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Look Back to Get Ahead
Observations of 2005 Cocktail Trends Prime 2006 Profits
By Stephen Cunningham
 In this great, wide world of flourishing spirits activity and an
ever-expanding amount of cocktail choices for both bar operator and
guest alike, suffice it to say that it is no easy feat to encapsulate
all of today’s trends under one roof.
Still, with a look back to a few of 2005’s notable market activities
and a gaze forward to what can offer extra profits in the year to come,
nightclub and bar owners — hopeful masters of beverage service — can
gather some food for thought. In our collective realm of recipes and
revenue, then, here are a few facets of this year’s bar business to
consider.
The Mighty Mojito
If I had to choose a single cocktail to represent this last year in our
industry, I have to pick the Mojito. Yes, I know the cocktail has been
in the States since the ‘40s. Yes, I know it was being served in the
Caribbean for years prior to that. Some people actually believe it was
created by explorer Sir Francis Drake (circa 1596) and then brought to
Cuba (the drink’s adoptive home, if this story is true). It has been a
few years coming, but today you can find fresh mint being kept in
nightclubs, family restaurants and even sports bars across the globe.
It started as a retro resurgence of the classic Caribbean mixture, but
today you can find delicious exotic Mojito variants being offered
everywhere.
Some of my favorite ingredients in the nouveau Mojito mixtures are
using a uniquely flavored spirit base such as an unaged Martinique
Rhum, Gosling’s Black Seal Rum or Parrot Bay Passion Fruit Rum. I
actually found a place in Austin, Texas, using tequila in their recipe
and a French Quarter bar man making them with Southern Comfort — and
get this — a Greek Mojito made with Ouzo.
Instead of the lime, I see creative mixologists using fresh pineapple,
mango, berries, pomegranate, cucumber or Granny Smith apples in their
recipes.
As for the typical mint, I have seen people use basil, ginger,
lemongrass and rosemary. One last interesting change I have observed is
operators using brown sugar instead of the usual white granulated.
As you can see, the combinations are vast. I encourage you and your
favorite bartender to experiment with the fresh ingredients at your
disposal and create.
Provide an Infusion Transfusion
House-infused spirits were bigger this year than ever, too. The vodka
macerated with fruit was first and still is the most popular. It is
nice to see this being done with more diversity now. I also have been
seeing a lot more rum and gin being given the chance to soak with the
fruits, vegetables and herbs. One mixture I can’t seem to keep out of
my head was concocted by Robert Fathman, a Boston chef. It is Maker’s
Mark bourbon infused with caramelized Turkish figs, Chinese cinnamon
and vanilla bean. His venue, Azure, also offers Meyer’s dark rum
infused with ginger, cardamom and lemon peel. It should be noted that
these two creations are served neat, on the rocks, or as a component in
an even more elaborate cocktail. Fathman also currently is in
small-batch production of his awe-inspiring Diabolique infusions, and
he is entertaining offers of backing and national distribution as
demand for these flavors grows.
Sweet Sales from Citrus
Lemoncello, Lemonello, Limoncello, or Limoncillo — don’t be confused,
they all are different spellings for a delicious lemon after-dinner
liqueur. Traditionally taken chilled and straight after an Italian
meal, this staple in Italy has become a more common sight in the United
States this year. I keep my bottles in the freezer so they are ready to
serve or ready to pour over my gelato or ice cream. I also am seeing
this vibrant, flavored spirit being used as a component in cutting-edge
cocktails.
If you don’t have a bottle, I have listed a few of my favorite brands:
Pallini Limoncello, Villa Massa Liquore di Limoni and Giola Luisa
lemoncello. List its presence on your dessert menu to open an
additional revenue stream.
While I am talking citrus, Paula’s Texas Orange Liqueur was introduced
to me in its home town of Austin, Texas, late this summer. I already
have told all of my favorite Margarita mixers that they need to get a
bottle. Citrus is undeniably and profitably popular.
Success of the Sangria
Sangria also has been taken to new levels this year. It always has been
a mainstay at Spanish restaurants, a delicious accompaniment to tapas,
which I would be talking about if I was talking food trends 2005.
Restaurants not only have realized that people are wanting Sangrias,
but that they have great value in that they can be made up prior to the
evening rush so their bartenders are not tied up making them to order.
Nightclub and bar operators, take note. There are some fabulous
different recipes emerging from our places of business this year. I
found a wealth of info in the book “Sangria: Fun and Festive Recipes”
by Mittie Hellmich. If you wish to have 50 nice Sangria recipes on
hand, I recommend it.
Ice-Cold Creations
Another chef has me intrigued. Celebrity Chef Todd English, who created
the menu for the MTV Video Music Awards 2005, finished off his
elaborate and intricate offerings to his all-star guests with popsicles
with flavors such as Mojito and Watermelon Cooler. I will be
experimenting in my drink lab after hearing about these. For those of
you without the gumption and the time to try to make your own, you
might want to check out Freaky Ice (freakyice.com). Jay Cappelli, who
is moving the frozen cocktails on the Jersey Shore, tells me they are
just scratching the surface in a few markets, but expect to hear about
them everywhere before long. NCB
Infused Spirit Steps
1. Find an infusion jar or wide-mouthed jar.
2. Place prepped ingredients in jar. Examples: strawberries cleaned and
diced, vanilla beans split, oranges peeled and diced, jalapeños diced,
pineapple cored and chopped.
3. Cover with premium spirit.
4. Cover and let sit seven to 14 days.
5. Open and stir after three or four days; taste periodically after three days to see how the taste is developing.
6. Chill the jar in refrigerator 12 hours prior to serving. If keeping the mixture longer than a month, remove fruit.
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