What ’ s Hot in Cordials Liqueurs
Johnny Swet , master mixologist and founding partner of JIMMY rooftop bar in NYC .
Flavorman works with different companies to bring new liqueurs to life .
The market offers a huge variety of liqueurs , and those products are constantly being updated , spun off and expanded upon . Because of this range , it ’ s easiest to differentiate liqueurs by their flavor profile . Chocolate , coffee and crème liqueurs are an option that typically runs very sweet , such as Kahlua or Bailey ’ s Irish crème .
On the opposite end of the flavor spectrum , bitters are , as the name suggests , bitter . It ’ s a liqueur sweetened — technically — with rich herbal flavors . Campari is a well-known bitters that lends itself to the classic , time-tested Negroni .
Other popular cordials and liqueurs include Fireball , Grand Marnier , Jägermeister , Amaretto and Blue Curacao — each unique it its flavor profile .
ON THE RISE Because of cordials ’ prominence in cocktails , they have historically been most used in bars and restaurants . “ Even though bars and restaurants were shuttered most of last year , with so many people making drinks at home , the category did see a lift in consumption ,” Dowling commented .
Kyle Swartz , Editor of Beverage Dynamics , agrees : “ It really was that at-home mixology movement that took place during the pandemic that drove a lot of these products . At the same time , I think a lot of these were on the rise already . We see consumption of cordials and liqueurs was up 3.1 % in 2020 , according to the Beverage Information Group ’ s Liquor Handbook .”
While the category was already hitting its stride pre-pandemic , then subsequently boomed after at-home mixing entered the scene , one couldn ’ t be faulted for thinking that things would die down after on-premise made its return . Swet disagrees , confident that the category will find a balance between on-premise and athome mixing , allowing for continued growth .
“ It ’ s fifty-fifty ,” he says . “ People are definitely returning to bars , but there ’ s still a sense of home parties , especially when the weather is up and down . There ’ s still a mentality of , ‘ Oh , I used to have this all the time when I was out , now we ’ re having a party , let ’ s recreate it ’ and that . I see that too .”
EXPERIMENTATION TAKES CENTER STAGE There ’ s a healthy mix — pun intended — for innovation vs nostalgia , as well . “ People are going for both ,” says Swet . “ I see a lot of people going experimental , but some people at home , they want to show that they can do a classic cocktail . So , I feel like you can definitely have both .”
“ There ’ s all sorts of interesting things happening all the time ,” Swet adds . “ We started using an ancho chili liqueur a few years ago . You get all these flavors you wouldn ’ t be able to get from a spirit , with liqueurs , and you also get a blend of flavors . Things become trendy , but it also depends largely on the type of bar you ’ re at . Again , the possibilities are limitless . If you can think of a flavor , then somebody ’ s either already or are going to come up with a liqueur to capture that flavor . If you can imagine it , someone ’ s working on it .”
“ Over the last several years , and associated with cocktail culture , we see botanical-forward and heavily flavored liqueurs that are intended to be used to make high-end cocktails ,” says Tom Gibson , Director at Flavorman . “ Bartenders and home cocktailers are interested in offerings that can be used to create delicious and colorful cocktails by blending a variety of cordials and liqueurs with gins , whiskeys and rums . Consumers continue to demand complex and unique flavor profiles , and the liqueur category can deliver like no other alcoholic beverage category .”
There ’ s been a heavy emphasis on the innovation that the category offers , which may lead some to question if there is too much in the way of new products and choices .
“ It ’ s possible we ’ ve reached or are approaching a level of saturation ,” Knarr allows . “ With the cocktail revitalization of the 2000s , there were a lot of new bitters , new cordials , new stuff like that . But every time I think that it ’ s all been done or everything ’ s out there , someone comes up with something new and proves me wrong . And then , bartenders are always coming up with their version of liqueurs . You can take something that already exists and impart new flavors into it to make a whole new ingredient . There are seemingly endless possibilities .” BW
10 Beverage Wholesaler • Winter 2022