Cocktail expectations are "on the march", says Matthew Clark

Published: 20 June, 2016

Pigs-in-blanket cocktails might seem like a bridge too far for most bartenders, but it this kind of far-reaching innovation which is capturing consumers imagination says Matthew Clark.

Pigs-in-blanket cocktails might seem like a bridge too far for some bartenders, but it this kind of far-reaching innovation which is capturing consumers' imaginations says Matthew Clark.

Last week, the wholesaler ran a cocktail-making session and tasting on this thirst for ever-more adventurous cocktails, to help their clients respond to this growing trend.

Caroline Fox, sales and marketing planning manager at the Conviviality-owned wholesaler, said: "There is a big market for cocktails at the moment and not just inside London but outside too. People only want more - their expectations are on the march."

It was during this session, dubbed The Spirit of Adventure, that the Bloody Mary with a pigs-in-blankets twist was created.

It went on to win the friendly "best in show" competition by the other brands at the event - proof, Fox says, that cocktails gaining the most attention are those that push customers and those in the trade out of their comfort zones.

"The event concentrated on innovation and reinventing the classics. The drink that won the vote was a classic Bloody Mary made with mini pigs-in-blankets. It definitely got everyone's attention."

Although not every venue has the infrastructure or equipment to deliver larger-than-life serves, Fox said the route to market is to come up with "paired down versions" of these types of cocktails which can easily be delivered - and impress - on-trade venues' customer-bases.

"Not everyone can produce a cherry and chocolate infused smoking Old Fashioned. It's all about what they can do with their own market," Fox added.

With the growing demand for outlandish serves, the demand for more and more impressive glassware is perhaps an inevitability.

Fox agrees.

"One of the themes at the tasting was 'vessel'. If you look at the food industry, customers don't just want a burger and chips on plate. They want innovation. They want to be surprised."

"The only to find out what customers want is by being close to them and immersing yourself. I live in London so it's easy to get out and about and really see what people are really responding to," she added.

Sixteen different brand owners attended Matthew Clark's Spirit of Adventure, including Jim Beam Double Oak, Peroni Hoptails and Sipsmith.

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