Influx

Molecular gastronomy is a ten year old trend, first seen in elite restaurants; you’ve got the Spanish pioneer El Bulli, England’s Fat Duck and a handful of American imitators.

Now the rush is on to bring molecular science to the spirits category- every spirits brand on earth is going to be trying this idea in the next three months.

It’s all about making a semi-solid version of the key component parts of a spirit or a cocktail.

In the spirit of full transparency and disclosure- Bacardi’s UK digital PR agency sent me the code for this film today (please excuse the gratuitous brand promotion), but I also read a story in the WSJ about Cointreau doing the same thing.

Clearly, this isn’t something you can easily do at home or in your local pub- it’s special venues only; the ones that have liquid nitrogen on tap.

In a world starved of ideas, there is nothing wrong in borrowing a trend from one category and moving into to another.

It will bring some much need excitement to the world of spirits for about 6 months.

Posted by Ed Cotton