2019 Q4 Iowa Spirits - 10

F lavored Spirits

THE NEXT BIG THING?

The trend toward innovation in spirits is-lucky for us-ongoing and expanding,
with the most popular flavorings emphasizing fresh, clean and simple tastes.

f you've been to a package store lately, one
thing has likely caught your eye-a significant
increase in variety. Today's spirits, whether
they're produced by international conglomerates
or boutique companies, come in a wide array of
styles. Distillers are experimenting with still types,
barreling, aging, natural and organic ingredients,
low-alcohol and low-acid choices, premium and
super-premium drinks, and a whole lot more.
Perhaps more important, and noticeable, than
any of these innovations is flavor. Today you can
get your favorite spirit in almost any conceivable
flavor: watermelon, apple, strawberry, mango,
grapefruit, bacon, guava, passionfruit, coconut,
almond, cucumber, dragonberry, even seaweed.
Citrus, pineapple and honey have been among
the most popular since the trend first developed
in the 1990s.
Initially, there was a drift toward novelty or
"extreme" flavors, such as super-spicy cinnamon
and chocolate. Distillers were testing the market
to see what consumers wanted and what flavors
would catch on. Today, spirits manufacturers are
being more cautious and selective. They're pairing spirits and flavors that naturally go together,
such as peach with whiskey and pineapple with
rum. As a result, citrus flavors have become common in vodka but not with brown liquors. Cherry,
on the other hand, is popular across the board,
especially in rum, whiskey and vodka.
One product that hasn't been seriously
affected by this trend is tequila, perhaps because
a large part of the appeal is the unique, potent
taste of the spirit in its natural state. Vodka, on
the other hand, has a more neutral taste that
lends itself to added flavorings.
The most popular whiskey infusions include

10 IOWA SPIRITS

honey, vanilla, maple and apple. This makes perfect sense. These flavors are all naturally found
in whiskey, so adding them to the distillate compliments and intensifies the spirit's taste.
Another factor is weather. Sweet and spicy flavors sell better during the cold months because
they go well with festive holiday drinks and wintertime warmer-uppers such as eggnog, hot toddies and Irish coffee. Moreover, the holidays are
the time when people want to treat themselves
to a fancy sweet beverage. Spicy flavors are typical
in both the vodka and whiskey categories.
Why has this trend continued to grow for 20
years? The explosion of craft distilleries is one
reason. These little start-ups are run by people
who are filled with passion, creativity and drive.
They want to produce excellent drinks that stand
out from the crowd, so craft distillers are quick
to look for new flavors and new ways to attract
customers. The more established distilleries, of
course, are following their lead.
The rise of cocktail culture has also had a
strong impact on the popularity of flavored spirits. Over the past few years people have been
drinking more spirits, both in cocktails and on
their own. Consumers are becoming more educated, and more picky, about the spirits they buy.
And on the other side of the counter, bartenders are becoming more innovative and highly
trained. Gone are the days of just pouring beer
and mixing watery Rum and Cokes. The public
today has a restless appetite for fresh, fun, inventive drinks; bartenders are learning how to perfect the classics and invent their own.
Flavored spirits are a big part of this. If you
want to drink, or mix, a Banana-Mango Gin Rickey
infused with coriander, then starting off with

2019 Q4 Iowa Spirits

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