The beverage industry is a unique market, where competition is fierce and keeping up with the trends is one of the essential keys to success. Even if you are not in the business, keeping up with the latest beverage trends can make your next party a hit, make you a more informed consumer, or ensure you will not miss an opportunity to try the latest drink at your favorite bar or restaurant. The beverage trends of today focus upon martinis, garnishes, and non-alcoholic specialty beverages.
The Martini Beverage Trend
Today’s martini glasses contain everything from the flavors of key-lime pie to the beauty of sunsets. The traditional martini is a blend of gin and dry vermouth garnished with green olives; however, the martinis of today are far from tradition. The majority of martinis contain vodka instead of gin, and a variety of flavored liquors and cordials replace the vermouth of the traditional martini. Exotic garnishes or colors top off these modern martinis.
The apple martini gave the martini craze its start, as this green drink garnished with a maraschino cherry was eye-catching and greatly enjoyed by drinkers. The popularity of the apple martini combined with the amount of specialty liquors on the market gave way to endless creative opportunities for specialty martinis, and it gave bar operators a way to increase inventory turnover. Place a variety of unrelated juices and liquors in front of a mixologist and chances are he or she will be able to concoct some sort of martini. The majority of restaurant and bar operations feature a martini list or an entire menu dedicated to specialty martinis. Managers expect bartenders these days to maintain knowledge of martinis in order to excel on the bar.
There is something sophisticated about the martini that attracts customers to the drink, especially for the younger adult market. The more creative the martinis become, especially with garnishes, the more likely they are to draw the attention of patrons.
The Importance of Beverage Garnishes
A chef or cook rarely sends a plate out of the kitchen unless it is garnished, even if that means a parsley sprig aside scrambled eggs. Plate presentation has long been recognized as a necessary element of the dining experience; however, it was not until recently that garnishing the drink glass became so important. Fresh fruit garnishes, such as pineapple wedges and strawberries, are adorning drink glasses everywhere. The rims of glasses are no longer only being rimmed with salt for margaritas; instead lining glass rims with colored sugar, powdered chocolates, and various spices is a popular beverage garnish. Furthermore, candies, chocolate sticks, various sugar and chocolate art are accompanying cocktails.
The garnish beverage trend is all about adding a “wow” factor to drinks. Not only will the patron drinking the beverage be “wowed,” but also the exotically or creatively garnished drink will catch the eye of customers and spark interest in the beverages.
The Non-Alcoholic Beverage Trend
Companies all over are realizing the potential revenue that can be generated from the non-alcoholic segment of the beverage industry. As people are living healthier lifestyles and responsible beverage consumption greatly emphasized, there is a niche for non-alcoholic beverages. Furthermore, teens and young-adults are becoming more active and social, which provides another demographic for specialty non-alcoholic drinks.
These specialty non-alcoholic beverages are not just sodas and juices, they are combinations just as exotic, creative, and beautifully garnished as alcoholic cocktails. The Holiday Inn recently introduced its line of non-alcoholic beverages, called “Mocktails,” and the drinks are receiving rave reviews.
