On The Pass: Leah Dunnigan fills us in on Savile Row’s bold new magazine-style cocktail menu
Savile Row has never treated its cocktail menu as a mere drinks list. With the launch of Tailored – the bar’s new monthly magazine-style publication – the Fortitude Valley bar is transforming its menu into a living editorial platform, blending bespoke cocktails with sharp storytelling. In this edition of On The Pass, we caught up with venue manager Leah Dunnigan to unpack the thinking behind the ambitious new format.
To start, we’d love to know what spurred the decision to shift to a new menu format in the first place – in what ways did the team find the traditional laminate format limiting?
At Savile, we are anything but traditional. Savile Row had always had this book of illustrated cocktails with really unique and different concepts. They became menus that people would sneak out of the venue because they truly were little works of art. Over the years we stuck to that format and kept running with it – it worked, it was beautiful and it showcased our creativity, with other venues following this trusted style.
However, as a venue we felt like we had grown a lot over the years and were doing things that really set us apart – so why not make something that people continue to steal or collect? This new menu is something that really captures not only what Savile Row is doing, but who we are and who we want to be for our guests. Being named after the famous Savile Row in London, our venue has always kept its concept tied to tailoring, fashion and curation for guests.
Creating a high-fashion magazine, structured around the experience of finding the perfect tailored outfit, felt like the natural evolution of that idea. It gave us room to work collaboratively and ensure there was space for every single guest within the menu, while also showcasing local businesses and the people around them. With new editions every month, we can continue to evolve our offering, respond to what our guests are looking for and create a completely fresh experience every time.
This pivot is described as an attempt to “quietly rewrite what a drinks menu has been allowed to become.” How does Tailored flip the script on what a cocktail menu can be, and what made magazine-style the ideal format?
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It gives our guest an opportunity to find the perfect experience. Savile Row has such a multitude of offerings that it can sometimes feel overwhelming and guests can definitely feel intimidated asking for what they are really looking for. This menu creates an enjoyable and approachable way to discover your perfect drink without pretence – it guides you through Savile Row and what we can do for you.
The magazine format also allows us to adapt quickly and efficiently, responding directly to what our guests want, while introducing new specials and brand showcases every month. It gives us the flexibility to keep guests updated on our ever-growing back bar, rather than relying on the traditional static spirit list. Beyond drinks, it also creates space for local business spotlights, educational content and an inside look into our staff, venue and upcoming events.
Why was monthly the right cadence for the format instead of quarterly or seasonal?
Monthly felt the most authentic to the magazine format, while also reflecting how quickly things move through Savile Row and how much we try to offer our guests. It gives us the ability to create cocktail specials that respond to the season, current demand and evolving trends in real time. It also opens the door for more collaborations with local businesses and brands, while allowing us to continually educate and showcase new ideas in a much more dynamic and interactive way.
The drinks menu is divided into three sections – can you break down what kind of sips can be found in each tier?
Savile Row’s sections are inspired by the real-life experience of finding your perfect tailored piece and the different avenues you can take in achieving the perfect fit. ‘Ready to Wear’ is inspired by buying a ready-made piece built on classic cuts and styles. We used the framework of well-known classic cocktails and allowed our staff to reinterpret them into fresh and creative versions in true Savile Row style, such as the Pornstar Martini, Mai Tai and Sidecar.
Subscribe for updates‘Made to Measure’ are drinks with a defined style, tailored specifically to your measurements. We have taken our famous classics – the martini and the old fashioned – and created Savile Row recommendations of three spirits we believe elevate each classic style. ‘Bespoke’ is a completely customised and unique drink made specifically for you. These cocktails are truly driven by Savile Row’s creativity and the personalities of the staff behind them. They are the purest representation of our experimentation, creativity and approach to drinking at Savile Row.
Are guests approaching the Bespoke section differently now that the consultation idea is framed editorially?
Funnily enough, before this menu launched our biggest cocktail seller every single week was always bespoke. Guests would come in, tell us what they liked, the spirits they enjoyed and the flavours that excited them, and we would create a completely custom cocktail for them on the spot. That became one of the defining experiences of Savile Row. With this new, more refined offering, guests can still explore our highly thought-out bespoke creations while also knowing they can sit down and have something completely tailored to them every single time.
When it comes to the features and stories, what can guests read when flipping through Tailored?
Without giving too much away, guests get to meet the real people who brought this experience to life, the wonderful local businesses that craft and care the way we do, alongside the brands and whiskies pushing innovation and doing truly incredible things.
If someone keeps all twelve editions, what story will they end up holding in their hands?
They’ll be holding a living archive of Savile Row – not just the drinks, but the people, ideas and moments that shaped us throughout the year. Every edition captures a snapshot of where Savile Row was creatively, what inspired us, the brands and local businesses we collaborated with and the experiences we wanted to create for our guests at that moment in time. Together, the twelve editions become more than a menu collection – they become a story of evolution, hospitality and intention. At its core, it’s a reflection of the care we put into every guest experience and the community that continues to shape who we are. After all, we do this for our guests – the people that walk through our doors and find comfort in Savile Row.
For more information on Savile Row, head to The Directory.
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