Tradition shaken, not stirred: Simone Caporale on rising out of the ‘sea of sameness’ and creating a human-centric experience at the bar

Luxury expert Daniel Langer looks at how the man behind SIPS, ranked the 3rd best bar in the world according to The World’s 50 Best Bars Awards in 2023, has created success by defying the status quo

One of the things that is most fascinating about meeting people who have a disrespect for the status quo is their ambition, which is not just about replicating the same “sea of sameness” we find so often in most categories, but to change things for the better. So, a chance to meet and interview Simone Caporale—the world-renowned bartender who took over Quinary, one of Hong Kong’s most exclusive bars, to present Amaro Santoni, his multi-award-winning “dolce-amaro aperitivo” of highest quality—was very intriguing.

Caporale is the proud owner of SIPS Bar in Barcelona, which is ranked the 3rd best bar in the world according to The World’s 50 Best Bars Awards in 2023. And according to Caporale, what he does differently to create an intimate venue where often 60-70 people wait in line to get one of the 33 seats in his bar is “focus on human values.”

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Caporale’s focus on human values and human-centric philosophy also entails the service, the experience and the encouragement of the team. For example, to take down barriers between the bartenders and the guests, he eliminated the bar counter, allowing for a completely different ambience than most other bars. Without the separation from the guests, the venue feels much more intimate and connected, and allows for much more dynamic service and flexibility.

Because of the different setup, the bartenders can work face-to-face and share an order and can complete it much faster than in a traditional setup. Even at full capacity, guests will still get their drinks typically within three minutes, adding to the human-centric experience. Another aspect that sets SIPS apart is reflected in the name—to sip.

“Sip is an undefined quantity of a liquid, just enough to savour its taste,” says Caporale. “This means, each sip creates an emotional connection and response, and—ultimately—a memory. We reduce the quantity of each drink for guests to have an extended experience, like in a tapas bar. You can enjoy two or three drinks without too many worries about the alcohol, adding to the exceptional experience.”

Above For Simone Caporale it was critical to redefine the entire experience—not just the product (Photo: courtesy of SIPS)

Above Simone Caporale removed the barriers between bartenders and guests (Photo: courtesy of SIPS)

According to Caporale, a cosmopolitan clientele—with about 50 per cent being locals and 50 per cent being travellers—is most attracted to the concept at SIPS, reflecting the gastronomic importance of Barcelona. “Our guests are curious; they want to explore. What we do sparks creativity.”

This is a refreshingly different take on creating a high-end bar. A quick analysis of the bar scene in any city will reveal a repetitive pattern: similar drink menus, indistinguishable ambiances, comparable service, and a striking lack of authentic and differentiating brand stories. Truly, the story appears to be the same everywhere. It’s like walking into a replica of the same concept with a change in address. SIPS is clearly different.

Caporale was recently in Hong Kong to infuse the same human-centric philosophy into a different project: redefining amaro, a classic Italian aperitivo. The brand he is a partner in is Amaro Santoni, which is already listed, not surprisingly, in some of the world’s leading bars beyond SIPS. Instead of creating just another amaro, “of which there are thousands,” he got inspired by the lifestyle of Florence, the cultural capital of Italy. “When you walk down the streets, you experience artisan shops, beautiful villas, and the scents of olive trees, roses, and hibiscus. We wanted to bottle the experience of going for a stroll.”

Above SIPS Bar in Barcelona is ranked the 3rd best bar in the world according to The World’s 50 Best Bars Awards in 2023 (Photo: courtesy of SIPS)

Hence, he again redefined the category. Instead of overloading Amaro Santoni with sugars, he minimised the amount, reduced the ubiquitous caramel other amaro brands have and replaced it with 34 natural herbs and botanicals—from hibiscus to olive leaves, from roses to mint, and beyond. The result is a refreshingly new take on the aperitivo, making it a favourite of bartenders and discerning clients at home.

For Caporale, it was critical to redefine the entire experience—not just the product. A small team of 10 takes care of the clients on a 1:1 basis, often via WhatsApp. He says that “we are the antidote to corporate, small, personal, and human. The service is one of the most personal you will ever experience.”

Another element of disruption was not just to be “Made in Italy”, but to be truly Italian. “So many brands just produce in Italy,” he says, “but they are just made here. We create local jobs, pay local taxes, and celebrate local culture and bring it all over the world. What we do is a homage to Florence and Italy in every aspect. The bottle resembles the iconic Duomo Santa Maria del Fiore, the colour of the amaro resembles the bricks of the building, created by mixing in hibiscus.”

Above SIPS Bar in Barcelona is ranked the 3rd best bar in the world according to The World’s 50 Best Bars Awards in 2023 (Photo: courtesy of SIPS)

Again, apart from the exquisite taste, the authentic storytelling, and taking a category where most player do fundamentally the same thing and changing everything is what is most fascinating. And if you’re looking for a taste of Caporale’s aperitivo in Hong Kong, “you can try it at the bar at St Regis, the lobster bar at the Shangri-La, Central Bar, Aqua, and of course Quinary, among others.”

What can other brands learn from this? Don’t take the category codes for granted. In whichever category you are in, whether that is fine jewellery, high-end perfumes, fashion or airlines. And when we look at the competitive set, most brands do—directionally—the same thing whereas true potential lies in standing out and creating your story. Are you ready?

Named one of the “Global Top Five Luxury Key Opinion Leaders to Watch,” Daniel Langer is the CEO of the luxury, lifestyle and consumer brand strategy firm Équité, and the executive professor of luxury strategy and pricing at Pepperdine University in Malibu, California. He consults many of the leading luxury brands in the world, is the author of several best-selling luxury management books, a global keynote speaker, and holds luxury masterclasses on the future of luxury, disruption, and the luxury metaverse in Europe, the USA, and Asia.

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Tradition shaken, not stirred: Simone Caporale on rising out of the ‘sea of sameness’ and creating a human-centric experience at the bar