continued as an online portal on the website of the same name.

At the beginning of 2019 Mixology announced that it would dissolve its "sister company" Barworkz GmbH. Until then, Barworkz GmbH had operated an online shop for spirits, bar tools , books and other bar-related articles under the Cocktailian brand (since 2010), and in 2018 also had a shop in the premises of the former Karl Marx bookstore, the editorial office by Mixology.

The Cocktailian brand will continue to be run as a book series. The Bookazine Cocktailian Edition Nº1 was published for the first time in October 2019.

Bar Convent Berlin

In 2007 Mixology, at that time still operating as the founder's GbR , founded the Bar Convent Berlin (BCB) as a mixture of trade fair and symposium for the bar industry. The two-day event was first held in the Arena Berlin in October 2007 and has been held annually in autumn since then. In addition to exhibitors mainly from the spirits industry, there will be lectures and a supporting program in German and English. Like the magazine, the BCB aimed primarily at a specialist audience. In 2008 almost half of the visitors were bartenders, in 2009 they made up only 29% of the visitors. In addition, restaurateurs, beverage retailers, representatives of the spirits industry and connoisseurs took part in the event. Since 2017, access has been strictly limited to tradespeople and employees from the beverage industry and a written professional visitor certificate is required; Private individuals are expressly undesirable.

The trade fair has grown steadily since 2007: while 1,000 visitors from 15 countries came in the year it was founded, 2,000 people came the following year, a fifth of them from abroad. In 2009 the venue changed to the Postbahnhof at Ostbahnhof . From 2010, the BCB was run as a formally independent company from the magazine and henceforth operated as Bar Convent GmbH. In the same year 3,900 visitors came. The fair has been taking place in Station Berlin since 2012 . In 2013, the Bar Convent Berlin was expanded with Brew Berlin to include an exhibition area for beer manufacturers and distributors. In 2014, the organizers recorded almost 10,000 visitors.

In 2015 Bar Convent GmbH was sold to the internationally operating trade fair organizer Reed Exhibitions and is now part of the British media group RELX Group . In the same year the threshold of 10,000 visitors was exceeded for the first time. Even after the sale, the Mixology magazine remained an “official partner medium” for the fair. In 2017 there was a separate exhibition area on the topic of coffee for the first time . The following year, according to the organizer, 14,416 visitors from all five continents met 433 exhibitors who presented 1,200 brands.

Mixology Bar Awards

On the occasion of the Bar Convent Berlin trade fair, the Mixology Bar Awards have been presented every year since 2007 . The non- endowed prizes are awarded by a jury appointed by Mixology in numerous, sometimes changing categories. Both individuals are honored, such as restaurateur Charles Schumann for his life's work in 2009 or Stephan Hinz as “Mixologist of the Year” in 2010, as well as teams, such as the employees of the Hamburg bar Le Lion (2009 “ Bar Team of the Year”). Products were also consistently awarded, for example in the category "Spirits of the Year" 2007 the herbal liqueur Chartreuse , 2008 the cocktail bitter The Bitter Truth Celery Bitters , 2009 the Swedish Punch ( Swedish punch , an arrak- based liqueur ) from the Forgotten Flavors manufacturer, which was discontinued in 2011 , 2010 Sipsmith Gin , 2011 Smith & Cross Rum , 2012 the orange liqueur Pierre Ferrand Dry Curaçao Triple Sec , 2013 the Gin Tanqueray Malacca and 2014 the Rye Whiskey Bulleit .

In 2008, one-time prizes were awarded for dubious achievements: a stuffed olive went to the then drug commissioner of the federal government , Sabine Bätzing, for, in the jury's view, "unfounded and unfounded action to introduce a ban on advertising for alcohol and in connection with the ban on smoking in restaurants" Mixology received another filled olive for depicting the Dry Martini Cocktail on the cover of a book publication with an olive filled with paprika paste (instead of a whole one), which is considered a faux pas among bartenders .

Web links

Individual evidence

  1. ↑ cf. Helmut Adam, Quo Vadis beer? About lemonade and specialization , Mixology No. 3/2008 (June / July), under the title Die Brauer brew Alcopops online at stern.de (June 29, 2008, accessed on July 8, 2008.)
  2. ↑ cf. Helmut Adam, Bars in Freiburg , Mixology No. 2/2008 (March / April), under the title Daring Recipes online in Manager Magazin (March 25, 2008, accessed July 8, 2008).
  3. ↑ Modern Lounge (2005), ISBN 978-3774287921 ; Italian Bar (2005), ISBN 978-3774287945 ; Cocktails & Drinks (2006), ISBN 978-3833803048 ; Small Mix School (2008), ISBN 978-3-8338-1054-1
  4. ↑ Helmut Adam, Jens Hasenbein (ed.): Cocktailian - Das Handbuch der Bar . Tre Torri Verlag, Wiesbaden 2010, ISBN 978-3941641419 .
  5. ↑ Helmut Adam, Jens Hasenbein (ed.): Cocktailian 2: Rum & Cachaça . Tre Torri Verlag, Wiesbaden 2011, ISBN 978-3941641464 .
  6. ↑ Mixology (Ed.): Cocktailian: Bier & Craft Beer . Tre Torri Verlag, Wiesbaden 2014, ISBN 978-3944628493 .
  7. ↑ Helmut Adam, Jens Hasenbein, Nils Wrage: Cocktails. Bar culture - history - recipes. Hallwag-Verlag, Munich 2016, ISBN 978-3-8338-5725-6 .
  8. ^ First edition: Helmut Adam, Jens Hasenbein: Mixology Bar Guide 2012 . Tre Torri Verlag, Wiesbaden 2011, ISBN 978-3941641631 . Edition 2014/2015: Mixology: Mixology Bar Guide 2015 . Tre Torri Verlag, Wiesbaden 2014, ISBN 978-3944628424 .
  9. ↑ a b Cocktailian - Edition Nº1 - Cocktailian , accessed on February 3, 2020.
  10. ↑ Visitor statistics of the organizers ( Memento from May 1, 2013 in the Internet Archive ) for the Bar Convent Berlin 2010, accessed on July 29, 2010.
  11. ↑ Bar Convent Berlin - trade visitor registration information from the trade fair organizer Reed Expositions, accessed on July 13, 2017.
  12. ↑ According to information provided by the organizers on July 7, 2008.
  13. ↑ Visitor statistics of the organizers , accessed on October 2, 2008.
  14. ↑ Visitor statistics of the organizers , accessed on October 18, 2010.
  15. ↑ Nils Wrage: FIVE! Thoughts on the Bar Convent 2014. In: mixology.eu. October 13, 2014, accessed February 18, 2015 .
  16. ^ Astrid Niehues: Reed Exhibitions and Bar Convent Berlin will go together in the future. In: reedexpo.de. September 6, 2013, accessed May 7, 2015 .
  17. ↑ Final report: Bar Convent Berlin is again the largest trade fair in the industry. (No longer available online.) October 10, 2018, archived from the original on July 10, 2019 ; accessed on May 5, 2020 .
  18. ↑ Steffen Hubert: The winners of the MIXOLOGY BAR AWARDS 2013. In: mixology.eu. October 9, 2012, accessed February 18, 2015 .
  19. ↑ Christian Kopp: The winners of the MIXOLOGY BAR AWARDS 2014. In: mixology.eu. February 27, 2014, accessed February 18, 2015 .
  20. ^ Nils Wrage: The winners of the Mixology Bar Awards 2015. In: mixology.eu. October 8, 2014, accessed February 18, 2015 .