Understanding an operation's scope and clientele helps create promotions. The popularity of cocktails is a case in point. At Fronti re, Nathan takes advantage of the trend by emphasizing proper service and flair. He insists customers will pay for details. Cocktails are served with a shaker or appropriate accouterments.
Bartenders face patrons when making drinks and everything leaves the bar on a tray.
And you use a smaller shaker. Super-premium cognacs fuel an association with elegance. They're expensive and some even come with their own crystal serving glasses. Some people are intimidated by the price. This way, it seems less threatening.