Well it seems we have survived Tales of the Cocktail 2007, livers slightly intact, though the same cannot be said for budget.
After seven days, 1200 miles, three rolls of Tums, way too much $$ and more cocktails than we can possibly count, we are finally back home. Our first trip to Tales of the Cocktail far exceeded our expectations. We met so many cool people, even though I have forgotten most of them by now.
For those of you who did not have the pleasure of attending we decided to summarize some of the main themes of the conference. According to our alcohol-soaked recollections, here is what the giants (geeks) of the industry have said we can loook forward to:
1) Fresh ingredients in general, and local/organic ingredients specifically, will begin to (about damn time!) displace mixes and powders behind bars. This is part of an:
2) Increased overall emphasis on quality. From the wholesomeness of the mixers, to the purity of the ice, to top shelf and artisanal spirits, creativity of the bar chefsand their menus, and even measuring ingredients. Ryan Magarian said he hasn’t poured a drink without measuring spirits in several years; Dale DeGroff said in his tequila seminar that it had been 20 years since he’d used sour mix.
3) Latin American spirits like Pisco and Cachaca will become more popular and widespread, and there will be a continued expansion in higher-end Tequilas and Rums.
4) Emphasis on the Classic cocktail canon. Bringing about another “golden age of the cocktail” by allowing the classic cocktails to inform our creation of modern classics. Reclaiming lost ingredients, recipes, passion about cocktails.
5) “Bringing the kitchen behind the bar.” With mixologists taking a more culinary approach to their craft, cocktails will take on a more imaginative range of flavors, including savory herbs and spices, and an increasingly global influence. In the restaurant context, chefs should not be viewed as professionally more important, since a proper cocktail is a culinary experience, not just an alcohol delivery vehicle.
6) For cocktails to really get their due will take a lot of evangelizing by believers. Stop settling for shitty drinks. Just as you would send back a shitty dish, send back a shitty drink. Tell the managers of the establishments you frequent how shitty their drinks are, though obviously not by saying "Hey you! Shitty drink pusher! Your cocktails SUCK!." Bring them on board, let them into your world by showing them the magic of fresh lemon juice. As enthusiasts we have to find people who will get enthusiastic too. Can I get a WITNESS?
7) Finally...Don’t get too excited—the cocktail revolution will not be an everybody, everywhere thing. Americans will still demand their Rum & Diet and their Vodka Red Bull. Gin will not be the next vodka, no matter how much the cocktailians wish it would be so.
