Category Archives: Drink trends

Ask the bartender: what’s your favorite NYC tiki memory?

Tiki pirate gnome outside Apt 13 on the last Tiki Monday held there

Tiki pirate gnome outside Apt 13 on the last Tiki Monday held there

I was asked to write an obituary for NYC’s tiki scene. But I found it alive and kicking, in some unusual spaces. You can read my article on Thrillist (The Rise and Fall (and Rise Again, and Fall Again) of NYC’s Tiki Scene), and I hope you find some new favorite places to indulge in a Mai Tai. I surely had a blast researching it and immersing in NY’s thriving tiki pop-up parties. But my favorite part was reminiscing with the tiki-literati about their experiences, most of which couldn’t fit into the already-dense article, unfortunately. For example, I asked each of the following individuals (admittedly, not all bartenders) for their favorite NYC tiki memories. Here’s what they said:

Mahalo-ween. It was a Halloween event – it was on a Monday that year. We did a Tiki Monday, and it was such a fun event. That’s the one I have the photos for. I had a photographer come in …it was the people who came to it, we had an all-star cast of characters that attended the event. It was awesome and so much fun.” –Julie Reiner, co-owner and beverage director, Clover Club

“If you ask anyone, all the best memories involve Julie and Brian, because that synergy is unique among tiki. I don’t think anyone has the level of collaboration they had on a weekly basis. He would have Damon [Boelte] come in and do a Famous Grouse tiki night. Eight tiki cocktails with a Scotch base is crazy! To have that unique take every week. It was like a family that developed around that event with that amalgam of enthusiasts, casual participants, industry – it became a must-attend kind of thing. Julie’s willingness to let enthusiasts behind the stick – I did two or three Mondays With Miller. It’s extremely nerve-wracking to have Julie as your cocktail waitress!” — Adam Kolesar (“Tiki Adam”) and owner of OrgeatWorks

I don’t have a favorite memory. I’m too concerned that there is no Tiki bar in NYC and when I say that, I’m referring to bars that take the craft of Tiki cocktails seriously – like Three Dots & A Dash and Smuggler’s Cove.” –Brian Miller

My favorite tiki memories would not be from Painkiller, it would be from the Mai Kai in Fort Lauderdale, Florida. That is in my opinion the most sacred manifestation in physical and spiritual essence in America should be. It’s been owned and operated by the same family for the same 50 years and there is not a place in there that does not exude tiki spirit, from the decor, staff, cocktails, nightly performances – every time I go there it prompts lasting memories for me of that genre. Sadly, I can’t really say that my favorite tiki memories took place in the bar formerly known as Painkiller.” –Richie Boccato, proprietor, Dutch Kills

“One of the first bars to have a specialty cocktail menu dedicated to quality classic tiki drinks was Elletaria, a now-defunct Asian-fusion restaurant that was in the West Village.  Before that, we pretty much had to make these drinks (and their component ingredients) at home.  In these earlier years, making drinks at home and then having one specific place to go for the specialty tiki night allowed us to get to know a group of “tiki-regulars”, many of whom continue to be some of our best friends in NYC.   This group has become our NYC “ohana” (or “family”) and we continue to get together to celebrate events, holidays and until recently, Tiki Mondays with Brian Miller.  Aside from seeing our regular group of friends, a big part of what we loved about Brian Miller’s Tiki Mondays was the guest bartenders.  It was always fun and interesting to watch them take on the classic tiki drinks, as well as seeing them invent new drinks, based on the spirit sponsor that week or their own personal preferences.  When Tiki Mondays moved to Mother’s Ruin, there was then a frozen drink machine available, which Brian and the other bartenders were able to employ in very unique ways.  For example, it was a fantastic kitschy idea for them to turn the Jungle Bird, a classic Campari-based tiki drink, into an amazing frozen drink.” –Nicole Desmond, Rhum Rhum Room

“In 2008, 2009, I saw a New York Times article about Jeff Berry. Quote: ‘you can’t get a good Zombie in NY.’ He was talking about Otto’s Shrunken Head. At the time, no tiki bars existed. And places said, let’s do something about that. As soon as I was able to legally go out and drink, I went out to those places (i.e Flatiron Room). When I got back to NY, Lani Kai and PKNY were up. I’m an Angeleno transplant, where we have Tiki Ti and some smaller places. It was great to see the evolution of the people doing this and their bars, and going to the openings of both of those places. Participating in that first Tiki Monday, and the rush of people coming downstairs. That was something I’d been waiting for a good five years to do. And having people love the drinks and having a good time.” –Garret Richard, bartender at Prime Meats, and host/creator of the Brooklyn Luau

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Baijiu: it’s coming for you, America

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Front view of the ByeJoe box.

Are Americans ready for baijiu, China’s overproof firewater?

 

No, they are not. But baiju is coming for them anyway.

 

Here’s what’s going on:

 

Baijiu – a clear, rice- or grain-based spirit produced in China – has long been a staple of business culture in China. A friend living in Shanghai explained it to me this way “that’s what Chinese businessmen drink, and if you’re doing business in China, may as well get used to it, because repeated baijiu toasts at long banquets are de rigueur for doing business here.”

 

Usually, it’s distilled at a tongue-numbing 100 proof or higher (by comparison, vodka usually is bottled at 80 proof), and it’s downed as a shot. Matching your host shot-for-baijiu-shot at a banquet is a test of endurance and solidarity. To the Western palate, it “tastes slightly worse than petrol,” my friend insists.

 

But times are changing in China. Younger drinkers in China are favoring Western-style tipples (wine, beer, whiskey, brandy) over traditional baijiu. And most troubling of all: a crackdown on Chinese officials’ lavish spending has affected domestic sales of baijiu, a customary drink at those legendary banquets and a common luxury gift.

 

Uh-oh.

 

So baijiu producers are setting their sights on Western drinkers. Never mind that baijiu is the top-selling liquor in the world (according to International Wine & Spirit Research, baijiu accounts for more than a third of all spirits consumed globally). Outside of Asia, few have heard of baijiu. But by this time next year, that may change.

 

Signs of the times:

 

More baijiu bottlings are coming to the U.S.: The San Francisco World Spirits Competition, often a harbinger of trends in the marketplace, wrapped up a few weeks ago. Of note: increased entries of the Chinese spirit, Baijiu.

 

More producer-led industry education is available: Moutai (a producer of baijiu) has been sponsoring events at conferences (LA cocktail week, Tales of the Cocktail), hiring brand ambassadors to promote the spirit. And Americans seem interested in learning more: at the upcoming Tales of the Cocktail conference in New Orleans, the “Baijiu: Demystified” seminar has already sold out.

 

More English-language information is becoming available: Author Derek Sandhaus has a new English language)book called “Baijiu: The Essential Guide to Chinese Spirits,” released by Penguin Books Australia.

 

More baijiu cocktails suited to Western palates: London (a particularly adventurous and forward-looking cocktail city), held its first-ever Baijiu Cocktail Week in January (timed to coincide with the Chinese New Year).

 

More baijiu cocktails suited to AMERICAN palates:  In LA, Peking Tavern opened a few months ago, calling itself a “Beijing gastropub.” It’s probably the only place in the US right now where you can sip baijiu cocktails like the “Bloody Mei Lee” (Bloody Mary variation, natch). Peking Coffee (baijiu, coffee and horchata liqueur) or Wong Chiu Punch (baijiu, hibiscus, fresh lemon juice).  My opinion: cocktails are the only hope for getting Americans to drink baijiu.

 

American-made baijius are starting to pop up:  Personally, I think these stand a better chance of gaining traction than Chinese-made versions – they tend to be lower proof, and have packaging that’s more accessible to American buyers. Houston, Texas-based distillery Byejoe USA is importing a baijiu base that is then filtered and sold in the U.S.  (It’s 40% abv, infused with fruity flavors, and tastes like vodka, in my opinion. It’s also packaged in a cutesy-poo box that looks like a Chinese food takeout container.) Meanwhile, Portland, OR-based Vinn Distillery is producing a small-batch artisan baijiu.
baijiu_2

Top of the ByeJoe box.

 

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What the #Limepocalypse means to your next cocktail

As someone who knows a bit about how agricultural commodities work and lot about how cocktails work, I’ve been following the recent ascent of lime prices, which has been causing bartenders considerable pain. If you love Margaritas, Daiquiris or or any other drink that depends on lime for its citrusy zing, you may be feeling the squeeze yourself.

What’s going on? In brief, Mexico, which produces 98% of the limes consumed in the U.S, is now seeing a shortage of limes thanks to a perfect storm of poor winter weather, plagues and threats from organized crime. As a result, we’ve seen lime prices spike from an average of $14 to $25 a case to an unprecedented $100 (or more) per case. You can read more on the backstory here or watch a video here.

If we were taking about the price of burgers, it would make sense to talk about cattle futures as a hedging mechanism. But lime futures don’t trade on U.S. commodity markets — or anywhere else in the world, that I know about. (Feel free to educate me if you know of a market where they are traded.)

In the meantime, what does the spike in lime prices mean to your next cocktail? It means one or more of the following scenarios:

  • Scarcity. In other words, if bartenders can’t get limes, you might not be able to get some of your favorite drinks for a while. For example, it’s been widely reported that Toby Cecchini has taken his famed Gimlet off the menu at his Long Island bar in Brooklyn (after all, the key ingredient is a housemade lime cordial).
  • Substitution. Your favorite drink might taste a little different for a while, as bartenders make creative substitutions. Some are switching to a mix of lemon and lime juices or grapefruit. Others are turning to acids beyond citrus, such as phosphates and lactarts. I would expect vinegar-based shrubs to follow as well. Upside:  who knows what innovative cocktails this forced creativity may yield?
  • Deflection. Some bars will discreetly “adjust” cocktail menus to showcase drinks that don’t include lime. Negroni, anyone?
  • Inflation. You might have to pay more for your drinks. I’d especially expect to see this happen at places like large Mexican chain restaurants, where taking classics like the Margarita off the menu would cause too much outcry. Downside:  once menu prices move higher, they rarely are adjusted lower when ingredient prices moderate.
  • Degradation. Aka crappier drinks.  Keep an eye out for sour mix, prefab lime cordial and frozen lime juice as substitutions for fresh lime. And that lime wedge garnish on on the side of your glass? Say goodbye to that too, for a while.
  • Finally, some bartenders will simply eat the rising cost. Martin Cate announced last week that his San Francisco tiki bar Treasure Island will NOT make any changes to the menu, and will NOT raise prices. Since tiki/tropical drinks use a lot of limes, this is big deal.

[Shameless plug: if you find this explanation interesting and will be in the NY area on Wednesday, 4/2, I'll be reading from The Secret Financial Life of Food (and talking a bit about the "limepocalypse") at DISH, a food and beverage-themed literary event at Housing Works in Soho.]

 

photo credit: flickr/Troy Tolley

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A Tequila Sunrise for grown-ups

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The first mocktail I ever had was a Virgin Tequila Sunrise:  orange juice with a bit of grenadine poured on top for a dark-to-light effect, but no tequila. Around age 12, we’d order them non-stop at bar and bat mitzvahs, until the harassed bartender would pretend to run out of grenadine. (PS: no, I don’t count the Shirley Temple, which is not a “mock” drink – if anything, it’s the rum-soaked Shirley Temple Black that’s the “mock” version of the original).

Later on in college, the standard Tequila Sunrise was one of the first drinks I learned to order by name. It was fruity and it wasn’t beer, and that was all that mattered at that point in time, well before the craft cocktail movement brought better options even to college dive bars.

And that was probably the last time I sipped a Tequila Sunrise — until about a month ago. While researching this story for The Wall Street Journal about revitalized 1970s cocktails, I found my glass full of minty green Grasshoppers and vanilla-citrus Harvey Wallbangers. And this updated classic, which didn’t make it into the final article, but is worth making at home. It speaks volumes about how much has changed in recent decades:  non-mixto tequila, fresh-squeezed juices, and pomegranate juice or syrups instead of sugary fake grenadine. Finally – it’s a Tequila Sunrise you don’t have to be embarrassed to drink as a grown-up.

Tequila Sunrise

Created by Don Lee for Golden Cadillac

1 ½ ounces Siete Leguas Reposado Tequila

1 ounce Passion Fruit juice

1 ounce Orange Juice

1/2 ounce Pomegranate juice

In a cocktail shaker, combine the tequila, passion fruit and orange juices with ice. Shake vigorously, and strain into a Collins glass over pebbled ice. Gently pour the pomegranate juice over the rounded bowl of a spoon to “float” the juice over the top of the drink. Garnish with a half orange wheel.

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10 cocktail and spirits trends for 2014

crystal_ball

It’s that time again…time to gaze into the old crystal ball and predict what we’ll all be drinking in the year ahead.  (I tried this last year as well – how did I do with my 2013 predictions?) So….here’s what might happen in 2014:

1. Fun will make a comeback at the bar. I suspect the goofy fun factor of places like Golden Cadillac (retro 70s) and Butterfly (retro 50s) will start making its way into the mainstream – like the way tiki used to be fun. It’s not a coincidence that cereal is now a hot (if silly) drink ingredient. After years of super-serious mixology, we’re ready for some fun and decadence again.

2. The Nordic food trend will spill over into cocktails. I’m waiting to see smoked hay and sea buckthorn in my glass.

3. The bartender will become obsolete. Okay, I’m exaggerating for effect. But in terms of format, definitely seeing more pre-batched kegged drinks (lookin’ at you, Derek Brown)  and bottled & canned & other “batched” cocktails – even high-end Ready-to-Drink cocktails that are actually worth drinking. And I’m not the only one who sees this trend on the horizon.

4. We’ll fortify our drinks with sherry and other fortified wines (but mostly sherry). Sherry cocktails in particular are ramping quickly. But port, Madeira and others are not far behind.

5. Low abv and even no abv drinks will go mainstream. I totally admit to lobbying for this trend. But I’m hearing more about lower proof drinks, and seeing better and more interesting low-alcohol and no-alcohol drinks on menus. I foresee this going mainstream this year.

6. We’ll find hard cider cocktails in our glasses. Buzz is building. I think I was too early with this one last year.

7. Flavored whiskey will continue to expand at a rapid-fire clip before burning out altogether. And – what the hell – I’m already calling flavored tequila as a trend for 2015.

8. We’ll develop a heated affection for Asia whiskeys:  some of the best products I’ve tasted this year have been whiskeys from Japan and – much to my surprise – Taiwan. Yeah, I’m as surprised as you are.

9. Consumers finally will wake up to coffee cocktails. Some of the craziest, most euphoric, no-holds-barred experiments I’m seeing now all seem to involve coffee-cocktail hybrids in some way. (I’m still thinking about the experimental cold brew coffee made with White Pike Whiskey seen at the Dizzy Fizz Holiday Spirits Bazaar a few weeks back – and that’s just the tip of the highly caffeinated iceberg.) I suspect we’re not quite there yet, since the coffee flavor still seems to dominate the drinks in a clumsy way- but man oh man, we’re getting closer to something wonderful.

10. Vodka will develop character.  Usually, vodka bores me. Most have been distilled and filtered to a very limp death. But lately, I’ve been seeing growth among new and interesting vodkas — no longer “odorless and flavorless.” Some have been single varietal vodkas, others (like Karlsson’s, for example), have introduced new vintages each year, reminding me of whiskey or wine. I predict that we’re about to see variety in vodka explode in coming months.

Okay, folks. Have a happy happy and a very merry. See you back here next year.

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Pictorial: throwing booze around

Who knew there were so many different ways to do this? As in, quite literally tossing it around, whether from bottle to cup, cup to cup or even from vessel directly to thirsty, open-mouthed consumer. Here’s exhibit A:

wondrich

Dave Wondrich, demonstrating the “Blue Blazer” technique he has re-popularized. You can’t tell from this image, but he takes a flame to high-proof hooch, and pours the flaming liquid from one pewter mug to another, and back again, increasing the distance between the two until he has a thin blue flame streaming from one mug to the next.

porron

This pitcher-like vessel, called a porron, is sometimes used to serve (and share) wines in Spain. Here, it’s used for pisco (this was at the StarChefs International Chefs Conference a couple of weeks ago). Bottoms up!

alturias_1

And finally, here is a pourer in action during cider week, at Tertulia.  Apparently, this is part of the culture of the Asturias region in Spain:  the cider typically is held up high above the pourer’s head….

alturias_2

…and poured in such an elongated stream that I couldn’t capture the action in a single shot. The more experienced pourers don’t even look down while they pour.

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How sherry came back from the dead, and why it isn’t going away anytime soon

image credit: Kara Newman

Sherry and jamon pairing at Mockingbird Hill (Washington, DC)

A few weeks back, while in Washington DC, I had the good fortune to spend an evening at Mockingbird Hill, a shiny-new, sherry-centric bar. In the company of owner, bartender and sherry-phile Derek Brown, I enjoyed jamon and jerez pairings, and we chatted about why bartenders are having a particularly torrid love affair with sherry these days. Sherry’s not exactly the new kid on the block, I noted, so why is it having a revival now?

“There’s been no good reason to know about sherry until now,” Brown admitted. But during a trip to Spain, he fell hard for the fortified wine. “I just fell in love with it,” he continued. “It’s like the song that gets stuck in your head, and you can’t forget it.”

Sherry has been very much on my mind right now, in part because I interviewed bartenders about sherry for a Wine Enthusiast article on the topic (my WE colleague Mike Schachner wrote the feature, I wrote the sidebars about cocktail usage).

But again – why the revival now? Schach makes this keen observation:

As long as I’ve been covering Sherry, the message out of Andalucía has been that Sherry is being rediscovered en masse. Or, that Sherry producers, believing that their wines are about to take off, are mounting yet another global marketing campaign. Or, simply, that Sherry is the most underappreciated, yet perfect wine to pair with food.

But according to tastemakers—i.e., the sommeliers who sell Sherry daily—there’s something different this time around, adding traction to the latest movement.

Here’s what’s different:  this time, the bartenders are firmly on board, not just the somms.

This wave of the revival has much to do with cocktails. When I talked with  Dan Greenbaum, co-owner and bar manager at The Beagle here in NY (another sherry-enthusiastic outpost), he astutely noted that “historically, Sherry has had a huge place in the evolution of cocktails.”  Indeed, sherry first entered my radar screen as a cocktail ingredient, when I had a sherry cobbler at Bellocq in New Orleans, almost two years ago.

Greenbaum praised sherry’s versatility –  a refrain I’ve now heard from many other bartenders as well. It’s not a one-sherry-fits-all situation. Rather, it seems like there’s a sherry for every mood, from the briny, delicate acidity of fino and manzanilla, to the nuttier, more oxidized notes of amontillado and oloroso, to the sweet, raisin-like richness of Pedro Ximenez. It folds into a wide range of cocktails.

But this isn’t purely a bartender story. They may have beat the drums most loudly, but sommeliers have re-discovered how well sherry pairs with a wide range of foods (as I learned at Mockingbird), from savory to sweet. It’s the confluence of both bars and restaurants, cocktail and food culture, that has reinvigorated sherry as a category, elevates it beyond mere trend, and will give sherry some staying power going forward.

Still don’t believe me? Here’s a shortlist of some of the sherry bottlings that bars and restaurants are loving right now – and there are some big guns on this list. For more about sherry, go read the Wine Enthusiast article for an informative overview and bottle recommendations (from Schach) and cocktail recipes that feature sherry (from me).

La Ina Fino: At The Beagle in New York, co-owner and bar manager Dan Greenbaum frequently mixes La Ina into cocktails – young, bone-dry and crisp, it stands up to vermouth, amaros and other spirits, he says. It’s also a fine sipper alongside light nibbles such as Marcona almonds.

La Guita Manzanilla: Spanish resto Manzanilla in New York (recently named to Wine Enthusiast’s 100 Best Wine Restaurants list) showcases the mouthwatering saline and bright apple notes of this sherry in its signature Manzanilla Martini.

Pedro Romero Amontillado:  Crowned with fruit and plenty of crushed ice, this is Bellocq’s pick for their signature sherry cobbler. Off-dry and featuring notes of hazelnut and spice, it’s a natural companion to cheeses and savory appetizers, too.

Toro Albala ‘Don PX’ Pedro Ximenez: “PX,” as Pedro Ximenez is often shorthanded, is noted as the sweeter side of the sherry spectrum. This bottling is served by the glass at  Vera, a tapas restaurant in Chicago’s West Loop area, usually as a dessert pairing – but on the savory side, keep an eye out for the PX syrup drizzled over Vera’s cocoa-dusted foie gras, too.

Lustau East India Solera: With its tawny hue and appealing mix of rich fig, raisin and cocoa, consider pairing this bottling with a traditional Spanish flan. Yountville, CA’s famous French Laundry includes this bottling on its extensive wine list.

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Low Octane Libations: “cocktails are balanced libations that bring people together to celebrate life.”

From left to right: Amanda Boccato, Greg Best, Joaquin Simo, Kirk Estopinal

This good-lookin’ crew was my panel from Tales of the Cocktail. We had assembled to talk about “Low Octane Libations” — and although I’ve long been a fan of lower-alcohol cocktails, there’s nothing like hearing the gospel straight from the bartenders. In retrospect, I think this topic hit a sweet spot, sandwiched among seminars and tasting events that focused on vermouth, sherry and other lower alcohol options, and I’ve been tickled to see post-Tales roundups listing “lower alcohol” as a trend in the making.

Although I was preoccupied with moderating the panel, I did manage to scribble down some insightful comments from the panelists. Highlights included:

  • Amanda Boccato, brand ambassador from Lillet, noted that “historical cocktails can be reinvented using lower proof spirits as the base, such as a Lillet Julep.” Unprompted, later on in the session Joaquin Simo of Pouring Ribbons noted that he had tried out a Lillet Julep spiked with Green Chartreuse. “It was so good,” he said.
  • This comment, from Greg Best of Holeman and Finch:  “As stewards of cocktail culture, we’re obligated to define cocktail culture endlessly. No one ever said it has to be boozy with bitters – there’s no rule.” Then he paused to define what cocktails are: “Balanced libations that bring people together to celebrate life.” The audience applauded!
  • Joaquin Simo on the rising phenomenon of Bartender’s Choice cocktails: “It’s an opportunity to bring out that coffee-infused vermouth – not Red Stag. If [guests] are giving you that much latitude, let’s not abuse it.”
  • Kirk Estopinal’s Pineau de Charentes Cobbler. All the cocktails were top-notch (and props to our Cocktail Apprentice leader, Christopher George and his team for making that so), but I especially loved how he defined the garnish:  as “good snacks on top.” His cobbler was topped with a quarter-wheel of lemon,  sprinkled with bitters and then sugar. How to get more guests at bars drinking cobblers? Here’s Simo’s idea: “Tell them the Cobbler was the Cosmo of the 1800s.”
Here’s the drink recipe:
Pineau de Charentes Cobbler  (Kirk Estopinal, Bellocq)
1 1/2 oz Ferrand Pineau de Charentes
1/2 oz lemon juice
1/2 oz simple syrup (1:1)
¾ oz Calvados or Cognac
Boston Bitters-coated lemon pieces, for garnish
Powdered sugar, for garnish
Add all (except garnishes) to a tin and shake hard with big ice. Strain over crushed ice and top with garnish.

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July 25, 2013 · 3:58 pm

How super high-proof spirits are like “the flashiest girl in the room”

My article about super high-proof spirits (“Idiot Proof“) went up on Slate yesterday morning.

Although I stand behind my opinion — that I prefer lower-proof spirits, and that above 90 proof, most spirits lose what makes them nuanced and drinkable – whoo, those Slater/haters sure do love to argue! The contentious comments have stacked up fast. Luckily, the editors at Slate encourage provocative topics and good arguments.

Yet, I can’t help wondering how the haters might have responded to this comment about rising alcohol proofs, which had to be removed (because it’s not attributed):

“It’s gotten over-the-top,” one well-known producer (who asked not to be named) told me over shots of (pleasantly 80-proof) bourbon. Some distillers use high-proof spirits to attract attention, he hypothesized, comparing pumped-up alcohol volume to a dramatic boob job. “It’s like they’re trying to be the flashiest girl in the room,” he continued. “It’s a way of saying, ‘look at me, look at me!’”

Funny how timing works out, too. The article was written months ago – but now, it’s being published only days before my Tales of the Cocktail seminar on Low Octane Libations. That seminar will focus more about praising lower-proof cocktails rather than bashing higher-proof variations. Then again, Tales is about the cocktail lovers — not the haters.

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Negroni Sbagliatos for a crowd

Image courtesy Manhattan Cocktail Classic

The Manhattan Cocktail Classic has officially drawn to a close. This is one of those epic events where bartenders serve hundreds — in some cases thousands — of cocktails at a go.  There were plenty of mediocre offerings, to be sure. But there were a great many memorable drinks too. And this was perhaps the most memorable drink of them all.

Likely, I was particularly attuned to this drink because of the Cocktails for a Crowd book. No doubt I was paying closer attention than ever before to how batched drinks were presented, ranging from the punch served in painted ceramic punchbowls at Dead Rabbit to colorful pink and orange Palomas decanted into swing-top glass flasks and arrayed on silver platters during a seminar.

But Campari topped them all, offering wee cans of Negroni Sbagliato cocktails. It’s a relatively simple classic cocktail:  Campari, sweet vermouth, and dry sparkling wine, like Prosecco. I first heard of it after Frank Bruni wrote about it a couple of years ago; it started popping up on drink menus shortly thereafter, though it’s still lesser-known vs the Negroni (Campari, sweet vermouth, and gin).  The cans were handed out at the splashy MCC gala, as well as at a party thrown by the brand a couple of nights later.

Apparently, the genesis of this canned cocktail began at last year’s gala, where Negronis were pre-batched, carbonated and bottled. At the event, bartenders merely popped off the bottle caps and inserted a straw. It was on-trend — arguably, ahead-of-trend– fun to drink and speedy to serve. The canned cocktails had been floated for the 2012 gala, a PR rep told me (as we sipped Sbagliatos, natch), but tabled until 2013.

Apparently, a great deal of effort went into those canned cocktails. They had to be specially made, the cocktail had to be made in large quantities, and they had to be shipped over. The red-and-white striped plastic straws (not paper, which disintegrate quickly), were sourced from Etsy.

Everyone noticed them. From a drinker’s perspective, it was a good cocktail — truly, the most important part of this equation — and it was fun to drink, so people actually walked around and drank from the cans. It wasn’t too big and it wasn’t too boozy, so it was one of the few cocktails I actually finished at the Gala. From a marketer’s perspective, it was clearly branded — no mistaking the distinctive Campari red, and it was labeled in big letters anyway, identifying the brand and the name of the drink. It was memorable and everyone asked where to get one. It was clever and not too ostentatious. Even the straws reinforced the branding, but in a tasteful way.

Now here’s where things fall apart. Despite this marketing coup, no one can buy this product. And I heard many people say they would gladly purchase a six-pack of Sbagliatos (I was one of them). You can buy a cans of Pimm’s at convenience stores in the UK, yet in the United States, the Ready-To-Drink category is limited to pouches of awful slushy Margaritas made with fake lime flavoring. If Campari brought the canned Sbagliato product to market, I would consider it to be an outright marketing success. If not, it was just a clever flash-in-the-pan that will need to be topped again next year.

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