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Leroy Dzenga Lifestyle Writer

There is more diversity to mood altering beverages than some know.

Besides the regular brands and their regular mixes, there is a whole world of possibilities, which constitute a full culture.

Cocktail culture traces its roots back to 1806, when it was defined in the Balance and Columbian Repository of Hudson (New York).

This was when a cocktail was defined as stimulating liquor composed of any kind of sugar, water and bitters.

The idea has evolved over time but put simply, cocktails are drinks specifically mixed to eliminate the bitter taste associated with alcoholic beverages which maintain the potency.

In Zimbabwe, cocktails had been a preserve of upmarket bars and pubs but a lady has taken it upon herself to demystify their consumption.

Ashler Jaya (30), has taken it upon herself to demystify cocktail culture.

Long believed to be a preserve of upmarket bars, she is ensuring that people have an option to enjoy the tangy drinks from the comfort of their homes or as they attend events of their choices.

Under her brand the Mixologist, Jaya is on her way to become a household name in the hospitality and beverage industry.

Her journey has been a tale of bravery and faith.

“I always knew I was into mixology, I wasn’t sure if I could make a career out of it. I would not say I decided to become a mixologist when I was studying Beverage Science but there was a time my sister encouraged me to sell drinks at a public event.

At that time cocktails were not a thing but the drinks sold out and I interpreted that as the existence of a market, this helped was the spark that informed the decision I eventually made,” Jaya said.

Using Twitter and Instagram as her main communicative platforms she has managed to grow her following, a tide which has had a positive impact on her business.

She is among the most visible entrepreneurs on the Zimbabwean internet space.

The decision to become ‘The people`s mixologist,’ as she brands herself did not come easy, besides the uncertainty associated with the viability of the business, there were also familial concerns.

“Coming from a really Christian family I was really hesitant to let them know I was passionate about mixology. My younger sister Freda is so supportive and she was the only one that knew for the 1st year of me running The Mixologist.”

She had to enjoy her early success in silence.

“As the brand got more popular I knew I had to tell them. When I did they were shocked but happy I found my purpose. They are so supportive and so loving. I enjoy telling my dad about business because he always has the best advice and suggestions for growth,” Jaya explained.

Her family had no option but to support the decision which in itself was a leap of faith, there were far easier routes to pursue for her being a holder of a Degree in Hospitality Management from the Swiss Hotel School and a course in wine at the Cape Wine Academy.

“I have been in the hospitality industry for over 10 years now.

“Throughout my journey, I have worked in some cool places including Rainbow Hotel in Harare, restaurants and pubs in South Africa, St Anne Spa and Resort in Seychelles, The Garden Hotel in Beijing, China as well as Frenchman creek Beach and country club, Palm Beach USA.”

Despite her family firmly deciding to be active in the growth of her career, like with her sister who to date still offers a hand whenever The Mixologist is booked, society-in some instances-has tried to maintain its clutches.

She spoke about the apparent awkwardness that reared its head in her church circles as the news filtered in.

“It was such a struggle in the beginning, especially because of how judgemental people in the church can be. However I believe God wouldn’t give me a talent he wouldn’t want me to use or a passion he wouldn’t want me to pursue. He has opened doors for The Mixologist and this is why we always say a prayer before we start shift,” said Jaya.

Perhaps what sets her aside from her industrial peers is her knack for experimentation and preference for local indigenous ingredients.

“My whole take on mixology is about using fresh produce. I want everyone to be able to have access to ingredients and try out some of my recipes at home.

I have been working on a few recipes using solely Zimbabwean products and fruit. I have actually had a few opportunities to use solely Zimbabwean products for brands,” she said.

In the three years she has been in business, she has collaborated with a number of global brands including renowned whiskey brand Jameson UK.

They send packages of their products to her, for experimentation and formulation of new mixes.

Locally, beverage makers have also engaged her, she has done work with Delta and hopes with time more players in the industry will see her utility too.

In the wake of Covid-19 pandemic, she has worked mostly at private events like weddings, family get-togethers or parties

Most well known figures in the social space have indulged her expertise, including the late Genius Kadungure.

As one who has never been afraid of etching new width in her work, Jaya has aligned her brand with the local creative sector. She has a good relationship with a number of artists.

Recently she formulated the KONG cocktail, a signature recipe crafted in honour of local rapper Soko Matemai.

The bar environment can be unforgiving (regrettably) with some characters behaving out of tune when drunk, or when they see a woman serving drinks.

She has not been spared of putrid behaviour from patrons and clients where she will be working.

“I have had some really bad experiences. At some point I felt safe always having a male friend tag along or a male bartender as my assistant for the day. We also make sure to leave if we feel unsafe or notice that things might get out of hand.”

She understands that her journey will not be a glorious glide without its fair share of obstacles. One of those hurdles has been ensuring that people understand the science and art behind mixology.

“It has been tough but people are starting to understand cocktail culture. The assumption is cocktails are sweet and not potent which is not true.

“Once we get a few people to try them out, they get hooked. The response this year has been amazing.”

An optimist, already seeing a silver lining in 2021, she hopes the Covid-19 pandemic will be under control so more events can return and she can whisper her magic to her drinks more regularly.

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