Robert Vermeire (1891-1976) worked as head bartender at London’s prestigious Embassy Club during the 1920s. His career spanned multiple elite establishments including the Royal Automobile Club, the Criterion, and bars across France and Belgium.
Imbibe Magazine recognized Vermeire as one of “The Top 25 Most Influential Cocktail Personalities of the Past Century.” His impact on cocktail culture came through both his bartending skills and his literary contribution to the field.
What made Vermeire special? He was among the first bartenders to bridge European and American cocktail traditions. His work came at a crucial time when cocktail culture was exploding during the Roaring Twenties.
The Journey from Belgium to Bartending Royalty
Born in Belgium, Vermeire studied in Germany before making his way to London’s bar scene. The path that led him to bartending remains somewhat mysterious, but his impact was anything but subtle.
His career reached its peak at the Embassy Club in London. This wasn’t just any bar – it was the kind of place where society’s elite gathered for expertly crafted cocktails.
The Embassy Club gave Vermeire the perfect stage. Here, he could experiment with recipes and serve discerning customers who appreciated quality drinks. This environment pushed him to develop his craft and document what he learned.
His time in London coincided with a fascinating period in cocktail history. Research shows that during Prohibition, American bartenders fled to European cities, creating a cross-pollination of cocktail techniques and recipes. Vermeire was perfectly positioned to capture this cultural exchange.
Cocktail Philosophy: Precision Meets European Elegance
Vermeire approached mixology with scientific precision. His book opening line captured his philosophy: “Millions know how to drink a cocktail; but few can mix one.”
He believed cocktail making required both skill and artistry. His recipes weren’t just instructions – they were careful formulations designed to create balanced, sophisticated drinks.
Quality ingredients mattered deeply to Vermeire. He worked during an era when bartenders couldn’t rely on consistent spirits. This challenge forced him to develop techniques that would work regardless of ingredient variations.
Vermeire favored cognac and quality liqueurs. His recipes often featured French spirits, reflecting his appreciation for European distilling traditions. He understood how to balance sweetness, acidity, and alcohol strength to create memorable drinks.
What set him apart was his attention to detail. He even included practical advice like “Care should be taken to prevent insects from entering the mixing bottles.”
Robert Vermeire Signature Cocktails
The Sidecar
Vermeire’s book contained the first printed recipe for the Sidecar, noting it “was first introduced in London by MacGarry, the celebrated bar-tender of Buck’s Club.”
His original Sidecar recipe called for:
- 1/6 gill fresh lemon juice
- 1/6 gill Cointreau
- 1/6 gill cognac brandy
Vermeire noted that “This cocktail is very popular in France.” His documentation preserved this classic for future generations.
The London Cocktail
Vermeire created the London Cocktail, featured in his 1922 book. The recipe included London Dry Gin, orange bitters, gum syrup, and absinthe.
This drink showcased his ability to balance strong flavors. The absinthe provided complexity while the gin maintained the cocktail’s backbone.
Medicinal Cocktails
Vermeire included recipes for medicinal drinks, such as the usual hot toddy for a cold, but also absinthe for a headache and champagne for seasickness.
These recipes reflected the era’s belief in alcohol’s therapeutic properties. They also showed Vermeire’s understanding of his customers’ diverse needs.
The Embassy Connection
While Vermeire worked at the Embassy Club, the famous Embassy Cocktail appears to have different origins, likely created at Hollywood’s Embassy Club rather than London’s establishment. This distinction shows how cocktail names traveled and evolved across continents.
Literary Legacy: “Cocktails: How to Mix Them”
Published in 1922, “Cocktails: How to Mix Them” became one of the first European mass-market cocktail books, selling over 150,000 copies and being translated into French and Japanese.
The book’s success came from its practical approach. It appeared almost simultaneously with Harry McElhone’s “Harry’s ABC of Cocktails,” but Vermeire’s work stood out for documenting drink creators.
What made the book notable was “how it catalogs the inventors of the drinks, preserving this historical information for posterity.”
This historical documentation proved invaluable. Modern cocktail historians rely on Vermeire’s attributions to understand how classic cocktails developed.
The book went through multiple printings, eventually reaching 22 editions. It was “perhaps the most commercially successful bar guide of the ‘classic’ era, with well over 100,000 copies printed.”
Business Ventures and Later Career
In 1923, Vermeire opened Robert’s in his Belgian hometown. The bar, restaurant, and hotel became a sensation and even attracted clients from London.
The business thrived during the prosperous 1920s. Vermeire had successfully translated his London experience into a Belgian success story.
The 1929 crash ended the party, and Vermeire filed for bankruptcy. Like many hospitality businesses, Robert’s couldn’t survive the economic downturn.
It wasn’t until 1938 that he recovered and took over the bar of the Albert Ier, one of Brussels’s most luxurious hotels.
World War II arguably ended his career: both his sons collaborated with the Germans, and the huge fines that followed the war put his family under considerable financial strain.
Although he continued working until 1958, Vermeire never regained financial stability—a sad end to an otherwise illustrious career.
Industry Impact and Cultural Influence
Vermeire’s work came during a pivotal moment in cocktail history. The Prohibition era (1920-1933) was “one of the most transformative periods in American history, particularly in the world of cocktails and nightlife.”
During Prohibition, “classic cocktails were born of the Prohibition Era, like the Mary Pickford, French 75, the Sidecar and the Old Fashioned.” Vermeire’s documentation captured this creative explosion.
His book bridged European and American cocktail traditions. The work was “one of the first to integrate new European cocktails with those from America.”
This cultural exchange proved crucial for cocktail development. European bartenders like Vermeire preserved and refined American recipes while adding their own innovations.
Modern bartenders still reference Vermeire’s work. His recipes provide insights into how classic cocktails evolved and what made them successful.
The craft cocktail renaissance of the 2000s brought renewed interest in Vermeire’s contributions. According to the Smithsonian, the modern craft cocktail movement began in the late 1980s with bartenders like Dale DeGroff “creating a cocktail list filled with classics from the Prohibition era.”
Contemporaries and Collaborators
Vermeire worked alongside other legendary bartenders of his era. Harry MacElhone, who worked at Buck’s Club and later opened Harry’s Bar in Paris, was a contemporary who also documented the Sidecar recipe.
Pat MacGarry of Buck’s Club, credited as the Sidecar’s creator, represented the kind of skilled bartender Vermeire collaborated with and learned from.
The bartending community of 1920s London was small and interconnected. These professionals shared techniques, recipes, and innovations that shaped cocktail culture.
Vermeire’s careful attribution of recipes in his book showed respect for his peers. He understood that cocktail creation was collaborative, with bartenders building on each other’s work.
Measuring Systems and Technical Innovation
Vermeire used the “gill, or noggin” measure, which he explained as 0.142 liters, or a quarter of a pint.
This standardization was crucial for cocktail consistency. Before Vermeire’s era, drink recipes often lacked precise measurements.
His technical approach influenced how cocktail recipes were documented. The combination of specific measurements and clear instructions made his book practical for both professional and home bartenders.
Vermeire’s attention to hygiene and proper technique set professional standards. His advice about preventing contamination showed understanding of food safety principles.
Legacy in Modern Cocktail Culture
Vermeire’s influence extends far beyond his historical period. Modern cocktail culture has “embraced the secretive and glamorous atmosphere of the Prohibition era, from hidden speakeasy-themed bars to vintage-inspired glassware.”
Contemporary bartenders study Vermeire’s recipes to understand classic cocktail construction. His book provides a template for balanced, well-crafted drinks.
The Sidecar remains one of the most popular classic cocktails. Modern versions often follow Vermeire’s proportional guidelines, though with contemporary refinements.
His documentation philosophy influences current cocktail writers. The practice of crediting recipe creators and preserving cocktail history traces back to Vermeire’s work.
Cocktail competitions and bartending schools reference Vermeire’s techniques. His scientific approach to mixing resonates with today’s precision-focused bartenders.
Remembering a Master
Robert Vermeire’s story reflects both triumph and tragedy. He achieved remarkable success during cocktail culture’s golden age, only to face personal and financial hardships later in life.
His professional legacy endures through the drinks he documented and the standards he set. Every time a bartender crafts a proper Sidecar, they’re following Vermeire’s template.
The cocktail world owes Vermeire a debt for his meticulous record-keeping. Without his documentation, many classic recipes might have been lost to history.
His work reminds us that cocktail culture thrives through collaboration, innovation, and respect for tradition. Vermeire embodied these values throughout his career.
Today’s craft cocktail movement continues the tradition Vermeire helped establish. His emphasis on quality ingredients, precise techniques, and historical awareness remains relevant.
What would Vermeire think of today’s cocktail scene? He’d probably appreciate the renewed focus on craftsmanship and the respect for classic recipes. He might also be amazed at how far his simple book traveled – from 1920s London to bars around the world.
