Cocktail menu descriptions do two jobs at the same time: they help guests choose fast, and they help the bar sell the right drinks. When descriptions fail, guests hesitate, default to the safest option, or ask the bartender to translate the menu. When descriptions work, guests understand what they are buying, feel confident ordering, and become easier to guide toward higher-margin signatures.

There are bartenders who follow trends. Then there are those who create them. Simone Caporale belongs firmly in the second category. If you’ve ever poured a drink with a story, crafted a cocktail with intention, or thought of hospitality as more than just service, chances are you’re walking a path he helped pave.