January 13, 2014
Would you pay $55 for a cocktail that boasted five different flavors of infused ice cubes?
According to JWT, the world’s best-known marketing communications brand, infused ice cubes will become one of 2014’s top trends.
The company has just released its ninth annual forecast of key category trends that will drive or significantly impact consumer mindset and behavior in 2014.
Some topics of interest include:
Beer in Church: With church membership declining across the U.S., some churches are using beer as a focal point for gatherings, making the leap from communion wine to kegs. Some brew their own, while others hold services in pubs to attract curious bargoers. In addition to attracting newcomers, bringing beer to the church or the church to the bar can also build stronger relationships between congregants, improving retention. Examples include Beer & Hymns in Portland, Ore., The Pub Church in Boston, and Church-in-a-Pub in Fort Worth, Texas.
Cocktails on Tap: We’ve seen wine moving into taps, and now cocktails are being mixed and stored in kegs. It saves bartenders time and can lower the price tag for imbibers, who get the added bonus of being able to ask for sample tastes. With many cocktails, premixing doesn’t compromise quality—and may enhance it by enabling ingredients to mesh over time—though it only works well for some concoctions.
Orange Wine: The result of using red-wine techniques with white-wine grapes, an ancient technique from the Caucasus region, orange wine offers the best of both worlds, according to its proponents. (The color isn’t exactly orange; it’s more in the range of light gold to amber.) While this wine will likely remain a niche product, we’ll be seeing it more often thanks to the efforts of vintners in Italy, France, California, and beyond.
Infused Ice Cubes: Taking cocktail culture to yet the next level, mixologists are starting to push the flavors of their concoctions with infused ice: cubes of different shapes and sizes that are made with juices, fruits, syrups, and herbs. They enhance the look of the beverage, and as they melt, rather than dilute the cocktail, the cubes add complementary flavors. They also up the cost. At Chicago’s Trump Hotel, for instance, the signature Opulence 5 includes five differently flavored ice cubes and can be had for $55; reportedly the taste changes completely by the last drop.