In the pre-pandemic era, the biggest trends in spirits were about extremes. Getting sloshed by downing a stiff negroni or gulping pint glasses of a whacky-flavoured craft beer. But the last two years threw us for a loop. Even the canniest of beverage experts could not predict that morning meetings over speciality coffee or after-work drinks will be replaced by solo pour-overs and virtual happy hours. Who imagined that consumers could become their own baristas and bartenders? And now that imbibing alone is cool in 2022 – or at least tolerated – it will take more than a bevvy of premium dilutes or artisan gin menus to drag the post-workout, wheatgrass-smoothie-drinking Millennial to a bar. We asked some experts on what lies in store for the cocktail and bar scenes. Here’s what the pros are anticipating.
Less is More
Getting elegantly wasted is no longer in vogue. Like everything else in life, cocktail hour is in the grip of the wellness industry. It’s cool to care about health. That said, industry figures show that alcohol consumption has not declined. Much like Europeans, Millennials now view booze as a part of the meal rather than a separate food category.
Drink manufacturers are now responding by introducing low- and no-alcoholic spirits to capture a sober-ish, calorie-conscious market of influencers and fitness fanatics who prefer a hard seltzer or a no-alcohol beer after a strenuous sporting activity. Touted as a recovery tool, the market is flooded with low-alcohol options. Flora Ma, co-founder of Hong Kong’s Only Beverages, has embraced this sentiment. Her successful line of Only Vodka Soda comes in three flavours – Tahitian Lime, Yuzu Ginger and Guava Hibiscus – and contains less than four percent alcohol and just 80 calories per drink. That’s roughly half the calories of your average can of beer and the lowest of any similar ready-to-drink product in the market. “Consumers are gravitating towards clean, crisp, refreshing and flavourful drinks. People want to enjoy their drinks but not have it impact on their health. We believe this trend is here to stay and will expand in the future,” says Ma.
Sustainable Sustenance
Camille Glass, one half of the duo behind Sai Ying Pun’s Tapas Bar Brut, is at the forefront of sourcing the best “small-batch, artisan and sustainable wines” for her restaurants and sustainable wine store. Consumers are environmentally aware and demand more ethically conscious choices in their glasses.
“Sustainability is such an all-encompassing topic right now. The wines themselves no longer carry the ‘too funky’ for comfort stigma anymore. We are getting more clean, delicious and environmentally friendly outcomes which pair perfectly with the organically grown vegetables in your lasagna,” says Glass.
Sustainability in food and drink is more than just a fad, it’s something that’s demanded by the planet-conscious consumer. And this is demonstrated in the sudden rise of brands with a purpose. Matt Ayre, a wine advisor for Vivant, a platform connecting responsible winemakers and imbibers, says, “According to industry research, consumption of organic wine will reach about one billion bottles by 2023. That’s a huge jump from 400 million in 2013 – clearly, people want to know what’s in their glass.”
The Clooney Effect
And finally, celebrity endorsed alcohol continues to be a thing. In 2013, George Clooney launched the famous Casamigos Tequila with Cindy Crawford’s husband and his business partner, Rande Gerber. In 2017, the founders cashed in on the business and sold for a tidy US$1 billion. And just like that, celebs began to see this as the perfect opportunity to make a quick buck.
(Text: Nikita Mishra, Photos: Hennessy, Only Vodka)