As a self-confessed millennial and 20-something year-old, I surprise many people when I order a dry Gin Martini or opt for stiff Negroni over a watermelon Vodka Cruiser – shocking I know. In fact, enjoying a bottle of expensive red wine is my idea of an excellent time. For my age and drink of choice, my Gen Z and Y counterparts consider me somewhat sophisticated for my age. But as late ’90s babies will agree, it’s what all the cool kids are drinking. Though emulating the same espresso martini at home calls for about three different liquors, a barista qualification and ten more ingredients which is well, too much work (we’re millennials after all).
Luckily for us and our unapologetic demand in the market, 2020 has tipped premix drinks on its head and brought the likes of Negronis and Espresso Martinis to the humble can, albeit, with a trendy twist – sans, Double Blacks. But don’t just take my word for it. ICON spoke with Henry Gordon, Category Manager Premix Spirits of BWS to give us insight into the changing drinking habits of young people.
ICON: How have you seen drinking trends change in the last five years with premix drinks?
Henry Gordon: “There has been a significant amount of innovation within the premix space as customers look for healthier options or drinks which may have a functional benefit. Whether this be low calories, low or no alcohol, natural flavours, new flavour combinations, gluten free or no sugar, there is a more prevalent need for this style of product than ever before and that is what’s sparking innovation within the premix category.”
Why do you think we have seen this change?
HG: “People are more conscious of what they are putting into their body than ever before, this has now permeated into liquor. Not to mention our desire for new drinking experiences and new on-trend products. Premix drinks tick all the boxes.”
What are the benefits of a Negroni or an Espresso Martini, for example, having time to brew and sit versus a fresh cocktail?
HG: “Convenience is king. Premix versions of a Negroni or Espresso Martini for example, are frictionless ways to enjoy your favourite drinks without the added hassle of making / pouring them yourself. There’s no room for error either, because we’ve done all the hard work for you!”
With that being said, our favourites include the Curatif Archie Rose Espresso Martini, Kraken Black Spiced Rum and Dry, The Everleigh Bottling Co. Negroni and if you’re a Sydney local, the Continental Cosmopoli-tin.
Please Drink Responsibly