Focus on Marino Karinja
He started out by studying surveying and working behind a screen; a summer “fun” job turned out to ignite a passion in him for bartending. This week we speak to Croatian bar consultant Marino Karinja on his career in the bar world.
My interview with Marino
Hi Marino, I understand you studied to be a surveyor so you have a technical background. How did you make the change to the world of bartending?
To be honest, while freelancing by drafting sketches in AutoCAD, I didn’t want my youth to be spent in front of a screen. I decided to take a year off from college and do something that “wouldn’t involve my head too much”. Being 19 at the time, I liked going out, good drinks and socialising, so the plan was: finish a bartending course, do all that and get paid! I had life figured out (laughs).
Can you tell us a little bit about your experiences abroad?
I hopped on a bus (on my limited budget) and headed for Hamburg where I had a Croatian contact. That was where I first got introduced to craft cocktails, drinking a Basil Smash at Le Lion. I was instantly hooked on this, for me, new world of bartending. First, I had to catch up to be competitive on the market, then along the way fell in love with it while researching, studying, and exploring.
Shortly after ended up in one of the best bars in Belgium, a 19th century pharmacy, La Pharmacie Anglaise. I got integrated in the bar scene through constant masterclasses, competitions, distillery tours and of course long nights in other amazing bars in Belgium…after all, that’s how we met, Sharla!
Before coming back, I managed the Hendrick’s Chambers of the Curious: a one month pop-up event in Brussels, one of the most amazing and most intense experiences in my life. I Loved it! :D
Hendrick’s Gin Chambers of the Curious.
What made you decide to come back to Croatia to pursue the bar business?
I wanted to share this newly found passion of mine and the experience I accumulated by helping to uplift the Croatian bar scene that was just being formed.
How are you contributing to the scene now?
The short answer, I create bespoke bar concepts and help implement them generating more profit and saving time for the venue. Hit me up for the long sales pitch! And not just for Croatia!
I also help brands position themselves in the market by developing strategies as well as doing ambassadorship and events.
Tell me about some of your projects in Croatia.
Well, I have to mention Bokamorra that was my start here in Croatia, the place that gave me the opportunity to get noticed and leave a mark on the scene. Bokamorra was the first project I was a part of from the very beginning and the venue where I worked behind the bar for three years before starting my company.
Interior of Bokamorra.
KaKantun in Split is another notable project. It’s a small 33m² specialty coffee shop and gin bar. They do specialty coffee and gin cocktails, that’s it, but they do it so well and with no former experience in hospitality which proves just how great small niche concepts are when the people behind it have passion for their work and just a little bit of guided experience.
The project I am currently a part of is Izakaya, a new casual Asian fusion…well, “izakaya”, outside the city centre in Zagreb. They already have a well-established kitchen from the Time restaurant that will be part of a luxury hotel that is being developed in the Zagreb city centre at this moment and a top-level, professional staff. The menu created for this project focuses on familiar classic cocktails with an Asian twist and on positioning drinks according to points of sale in a restaurant setting (aperitif, palate cleanser, digestif, liquid dessert…). The concept quickly generated great sales and became the most sold beverage group in spite of a great local and international wine list, which is generally far more traditional in a restaurant environment, especially in Croatia.
Interior of Izakaya.
Yuzu Collins from Izakaya.
What is different about the Croatian bar scene as opposed to other European cities?
It’s still young and it’s not in our “culture”. Just having a great product alone won’t bring customers through the door. You have to know your target audience, how to market, communicate and tailor your concept to them…as well as having that great product 😊
Tell us about some of your popups and takeover ideas.
Tiki Thursday, a fun bar takeover concept that connects craft cocktails and great atmosphere, two things that, unfortunately, don’t go together very often here in Croatia. It’s a concept that is still waiting for the right brand support to execute it to the fullest.
There is also the Mediterranean Rooftop pop-up with Gin Mare and Vantguard where we shifted the budget intended for pre-season activations and education since they were not executable due to the first lockdown. I think that the time and resources were used to the fullest in the current situation, generating brand awareness in times that everyone was laying low due to the uncertainty of a successful summer season.
Gin Mare Mediterranean Rooftop.
The bars in Croatia opened upon March 1st and they are open until 10 pm. What are Croatians drinking in the bars in 2021?
In the bars with a specific niche concept? Well, whatever the concept is 😊 To bring us back to Izakaya, a restaurant where people usually drink wine with food, with the menu we implemented, cocktails are the most sold beverage item.
Thoughts on consulting and events in 2021/2022?
Well, definitely an opportunity for those who can afford it, and I emphasize on the latter. If there are resources, this might be the best use out of them. The situation is not going to last forever and how venues use this “down time” will determine their position on the market. In the long run, I see this as an opportunity and a filter, since a lot of “copy-paste” venues with no specific offering will be wiped out making more room for places with a good concept and a quality product. From the customers’ perspective, this means a better standard of quality and an overall uplift in the gastronomy scene.
Any new projects you want to share with us?
A future project that I am really looking forward to- that will also bring me back to Rijeka where I was born- is the 5 star hotel Navis. The menus will accompany their restaurant as well as the upscale pool bar.
Signature cocktail: Geisha
40ml Spiced rum
15ml Tonka bean syrup
15ml Lime
50ml Mango soda
Sauvignon Blanc foam
Grated Tonka and pink pepper on top
Five questions for Marino
Jigger or free pour?
Jigger.
Your opinion of flair?
Respect, especially working flair—it adds to the guest experience.
You can only have one spirit in your bar, which one?
Rum. I’m a huge fan!
Your favorite bar book?
The Bar Book, by Jeffrey Morgenthaler.
A passion that has nothing to do with the industry?
Keeping fit: a great de-stresser.