Speakeasy bars, known for their aura of mystery and exclusivity, have been becoming a trend in major cities across Brazil. Inspired by the clandestine establishments of the Prohibition era in the United States, these bars offer a distinctive experience where sophistication, personalized service, and elaborate cocktails are the main draws.
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The origin of speakeasies and their adaptation to Brazil
Speakeasies emerged in the early 20th century, during the period when the consumption and sale of alcoholic beverages were banned in the United States. To dodge the authorities, secret bars popped up in hidden locations, accessible only through passwords or exclusive referrals. Today, the concept has been reinvented, keeping its essence of mystery but with a modern touch.
In Brazil, major cities like São Paulo, Rio de Janeiro, and Belo Horizonte are leading this new trend. The city of São Paulo, for example, is already home to some of the country's best-known speakeasies. One of them is Oculto, whose proposal is to offer a more intimate experience.
According to Maria Carolina Warzee, co-owner of Oculto, in São Paulo, “the idea is to give the customer a unique experience, in a private setting where they feel part of something special”. Access to Oculto is restricted and only happens after a password is shared, which reinforces the feeling of exclusivity.
What sets these establishments apart
One of the biggest draws of speakeasies is the combination of atmosphere and high-quality drinks. These establishments are usually located in discreet spots, without big façades or signs, which adds to the mystery and charm of the place.
In the case of Câmara Fria, another speakeasy located in São Paulo, the entrance is camouflaged behind a walk-in cooler door next to the counter of the Original bar.
Beyond the mysterious atmosphere, the quality of the cocktails is one of the things that sets these bars apart from traditional ones. Many speakeasies bet on specialized mixologists who develop unique menus, with drinks created exclusively for their customers.
At Oculto, the drinks list is created by mixologists Spencer and Cris Negreiros. For Maria Carolina, “the bar is the soul of the business, and cocktails are central to bringing joy to our customers”.
Advantages and challenges of the speakeasy model
Besides offering a distinctive experience, speakeasies also bring some operational advantages. According to chef and consultant Kaká Gomes, “one of the great advantages of speakeasies is that they can operate in more discreet locations, which cuts the cost of expensive commercial spots”. By not depending on a highly visible location, these bars manage to save on rent and other costs associated with commercial spaces in upscale areas.
However, the model also brings challenges, especially when it comes to customer loyalty. With smaller, exclusive spaces, audience turnover is limited, which requires effective marketing strategies to ensure steady occupancy.
Ana Carolina Caleiro notes that at Câmara Fria, word-of-mouth marketing has been essential: “even though not having signs is a challenge, word of mouth works very well here, and the flow of customers is always steady”.
