Identity
What the bar already is: its people, its history, its place. The list grows from there.
@viniciusdemian · São Paulo — Brazil & abroad
ViníciusDemian
Bar & Beverage
Creative Services
Experience behind the bar. Vision beyond it. Signature cocktail lists that come out of your bar’s identity — and hold up in real service.
2022Campeão
- World Class Brazil 2022 — Bartender of the Year
- Veja Comer & Beber 2025 — Best Cocktail List
- Experience in Paris
- 10+ years in Brazil and abroad
- Santana Bar — Menu de Cores
01 — About
Experience behind the bar. Vision beyond it.
A bartender, World Class champion and internationally experienced professional, Vinícius Demian works on the creation, development and direction of drinks experiences.
His work combines bar repertoire, technique, creativity and hands-on operational experience — from the first concept of a list through developing the cocktails, training the team and putting the project on the bar. In São Paulo he led the most recent lists at Santana Bar, including the one recognised by Veja Comer & Beber 2025–26.
2022
World Class Brazil
Winner — Bartender of the Year
2025
Veja Comer & Beber
Menu de Cores — Best Cocktail List
Paris
International experience
At a renowned bar
10+
Years behind the bar
Working in Brazil and abroad
02 — Approach
From concept to operation.
I develop drinks projects that connect creativity, technique and operational reality. Every bar has a language of its own.
Concept
The idea that holds the list together — narrative, language, cocktails and presentation.
Operation
What actually survives service: prep, consistency, team and rhythm.
The result is a list that belongs to the place.
03 — Formats
Three formats.
Three levels of involvement.
From creating a new list to building a complete drinks identity. Every project gets a proposal built for it after the first conversation.
01
Essential Menu
A signature list, built around how your bar actually works.
- 01Creation6–8 signature cocktails and up to 10 curated classics.
- 02DevelopmentConcept, testing, technique, prep and presentation.
- 03DocumentationSpec sheets and everything the team needs to implement it.
- 04TrainingOne on-site session (~3h) handing the technique over.
Ideal paraOperations renewing or creating a list, without ongoing support afterwards.
Request a proposal02
Menu + Operations
A list built to hold up on a busy night.
- 01Creation8–10 signature cocktails and 10–12 curated classics.
- 02DevelopmentTesting, adjustments, standardisation and full documentation.
- 03ImplementationHands-on training, mise en place and readiness for service.
- 04Follow-throughThree months on site, adjusting and supporting the operation.
Assinatura autoral — opcionalCrédito de autoria e assinatura profissional no projeto.
Request a proposal03
Creative Direction
The full arc — creation, development and direction.
- 01DirectionConcept, narrative, language and the identity of the experience.
- 02Creation10–12 signature cocktails and 12–14 curated classics.
- 03DevelopmentFull spec sheets, prep, training and implementation.
- 04ContinuitySix months of follow-through and ongoing creative direction.
Assinatura autoral — inclusaAutoria e direção criativa com crédito profissional de Vinícius.
Request a proposalIt is not about choosing more or fewer deliverables.It is about the level of involvement your project needs.
04 — Process
From planning to service.
First conversation
We work out where the bar is and which format fits.
Brief
Immersion in identity, audience, concept and goals.
Agreement
Scope, timeline, responsibilities and start date.
Creation
Research, creation, testing and developing the list.
Refinement
Tastings, feedback and the adjustments that follow.
Implementation
Training, documentation and getting the team ready.
Follow-through
Growing the operation and, where agreed, ongoing creative direction.
How far each format stays with you
01Essential Menu
02Menu + Operations
03Creative Direction
05 — Portfolio
Lists that become an experience.
Projects, menus and what happens behind them. Hover to see the photos in colour.
Menu de CoresSignature menu — named Best Cocktail List · São Paulo · 2025
06 — What I do
Drinks from concept to service.
Creation
List concept, signature cocktails, curated classics and the preparations behind them.
Technical development
Recipes, technique, testing, documentation and standards built for how the bar actually runs.
Training & implementation
Handing the technique over in practice and getting the team ready for service.
Creative direction
Concept, narrative, language, drinks and visual expression led as a single piece.
Do you work outside São Paulo?
Yes. The base is São Paulo, but projects happen across Brazil and abroad. Travel and accommodation are included in the proposal.
What does a project cost?
Every project gets a proposal built for it, after the first conversation and the brief — based on the format, the size of the list and the follow-through involved.
Can I start with one format and grow into another?
Yes. Plenty of projects start with the Essential Menu and add follow-through after launch.
How long does it take?
Four to eight weeks of development, depending on the format, plus three or six months of follow-through where that is part of the scope.
What is the Authored Signature?
Vinícius Demian’s authorship credit on the list, so the project can be communicated to the public. Optional on Menu + Operations and included in Creative Direction.
Do you work with events and brands?
Yes — lists for events, hotels and brand activations follow the same method. Tell me about the project in the brief.