Hey Millennials, wine and liquor marketers think you have a target on your back

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It’s wine, Jim, but not as we know it.

Last month, a pair of essays I wrote ran in Slate. The first focused on the rise in “gender-specific” spirits (i.e. vodka designed for women, flavored cognac engineered just for men), the second dealt with pop-culture branded wine (i.e. Downton Abbey wine, Duck Dynasty wine).

Two very different topics, but one disturbing thread connects both:  clearly, wine and liquor marketers think Millennial drinkers have a big old target on their backs. What I heard over and over again was, “it worked when they were kids; it will continue to work now.”

Consider this comment, from the gendered spirits article:

Elizabeth Sweet, a sociologist at University of California–Davis (coincidentally, a school famed for its winemaking programs), sees parallels between how toys and these candy-like alcoholic beverages are marketed…“The people who were children in the 1990s when I started to see toys color-coded by gender, pink and blue, they are becoming young adults,” Sweet observes. And “they are used to gender differentiation in products.” In other words, millennials are desensitized to gender-specific marketing; many have never known anything else.

Alongside this comment, from the pop-culture wine article:

Millennials in particular grew up with branding, and they don’t think anything of it,” says Kara Nielsen, a consumer strategist for CEB Iconoculture Consumer Insight. “They grew up with a cartoon character on their toothpaste. This is like Mickey Mouse-branded treats for the grown-up set.”

A note to the over-21 Millennial set: when you were a kid and someone handed you a blue SpongeBob Squarepants toothbrush or a pink Disney princess toothbrush, you probably didn’t have much choice in the matter. You’re an adult now, with an astonishing array of choices before you. Please choose wisely. It’s your prerogative to choose candy-flavored whiskey or Star Trek-branded wine if that’s what you truly want, but please, make sure that it’s YOUR decision. Don’t let marketers decide for you.

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Your ultimate New Year’s Eve cocktail: French 75 Punch

photo credit: Teri Lyn Fisher, for Cocktails for a Crowd

Happy New Year!  Here’s why this is the drink for your New Year’s Eve bash:

1. It’s sparkling, and you know you need something bubbly for toasting at midnight.

2. Between the fancy block of ice and simple orange-wheel slices, It looks great in a punch bowl. But it’s easy to put together and difficult to screw up. If all else fails, just pour in more bubbly.

3. As the ice melts over the course of the evening, the punch mellows a bit, but never waters down (thank you, gin), so the party keeps going until Auld Lang Syne.

French 75 Punch

From Cocktails for a Crowd

Serves 8

Total Volume: 7 3/4 cups (without ice)

The French 75 is a classic cocktail usually made with cognac, though gin is sometimes substituted, and that’s the spirit I call for in this recipe. It typically isn’t served as a punch but works quite well in this format. Serve this fresh, fragrant variation at any occasion that calls for toasting.

A simple chunk of ice, such as one frozen in a loaf pan or bowl will suffice, but for a special, decorative touch, consider freezing orange wheels inside the ice.

16 ounces (2 cups)  London dry gin
8 ounces (1 cup) freshly squeezed lemon juice
6 ounces (3/4 cup) simple syrup
1/2 teaspoon orange bitters
32 ounces (4 cups) dry champagne or other sparkling dry white wine, chilled
1 large ice block
8 orange wheels, for garnish

In a punch bowl, combine the gin, lemon juice, simple syrup, and bitters and stir well.

Just before serving, pour in the champagne and stir gently. Add the ice and garnish with the orange wheels.

To serve, ladle into punch glasses.

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Order Cocktails for a Crowd for Christmas, New Year’s

Cocktails_for_a_Crowd_COVERWhew! November and December were remarkably busy – book promo parties, events, signings, the occasional press interview. It’s been a glorious whirlwind. But now I’m ready for a looong winter’s rest.

But one final gift-list reminder:  Now’s the time to order “Cocktails for a Crowd”  – whether the party’s at your home and you’re seeking drink inspiration, or you’re celebrating elsewhere and need a host/hostess gift or holiday gift.  Throw in a bottle of booze or bitters, and you’re officially the best guest in the world.

–>Order “Cocktails for a Crowd” from Amazon.

 
Book Cover–>As long as you’re browsing online, you can also buy a copy of my other book,  The Secret Financial Life of Food: from commodities markets to supermarketsfor the history-minded foodies on your gift list.

 

Many thanks and happy holidays!

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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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You’re invited to the Drink.Think NYC – 12/3 at Jimmy’s No. 43!

Photo credit: Jill Howe, for Drink.Think

Photo credit: Jill Howe, for Drink.Think

Drink.Think is returning to New York! Come out to hear drink and food writers read from their work about beverages, enjoy drinks at the bar, and otherwise celebrate our favorite literary muse – booze!

Date & Time:  Tuesday, December 3, 2013.  The bar will be open starting at 6pm – the reading starts at 7pm.

Location:  Jimmy’s No. 43, 43 E. 7th St., New York, NY

Admission: FREE admission. Drinks and food will be available for purchase; books will be available for purchase and signing (hello, holiday gift list!).

Featured Readers:  Curated by wine and spirits writer Kara Newman, participants include:

Hope to see you there!

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Your ultimate Thanksgiving cocktail: Spiked & Spiced Apple Cider

photo credit: Teri Lyn Fisher

photo credit: Teri Lyn Fisher, for Cocktails for a Crowd

Here’s why I’m calling this recipe “ultimate”:

1. It works with any brown liquor you have on hand: aged rum, whiskey, brandy, in whatever proportions you like.  If you have two bottles of bourbon and brandy, with just a cupful left in each? Use ‘em up.  It’s like Thanksgiving leftovers for your cup.

2. You can make and serve this drink without leaving the kitchen. Face it – all your guests are gathered there anyway, right?

3. It perfumes your home with the scent of autumn- spicy, apple-y and amazing.

4. Since this drink pairs perfectly with apple cider doughnuts, you now have an excuse to buy some. You saw them at the greenmarket and wanted them anyway.

Okay, that’s enough rationalizing. Let’s drink!

“Spiked & Spiced” Apple Cider

From Cocktails for a Crowd
Serves 8
Total volume: 52 ounces, or 6 1/2 cups

At home, ladle this warming drink straight from the stove (everyone’s probably gathered in the kitchen anyway, right?) or into a teapot to serve. Alternatively, consider pouring the cider into a heatproof thermos to keep toes warm at a tailgating party.

2 cinnamon sticks
8 whole allspice berries
32 ounces (4 cups) apple cider
16 ounces (2 cups) brandy (whiskey or aged rum may be substituted)
8 Tablespoons (1/2 cup) honey

8 cinnamon sticks, for garnish

Tie together the spices inside a square of cheesecloth and secure with twine, creating a spice sachet.

In a saucepan, stir together apple cider, brandy and honey. Drop in the spice sachet. Cover and bring to a boil, reduce heat and simmer for five minutes. Remove from heat and stir again. Discard spice sachet.

Ladle into glass mugs or tea cups and garnish each glass with a cinnamon stick.

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Order Cocktails for a Crowd for Thanksgiving, Hanukkah gifts

Cocktails_for_a_Crowd_COVER

Now’s the time to order “Cocktails for a Crowd”  – whether the party’s at your home and you’re seeking drink inspiration, or you’re celebrating elsewhere and need a host/hostess gift or holiday gift.  Throw in a bottle of booze or bitters, and you’re officially the best guest in the world.

If you’d like a personalized gift, email me: kara AT karanewman DOT com to obtain a signed bookplate, at no additional charge.

–>Order “Cocktails for a Crowd” from Amazon.

–>As long as you’re browsing online, you can also buy a copy of my other book,  The Secret Financial Life of Food: from commodities markets to supermarkets, for the history-minded foodies on your gift list.

Many thanks and happy holidays!

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Filed under Cocktails for a Crowd, The Secret Financial Life of Food