TRENDS / LANDSCAPES

alcohol category

LANDSCAPE : SPIRITS

-What does alcohol represent in our culture?From toasts at weddings to relaxing with friends after work at the bar, consuming spirits plays a big role in how we celebrate and unwind .

-Why do we drink?“For many, drinking is mostly social : Shauna Pack, 45, of Glasgow, KY says her monthly ‘Martini Club’ is ‘ just an excuse for the girls to get together.’” [USA Today]

-How much are we drinking?Alcohol consumption is down slightly from last year (64% in 2011, 67% in 2010). This is a level unseen since the late 1970’s (70%) [Gallup.com, USA Today]

TREND #1 BITTERS

IMPLICATIONS & INSIGHTS

-MAKING THE OLD NEW AGAINBitters, a 19th century concoction made from various herbs once used to aid seasickness, have typically been used in small amounts as in-gredients in cocktails. More and more, bartenders are beginning to feature this extreme ingredient prominently in their drinks.

1. http://www.foxnews.com/leisure/2012/01/05/cocktail-trends-for-2012/2. http://www.trendcentral.com/life/drinks-of-yore/

3. http://www.trendcentral.com/life/the-bitters-end/4. http://drinks.seriouseats.com/2012/02/cocktail-trend-bitters-forward-drinks-lots-of-angstora-cocktails.html

This dusting off of cocktails of the past and re-vamping old ingredients to meet the needs of modern palettes indicates a desire to return to the basics. Finding old gems in ourhistory and making them new again also evokes a sense of comfort that we crave.

TREND #2 MOLECULAR MIXOLOGY

-AS MUCH A SCIENCE AS AN ART“Molecular Mixology ” describes the process of creating cocktails using the scientific equipment and techniques of molecular gastronomy. Bartenders or “Mixologists” strive to create greater intensities and varieties of flavour and ways of putting together drinks based on their genetic make-up.

IMPLICATIONS & INSIGHTSVery much its own branch of the DIY Movement, Molecular Mixology indi-cates that people want to be able to be the creator; whether crafting the perfect kitchen table or the perfect cocktail . They want the hands-on, home-made experience. It is also on-trend with the idea of getting “back to basics”

1. http://citysip.com/global/on-the-cusp-of-cocktail-cool-the-sippin%E2%80%99-5-spirited-trends-of-2012-edition-i/#.TztTN-aaK2x2. http://www.chow.com/food-news/54866/10-raw-egg-cocktails/

3. http://www.mixology.com/issues/40sr/4. http://cltampa.com/dailyloaf/archives/2011/05/31/cocktail-trend-emotion-inspired-drinks-by-local-mixologists-plus-recipes

5. http://www.trendhunter.com/trends/high-tech-bartending

TREND #3 MICRO-DISTILLERIES

-QUALITY OVER QUANTITYSmall quantities of specifially controlled flavors and local ingredients pro-duced in micro-distilleries are becoming more popular. Even large mega-dis-tillers like Maker ’s Mark are investing in the creation of “specialty brands”.

The number of craft or micro-distillers in the U.S. has risen from a mere 69 in 2003 to 264 today. [American Distilling Institute].

According to Liquor.com editor-in-chief Noah Rothbaum, the “go local trend” will extend to drinks, as people will look for local spirits that are produced by craft distilleries

1. http://books.google.com/books?id=IpBLW04z5PQC&pg=PA67&lpg=PA67&dq=slow+food+movement,+alcohol&source=bl&ots=ZO38CoQdkc&sig=u7bDd3dV4JZWuj4I7Bx3dAWhy9o&hl=en&sa=X&ei=0Es7T4yxGYeA2QWajaGlCg&ved=0CEgQ6AEwAw#v=onepage&q=slow%20food%20movement%2C%20alcohol&f=false (Alcohol in Popular Culture: an Encylcopedia)

2. http://www.imbibemagazine.com/Drink-Statistics3. http://www.slashfood.com/2007/11/30/micro-distillery-movement-in-us-kicks-into-high-speed/

4. http://www.kng.com/blog/food-and-beverage-news/restaurant-food-and-drink-trends-for-2012/

IMPLICATIONS & INSIGHTS Again we’re seeing that desire to get back to the basics and put a unique home-made touch on things. This trend touches on the grassroots go lo-cal/slow food movements in its inherent use of locally-sourced ingredients.

264“craft”distillers

IN RELATION TO SEAGRAM’S VODKA

Bitters: Back to Basics

Mixology: DIY

Micro-distilled: Go Local

Playing up vodka’s vintage appeal may be instrumental in

reaching out to those interested in the revival of the historic and

time-honored.

Highlighting vodka’s versatility would attract both professional and self-proclaimed mixologists.

If small is the new big, micro-distilled vodka options that use local ingredients would open Seagram’s up to a more artisanl audience.