INGREDIENTS FOCUS: Causing a stir
1. Tea Time
One little fact alone can probably explain why tea tops our list of current beverage trends: after water, tea is the most often consumed drink in the world.
Amazingly, innovation in this heavily-exploited segment continues at a fast pace. A renewed focus on fine teas and a growing afternoon tea culture is pushing growth to the luxury end of the market — and demonstrating the sheer diversity of the tea market in the process.
“There are possibly more than 8000 different varieties of tea and some of these have increased in value thanks to low availability and great flavour,” explains Geralt ME’s Dalia El Bahr, Newby Teas of London’s distributor in the region.
“The fact is that tea can be bought for as little as US $20 per kilo and for over US $1 million per kilo — and with a growing demand for quality — it is inevitable that consumers will move towards finer teas.
“Some of the greatest Oolongs that come from China and Taiwan such as Ali Shan or the Guangzhou Milk Oolong are unheard of in this region and Newby Teas is trying to build that awareness.”
Another factor driving growth in this market segment is the heightened awareness of the health benefits of green tea. Studies show that green tea can improve artery function and reduce the risk of heart disease and cancer.
“The renewed focus on fine teas is partly driven by rising health awareness across the region,” explains La Marquise International’s Darya Yurkina. “The benefits of green and white teas are now widely acknowledged by customers, leading to a real emphasis on high quality. There are now many hotels and restaurants organising fine tea tastings and presentations to educate clients about the benefits of drinking tea.”
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2. Juiced
Juicing is growing in popularity, and consumers are getting more adventurous when it comes to ingredients, as Blue Marlin Ibiza UAE head chef Mahmoud Turkmani confirms:
“Exotic Asian fruits, especially in the bar industry, have created a strong trend in the non-alcoholic beverage market. People seem more willing to experiment and try new ideas and ingredients.”
Of course, juicing is nothing new, but its growth in recent years has been carried forward by the healthy eating trend.
“The idea behind juicing is a good one,” explains Blue Marlin bar manager, Dinesh Nanhooa.
“You can make some great combinations using the vegetables people do not like to eat regularly — simply stick those veggies in the juicer and you get all the vitamins. For example, throw some spinach in with strawberries and bananas and you can’t even taste it!
“Smoothies can be made with basically everything. Protein powder transforms a smoothie into a meal. Coconut oil turns it into a weight loss supplement. Anything you can imagine can be tossed into a blender and whirred away into a glass filled with vitamins and nutrients.”
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3. Savoury Cocktails
The trend for vegetables in juices has also spread to cocktails and mocktails. Salad vegetables like cucumber and celery are back on the menu — again, as a response to the healthy eating trend.
“There is a trend toward exotic fruits paired with something more familiar,” explains Dusit Thani Abu Dhabi director of food and beverage Simone Stanco, “with more unusual tropical flavours and fruit paired with spice or floral ingredients. I think it’s going to be interesting to see mineral-driven cocktails making an appearance.
“Another innovation I’ve noticed recently is outlets serving mineral or celery salt on the side to add a twist to vegetable beverages!”
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4. Need for Speed!
With beverages growing exponentially across the region, solution providers are focusing on developing systems capable of producing high-quality products at high capacity.
Companies like Enviro-cool have launched quick-chill devices enabling bottles and cans to be chilled to 4°C in just 45 seconds.
Marco Beverage Systems have also experienced strong demand for its coffee system capable of brewing up to 6 litres of coffee at a time, as Cathal Burke confirms:
Burke explains: “The Marco JET has created a huge splash in the beverage market. It is a filter coffee brewer with a vacuum insulated dispenser, and it comes with an optional paired grinder meant to “slave” right next to the brew device. The Marco JET was designed to SCAE Gold Cup brewing standards.”
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5. Molecular Mixology
Operators across the region are hungry for the latest techno-gadget, and devices which would probably be more at home in a science lab have become commonplace in many of the region’s cocktail bars.
Devices like vacuum sealers enable bartenders to infuse traditional cocktails with flavours from non-edible substances like tobacco and leather.
“For example, the Rotovap is a vacuum rotary distillation machine that allows the extraction of aromas, low-temperature reduction of juices and the production of flavoured spirits,” says Blue Marlin Ibiza UAE’s Nanhooa.
“New techniques are constantly being developed around the new technology of the molecular gastronomy movement.”
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6. “When Life Gives You Lemons…”
Citric tastes are re-establishing themselves on the region’s palate, but old favourites are being reinvented in many different forms.
“People are finally realising that sweet isn't better,” says Pure Sky Lounge — Hilton Dubai Jumeirah Residences bar consultant Ulric Nijs.
“The bygone era of the 1980s, where drinks were served overly sweetened, is well and truly gone, and most consumers now understand that it is about the balance of a drink. We have moved beyond using just plain lemons to discover the calamansi, the kaffir lime, the yuzu citrus; all with their very own organoleptic characters, which are great to use in contemporary cocktailing.”
New citrus flavours are entering the market, but the refreshing qualities of citrus remain at the heart of its popularity.
Stanco explains: “Guests today are looking for a fresh, thirst quenching flavour, so citrus infused spirits and liqueurs are therefore back in demand.”
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7. Coffee Connoisseurs
In a region built on a rich coffee drinking heritage, it is perhaps unsurprising that coffee connoisseurism continues to lead beverage trends in 2014.
Consumers are demanding quality and seeking out luxury products. The region’s outlets have responded by introducing high-end products like Geisha and Kopi Luwak to their menus, providing the most exclusive caffeine fix.
“Coffee quality has certainly improved at a rapid pace recently,” explained Coffee Planet roast master Matt Wade. “This is mainly due to farmers improving their systems from growing to milling, and consumers are becoming more knowledgeable about what they want, hence the demand for better quality and a wider variety of coffees.
“For example, Geisha is a new coffee that is popular amongst trendy baristas. Priced at around US $170 per pound, this very low-yielding coffee tastes entirely different to other coffees and was actually auctioned privately by the growers because of the massive demand from the market for its unique flavours.”
This emerging demand for luxury coffee is also behind the introduction of Kopi Luwak at Icons Coffee Couture, a new lifestyle coffee shop that recently opened its doors at Souk Al Bahar, Dubai.
“Nowadays, coffee can be compared to wine,” explained CEO and founder Elena Weber.
“There is a dizzying array of flavours and prices, and a growing number of coffee connoisseurs able to value these gourmet options. We can see this happening in other restaurants and clubs — especially here in Dubai where luxury is always a dominant driver.”
The search for new and exclusive coffee flavours has fuelled growth in a new breed of micro roasters, bringing together new blends from previously under-capitalised sources and roasting them in different styles.
Marco Beverage System’s Burke explains: “Increased competition is driving roasters to look for their niche and this in turn is leading to more extravagant coffees.”
He continued: “A lot of roasters have started using Yirgacheffe coffee from Ethiopia. The sweet flavours and aromas of Yirgacheffe coffee are its strongest asset along with a medium to light body. Its spicy and fragrant with a slightly chocolatey or nutty quality. It is often used in iced coffee because of its notes of citrus and tangerine.”
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8. Room at the Top?
Sudden growth in beverages has enabled the luxury segment to expand rapidly. Increased competition has forced operators to innovate the luxury rating in order to differentiate their offering.
“For the elite, there are a few beverages that boast the ‘most expensive’ label,” explains Dusit Thani Abu Dhabi’s Stanco. “For example, the world’s most expensive cognac, the Henri IV Dudognon Heritage, is priced at US $1,982,300 per bottle and Taste of Diamonds has become the world’s most expensive champagne — an extravagant price tag of around $1.8 million!”
Whilst such extravagance may be out of reach for most consumers, F&B operators across the region are up-branding their drinks menus and offering more ‘exclusive’ beverages.
“The luxury segment has always been there, but it has exploded recently,” explains Pure Sky Lounge’s Nijs. “This has been driven by things like rare bottling, limited edition whiskeys and celebrity designed glassware.
“However, more expensive is not always better!”
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9. Razzmatazz!
Increasingly, fine beverages are being served garnished with entertainment. Outlets are building experiences around their drinks to capture the imagination of their guests and highlight the fine ingredients used in the process.
The result is a new gastro-entertainment trend.
“Yes, entertainment gastronomy is definitely growing,” confirms Icons Coffee Couture’s Weber. “Time is rare and is to be enjoyed with family and friends. Therefore entertainment plays an increasingly more important role in creating the positive memories that customers take away with them.”
This trend has an important revenue value for The Crystal Group, the company behind outlets like People By Crystal Nightclub, Dubai and Sake No Hana Dubai.
“In essence, the bar counter is a theatre, where the bartender can demonstrate how the drinks are made,” says The Crystal Group managing partner Jad Matta, “and this experience will drive customers back.
“At Sake No Hana Dubai we serve a Zen cocktail that is served with a smoke effect when presented to the customer because of the type of whiskey included in the drink. Don’t worry: the smoke quickly evaporates before consuming!”
Dusit Thani Dubai executive chef Antonello Manca adds: “Consumers want to see the bartender creating new drinks. This is an important part of the molecular trend.
“They are changing the classic routine of pouring a drink by transforming it into a more dynamic and visual experience.”
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10. Brave New Flavours
The combined result of the beverage trends detailed here ushers in a new era for the region’s bartenders. Consumers are demanding more exotic flavours and have become more experimental in their tastes.
This trend has not gone unnoticed by the region’s suppliers, who are innovating their products to match consumer expectations.
“Flavours are getting more exotic because innovation and creativity is becoming more important,” explains Monin beverage innovation director MEIA, Andrea Fidora.
“Innovation is key to success in this market. We have been developing desert flavours like Monin crème brulee, Italian dolce and salted caramel syrups. For example, Costa Coffee in the UAE is doing a festive promotion with gingerbread.”
Fidora continued: “We are also seeing demand for our herb-based savoury solutions including Monin basil, tarragon, rosemary and sweet woodruff syrups.”
In short, this has led to a blurring of the boundary between the bar and the kitchen and a whole new artillery of ingredients is now at the disposal of creative mixologists.
The most exciting thing for bartenders in the current climate is that this market rewards experimentation and creativity … two things that make this an exciting market to work in over the next few years!