Bitters Boom As Consumers Cocktail At Home
By Greg Gonzales
Care for a top-shelf Manhattan with rose hip, or perhaps a combination of mushrooms, wasabi and seaweed? Mixologists and home bartenders alike are taking those twists on classics as they get more comfortable going beyond the basic aromatics and citrus bitters.
Consumers and chefs are also taking bitters off the bar and into their kitchens. There are bitters for savory meat dishes, juices, baked goods, soda, sparkling wines ― anything that’s possible with an extract.
According to Genevieve Brazelton, Founder and Chief Executive Officer of Improper Goods, bitters are just at the beginning, and there’s room to explore. Her Bitter Housewife Cardamom bitters won sofi gold and product of the year awards in 2018, along with a Good Food Award. Bitter Housewife also offers Orange, Grapefruit, Lime Coriander, Old-Fashioned Aromatic and Barrel-Aged Aromatic flavors, using American non-GMO whiskey with all citrus peeled in-house. They come in 3.4-ounce flasks at a $16 suggested retail price, or $18 for barrel-aged.
Erik Kozlik, CEO of Modern Bar Cart, calls bitters “liquid poetry,” and says the only thing that stands between a consumer and great cocktails is knowledge and confidence. He hosts a podcast to help with those. His Embitterment Bitters brand features flavors inspired by places, including Japanese Bitters flavored with wasabi, seaweed, tea and mushrooms, and curry bitters flavored with turmeric, saffron and fenugreek. These bitters, part of the Heritage Collection, will be launching in a variety pack this month for a suggested retail price of $24.99, and $19.99 for single 4-ounce bottles.
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For Chris Udouj and Jamie Vitlina, co-Founders of 11th Orchard Bitters, the rise of bitters has been an opportunity to add hyper-local flavors to cocktails. They forage every month for their ingredients to make flavors like White Pine, Spicy Rosehip, Birch Bark and the Good Food Award finalist Red Clover, all indigenous to the Chicago, Illinois, area. They don’t add any preservatives, oils or sweeteners. The bitters come in 4-ounce bottles for a suggested retail price of $18, 0.5-ounce minis for $8 and gift packs for $35.
Bitter Love’s four female Founders took bitters a little somewhere different, making them into a shelf-stable, ready-to-drink form. Their products are made with bitter herbs like ashwagandha, gentian root, artichoke and wormwood, along with sparkling water and a dash of fruit juice. Bitter Love is a low-sugar alternative to soda or a tart cocktail mixer, with only 40 calories. Flavors include Tart Cherry, Toasted Pineapple and Grapefruit, all in 12-ounce bottles.
Fee Brothers isn’t a new brand ― it’s been around since the 1800s ― but it’s been getting creative with bitters flavors as well. It offers flavors like Celery, Rhubarb and West Indian Orange, available in 4-ounce and 5-ounce bottles. The company also offers Molasses Bitters, made with blackstrap, the darkest molasses left from sugar cane extraction, combined with nutmeg and coffee.
At The Bitter End, attention to detail is what makes good bitters, with no extracts, flavorings or preservatives. The company offers Mexican Mole Bitters inspired by the traditional mole poblano, blending cocoa, sesame, allspice, oregano and cinnamon with a cayenne kick, perfect for dark spirits, tequila, cognac, bringing complexity to winter and fall cocktails. Other flavors include Thai, Jamaican, Memphis and Moroccan, all of which come in a 2-ounce bottle for a suggested retail price of $20.
IT’SUGAR Sells Laughter. Also, Candy
By Lorrie Baumann
With over 100 stores scattered across 27 states, IT’SUGAR has become the largest specialty candy retailer in the world. Founded by Chief Executive Officer Jeff Rubin in June 2006 with a store in front of Caesar’s Palace Hotel, right on the Boardwalk in Atlantic City, New Jersey, the chain has just opened a new flagship store on the Las Vegas Strip, right across the street from the Bellagio Hotel’s famous fountains.
Like Las Vegas itself, IT’SUGAR shops are fantasies in which adults can recapture the fun of childhood while enjoying guilty pleasures spiced with a smidgeon of temptation. And like Las Vegas itself, they’re a world in which children are welcome, but they’re not the primary market for the thrills that are offered. “It’s a much more modern version of a traditional candy shop,” Rubin said. “We’re creating a theater to immerse you in the humor, in the fun experience of our store, so that you have a very entertaining time while you’re in our store.”
Like the new Las Vegas store, the other IT’SUGAR stores, which range from 2,000 to 7,000 square feet in size, are in places where people congregate when they’re looking for fun – mostly in resort areas or the kind of lifestyle centers that also include restaurants, bars and theaters. Their lively music and colorful art and fixtures draw in passers-by who wander in looking for fun and stay to buy candy that’s as much about humor as it is about sweetness. “We can obviously satisfy a sweet tooth, but more importantly, we were put on Earth to provide an irreverent escape from the mundane world,” Rubin said. “We have created a store that makes you laugh, smile and enjoy yourself…When you’ve finished dinner at one of the entertainment vendors, you get hit with music and these funny products. You find yourself walking out with something you didn’t even know you needed.”
Customers are met just inside the front door with stacked tiers holding bowl after bowl of pick-and-mix candy on island fixtures around the floor, and they’re lured farther inside by shelves stacked with giant boxes of Nerds; “Saturday Night Live” confections; limited edition flavors of Starburst chews; nearly two dozen flavors of gummy bears; marshmallow unicorn poop, giant gummy foods ranging from watermelon to eggs and bacon; Charleston Chews; Pop Rocks and Razzles they loved when they were kids; PEZ dispensers cuter than the ones that swallowed their allowance when they were kids; stuffed toys shaped like candies; t-shirts celebrating the joys of sugar; exclusive “Stranger Things” products from IT’SUGAR’s continuing partnership with Netflix; and funny greeting cards that might be tucked in with a 5-pound gummy bear for a birthday gift.
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“When anyone gets a gift that someone purchased from IT’SUGAR, it was given to them to make them laugh,” Rubin said. “IT’SUGAR is meant to elicit laughter.”
One of the best-selling items is Marshmallow Madness, a big cereal box filled with nothing but little square marshmallows. “We try to create products that are very funny and entertaining, versus a traditional confectionery retail store,” Rubin said. “Over half our sales come from exclusive, curated products.”
Another recent hit has been IT’SUGAR’s line of nine cocktail-flavored gummy bears called Beary Buzzed. The new line is non-alcoholic, but the fun cocktail flavors include Cosmopolitan, Gin & Tonic, Limoncello, Maple Bourbon and Margarita. They’re sold in custom fillable shakers, with a full shaker retailing for $9.99. “We just had to place an emergency re-order because they’re selling faster than we ever imagined,” Rubin said.
“We have our own box of gummy bear cereal. It’s part of an unbalanced diet,” he added. “It’s an unapologetic message that sugar delivers. IT’SUGAR sells sugar. It doesn’t hide from it. We’re providing an escape from all the rules of society that everybody must live by. IT’SUGAR kind of does that through its humor. Popular as gummy worms may be, they’re still outsold by the bears,” Rubin said. “Maybe it just has to do with tradition,” he speculated. “Although I will tell you we’ve come up with some interesting different shapes, but at the end of the day, bears are still what people gravitate to. When you say the word ‘gummy,’ you almost expect the word ‘bear’ to follow.”
Clean, Refreshing Coconut Water from TAJA
By Lorrie Baumann
TAJA Coconut Water is the only patented cold-filtered coconut water on the American market. Made from tender green coconuts harvested when they’re just 90 days old and then filtered with a seven-step cold filtration system, TAJA contains no juice, no sugar and no stabilizers. “It never turns cloudy; it never turns pink. It’s just like nature intended it to be,” says company President Hallie Lorber.
The company started two years ago after TAJA’s founder Nilang Patel discovered that he was unable to find in the U.S. the kind of coconut water he was used to while he was growing up in India. With his background in the beverage industry, he had the intellectual tools necessary to solve that problem. “Since he couldn’t find it and didn’t like any of the brands that were out there, he created it himself,” Lorber said.
After figuring out the patented process that’s used to extract the water from the coconuts he was able to source from local farmers in India, he opened a zero-waste production facility in India and started the company. “In the last year and a half, we named it, gave it a great personality, gave it great packaging and sold it into retail,” Lorber said.
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The packaging is a triangular 10-ounce polyethylene bottle that’s labeled with the same PET, so that it’s completely recyclable. “It’s the easiest to recycle,” Lorber said. “It can be recycled up to four times.”
The triangular-sided bottle mimics the shape of the natural coconut, and it offers the extra advantage that the bottles fit together without wasted space, so that an entire 12-count case of the bottles will fit on a shelf in the produce aisle, where the product has already seen significant success since its February launch. “It makes for easy merchandising,” Lorber said.
Individual bottles retail for $3.59 to $3.99. TAJA sells cases online for $53.99, which includes shipping.
According to Lorber, “We’ve seen that among general consumers, there’s been an increasing trend toward being careful about what they’re putting into their bodies, and as a result we see a larger amount of people looking for better-for-you, all-natural products with real ingredients. TAJA especially appeals to these health-conscious consumers since it’s 100 percent natural and free from additives. It’s clean. It’s raw. What you see is what you get.”