Market Watch, Summer 2020

60 MARKET WATCH MARKETWATCHMAG COM SUMMER 2020 created the No Handlebars 14 featuring equal parts Boyd Blair vodka and Lillet Blanc aperitif plus fresh lemon juice simple syrup coconut water and soda water Vodka has continued to expand and is currently our top selling spirit Smith says Vodka used to be straightforward or come pre infused but now our bar teams only want to work with fresh juices fruits herbs and spices His Hokkaido Fizz 14 comprises Nikka Coffey vodka fresh lemon juice house made sage syrup and soda water Smith adds that its important to be different and creative with vodka cocktails No one wants to see the same old Lemon Drop or Cosmo on the menu use fresh juices and exotic spices he says At Maple Ash in Chicago bar director Eric Simmons Full of Emotions 15 comprises Absolut Elyx Giffard Lichi Li lychee liqueur house made watermelon rose syrup lemon juice and Topo Chico mineral water Vodka is simply an approachable spirit for many drinkers as well A lot of people have a list of ingredients herbs spices fruits botanicals that they dont like and if a spirit contains one of those ingredients theyre unlikely to drink it Borisov says In the case of vodka the aromatics of the product are very subtle never overwhelmed with other flavors its a very friendly spirit in this way which I think is the biggest part of its popularity Borisov adds that he likes how vodka can either be the star of a drink or allow other ingredients to shine If you want to highlight your vodka I would suggest making a Martini where the percentage of vodka is 80 or 90 depending on your preference of dryness he says If you want to highlight a different ingredient Id recommend making a Moscow Mule where ginger beer is the main player and the vodka works to assist it Borisov does just this in his Moscow Mule 16 which mixes Absolut Elyx vodka fresh lime juice and house made ginger beer Flavor Enhancer Vodkas ability to amplify other flavors in a cocktail is a major asset If you add any ingredients that arent super flavorful such as sunchoke fresh cut apple or lemongrass vodka will allow them to open up without overpowering them Borisov says Vodka is an ideal ingredient if you want to highlight other flavors in your drink not just the base spirit At American Social Gills Grey Line 13 features Grey Goose vodka St Germain liqueur fresh lemon juice simple syrup soda water and muddled basil blackberries and cucumber With vodka youre able to showcase various flavors and have them be the heroes of the drink Gill says Highball drinks like the Vodka Soda are indeed seeing a surge in popularity as consumers increasingly favor light drinking Throughout my years observing customers from behind the bar Ive seen a tendency toward drinking less and choosing healthier options Travelles Borisov says People are curious about fresh ingredients and homemade cocktail components and they prefer long drinks where the amount of alcohol stays the same but the non alcoholic components increase to make a lighter drink At the Chicago restaurant and bar Gaijin half of the cocktail list is devoted to Highball drinks Beverage director Julius Whites Seasonal Highball 12 mixes Haku vodka rhubarb saccharum Soho lychee liqueur and club soda while his Yuzu 12 blends Effen Yuzu Citrus vodka house made butterfly pea syrup and East Imperial Tonic water With vodkas milder flavor profile Ive found success pairing it with lighter and brighter flavors White says Vodka appeals to the consumer looking for that easy drinking style of cocktail At Castaway in Los Angeles Ryan Smith regional director for the venues parent company Specialty Restaurants Corp Fresh flavors like lychee are trending in vodka cocktails The tropical fruit is featured in such drinks as the Full of Emotions top from Maple Ash in Chicago and the Fifth Lavender above from American Social in Miami