For many years the world of drinks trends was largely established around the following pattern – it starts in the United States of America, then moves to the UK and Europe and then finally it will make its way through Asia and to Australia.
Think about modern-day craft beer, think about the rise and rise of seltzers, even the revival of classic cocktails thanks to Dale DeGroff and restaurateur, Joseph Baum, in 1985 when they opened the Rainbow Room. There are others like premium wine, moderation, better-for-you, no-and-low alcohol that have followed that same path.
I have been a drinks journalist for over 12 years, with nearly 10 of those years spent in Australia, so I have often been looking at the US and Europe to see what is coming, and to try and get ahead of trends, and so be on the front foot in telling the Australian industry what is coming. I remember reading about seltzers and thinking ‘Australians like more of a flavour and alcohol punch than a four per cent flavoured water, I don’t think it’ll be a hit here like it has been in the US’ – fair to say I couldn’t have got that any more wrong!
But the interesting thing is that as the world changes tech and social media are also making the world smaller. It is now much easier to see and share what someone is doing in New York, San Francisco, London, Paris or Barcelona, the path of the drinks trend is changing, and one area that is at the forefront of this change is cocktails.
POP-UPS AND GUEST BARTENDING
During his recent visit to Australia I caught up for a chat with Global Rum Ambassador Ian Burrell. Ian is someone I love chatting with, he has such great knowledge, not only about rum, but what bars around the world are doing and so the trends that are building momentum is part of that knowledge.
I asked Ian, if there were trends he was seeing in other places that haven’t made their way to Australia yet. He took a moment to really think about it, and then said: “That question about new trends and how they move around the world is something I get asked a lot.
“I think the reason for that is because there have been some good answers to that question over the years. I’ve been able to say I saw this in the US or in the UK and I haven’t seen it here yet.
“The reason why it’s harder to answer that question now is because of social media and also the way that bartenders around the world are connecting. There’s more learning from other bars and bartenders with pop-ups and guest bartending and bar swaps.
“We also have things like World’s 50 Best Bars, who are pushing this kind of community in a big way.
What this means is that information, styles and trends are quickly becoming styles and trends in other places in next to no time.
“So, where I came to a bar in Australia say six or seven years ago, with a Euro-centric point of view, thinking ‘we’re so much better in the UK’ and asking ‘why are you still using that product?’ it’s blurred lines now.”
AUSTRALIA IS LEADING TRENDS
Ian highlighted his point talking about his visit to a bar, that was voted Best Rum Bar at this year’s ALIAs.
He said: “I went into Old Love’s, and it’s been one of the highlights of my trip so far, because it’s still new, they love their rum, but the stuff they are doing in there, is like the stuff I would expect to see in some of the top bars in London, or the top bars in New York.
“So, I’m not going in there thinking you guys are behind the rest, I’m going in there and I’m seeing things that maybe we haven’t done yet. And that’s what I love about how the community is changing and sharing, I’m empowering myself and learning more and seeing things that I’m thinking ‘oh I’m gonna use that.’
“It makes me a better bartender because I’m learning off Australian bartenders or Australian bars, because there are things that are happening here that are not happening in the UK yet.”
Not only is the way that trends come to Australia, or move around the world changing, Australia is changing and leading trends, as Ian explained, again talking about what Old Love’s Owner Dre Walters and his team are doing.
“Dre has this cocktail serve in Old Love’s where it is served inside a ting. Rum & ting is big in the UK, it’s big in the Caribbean, it’s not really taken off in the States, but it has in Australia.”
Ian added: “Looking at how we used to see trends take a certain route around the world, there aren’t many trends that haven’t made it to Australia yet and anything that does kick-off in London will be here within a couple of weeks.”
COCKTAIL COMPETITIONS
Ian also highlighted that the number of cocktail competitions that are happening and are bringing bartenders from all over the world together is also changing scope of cocktail trends.
He said: “Just look at Maybe Sammy, they are doing their own event so they will be bringing in bars from World’s 50 Best Bars. There will be some of the best bartenders and bars flying to Australia, sharing their ideas, sharing their knowledge and experience.
“This just highlights how knowledge is shared so quickly now that it is hard to pinpoint a trend.
“I’d even say trends are becoming more localised as bars look more at sustainability and using localised products they will be creating cocktails just using local ingredients. Everyone is becoming more aware of how they reduce their carbon footprint and that’s something we need to look as cocktail makers, as bars and as an industry.”
Once again, the small bar and cocktail industry is leading the way, not just in terms of using innovation as a means to develop and create trends, but also in shifting the way we all look at trends.
Global communications are shifting, the way we share knowledge is shifting and Australia’s presence as a sheep in following global trends has shifted to becoming a shepherd that is leading the way.
