A great list could -offer someone something familier -push them outside of their comfort zone -not cost too much -educate -inspire We have a caiprahina made with mango, a customer may not know what cachaca is but lime, sugar and fresh mango are friendly enough. The only added prep is a mango or two a day and the customer now knows about a new base spirit is and may be willing to try something else new. You'll have to determine where your clientele's comfort zone is. Our list has seven drinks, each based on a base spirit (Vodka, Bourbon, Rye, Gin, Cachaca, Cognac, and Sangria) The tend to be twists on classics with some sort of fresh local ingredient, which pretty much sums up the concept of the restaurant. I went to Camino in Oakland, CA last month. Their cocktail list came out before dinner and was only four drinks long and each one was merely a list of ingredients. It was clean sexy and made me want to try them all. They didn't but they could have easily had an after dinner/before dessert list. With a before dinner list and an after dinner list you begin to educate the clientele about when it is appropriate to drink cocktails and what types of cocktails you might have at such times. I don't live in one of the hubs of cocktailian culture so I am always trying to figure out ways to bring people towards their next step of enlightenment. Oh and this probably goes without saying around here but never underestimate the power of exclusivity, one house made ingredient in a good cocktail would be enough to get me to come back, a batch of bitters or almond orgeat can last a long time for not too much added prep.