Mintel at The Flavor Experience

The following is drawn from a number of different presentations and conversations on both Tuesday and Wednesday during the event. Maria Caranfa deserves a very healthy nod for the bulk of the observations below.

To me, the emerging trends in beverages (cocktails, mostly) seem significantly different than some of the other ongoing developments in fine dining. The new consumer target – Gen Y – is not likely to have much impact here, as many are obviously underage and few are likely in the market for $11+ cocktails. The “renovation” trend may not come into play here either – simply introducing a few new fancy cocktails may not be enough for operators to keep pace, although it would undoubtedly buy time. Finally, the “multi-sensory experiences” trend (the only issue from my “Top 5″ not yet mentioned) does crop up in cocktails – imagine the aroma of a twisted orange rind – but not to the degree as in appetizers, entrees, and desserts. (And I don’t know about you, but I don’t tend to play around with my drinks.)

For one thought on the economy’s effect on trends in beverages scroll down to the end of this post, but here are the two major areas of discussion we heard:

Artisan cocktails – Infused bitters, obscure spirits, and gourmet ingredients from tomato water to chili lime salt are going to revolutionize not only the bar but also the back of the house. Flavor trends in cocktails and NA beverages will include: ginger, spicy chiles (especially Southeast Asian, such as Thai), cucumber, house-made simple syrups, garnishes and rims, ginger beer, house-infused spirits, fresh ingredients, floral notes, and the continued growth of wine and champagne in cocktails. Increased attention will be paid to the fine details, from the garnishes to the glassware to the ice (blocks, tubes, hand-cracked chunks, etc), and recipes will evoke more elegant times such as the pre-WWII era.

Interaction between the food and bar menus – Restaurants will start to move beyond drink pairings to incorporating food ingredients into the bar and vice versa. Beverage programs will start to take inspiration from (and influence in turn) trends in food dishes. With new relationships evolving between the bar and the kitchen, cocktails will evolve as well. Operators who do not have distinctive drinks may be left behind.

(For my fellow Chicagoans, I can’t think of a better example of the above than The Violet Hour. If you see me there, you can buy me a Sazerac.)

Finally, one personal note regarding the trends framework I have been using. In a struggling economy, it almost sounds perverse to talk about luxury cocktails and ridiculous to expect consumers will pay for premium cocktails like a “Fairview Manhattan”. And yet… the affluent are still seeking out distinctive, even exclusive, experiences while the mainstream consumers still feel the urge to splurge and get a taste of the good life. Time will tell if the artisan/gourmet approach to beverages will take hold or will pass as a brief fad.

ML