DESIGNING “ROCKET” DRINKS DON’T FORGET THE BABY BOOMERS HOS 310 Beverage Operation Management Stratford University Alexandria 2016 Quarter 3 Jules Prendergast July 18 2016 PERCEPTION OF TODAYS ALCOHOLIC DRINK CONSUMPTION AND MARKETING -Young and newly developed drinks= $$ -Mixed for the experience attained from alcohol=reality not fully desired -Drinks developed to offer Euphoria -Alcohol=Happiness ”fill the hole” -Nothing stays the same ”old people want old traditions” -To create of change choices of drink options for generations besides millennials is not marketable Overall Market Trends OTHER GENERATIONAL MODERN DRINK TRENDS -Millennials: value authenticity; creativity; experience gained from consumption of alcohol on overall body and brain functions; drinks developed from travel experiences (1) -Generation Y: in addition to paying money for alcoholic beverages at clubs, generation Y also purchases alcohol as supermarkets; restaurants; and wine tasting events as examples (2); -Generation X: trending is enjoyment of micro beers and multiple mix beers; social settings usually are large parties of known acquaintances; after work social hours (2) MODERN BABY BOOMER TRENDS • Baby boomer make spend approximately $450 Million (1) • Usually drink alone or in long standing circles • Marketing not usually geared towards baby boomers: • Assumption is change in alcoholic beverages is not preferred • Assumption is that baby boomers don’t embrace change-”stick to what they know” • HOWEVER THIS TREND IS CHANGING OLD VERSUS NEW • Baby boomers used to be known • Baby Boomers are now exploring new and different specifically for drinking Traditional drinks drinks • Martini • Mixed White/Red/Dessert Wine • Whiskey on the rocks • Heavy Lager • Gin and Tonic • On grape type wine • Newer Drinks containing Tequila, Flavored Vodkas CHANGE IS ”Acoming Round the Bend” BABY BOOMER NEW REPERTOIRE DRINK 1 THE SANTA FE • The Santa Fe • Source: Presenters Own Combination Tried and Enjoyed • Ingredients: • 4 drops Green Tobasco Sauce • ½ cup Hatch Green Chile Enchilada Sauce • 2 tablespoons diced tomatillos • 4 drops licorice root flavoring 1.5 ounces Anejo Tequila ½ ounce deep sherry ½ cup distilled water ¼ tsp cilantro • Procedure • • • • • • Combine all ingredients except sherry in a blender and blend until top of volume is slightly frothy Pour combination over crushed ice and chill Using a ¼ of a lemon trail the rim with the lemon Using straining pour contents into a Highball Glass Carefully swirl sherry into mix Top with couple of leaves of cilantro and a lemon BABY BOOMER NEW REPERTOIRE DRINK 2 SMOOTH SAILING • Smooth Sailing • Source: Presenters Own Combination Tried and Enjoyed • Ingredients: • • • • • 2 ounces pure cream 2 drops Vanilla Bean Flavoring 2 ounces Labrot and Graham Woodford Reserve Distillers Select Whiskey 4 drops Hazelnut Syrup Curled orange peel • Procedure: • • • Pour 1.5 ounces of whiskey into an aperitif glass Combine cream, vanilla, and hazelnut and chill over crushed ice. Strain pour over back of spoon onto top layer of whiskey BABY BOOMER NEW REPERTOIRE • The “Hagen” Sierra • Source: Presenters Own Combination Tried and Enjoyed • Ingredients: • • • DRINK 3 THE SIERRA ½ ounce bitters ¼ ounce hazelnut flavoring ½ tablespoon agave honey Molasses to swirl 2 tsp of rosemary 2 strips of pine nestles striped 1.5 ounces Absolut Wild Tea Vodka • Procedure • • • • • • Finely grind in a blender rosemary, stripped pine, and bitters until a smooth consistency. Gentle mix in Absolut Wild Tea Vodka, bitters, hazelnut flavor Pour into a Rikke Hagen Whiskey Glass with upward middle node Gently place glass with drink over a very cool flame just enough to slightly warm to touch but not hot Using a honey twirl gently swirl the molasses into the middle of the glass Glassware: specifically Rikke Hagen Whiskey Glass retrieved from http://www.vertigohome.us/products/whiskey-glasses-by-rikke-hagen-fornormanncopenhagen?utm_medium=cpc&utmsource=goo glepla&variant=173701242&gclid=CjwKEAjw_LG8BRDb1JTxm8uP_UwSJADu_8pWuVJoOJoatJyet62R7 HdWG4xS829aVIMnv6NHjpvasBoCGqzw_wcB BABY BOOMER NEW REPERTOIRE DRINK 4 THE VINTAGE LAYER • Vintage Layer • Source: Presenters Own Combination Tried and Enjoyed-strong • Ingredients: • • • ½ ounce coffee liquor ½ ounce Frangelico ½ ounce apricot brandy • Procedure: • • • Utilizing a teaspoon pour the densest liquor over the back of the spoon to lay on the bottom of the tall shot glass To add the next layer, place an upside down spoon (concave side down) in the shot glass against the glass slightly above the first layer Repeat for third layer REFERENCES: Arthur, R. (12 JAN 2016). From Cocktails to Craft: What do Millennials Want in Alcoholic Beverages. Beverage Daily. Com; retrieved from http://www.beveragedaily.com/Markets/From-cocktails-tocraft-What-do-millennials-want-in-alcoholic-beverages Nicola Marinellia; Fabbrizzib S.; Alampi Sottinia V.; Sacchellia, S.; Bernettia .; Menghinib B. (Received 19 April 2013, Revised 5 November 2013, Accepted 17 December 2013, Available online 23 December 2013). Generation Y, Wine, Alcohol. A semantic differential approach to consumption analysis in Tuscany. Appetite; Volume 75, 1 April 2014, Pages 117–127 BABY BOOMERS COCKTAILS OLDER IS WISER • We don’t drink to get drunk (usually)
