Here is a summary of our new trend report on the new trends in libations. You can read the full report here.
Rethinking Libations (excerpt)
The new James Bond could care less whether his martini is shaken or stirred, yet the clever turn of phrase in its new form catches us.
It reflects our desire for the return of ritual. Libations and ritual have always gone hand in hand. Yet here we are today with a lot of mixed drinks, but no social rites.
Signature drinks like Samsung’s Blu-ray Martinis are big, yet locality of taste demonstrating authenticity is even better. Paula's Texas Orange, reviewed by LiquorSnob, is a premium orange liqueur hand made in Austin, Texas, “ If this stuff was made by a big corporation they probably would have dyed it the color of Sunny D or Tang.” .
Ladies’ drinks have consumed us beyond Sex and the City. Flirtinis and Bellinitinis will slide over to make room for mixed drinks that the men are not afraid to ask for (ala: Jack and Coke, NOT: the Bacon Martini…eww.)
what to watch for
Strive for ritual. Something that demonstrates social skill slicker than that of a wine steward. As a new generation embarks on imbibing, it’s all going to be about establishing a hierarchy of roles among peers, singles, couples and business associates.
Datamonitor’s Productscan Online database has recorded 15 innovative spirits introductions so far this year compared to just four in 1995, and 194 new spirit launches in the US, compared to just 30 five years ago. Younger consumers have switched from beer to spirits, taking over from the stereotypical late-middle-aged whiskey or gin (depending on gender) drinker of yesteryear.