#53 | "It's all about the customer" with Alex Ross

Living Proof: Conversations for Bartenders

Alex Ross is a pioneer of the Melbourne bar industry. She opened Ginger in 2001, having just arrived back from a stint in the UK where she could see that a cocktail revolution was imminent. In the nine years following, she changed the way things were done in Australia by ensuring the customer was front and centre, while utilising fresh ingredients and plenty of Jägermeister.

"I wanted everyone who walked in there (Ginger) to feel like part of the family, whether we knew them well or not. One night a friend was in the bar and said ‘if I didn’t know you so well, I’d think you’ve known those people for 30 years’ … and I said, ‘f*?$ you, I’m not 30 yet!’"

"It’s about what the customer wants and making them feel comfortable. Every venue I’ve helped build, it’s always been about pure comfort for the customer: where are their knees resting? How far are the feet off the floor? … that’s the first way you get them in. After that it’s about training your staff."

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