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of botanicals, spices and exotic fruits in mocktails is introducing consumers to a whole new variety of flavors, and new food pairings.

Young people especially seem to have taken the notion of exquisitely prepared non-alcoholic beverages and run with it. But it’s about more than simply cutting back on alcohol due to health concerns, or reducing calorie intake, or restric tive diets. “It’s about demanding a rich experience,” said Julie. Unlike the “virgin” drinks of yore, today’s mocktails are not about eliminating an ingredient or experi ence, but rather, expanding the palate. Moreover, the culinary artistry that goes into creating a mocktail is gaining respect. Just as a chef meticulously pairs flavors, textures and ingredients to create a dish, so does the mixologist in crafting a mocktail. It’s not just about tossing a few ingredi ents together; it’s about under

indeed possible through specially crafted non-alcoholic spirits. And all those mixers on the shelves at Rouses Markets are just waiting for something new. A margarita without tequila isn’t a loss. Rather, it is an invitation for a new flavor to step forward. For example, Rouses carries a line of non-alcoholic spirits called Seedlip. For an easy mocktail, Julie recommends pouring into a shaker two ounces of Seedlip Grove 42, one ounce of agave syrup and a half-ounce of fresh lime juice. Shake and pour for a perfect zero-proof margarita. Indeed, the variety of mocktails is astonishing, from non-alcoholic espresso martinis to pineapple jalapeño margs for the whole family. The goal isn’t removing the alcohol; it’s about adding creativity. “A really great bartender can do magic,” Julie said. Smoothies and specialty coffees were once considered adventurous. Mocktails exist in that same continuum, representing an elevation of non-alcoholic beverages into their own culinary genre.

Ultimately, the rise of mocktails signals a broader societal shift. Fast vanishing are the days when alcohol was the staple of social gatherings. The mocktail mania of today reflects, in its own way, a more adventurous community that values choice and personal preferences. Mocktails invite us to recon sider our definitions of celebration and indulgence. As Julie put it: “When you get down to it, you want your houseguests who don’t drink to still be able to partake. When you have a couple of mocktail recipes available, you give them an alternative, where they felt like they are still celebrating.”

In a culture that perhaps a little too often equates celebration with inebriation, it’s a refreshing perspective — no alcohol required.

standing flavor profiles, aromas and even the science behind it. The use

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