Market Watch, Summer 2020
90 MARKET WATCH MARKETWATCHMAG COM SUMMER 2020 I n recent years two classic Italian cocktails the Negroni and the Aperol Spritz have exploded in popularity in the U S bar scene Both of these drinks feature bitter Italian aperitivi Campari in the Negroni and Aperol in the Aperol Spritz and have helped introduce U S consumers to the pleasures of a more bitter and complex style of cocktail Over the past five years in particular peoples awareness of Campari and Aperol has grown and its opened them up to heavier more bitter Italian amari like Cynar and Braulio says Linden Pride co owner of New York City restaurant and bar Dante I think that iconic Italian taste profile is very sophisticated mature and acquired if youre really enjoying amaro the Italian word for bitter its usually because youve taken an interest in developing your palate and expanding it and thats what more and more consumers are doing today Indeed with Aperol and Campari serving as their stepping stones U S consumers are gravitating toward even bolder flavors which is a boon to the herbal earthy and bittersweet products within the Italian amaro category Our clientele have become adventurous and thirsty for more their palates are educated and theyre conscious of what they consume says Tamara Jovanovic assistant general manager and beverage director at The Wilder in Fort Lauderdale Florida At the same time we have passionate and knowledgeable bartenders who are pushing past the norm by experimenting with ingredients that used to collect dust on backbars or in our grandparents cabinets The combination of both occurrences has opened the door for amaro Star Hodgson award winning mixologist and beverage consultant for Seed in New Orleans has long been a lover of Italian amaro and is glad to see it becoming more widely known in the U S Ive been a judge in multiple double blind spirits tasting competitions over the last decade and a few years ago something incredibly telling occurred An amaro Old World Meets New Italys amaro brands are having a moment on U S craft cocktail menus BY SALLY KRAL MIXOLOGY AMARO PHOTOS BY ABOVE RIGHT STEVE FREIHON OPPOSITE MARINA POUPART LEFT TO RIGHT The Amaro Highball from Billy Sunday in Chicago the Honey Do Right from Gracias Madre in Newport Beach California and the Old Fashioned from New York Citys Dante are a few cocktails that rely on Italian aperitivi for a flavor boost
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