August 2024 163
Exploring the Surge in the Luxury Whiskey Market: How Whiskey Tourism and AI are Shaping Future Trends
NEW YORK, Aug. 30, 2024 /PRNewswire/ — A report enhanced by AI highlights that the global luxury whiskey market is poised to expand by USD 746.9 million from 2024-2028, with a projected CAGR of 5.29% throughout the period. The surge in whiskey-based tourism and innovative whiskey product launches are propelling this market growth. Nevertheless, the industry faces hurdles such as strict regulations and high taxation on spirits. Prominent companies steering this market include Allied Blenders and Distillers Pvt. Ltd., Angus Dundee Distillers Plc, Asahi Group Holdings Ltd., Bacardi Ltd., Brown Forman Corp., Campari Group, Constellation Brands Inc., Diageo, John Distilleries Pvt. Ltd., KAIYO JAPANESE MIZUNARA OAK WHISKY, Kirin Holdings Co. Ltd., La Martiniquaise-Bardinet, Luxco Inc., LVMH Group., Pernod Ricard SA, Piccadily Distilleries, Suntory Holdings Ltd., The Edrington Group Ltd., Whyte and Mackay Ltd, and William Grant and Sons Ltd.
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Forecast period
2024-2028
Base Year
2023
Historic Data
–
Segment Covered
Product Type (Scotch whiskey, American whiskey, Japanese whiskey, Irish whiskey, and Others), Distribution Channel (Off-trade and On-trade), and Geography (Europe, APAC, North America, South America, and Middle East and Africa)
Region Covered
Europe, APAC, North America, South America, and Middle East and Africa
Key companies profiled
Allied Blenders and Distillers Pvt. Ltd., Angus Dundee Distillers Plc, Asahi Group Holdings Ltd., Bacardi Ltd., Brown Forman Corp., Campari Group, Constellation Brands Inc., Diageo, John Distilleries Pvt. Ltd., KAIYO JAPANESE MIZUNARA OAK WHISKY, Kirin Holdings Co. Ltd., La Martiniquaise-Bardinet, Luxco Inc., LVMH Group., Pernod Ricard SA, Piccadily Distilleries, Suntory Holdings Ltd., The Edrington Group Ltd., Whyte and Mackay Ltd, and William Grant and Sons Ltd
Key Market Trends Fueling Growth
The luxury whiskey market is seeing significant growth due to increasing consumer demand for premium spirits. This trend is influenced by factors such as rising disposable incomes, cultural importance, and the pursuit of unique and high-quality products. Key industry players are focusing on innovation and expanding their offerings with a diverse range of aged, flavored, and limited-edition whiskeys to meet consumer expectations. The market is projected to maintain steady growth over the next few years.
The worldwide whiskey industry is flourishing across multiple key segments such as Irish Whiskey, Scotch Whisky, American Whiskey, Canadian Whisky, Japanese Whiskey, Rye Whiskey, and more. Whiskey is crafted using a grain mash—barley, corn, rye, wheat—and fermented with yeast before aging in wooden, often oak, barrels. The growth of this sector is propelled by premium and craft spirits, with trends in mixology and cocktails increasing its popularity. While traditional offline sales dominate, e-commerce growth is driving online sales forward. Distilleries are focusing on unique aging processes and distinct flavors to stand out. Taxation and trade agreements notably affect the market. The whiskey market includes segments like Premium, High-end Premium, and Standard. Innovations in distillation and the rise of artisan distilleries are notable trends. Factors such as whiskey tourism, brand loyalty, and whiskey festivals bolster the industry.
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Market Challenges
The high-end whiskey sector prospers with consistent growth in sales. Influential industry players such as Diageo, Pernod Ricard, and Brown-Forman are prominent, crafting esteemed brands like Johnnie Walker Blue Label and Glenlivet that appeal to wealthy consumers. This market segment’s expansion can be credited to increasing disposable incomes and a growing proclivity for premium alcoholic beverages. Whiskey collectors and aficionados play a critical role in market expansion. To entice consumers, companies invest in creative packaging and limited edition releases, portraying the luxury whiskey domain as a compelling business prospect.
The luxury whiskey market confronts challenges such as the selection of yeast and the use of oak wooden barrels for aging. Bourbons and spirits from craft distilleries necessitate distinct yeast strains to achieve unique flavor profiles, while the aging in oak barrels significantly influences the taste of whiskey. Fiscal hurdles, particularly with Scotch Whiskey and Japanese Whiskey, can affect pricing and accessibility in the market. Distilleries are investing in sophisticated distillation technologies and adhere to rigorous aging guidelines, catering to various market segments including premium, high-end premium, and artisanal offerings. The growing importance of e-commerce and digital marketing strategies assists in reaching broader consumer bases, whereas whiskey tourism and brand loyalty draw in visitors and ensure customer retention. Opportunities in mixology and cocktail development are expanding, although challenges such as free trade agreements and regulatory hurdles over importation and exportation persist. Both connoisseurs and casual drinkers are in pursuit of varied drinking experiences, influenced by consumer lifestyle trends. The local distilleries and whiskey festivals play a pivotal role in enriching the whiskey culture, presenting a dynamic and evolving industry landscape.
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Segment Overview
This luxury whiskey market report extensively covers market segmentation by
Product Type
1.1 Scotch whiskey
1.2 American whiskey
1.3 Japanese whiskey
1.4 Irish whiskey
1.5 Others
Distribution Channel
2.1 Off-trade
2.2 On-trade
Geography
3.1 Europe
3.2 APAC
3.3 North America
3.4 South America
3.5 Middle East and Africa
1.1 Scotch whiskey- The Scotch whisky segment, a significant part of the global luxury whiskey market, is recognized for its stringent production regulations and illustrious heritage. This category includes five main types: Single Malt, Single Grain, Blended Malt, Blended Grain, and Blended Scotch Whisky. Single Malt Scotch is produced at a single distillery using only malted barley, aged for a minimum of three years. Single Grain Scotch incorporates other grains like wheat or corn. Blended Malt Scotch amalgamates single malts from various distilleries, while Blended Grain Scotch blends single grain whiskies. Blended Scotch Whisky, the most favored, combines single malt and single grain whiskies. In February 2024, Pernod Ricard introduced luxury Scotch whisky boutiques at Delhi Duty Free, accentuating Scotch whisky’s premium status and international allure. This development underscores the potential growth of the Scotch whisky segment within the luxury whiskey market during the forecast period.
For comprehensive details on market segmentation through geographic analysis, covering upcoming forecasts (2024-2028) and historical insights, visit Download a Sample Report.
Research Analysis
The luxury whiskey market includes a variety of high-end alcoholic products such as Irish Whiskey, Scotch Whiskey, American Whiskey, Canadian Whiskey, Japanese Whiskey, Rye Whiskey, and others. These beverages are produced from grains like barley, corn, rye, and wheat through a detailed process involving mashing and yeast fermentation. The matured whiskey is stored in wooden barrels, typically oak, to acquire a rich, nuanced flavor profile. While offline sales lead the market due to the hands-on experience offered by distilleries and tasting rooms, online sales are also increasing, providing convenience and a broader selection of premium and craft spirits. The aging method and taste attributes of whiskey vary notably across different regions and varieties. For example, Scotch Whiskey and Japanese Whiskey are celebrated for their refined, intricate tastes, while Bourbon is noted for its distinct charred oak flavor. Market dynamics also involve tax considerations and quality distinctions. The growing trend of mixology and cocktail-making has also augmented the demand for luxury whiskey, with both bartenders and aficionados exploring innovative concoctions and styles. The market is poised for growth, propelled by an inclination towards distinct and high-quality alcoholic spirits.
Market Research Overview
The premium whiskey sector includes various distinguished alcoholic drinks such as Irish Whiskey, Scotch Whisky, American Whiskey, Canadian Whisky, Japanese Whiskey, Rye Whiskey, and others. These superior spirits are produced using ingredients like barley, corn, rye, and wheat, combined with yeast and advanced distillation methods. The maturation process is essential for forming distinctive flavor profiles, utilizing wooden oak barrels to age the whiskey over several years. While traditional sales through physical liquor outlets and bars persist, online platforms are gaining traction due to their convenience. The whiskey enthusiast community flourishes through innovative mixology and offers distillery tours, enhancing the allure for tourists. Factors such as aging techniques, taxation, and international trade agreements are pivotal in shaping the industry landscape. Preferences tied to consumer lifestyles, brand allegiance, and drinking occasions dictate the popularity across different quality types—premium, high-end premium, and standard. The inclusion of craft spirits and boutique distilleries enriches the market’s variety. Growth drivers such as e-commerce, online marketing strategies, and whiskey-centric festivals continue to propel this vibrant market forward, catering to both aficionados and casual drinkers who cherish the intricate tastes and rich heritage of luxurious whiskies.
Table of Contents:
1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation
Product Type
Distribution Channel
Geography
7 Customer Landscape
8 Geographic Landscape
9 Drivers, Challenges, and Trends
10 Company Landscape
11 Company Analysis
12 Appendix
About Technavio
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12 Festive Cocktails to Elevate Your Labor Day Weekend Gathering
The Strawberry Smash is a delightful drink that prolongs the joy of summer sipping.
Labor Day weekend marks the transition from summer to autumn and honors the diligent women and men who propel society forward. Whether it’s a gathering with loved ones or a peaceful weekend at home, these cocktails are sure to brighten the occasion.
The combination of whisky and strawberries creates a light, bubbly, and unexpectedly tasty cocktail.
In a shaker, crush strawberries at the bottom. Pour in scotch whisky, simple syrup, and lemon juice. Shake well and strain into a glass over fresh ice. Fill up with soda water. Embellish with a slice of strawberry, blueberries, and spheres of dragon fruit.
The Little Saigon cocktail is both spicy and refreshing, making it an excellent choice for pairing with Vietnamese cuisine or grilled dishes.
Inspired by the vibrant flavors found in Vietnamese food, the Little Saigon cocktail incorporates herbs, citrus, and spices to create a drink that embodies the essence of summer throughout the year.
To make it, first muddle basil and mint with syrup and lime juice in a shaker. Next, add gin and slices of chile, and shake well over ice. Strain the mixture into a Collins glass filled with ice, top with soda, and add a garnish.
iichiko sochu is crafted on Kyushu, the southernmost main island of Japan.
Shochu is the native spirit of Japan – a white spirit that’s incredibly rich in flavor, yet smooth and easy to drink with food. Made with iichiko Shochu, this vegetable forward cocktail would be fabulous with anything you serve your guests.
Mix all ingredients into a cocktail shaker with ice. Shake, then strain into rocks glass with ice. Garnish with cucumber slices.
Designed to be approachable and effortlessly easy to drink, the Chee Hi from Pao by Paul Qui features jasmine-infused Grey Goose vodka, Glenmorangie whiskey, lychee hibiscus water, and orange bitters.
Combine all ingredients in the mixing glass, stir for 10 seconds with ice, pour into a Collins glass with an ice spear. Garnish with a miniature rose.
The Go-Go Gadget Latin Drink by Ricky Ramirez is boozy, savory and unique.
Created by Ricky Ramirez at The Mothership in Milwaukee, this savory cocktail is inspired by a Mexican carne asada marinade.
Shake quickly for a few seconds and pour into an Old Fashioned glass. Top with cucumber soda.
500 ml clarified orange juice
1 tsp garlic powder
1 tsp onion powder
4 tsp cumin
1 medium jalapeño
1/3 cup cilantro
Blend all ingredients at high speed and fine strain. Add equal parts sugar by weight and 1% ginger liqueur by weight. Add 10 drops of hellfire tincture and adjust acidity with lime as needed.
Juicy, sweet and spicy, the Ottoman Cartel touches all bases.
Served at Byblos Miami, this drink features Don Julio Blanco tequila blended with cold-pressed beet juice, house-made chili-barberry syrup for tartness, and fresh lime juice for the citrus taste.
Fill a shaker with ice. Pour in the tequila, beet juice, barberry spiced syrup, and lime juice. Shake the mixture vigorously. Next, strain it into a Collins glass that’s been filled with new ice. Finish off by adding a splash of club soda and adorn with a lime wheel or wedge.
Pa’lante rum is newly introduced, crafted in Chiapas, Mexico by a Cuban rum master distiller.
This delightful fusion of two classic drinks is brought to you by Pa’lante Rum, developed under the expertise of Cuban Master Distiller Jorge Perez in Chiapas, Mexico, utilizing exclusively Mexican ingredients. Alternative options include using a different brand of grapefruit soda, or substituting simple syrup with Liber grapefruit cordial. If making these substitutions, replace the grapefruit soda with club soda.
Begin by placing mint and simple syrup into the lower section of a mixing tin and muddle them together. Add rum, coconut water, and lime to the mixture. Fill with ice and shake until the mix is well chilled. In a Collins glass, pour grapefruit soda and fill with fresh ice. Strain the mixture from the shaker into the glass and stir briefly. Enhance with a lime wedge as garnish.
It’s hard to argue against a summery punch pairing California gin with fresh watermelon.
This unique and delicious California gin features botanicals sourced from the migratory path of the grey whale, contributing to the species’ conservation with a portion of the proceeds.
Combine all ingredients except ginger beer into a large drink vessel. Fill with crushed ice and top with ginger beer. Briefly stir to combine. Garnish with mint.
Make a batch of this pineapple Mezcalita with Fósforo Mezcal Ensamble.
Hailing from Puebla, Mexico, Fósforo Mezcal is crafted by fourth-generation master-mezcalero Aarón Alva Sánchez. It features a blend of Tobalá and Espadilla agaves. This mix serves six.
Mix all ingredients in a pitcher and refrigerate until chilled. To serve, add ice to the pitcher, then pour into rocks glasses filled with ice and rimmed with Tajin. Finish with a pineapple wedge for garnish.
The Ginger Revive offers a tasty non-alcoholic choice, also ideal for recovering the day after drinking.
This non-alcoholic beverage from The Cottage Westport caters to both non-drinkers and aids recovery for others the following day.
Combine all ingredients in a large pitcher. Stir well to mix thoroughly. Chill the mixture in the refrigerator. Before serving, strain the cocktail to remove the ginger pulp. Serve over ice.
A perfect cocktail to sit by the bonfire, combining whiskey, brown sugar, coffee liqueur and bitters.
This cocktail from Giselle Miami is all about welcoming the fall vibes.
Build all ingredients in a large mixing glass and stir together well. In a separate rocks glass, serve stirred contents into the glass over a large ice cube. Garnish with an orange peel clipped to the side of the glass and two flower petals in glass.
The Tropical Negroni offers an ideal blend of boozy, sweet, and bitter flavors.
This intriguing variation on the traditional recipe is available at Sweet Liberty, a well-known bar in Miami Beach. The bitterness of Campari complements the sweet tartness of the passion fruit liquor, creating a harmonious blend.
Stir and strain into a rocks glass over ice. Garnish with a slice of mango.
Exploring the Surprising Shift: A Premier Sweet Wine Region Masters the Art of Premium Dry White Wine
Oremus, Tokaji Eszencia
Oremus cellar
Within the shadows of the ancient vaults, one can spot the gleaming reserves of what one might call liquid gold. These vaults, spanning a vast network of corridors, were carved over 400 years ago. Despite the ebb of power from the once dominant kingdom, some legacies such as these vaults magnificently endure. In these caves, tightly held secrets in the form of Tokaji wine bottles emit a mystical glow, emblematic of the term “liquid gold”—a sweet wine unparalleled, named after the region where it originated.
Today, a noted connoisseur from the realm of European red wines ventured into this time-capsuled vineyard nestled in the Hungarian countryside, once part of the robust Austro-Hungarian Empire. As historical tides such as WWI, WWII, and the downfall of communism shook the nation, such events threatened the legacy of the cherished Tokaji wines—wines that commanded the admiration of royalty. Crafting these wines involves an intensive process that demands significant labor and expense, making them treasured yet economically challenging ventures.
Visit the wine traditions of Hungary here.
The story begins with an esteemed individual from a select group of family-operated, top-tier wine producers who received an invitation to acquire a historic vineyard renowned for preserving the rich legacy of Hungary’s prominence in winemaking.
Under the shimmering golden sunlight that draped over the white linen tablecloth, a distinguished Spanish wine producer was drawn to sample an extraordinary wine, prompted by descriptions so captivating that he embarked on a lengthy trip solely to experience a tasting session extending back to 1866. This event proved to be one of the most exceptional wine experiences for him, notably significant as this person is Pablo Álvarez, the proprietor of Vega Sicilia and maker of Unico, one of the world’s foremost red wines, acclaimed and coveted globally.
Oremus, Tokaji Eszencia
The exceptional vintage from 1866 was a Tokaji Eszencia from the revered Oremus estate, recognized for producing the sweetest among the celebrated Hungarian Tokaji wines. Yet, its allure transcends mere sweetness, offering a dense embodiment of its origin’s distinctive essence and complexity, delivered in an unparalleled silky texture. Esteemed historical figures such as Catherine the Great and King Louis XIV cherished this wine, unmatched by any other sweet wine. Despite its legendary status, the isolation wrought by communist rule veiled this exquisite treasure from global recognition, remaining relatively obscure among modern wine aficionados.
Pablo Álvarez
Pablo Álvarez, owner of Vega Sicilia, faced an unexpected opportunity when invited to visit a wine estate in Hungary. Initially hesitant, as his own wine region, Ribera del Duero, struggled for recognition until he restored Vega Sicilia to prominence, he decided to explore. What he discovered were captivating wines like Eszencia, Puttonyos Aszú, and Late Harvest, each unique in sweetness, intensity, and price, which fascinated him deeply.
The burden of managing an ancient estate abroad was the last thing he needed. However, Álvarez’s commitment to excellence at Vega Sicilia, enhancing every detail and only releasing wines that meet a high standard, mirrors his efforts in nurturing oak trees for barrels and corks, showcasing his dedication to the terroir expression of his estates. This philosophy now extends to managing Oremus Vineyards in Tokaj, Hungary.
Working the Oremus Vineyards in Tokaj, Hungary
And for Pablo, it was all or nothing; he would either buy this ancient estate in Tokaj, Hungary and completely give up his little bit of downtime, or he would graciously turn down the offer and close the door on a special piece of wine history. He felt that the former was the only option he could live with; if the estate fell into ruin, he would always regret it.
Vines in the Oremus Vineyards in Tokaj, Hungary during Winter
Yet, this mission would be different, as it was not just about restoring the estate to its prestigious sweet wine reputation; he realized that the dry white wines from his estate were lovely. He discovered that the Oremus vineyards were classified as a “Primae Classis” in 1772, which can be equated to a first growth property in Bordeaux, so the multifaceted aromatic and flavors with an intense sense of place translate to the dry white wines too. He then decided to seek out the best vineyards for stellar dry white wine and he called on a good friend, Véronique Drouhin – part of the distinguished Burgundy Drouhin wine family, to recommend a viticulturist to pick the ideal plots and use precision vineyard management geared towards producing a top dry white wine. The single vineyard Petrács showed itself as the best of their vineyards for this purpose and now, Pablo is showing the world that Tokaj, Hungary, can make white wines on a level with some of the best in the world.
1920 Vega Sicilia ‘Unico’
If not for the unwavering resolve of a visionary like Pablo, Vega Sicilia might have merely become a forgotten chapter in the annals of Spanish wine—a once illustrious winery that faded into obscurity. Yet, a single determined individual prevented this fate. Today, aficionados who treasure the top Bordeaux and Napa wines globally spare no effort in their pursuit of Vega Sicilia’s Unico vintages. Depending on the vintage, Unico often eclipses other selections in their assemblage.
Occasionally, these collectors journey worldwide to Spain’s premier restaurants to savor an impressive range of Unico vintages. At times, Pablo introduces them to Oremus sweet wines, a delight for those who prefer a dessert wine. Occasionally, he offers a taste of his Oremus dry white wine from the Petrács single vineyard before the event begins. While many dismiss this idea, occasionally a collector joyfully accepts a glass of the Petrács dry white, and in that moment, realizes the exclusivity of the wine his peers overlook.
Oremus vineyards in Tokaj, Hungary during sunset
In times past, many regarded Vega Sicilia as a revered relic dwindling in quality since the mid-20th century, with some speculating it never reached such heights as it was not evaluated by current standards. However, when Pablo Álvarez’s family acquired Vega Sicilia in 1982 and invested significantly in its revival, the world re-discovered that the wines were not only as superb as historical accounts claimed but likely surpassed their legendary status, rendering the term “great” insufficient.
At the onset of Pablo’s commitment to propel Vega Sicilia wines to unrivaled global acclaim, there were skeptics unsure of the vision’s feasibility. However, early supporters who invested in Vega Sicilia during Pablo Álvarez’s transformative era as a visionary leader reaped benefits due to their foresight and boldness in deviating from the prevailing skepticism.
Similarly, a day might come for Oremus, extending beyond its already established sweet wines acclaimed in Tokaj, Hungary. The brand aims to capture the hearts of enthusiasts with its superior single vineyard white wines. These wines promise vibrancy, complexity, and an unmistakable sense of origin, potentially placing Tokaj on the map as a distinguished region for premium dry white wines.
Pablo’s previous success in elevating Ribera del Duero into a top-tier red wine region exemplifies his capacity to replicate this achievement with Tokaj’s white wines. His vision extends to altering perceptions and setting new standards within the wine industry.
Dry white wines, particularly the 2020 Oremus ‘Petrács’ and 2021 Oremus ‘Mandolás’, are positioned alongside sweet wines, marking a significant broadening of Oremus’s wine portfolio.
2020 Oremus ‘Petrács’ Tokaji Dry White Wine, Tokaj, Hungary: 100% Furmint. This wine captivates with its whimsical notes of honeysuckle and citrus blossom, underscored by a strong mineral core. It features mouthwatering acidity and a lengthy, expressive finish, enhanced by nuances of lemon confit and sea spray.
2021 Oremus ‘Mandolás’ Tokaji Dry, Tokaj, Hungary: 100% Furmint. The aroma is an intriguing mix of fennel fronds and white pepper, while the palate enjoys the taste of pineapple custard with a gentler acidity than the Petrács. Concluding with the delicate impression of tiny wild white flowers, this wine leaves a memorable aftertaste.
Oremus, Tokaji Late Harvest
2022 Oremus, Tokaji Late Harvest, Tokaj, Hungary: This wine blends Furmint, Sárgamuskotály, and Kövérszőlő. It signifies the entry level of sweet wines in the Oremus catalog, containing 113g/l of residual sugar. The bouquet offers scents of warm apple strudel and spice cake complemented by vibrant orange peels, all balanced with sharp acidity. Harvesting involves multiple passes through the vineyard, selecting only clusters that are at least 50% botrytized. After destemming, berries are macerated for 4-12 hours before pressing to highlight the noble rot.
2017 Oremus, Tokaji Aszú 5 Puttonyos, Tokaj, Hungary: A medley of Furmint, Zéta, and Sárgamuskotály; standing on a higher tier of sweetness, carrying 178g/l of residual sugar. The bouquet features an alluring smoky minerality accompanied by notes of grilled pineapple, lemon meringue, and candied violets, all within a richly textured body lifted by significant acidity. The traditional methods remain unchanged through the centuries, involving the addition of 5 baskets (puttonyos), each with 25 kg of meticulously selected botrytized Aszú berries. The grapes undergo maceration for 12-24 hours, expanding before a gentle pressing. Fermentation is patiently conducted in new Hungarian oak barrels, stretching over a month. Post-fermentation, the wine matures for at least two years in 136 and 220-liter barrels and undergoes an additional 2-3 years of bottle aging.
2012 Oremus, Tokaji Eszencia, Tokaj, Hungary: Forged from a blend of Furmint, Hárslevelü, Zéta, and Sárgauskotály, the Eszencia is hailed as the divine nectar, embodying the soul of Oremus. With a staggering sweetness measured at 569g/l of residual sugar and just 3% alcohol, this wine is a testament to indulgence encapsulated in a bottle. The palate rejoices with prosperous flavors ranging from marmalade, rosehip syrup to quince paste, all built upon a foundation of saline minerality. The finish is distinguished by its immaculate purity and persistent depth, leaving an indelible mark of outstanding flavors.
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Is the Massachusetts Beer Industry Losing Its Spark? Signs of a Declining Market
Millennials are getting too old to hit the pub every night. Many Gen Zers prefer cannabis to beer. And a number of breweries are increasingly pushing ciders, seltzers and other spiked drinks.
In other words, the once-heady craft beer business has lost its fizz.
It’s a story that’s playing out across New England as the industry consolidates following years of rapid expansion.
In recent weeks, the owners of Jack’s Abby in Framingham acquired Wormtown, Worcester’s oldest and busiest brewery. The parent company of New Hampshire’s Smuttynose recently reached a deal to acquire Wachusett. Dorchester Brewing joined forces with Aeronaut. Ipswich Ale hooked up with Riverwalk.
Meanwhile, some brands are going away. The latest: Cambridge Brewing Co. in Kendall Square, which recently announced it will go dark at the end of the year.
“The shakeout is absolutely here, there’s no question,” said Dan Kenary, chief executive of Harpoon parent company Mass. Bay Brewing. “A week does not go by when I am not approached about wanting to take a look at a brewery looking to sell, go out of business, or merge.”
Have we reached an era of Peak Craft? All signs point to yes.
Last year, 15 breweries opened in the state, while 11 closed, according to the Massachusetts Brewers Guild and local blog Mass. Brew Bros. That net gain of four was the smallest increase since 2010, when there were just 48 breweries in Massachusetts. At the start of this year, there were 235.
Nationwide, overall beer sales have been flat or declining for years — largely due to soft sales of mass-market mainstays like Bud Light and Miller Light. Craft beer had posed a bright spot, eventually growing enough market share to account for roughly one-fourth of all spending on beer in the United States.
But now, even craft has plateaued. Craft beer sales volume fell 1 percent last year, per Brewers Association data, compared to a 5 percent drop for all beer. The total number of breweries, meanwhile, ticked up less than 1 percent to 9,900.
The only growth could be found in taprooms — breweries that primarily offer on-premise drinking with limited or no food menus. The number of craft brewers who sell through wholesalers had already started to decline and liquor store shelves were getting crowded with alternatives. The beer wholesale industry, too, is going through its own consolidation, and distributors are trying to streamline their crowded craft offerings.
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Even Boston Beer Co., whose flagship lager made Sam Adams a household name, has long pivoted to other drinks such as hard cider and tea to propel growth. In each of the past two years, Boston Beer reported around 85 percent of its volume came from alcoholic beverages other than beer.
“What you’re seeing in Massachusetts very much mirrors the national trend,” said Bart Watson, the Brewers Association’s chief economist. “We had this era of explosive growth where breweries were opening right and left. That’s decelerated. [Today] it feels like we’re kind of moving toward equilibrium.”
Big Beer has taken notice. The country’s two biggest brewers, Anheuser-Busch InBev and Molson Coors, are now unwinding their craft portfolios. Last year, AB InBev sold eight craft brands — such as Shock Top and Redhook — to Canadian cannabis giant Tilray Brands, while Molson Coors made a similar move this month, also by reaching a deal with Tilray.
“The big brewers have decided they’re getting out of this craft business because, ‘Why do it anymore?’ ” said Jenn Litz-Kirk, director of content for trade publication Beer Business Daily. “’Craft is slowing. That’s not our core competence. We need to focus.’”
Kenary said he noticed that regional craft brewers, relatively larger players that mostly sell through distributors, peaked roughly a decade ago. Microbrewers and taprooms continued to grow, but even those corners of the industry have lost their buzz. Kenary co-founded Harpoon, one of Massachusetts’ first craft brewers, and said he hoped to help stoke a vibrant beer culture in the United States. He and his peers succeeded “beyond our wildest freaking dreams,” Kenary said, and then rode the rising tide.
But lately, he said, it feels like that tide has been going out.
To a large extent, the plateau reflects generational drinking habits. Craft beer rose to prominence as millennials reached legal drinking age. But they’re getting older, raising kids and cutting back on the late nights on the town. Gen Z seems to be much less interested in the latest super-hoppy IPA or double barrel aged stout. Brewers also say it’s no coincidence that their industry has stalled out as cannabis products have become more widely available.
Then there’s the aftershocks of COVID. Businesses that were starting to struggle going into the pandemic soldiered on with the help of Paycheck Protection Program grants or other government assistance. Now those subsidies have ended.
Esther Tetreault, who owns Trillium with her husband, JC, said the changing nature of work following the pandemic has also had an impact. Trillium’s Canton brewery is next to the headquarters of insurer Point32Health, where many of the roughly 4,400 employees based there are working remotely on any given day. Trillium’s Fort Point brewery, a popular post-work refuge for the Seaport office crowd, still hasn’t bounced back to pre-pandemic levels.
Tetreault knew the craft boom couldn’t go on forever. But she still sounds sad that the party is over.
“Whenever I hear that somebody’s opening a craft brewery, I’m a little surprised,” Tetreault said. “It feels like the timing, and the industry, and the economic landscape are not right for that.”
Dorchester Brewing chief executive Matt Malloy said brewers need to adapt to consumers’ changing preferences. For him, that meant adding wine, hard cider, and even frozen slushies to the drink menu — he jokes that his establishment is starting to turn into a “slusheteria.”
Consolidation, Malloy added, is to be expected in a mature market such as craft beer. His business recently merged with Aeronaut under the newly created Tasty Liquid Alliance umbrella, moving Aeronaut production from Everett to Dorchester’s brewery on Mass. Ave. while keeping the Aeronaut taproom in Somerville going.
The mergers, acquisitions, and closings in the brewing industry show no signs of slowing down, especially for those primarily selling through liquor stores where competition for shelf space is fierce. Industry insiders believe it’s inevitable that the total number of breweries will begin to decline.
“When everyone’s growing, when everything is hunky-dory, people don’t tend to look for those opportunities,” explained Adam Romanow, founder and CEO of Castle Island Brewing. “In a soft market like this, more people see it as an exit strategy or a succession plan.”
At Jack’s Abby in Framingham, optimism persists despite the challenges. The acquisition of Wormtown has lifted Hendler Family Brewing Co., previously known as Jack’s Abby, into the top 30 largest craft brewers in the country by volume. Jack’s Abby’s focus on lagers complements Wormtown’s expertise in IPAs. Although Wormtown’s main brewery in Worcester has shut down, with production shifting to Framingham, most of its staff were retained. Moreover, the Wormtown taproom in Foxborough remains open, and there are plans to expand the one in Worcester. Read more about this development.
Hendler said many brewers built larger operations than they needed with the anticipation that double-digit sales growth would continue well into the future. Now the industry has far more production capacity than it needs.
“We are investing very heavily in craft beer and believe in its long-term future. This isn’t a ‘sky falling’ scenario,” Hendler said. “There might be a challenging period that we’re going to have to navigate through but we see a really bright future for those who figure out how to navigate that successfully.”
Jon Chesto can be reached at jon.chesto@globe.com. Follow him @jonchesto.
Alert: Counterfeit Glen’s Vodka Containing Harmful Chemicals Circulating in Scotland
Results found that harmful chemical isopropyl was an ingredient in counterfeit vodka discovered in a Coatbridge shop.
A warning has been issued to the public after fake Glen’s vodka containing a potentially lethal chemical was found to be being sold to customers in Scotland.
Investigations are ongoing into the size and scale of distribution of the counterfeit product following the discovery at a shop in Coatbridge earlier this month.
Authorities from Food Standards Scotland (FSS) and North Lanarkshire Council have confiscated 40 fake bottles falsely branded as Glen’s following a complaint about an overpowering scent reminiscent of nail polish remover emerging from the beverage.
Analysis of samples from the 35cl bottles detected isopropyl, a hazardous substance that could lead to a range of severe health issues including abdominal pain, vomiting, dizziness, reduced breathing rate, coma, and even death.
Consumers are being urged to exercise increased caution while purchasing alcoholic drinks, with specific advice to be alert to bottles that exhibit an unusual odor and flavor.
“After our earlier consumer alert this month regarding counterfeit products, we urge the public to remain particularly watchful due to the severe risks involved in consuming any product contaminated with isopropyl,” warned Gordon Mitchell, the head of food crime operations at FSS.
“We are doing everything possible to ensure that any products which pose a danger to the public are taken off the shelves, but in the meantime we need to alert those who maybe have already bought counterfeit product to check and if there are any doubts then please do not consume and get in touch as soon as possible.”
Anyone who believes they may have consumed counterfeit alcohol and/or are showing any symptoms is asked to contact NHS 24 on 111 immediately.
Anyone with information on the manufacture or sale of counterfeit alcohol is asked to contact the Scottish Food Crime Hotline (0800 028 7926) or online, in partnership with Crimestoppers.
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Exploring the Timeless Allure of the Mai Tai: Why It’s Still a Favorite Rum Cocktail
A classic Mai Tai cocktail is usually made with two flavors of rum mixed with pineapple juice and orange juice.
The Mai Tai is a cocktail that has carved out a distinct place in the world of mixology, often associated with tiki culture and tropical getaways. Despite its relaxed, beachy reputation, the history surrounding the Mai Tai is murkier than a bottle of dark rum.
The origin story (or stories) revolve around two prominent figures in the golden age of the cocktail world: Victor J. “Trader Vic” Bergeron and Donn Beach, also known as Don the Beachcomber. Both men are credited with creating the Mai Tai, though their versions of the story differ significantly.
“Cocktail culture in the post-war era was fueled by escapism and the fantasy of island life in urban locations,” Andrew Holmes, the Bermuda brand director at Goslings Rum, tells Forbes. “There is a lot of speculation surrounding the origins of the Mai Tai—Trader Vic or Don the Beachcomber. We know that Vic was inspired by Don. However, the two drinks in speculation with a common name do not resemble each other in terms of ingredients. Although it is Vic’s recipe that is more universally accepted as the Mai Tai.”
In 1944, Victor Bergeron, the founder of Trader Vic’s, claimed to have invented the Mai Tai at his restaurant in Oakland, California. According to Bergeron, the cocktail was created for his friends from Tahiti, who exclaimed, “Maita’i roa ae!” (meaning “out of this world, the best” in Tahitian) after tasting it. This exclamation led to the drink being named “Mai Tai.”
Bergeron’s original recipe called for aged Jamaican rum, fresh lime juice, orgeat syrup (a sweet almond syrup), orange curaçao and a dash of simple syrup. The cocktail was shaken with crushed ice and garnished with a lime shell and a sprig of mint. Trader Vic’s version of the Mai Tai was designed to showcase the complex flavors of high-quality rum, a spirit that was central to the tiki culture he helped popularize.
On the other hand, Donn Beach, a former bootlegger who opened the first tiki bar, Don the Beachcomber, in Hollywood in 1934, claimed that he created a drink similar to the Mai Tai in the 1930s. Beach’s version was a more complex concoction, featuring multiple rums, lime juice, falernum (a syrup flavored with lime, almond, and spices), and various other ingredients.
While Beach’s claim is supported by some, it is Trader Vic’s version that became widely known as the Mai Tai. The cocktail gained popularity through the 1950s and 1960s, particularly in Polynesian-themed restaurants and tiki bars that proliferated across the United States during this period.
The Mai Tai became synonymous with tiki culture, a mid-20th-century social movement in the United States that appropriated heavily from Polynesian, Melanesian and Micronesian cultures. Tiki culture was characterized by beach themes, palm tree décor and rum-based cocktails. The Mai Tai, with its tropical flavors and presentation, became the ultimate symbol of this trend.
During the 1950s and 1960s, tiki bars and restaurants became popular design choices. The Mai Tai, served in a distinctive glass or mug and often garnished with fruit, became one of the most recognizable drinks of this era.
The cocktail’s popularity was further cemented by its association with Hawaii. After the islands became a U.S. state in 1959, Hawaii became a popular tourist destination, and the Mai Tai was often marketed as Hawaii’s flagship drink, despite its Californian origins.
“At one point in my bartending career, the Mai Tai was a full juice bomb—layered with dark rum and a grenadine float,” Lauren Trickett, a brand ambassador for Mount Gay Rum, tells Forbes. “While I am not sure how this version came into play, tourism and cruise ships likely contributed to keeping this version of the drink on menus as it’s much cheaper to fill glasses with pineapple juice and grenadine than it is to use quality rum, orgeat and fresh lime juice. This style of drink also began to pigeonhole rum into the ‘vacation drink’ category, which does rum a disservice as it’s one of the most versatile spirits.”
The Mai Tai has experienced several revivals over the decades, particularly as interest in classic cocktails has grown.
“The Mai Tai has evolved into one of the most requested rum cocktails on the planet,” Holmes says. “The challenge is the variety of orgeats, the quality of the lime juice, the sweetness of the Curacao-style liqueurs and, of course, the base rums used in the cocktail, resulting in many variations on the tiki era classic.”
Today, the Mai Tai is still a staple on the menus of tiki bars worldwide. According to Liquor.com, the traditional Mai Tai is made up of the following:
“If crafted well, the ingredients used in the Mai Tai should highlight the complexity of the blend of rums used,” Trickett says. “This drink is all about the rum, enhancing its bold flavor profile with fresh lime juice and orgeat that isn’t overly sweet. With those elements, you’re on your way to a refreshing glass of happiness.”
The Mai Tai has also made its way into trendier cocktail bars and upscale restaurants, where it is often served with various modern twists.
“For the past decade, the Mai Tai has been appearing on drink lists of establishments that do not identify as tiki bars, and even chain accounts will have their version of a Mai Tai right next to the Mojito and Dark N’ Stormy, which are arguably some of the most famous and most requested rum cocktails in the world,” Holmes says. “Consumers associate the Mai Tai with a refreshing drink, tropical flavors and do not seem too fussed if it is not made to its original specifications.”
Post-pandemic, Holmes acknowledges, there has been more conversation around the cultural appropriation of Polynesian culture in tiki establishments. “Therefore, I feel the renewed interest is not necessarily in tiki, rather in tropical cocktails as rum continues to trend and consumers wish to escape reality by imbibing.
And while it might not have the classic cool factor of the martini or the general popularity of the margarita, Mai Tais are still selling. According to data from Nielsen CGA, sales of tropical cocktails were up by 15% in 2022 compared to the previous year, driven by a resurgence in tiki culture and a growing interest in rum-based drinks. And in 2023, as the average national price of a cocktail rose to an average of $13 per drink, the drink to command the highest price still, on average, was the Mai Tai.
“This is a fantastic drink especially when crafted with balance. As to why it’s not as popular as a margarita or martini, the ingredients are more complex so it will never have the same volume opportunity,” Trickett notes.
The Mai Tai’s journey from a disputed origin story to a global icon reflects the cocktail’s adaptability and appeal. While the debate over its true origins may never be settled, there is no doubt that the Mai Tai has earned its place as one of the most beloved cocktails in the world.
“The Mai Tai currently is not as popular as the martini or margarita due to the inconsistency of the way in which it is served,” Holmes adds. “Once more bartenders are educated on the origins of the Mai Tai, consumers will gain more confidence in the quality of the cocktail and it will continue to trend for years to come.”
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Portland’s Viking Beer Fest: A Toast to Summer’s End with a Spirited Skol!
Ridgewalker Brewing’s Jeff Farrar referees armored combat at Viking Beer Fest 2024.
Jeff Farrar lifts a battle axe high as medieval banners flutter in Oregon’s late summer breeze over a grassy arena, drawing cheers from onlookers. “Have any of you ever seen real armored combat?” Farrar calls out.
The crowd swiftly turns from cheering to gasping as two fully armored warriors clash, their swords clanking in a metallic dance. For nearly two minutes, they trade blows, maneuvers, and force in a three-round demonstration that captivates the audience with each thunderous collision. The intense encounters offer spectators a rare proximity to authentic medieval combat—even though the weapons are blunted, the authenticity of the armor and the sound of metal striking metal are vividly real.
At the end of the third round, the fighters share a hug, signaling that the fierce combat was purely theatrical. The audience, following Farrar’s cue, raises their beers high in celebration amidst renewed cheers.
Welcome to the Viking Beer Fest, now celebrating its third year! This charity festival is held in a lush park on the southwest side of Portland and is organized in support of the non-profit organization Nordic Northwest. The event attracts roughly 2,000 participants including beer enthusiasts, history buffs, and fantasy lovers. Boasting 41 taps and 17 brewers, the festival offers an abundance of beer and mead, set against a vibrant medieval backdrop. Viking Beer Fest is a unique gathering where fictional characters like elves, knights, hobbits, vikings, wizards, fey folk, and even a giant gnome step out from fantasy into reality. A highlight of the festival is the costume contest, where attendees such as one dressed as Samwise Gamgee surprises the crowd by pulling out a bag of potatoes from a backpack.
An attendee dressed as Samwise Gamgee lifts a bag of potatoes, delighting the audience.
Nordic Northwest uses this blend of fictional and historical ambiance to introduce and promote its mission. Originating from a language club at Portland State in the 1990s, it has evolved into a comprehensive cultural institution that organizes various events throughout the year at this location.
Outside of festival times, the public can explore the site’s pathways and interior spaces that are filled with displays of art and jewelry.
“We are connecting people to Nordic culture through Nordic exhibits, events and festivals that bring people together,” says the group’s communications manager Anette Gullholm. “We have people in their 20s and their 80s here,” adds Nordic Northwest director of development Shawn MacArthur. “I haven’t seen many events that where people from almost every decade of life are coming together, drinking together and having a great time like this.”
Indeed, a great time appears to be the theme of the day. While armored warriors mingle with spectators between rounds, other festival goers line up to exchange beer tickets for beer samples with names like Loki’s Libation and Thor’s Cousin.
Festivalgoers exchange beer tickets for samples at Viking Beer Fest.
I catch up with Farrar near Olebolle, a 19-foot wooden sculpture of a troll from Danish artist Thomas Dambo. “I actually am Thor’s Cousin,” Farrar laughs. “It was a joke that started as a Yelp! review.”
Farrar, who not only officiates the event but is also the proud owner of Ridgewalker Brewing, packs away a peculiar battle axe that once featured as a prop on AMC’s hit show “The Walking Dead”. He takes a moment to explain the evolving nature of the Viking Beer Fest. Originally a platform for brewers to present their mainstay beers, it has since transitioned into a celebration of Scandinavian and Nordic-style beers, initiated after brewers agreed to explore these traditional recipes.
According to Farrar, the key to authentic Scandinavian beer lies within the yeast used during the brewing process. However, numerous breweries scattered across the Nordic Northwest campus incorporate unique Nordic ingredients like juniper berries or raspberries to differentiate their offerings. For the region’s enthusiastic beer aficionados, the festival serves as a rare chance to indulge in unique brews not typically available in stores. Amidst the bustling beer stands, food vendors and local artisans also thrive, selling Scandinavian-themed delights like Swedish meatballs and intricately crafted wire bracelets.
Icelandair, as an event sponsor, takes the opportunity to entice the vibrant, often whimsical crowd—with their varying degrees of inebriation—to consider traveling across Scandinavia.
Farrar acknowledges the appeal of armored combat among the attendees, yet he asserts that the essence of the Viking Beer Fest remains, quite fittingly, the beer itself.
As the event progresses, the festival’s beloved beer begins to set a quicker tempo for the remaining activities on the grounds. The queue for axe throwing extends beyond a half-hour wait. The picnic tables become increasingly crowded with an assortment of beer glasses, baskets filled with food, and pieces of armor.
A constant gathering encircles the Red Troll Forge blacksmith shop, where onlookers are entertained by smiths crafting various household items like nails and fire pokers right before their eyes. Foam swords and shields are energetically wielded in the LARPing section. Numerous guests continue to explore the forest trails behind Olebolle, stumbling upon a secretive beer tap where Ridgewalker rewards the explorers with a special high gravity beer.
As dusk starts to blanket the sky, the sounds of combat transition to the beats of a DJ set against the backdrop of a model Viking long ship. The forest paths behind Olebolle see an increase in traffic as more adventurers seek out the hidden beer tap, before the scene shifts to a night of music and dance.
Visitors to Viking Beer Fest can be found wearing street clothes, fantasy costumes and replica viking garb.
In the throng, festival organizers become more difficult to separate; but most are readily identifiable by a pair of leather, medieval bracers covering their forearms. The garments are historical and real, but wouldn’t feel out of place on a character in “Skyrim.”
All of this started as a spreadsheet created by MacArthur’s bracer-wearing team. Vikings sharing a round with hobbits. Valkyries serving beer to werewolves. The first hints of cooler, autumn air creeping into the atmosphere. The festival feels almost like a farewell to summer and a welcome home party for the coming of Halloween.
The campus feels bustling, too; but due to the threat of rain, MacArthur says this year’s attendance is actually down from 3,000 visitors in 2023. Asked if he’s planning a repeat of the festival for 2025, MacArthur lights up. Without a doubt. “People love to drink and people love to celebrate. This is a chance to do both of those things. It’s a chance to celebrate Nordic culture that doubles as a chance to dress up.”
“The smiles are the thing that gets me the most,” he adds. “Walking through the festival and seeing people smiling and having a good time, it’s a magical feeling and it drives me to keep doing this. Making people happy, at the end of the day, is just the best feeling from a non-profit standpoint.”
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Bartenders Reveal: 7 Best and 7 Worst Cocktails to Order
If you’re enthusiastic about trying a delightful cocktail, it’s essential to know which ones hit the mark and which ones might fall short.
Business Insider consulted various bartenders, beverage directors, and hospitality professionals to determine which cocktails are recommended or not at bars and restaurants.
Alisha Kaplan, a bar manager at Wolf’s Ridge Brewing, conveyed to Business Insider that opting for a classic old-fashioned, which is generally crafted with sugar, bourbon, and bitters, offers good value for money.
“If you’re inclined towards a boozy, spirit-centric drink, an old-fashioned should be your choice,” she mentioned. “It’s a straightforward, three-ingredient cocktail that offers great value and can be customized to suit your preferences.”
Kaplan suggested asking the bartender for whiskey recommendations or mixing things up with an Oaxaca old-fashioned, which uses tequila and mezcal instead.
Corey Phillips, the beverage director at Nina and Rafi, mentioned to BI that Negronis are likely familiar to any bartender you sit in front of — and chances are they’re going to have all the ingredients.
“In my opinion, a Negroni is a great way to get a consistent, delicious, and sophisticated cocktail,” he noted.
The cocktail is easy to assemble since it’s crafted by blending equal parts gin, sweet vermouth, and Campari.
Kim Haasarud, a professional bartender and beverage consultant, told BI that simple margaritas with fresh ingredients can’t be beaten.
“A Tommy’s margarita consists of a full 2 ounces of tequila, fresh lime juice, and agave nectar,” she explained. “Make sure to specify a good tequila when you order. It’s straightforward yet scrumptious.”
If you’re unsure about which tequila to choose, asking your bartender for recommendations is a good idea.
Kaplan mentioned to BI that mai tais are an excellent choice for those who prefer their drinks sweet, but potent.
“This tiki classic is not only delicious but sneaky with its booze,” she said. “It may not taste strong, but you’re definitely getting your money’s worth.”
The bar manager added that the orgeat syrup — a sweet addition made with almonds, sugar, and orange-flower water — is what gives the drink a complex and rich flavor.
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Shawn Soole, a cocktail-book author and the owner of Soole Hospitality Concepts, recommended Audrey Saunders’s old Cuban if you’re looking to steer away from the classics.
“A mix of rum, lime, mint, and sparkling wine served up, it’s a hybrid daiquiri-mojito-royale cocktail that most bars should have all the ingredients for and is always a crowd-pleaser,” he told BI.
Soole added that old Cubans are especially refreshing in the summer.
Chef Omar Torres, the food and beverage director at Bonsai at Hilton Pensacola Beach, said citrus-based cocktails, like mojitos, are a surefire hit.
“Mojitos are versatile, elegant, pleasant to the palate, and most bars will have a different version of it,” he told BI.
While a specialty mojito is always an option for something different, the beverage director suggests trying drinks like Moscow mules and French 75s which have similar taste profiles.
Haasarud told BI that a good strategy for enjoying high-quality spirits without the hefty price tag is to select a drink from the bar’s special cocktail list.
“Bars often negotiate special purchases with their distributors or suppliers, enabling them to offer more premium liquors at reduced prices,” she explained.
Furthermore, she mentioned that bartenders are usually better trained in crafting these featured cocktails, increasing the likelihood of a superior drink experience.
Kaplan described Long Islands as “the amalgamation of everything terrible in a cocktail” that ensures “the worst hangover of your life.”
Additionally, she mentioned that this classic cocktail is typically overpriced and poorly crafted in many bars.
Austin Carson, founder and co-owner of Restaurant Olivia, expressed to BI his reluctance to recommend drinks containing egg whites, such as classic amarettos or whiskey sours, citing the risks associated with consuming the raw ingredient.
“I’ll generally stay away from egg-white drinks,” Carson stated. “Doing so implies a sanitary wherewithal that I have to trust as well as proper execution.”
Many bars and restaurants now offer drinks without egg whites and are willing to accommodate special requests.
Torres mentioned that while he sees why some might enjoy a Miami Vice, a layered frozen drink with strawberry daiquiri and piña colada, he doesn’t believe it offers a quality cocktail experience. Link.
“Enjoying a cocktail at a bar or restaurant should be fun, fresh, pleasant to the palate, and good for you,” he explained, highlighting the problem with many establishments that use syrups and other chemicals in their cocktails.
Kaplan advised against ordering vermouth cocktails like Manhattans to avoid the risk of drinking spoiled alcohol. He noted that the fortified wine doesn’t age well and might spoil.
“If you see an old dusty bottle of vermouth on the back bar, run for the hills,” she said.
The bar manager added that ordering the drink at bars or restaurants that are not cocktail-focused is especially risky.
Haasarud recommended avoiding house margaritas to skip the potential hangover from sickly sweet mixers and bottom-shelf tequila.
“Not all house margaritas are made with fresh lime juice,” she said. “Rather it’s usually the cheapest version of a margarita made with a sour mix out of the gun and with a cheap tequila.”
Carson explained to BI that an Adonis cocktail, like a Manhattan, contains ingredients that spoil easily, thus making it a poor choice at dive bars or restaurants that are not well-known for their cocktails. This classic cocktail is composed of sweet vermouth and sherry.
“I would avoid cocktails that rely on quickly oxidizing ingredients like sherry and vermouth,” he advised. “It’s akin to the rule of avoiding seafood at places that don’t frequently serve it.”
Montes advised against opting for popular poolside drinks such as strawberry daiquiris and piña coladas if you’re looking to truly savor the alcohol and get good value for money. He pointed out that these are often watered down with sugary mixes used by the bar.
“Despite their perfection poolside and photogenic appeal, I would pass on having a blended drink,” remarked Montes.
The bartender recommended ordering the martini version of the drinks instead for a similarly sweet and tropical option.
This story was originally published in June 2021 and most recently updated on August 29, 2024.
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Gatorwine: The Gatorade and Wine Combo Set to Shake Up Your Dinner Party!
It seems that initially, everyone is apprehensive but ends up genuinely amused after trying gatorwine, a quirky mix of inexpensive red wine (costing under $12) and Gatorade. It’s essential, as the aficionados assert, to use the Glacier Freeze Gatorade—a light blue variant that is said to have berry and citrus overtones. reportedly describes this particular detail.
The drink, seemingly emerging out of thin air, actually owes its discovery to “GoatsNowhere,” a YouTube commentator who shared this concoction during a special tasting episode on the Babish Culinary Universe channel, hosted by the well-known chef and YouTuber Andrew Rea, also popularly called Binging with Babish. Rea’s entertaining and perplexed response significantly highlighted the beverage.
Rea, experimenting with the drink, remarked, “It’s not like anything I’ve ever tasted, ever,” later comparing it to sangria. Despite its unconventional blend, he amusingly admitted preferring it over certain commercial wines, laughing at his own paradoxical enjoyment. He suggested possibly serving it on the rocks after drinking it from a chilled glass. Throughout the testing, he adjusted his rating of the drink from a 6 to a 7 and even had a few refills during the tasting.
Since shared with Rea’s vast audience, curiosity spiked among many, with numerous viewers willing to taste it, albeit with slight hesitation. Nevertheless, the general consensus turned out more positive than anticipated.
“I tried gatorwine yesterday. I was ready to hate it. I made more today. You win,” commented mattyj5751 on YouTube.
“It’s kind of calming down the wine, for people who don’t drink wine,” says Instagram’s @wendellion.
“Oh no. Oh no! It’s good,” says chagrined TikToker @wanderingmallory.
Cocktail creator-reviewer Prescott Vanmeyer III, better known as Unemployed Wine Guy, likes gatorwine well enough to suggest using the idea to stretch your red wine supply, and also tests out the admonition that it must be the light blue one. When he tries it with the Glacier Cherry and Grape flavors, his face tells you everything you need to know.
Well, I’ve put it off as long as I can. Although many testers just eyeball it, I’ve laid out my ingredients and a cocktail jigger to make sure I get it precisely 50-50.
I’ve decided on a pinot noir since we are reportedly in sangria territory, and given both the instruction to limit expenditure to $12 and the relative gravitas of this assignment, the brand Low Hanging Fruit was too good to pass up. One of the cheapest wines out there but actually not one of the worst, it’s on the tart side, heavy on the berry notes, and just astringent enough to be interesting — what professional wine tasters might charitably call “approachable.” You don’t have to fret about unwanted bits falling into the wine during uncorking, either, because the cork is plastic.
Pictured is 2.5 ounces each of red wine and Glacier Freeze Gatorade. I’m surprised that the color isn’t all wrong, purple or muddy; it’s just a nice burgundy, although a bit more translucent than a regular glass of red. Since the alcohol content is cut in half, it has about as much leg as a snake on skates.
A good red should balance acidity, astringency, fruit and alcohol in pleasing harmony. The Gatorade reduces the acidity to somewhere in the vicinity of a milkshake, and much in the way adding a pinch of salt to coffee can reduce bitterness, the electrolytes mean the tannins are missing in action. The finish falls off a cliff and it has all the complexity of a straight line. Smooth, nonthreatening, mildly patronizing — akin to drinking a Care Bear.
But Care Bears are pretty delightful! They spread joy, demanding nothing in return. Gatorwine isn’t going to do anything to upset you; in fact, it giggles a little bit when you sip it. I decided to really lean into the sangria angle and let it chill with diced fruit for a few hours, and honestly, although the fruit at the end is the best part and I don’t suggest ice since it’s already dilute, you could serve this at a dinner party. The only people who will know are the ones who have tried it before, and they’re not going to want to admit it by way of revealing your secrets.
Surely by this point, you have questions. I still have some myself. But as a registered dietitian, I’ll take a crack at some of the ones that show up in the comments most.
First, is there any benefit to drinking this? Well, on the one hand, I’ve never said to a client, “You know, as your dietitian, I really think you should start drinking.” There is nothing in this experience that you can’t get from a great mocktail, and any alleged health benefits are vastly overstated. But, on the other hand, it has half the alcohol by volume of wine by itself, so if you’ve already decided to have a glass, that’s a good thing in relative terms.
Second, will the electrolytes help ameliorate the risk of hangovers? Maybe just a little, in that it could reduce the dehydrating effects of alcohol, but if you’re drinking enough gatorwine to need hangover amelioration, maybe you should reevaluate your life choices.
Lastly, is it worth the shame of going through the grocery checkout with these ingredients just to try a guilty glass with your next frozen pizza night?
Yeah … it kind of is.
This article was originally published on TODAY.com
New Frontier in Bourbon Country: Upstart Kentucky Distillery Unveils Exciting Single Malt Whiskey
Two years ago, we reported on the announcement that the TTB (Alcohol and Tobacco Tax and Trade Bureau) had proposed a legally binding definition for the American single malt category. Well, that still hasn’t happened, although there has been a recent push to get things moving. That includes the campaign by the American Single Malt Whiskey Commission and Distilled Spirits Council to collect 1,000 letters in support of the new guidelines. Despite the delay, distilleries continue to release American single malts, and one of the best new-school Kentucky bourbon distilleries just launched its second expression.
American single malt has been around for decades, with craft distilleries like Westland and Westward exclusively focusing on the category and legacy distilleries like the James B. Beam Distilling Co and Jack Daniel’s more recently getting in on the action. New Riff has been around for just about a decade, and for years its focus was on making bourbon and rye whiskey which it released as bottled-in-bond expressions (at least four years old, exactly 100 proof, the product of one distillery and one distillation season). In January, we reported on the distillery’s first single malt release, the excellent Sour Mash Single Malt. Well, that whiskey is back for another run, but there are some differences.
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Garrison Brothers’s New Cowboy Bourbon Is Hotter Than a Texas Rodeo in August
The new version of the single malt is crafted from the same 100 percent barley mashbills, featuring varieties such as Golden Promise, Maris Otter, and Scottish peated barley, plus two beer-inspired mashbills derived from classic barleywine and Belgian Quadrupel recipes. The original release comprised barrels aged for around seven to eight years, however, the latest iteration includes nine-year-old barrels. Additionally, it integrates Madeira cask-aged malt in the blend for a novel taste profile. “This year’s blend has matured in a manner that remains recognizable to aficionados of last year’s single malt, notably in the harmony of sherry cask and peaty-smoky flavors despite the alterations in the internal blend,” stated Jay Erisman, co-founder and vice president of New Riff. “Actually, I deem it to be even more cohesive and well-integrated.”
While we have yet to sample this latest release, we are hopeful that it matches the quality of last year’s edition. According to Bryon Martin, the sensory manager, the official tasting notes include rich, dark, and zesty citrus fruits on the palate, complementing earthy, savory, and smoky undertones. The whiskey is presented at a strong 114.5 proof and remains non-chill filtered. The 2024 Sour Mash Single Malt will be available from tomorrow at the distillery’s gift shop (SRP $70), and subsequently at online retailers in the coming weeks. It is also possible to purchase the previous version from Seelbach’s, while the complete New Riff range is currently on sale at ReserveBar.
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