Hillside Beach Club

How does a Turkish coastal retreat connect with global travellers?

Set amidst the pine forests of Kalemya Bay, Hillside Beach Club has become one of Turkey’s most acclaimed destinations, recognised in The Times as a “must-visit holiday destination”, awarded Best Leisure Hotel in the World by Haute Grandeur, and even studied as a business success at Harvard University.

Alongside its celebrated reputation, Hillside asked us to collaborate on the Pasha Bar, with the aim of shaping a cocktail program that reflected both the local environment and the loyal, international community who return year after year.

Our challenge was to design a cocktail offering that resonated with Hillside’s dedicated guests, many of whom have a deep connection to the resort and can be resistant to change. We wanted to created a sense of occasion, an experience in its own right, rather than a supporting element. The drinks had to feel authentically Pasha’s, rather than something imported by an outside agency.

Our Approach

Immersion was central to the process. During our time on-site, we were struck by the passion of the Hillside bar team and their drive to create moments that linger in memory. We worked closely with them to:

Explore local ingredients, from the hotel’s own herb garden to the abundance of produce in the surrounding region.
Engage with the team’s knowledge of their guests’ preferences, understanding the enduring appeal of longstanding drinks while identifying opportunities to introduce new ideas.
Analyse guest behaviour and appetite for discovery, balancing familiarity with a curiosity for local stories.

The result was Flavours of Fethiye, a cocktail menu rooted in microseasonality and hyperlocality. Each drink highlighted the richness of the region, whether through fresh herbs picked onsite, or stories drawn from its natural and cultural landscape.

To embed the project, we also implemented a training programme for the Hillside bar team, covering ingredient preparation, batch production, garnish refinement and consistency, drinks photography, and creativity. A guest-facing launch event introduced the new menu, ensuring it felt like an occasion and strengthening the connection between the bar team and their audience.