there's nothing wrong with trend transfer

02/20/2008 09:29:39 PM (1)
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
Tags: molecularmixology (1) bacardi (1)

Comments
molecular mixologist
thierry hernandez at the plaza d'athenee in paris (i'm not sure if he is still there) has been doing this for some time. fascinating stuff
Posted by priyanka on 02/23/2008 05:09 PM
It appears you don't have Flash installed.
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