The Spirits & Cocktail Worlds Super Bowl is this Week

Tales of the Cocktail is the largest convention & gathering of Bartenders, Brands, Bars, Restaurants, content creators and so much more, all coming together to learn and network around spirits and alcohol. But its also like the super bowl for alcohol brands.

Each brand is trying to outdo each other and create the coolest events to be as memorable as possible. Last year, Jack Daniels hired Ludacris to perform. Ford’s Gin had Patrick Carney from the Black Key’s DJing. I was at a Private SofiTukker Concert at the Sazerac House. So its an insane time.

This year promises to be just as crazy, and this time ill be hosting two events! So follow me on Instagram to stay up to date and cant wait to see what this year brings!

If you were following along from Last Week, I was in Mexico visiting the Legendary Hacienda patron with a group of incredible content creators, and while I haven’t been able to edit my videos from that trip yet, Jordan (High Proof Preacher) posted one about our trip!

He released this video about our time down there, and I even made the thumbnail! If you’re interested in learning more about videography and photography from a cocktail / alcohol perspective, Jordans YouTube channel is a must follow. Hell, hes a must follow for anyone really, in our opinion.

Lesser Known Spirits That Are On the Come Up

A couple years ago, International Wine and Spirits Register (better known as IWSR) put out an insightful piece outlining trends to monitor in the global spirits market for 2023 and the following years. Interestingly, many of the trends they laid out are proving to be relevant in 2024 and are poised to stay into the coming years.

One particularly interesting takeaway from the IWSR report is the "premiumization" trend. Essentially, this trend suggests that as countries develop economically, their citizens gravitate towards more premium products, including alcoholic beverages.

This trend has a fascinating ripple effect. We're now witnessing a connection between developing countries and the current consumer craze for global flavors in the United States and internationally. The hospitality industry is undergoing a transformation, embracing bold and innovative tastes from around the world. Think exotic flavors, unique textures, and a strong emphasis on quality.

This phenomenon extends beyond just food; it's also revolutionizing the world of spirits and cocktails. Modern consumers have an insatiable desire for fresh, exciting, high-quality, and thought-provoking products, driving this trend.

What's truly unique about this growing obsession with exotic flavors is its global nature. Unlike past fads that often originated in the West, this trend is a two-way street. Traditionally, globalization meant big corporations dominating markets with standardized products, like McDonald's. However, this new trend is fundamentally different. It's not about diluting flavors but celebrating them. By showcasing unique tastes from developing countries, it enriches the world's food and beverage scene rather than looking to replace it.

Tying this back to spirits, we thought we’d have some fun shining the light on some examples of spirits that are coming out of countries that aren’t typically known for their cocktail scenes

• Pisco (Peru): Clean, neutral spirit with subtle fruity undertones. A versatile base for classic cocktails like the Pisco Sour, explore refreshing options with tropical fruits like passion fruit or guava.

  Example Cocktails : Lui’s Pisco Punch and Chilcano

• Guaro (Costa Rica): Clean, sugarcane-based spirit similar to a light rum. As Costa Rica becomes more of a tourist destination and other tropical spirits like Cachaca start making its way into the mainstream, we may start to see more spirits like Guaro get attention.

  Example Cocktail : Guaro Cacique

• Rakı (Turkey): Anise-flavored with a unique milky appearance when diluted with water, it’s usually consumed as an apertif but has surprising versatility as a cocktail ingredient. Turkey has been facing economic turbulence recently, but it boasts an incredible culinary scene with big, exotic flavors that translate well to cocktails.

  Example Cocktail : Lion’s Garden by one of Turkey’s most celebrated bartenders, Gokan Kosoglu

• Feni (India): India is not usually known for its cocktail scene, partially due to strict liquor laws and a lack of widespread drinking culture. Feni, a cashew-based liquor that is popular in tropical region of Goa, is an example of a lesser-known spirit that could start gaining popularity both in India as it continues to develop, and here in the United States.

  Example Cocktail : Cashew Feni Cocktail by Cocktails My Style

• Shochu (Japan): While Japan isn’t considered a developing country like others on the list, Shochu is worth mentioning. Shochu is Japan’s most popular spirit but still relatively under the radar. It’s a versatile spirit made from various base ingredients, offering a range of flavors. Similar in body and taste to Sake, but packs more of a punch and has more complexity.

  Example Cocktail : City of Angels Shochu High Ball by the Educated Barfly.

The Key Takeaway

A focus on global flavors is a win-win for everyone. It fuels immense inspiration and creativity within the hospitality industry, empowering chefs, bartenders, and content creators to explore new flavor profiles.

Developing countries and their producers also benefit significantly. As their unique flavors gain recognition on the global stage, they can leverage this popularity to promote native products for import, ultimately boosting their economies.

This trend, fueled by a rapidly expanding global alcohol industry and ever-evolving consumer preferences, creates a fascinating feedback loop. As adventurous palates continue to emerge, we can expect even more exciting and unique spirits to hit the market from developing countries, providing even more inspiration and variety for the global beverage scene.

Favorite Cocktail We Saw this week:

Chris, or @NotJustABartender created an incredible rendition of the ever classic Paloma. He took the fresh approach with fresh ingredients and we think that is always the way to go. And plus it didn’t hurt that he used one of my favorite Arctic Monkeys songs as the backing track.

notjustabartender

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Chris also recently launched his own limited edition merch which sold out incredibly quickly! Lucky for me I was able to snag one before it sold out. Chris was going to open to open it up again for pre-orders but I’m not sure when ended.

I just think its incredible when people within our online cocktail creator space like Chris & DrinksByEvie with her merch launch create something like merch to unite their community.

🍹In Other News:

• Liquor.com had an incredible article featuring David Suro-Piñera and Gary Nabhan talking about the past, present & future of Agave Spirits. Def worth a read.

• Spirits Sales Volume Drops 7.6% Globally

• Speaking of which, Pernod Ricard, one of the biggest spirits company’s in the world, is selling most of its wine brands, as wine consumption is falling globally