As the sun slips below the horizon and it's time to relax after a tiring day you are ready to try that new place, which you have been reading about, to pep yourself up.
It may be mentioned that respite and remedy for fatigue and mental exhaustion has been associated with form of fermented alcoholic beverage since as far back as 7000 B.C. Alcohol's history in society is long and storied and it's evolution shows no signs of slowing. The format of consumption, though, keeps changing and one of the significant changes of it being consumed as a cocktail can be traced back to May 1806. At that time some kind of spirit, sugar, water and bitters were mixed together to intoxicate you and tickle the taste buds.
Today cocktail has become an art form. And we have become a society full of art collectors and connoisseurs! So what is fueling our collective cocktail endearment?
Rajib Ganguly, Restaurant Manager at Seven Eleven Club and Hotels, Mira Bhayandar, Maharashtra, discloses, "Cocktails became popular in early 20's and as per survey they are becoming more popular as people today prefer having mix flavours rather than only 1 liquor taste. Many new refreshing innovative recipes have given long lasting palatable effect to consumers making cocktails become popular."
Gaurav Sareen, Brand Ambassador, Monkey Shoulder India, avers, "People love cocktails since they are more exciting than straight spirits. Their tastes are more complex and customisable. You don't like vodka? No problem, swap it out with tequila or rum. And most of the alcohol that's used as a base, pairs extremely well with tropical juices and syrups. Now with the talent that we have in our bars, every cocktail is a unique experience, from storytelling to the presentation, to taste!"
This story is from the June - July 2023 edition of Food & Beverage Business Review.
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This story is from the June - July 2023 edition of Food & Beverage Business Review.
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