As the popularity of the Paloma has increased, so has the quality of ingredients and mixers used to make it, including the grapefruit soda that gives the drink its distinctive pop. This tequila-based long drink rivals the Margarita in popularity, and shares an adaptable template of agave spirit, lime juice and a citrus accent, but rather than triple sec, the Paloma gets a fizzy, bittersweet kick from grapefruit soda, or a combination of grapefruit juice and soda water. But as warm and sunny spring days offer a sneak peek of summer, many of us are longing for a drink that’s emblematic of drinking outside, even if we’re drinking it inside. So there’s a lot of catching up to do, which is exciting.Not being able to hang out at our favorite bars for the foreseeable future has inspired many to take the time to step up their at-home cocktail game, whether it’s perfecting their shaking technique or batching a bottle of ice-cold Martinis for a proper 5 o’clock cocktail hour. If you aren’t in a restaurant, you don’t know what the food trends are. “If you aren’t in a bar, you can’t see what people are drinking. “You get many, many more great ideas when you are out with people than sitting in your office, because it is a human business,” says Gibb. He’s getting sick of Zoom and believes that quite soon, people will be mixing together in person again. And while Wall Street wanted more, Gibb is encouraged. That said, Fever-Tree projects sales will rise between 12% to 16% in 2021. “I just don’t think it will necessarily be that way.” “You hear about this roaring ’20s in the foreseeable future and that we are going to be out there again like the pandemic in the 1900s,” says Moslak. Live events with tastings for influencers in trendy spots like Aspen and Pebble Beach likely won’t return until 2022 at the soonest. Plans to unveil more in new cities remain on the back burner for now. Fever-Tree had intended to open more branded outdoor drinking porches like the one it opened in Bryant Park in New York City. “You can describe something 100 different ways, but once somebody tastes it, the lights go off,” says Katie Moslak, trade marketing director of Fever-Tree USA. Still, Fever-Tree this year is planning to lean on familiar industry tactics to promote lime and yuzu: working with vodka brand Grey Goose on a spritz cocktail program, educating bartenders on the mixer, and launching on e-commerce channels. The two flavors were to meant to evoke regional ties to Mexico, where tequila is made, and Japan, which would have recently been in the spotlight for the since-postponed Summer Olympics. The well-intended marketing plans for another new drink, Fever-Tree’s new lime and yuzu, also experienced a hiccup. It helped that during the pandemic, tequila makers like Diageo reported that strong sales for higher priced tequilas led to an unexpectedly strong jump in sales. Sparkling pink grapefruit is meant to pair with tequila to create the Paloma cocktail, and strong off-premise sales helped Fever-Tree launch its most successful new product to date stateside.
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