Since the start of coronavirus, there have been two main types of news stories when it comes to our pandemic drinking habits. We were either all drinking far too much while stuck at home, or deciding to cut back, free from temptation of pubs and restaurants.
What has been little reported is the fact that the pandemic has made a great many of us more adventurous drinkers, with sales of more unusual drinks rising strongly, together with wines from countries that don’t usually interest mainstream consumers.
The trend crossed the Atlantic. In Manhattan, New York, Park Avenue Liquor Store first opened its doors in 1934, one year after the end of prohibition in the US.
Family-owned, its current boss Jonathan Goldstein has a theory behind our new-found love of more experimental drinking.
“When all the bars had to close, people were stuck at home pretending to be a bartender or cocktail mixologist, and they all got creative,” he says. “They were suddenly wanting to experiment, so we saw a big rise in online orders for more unusual things.
“In our liquor category, odd things like peanut-butter or banana-flavoured whiskey were suddenly very popular. So were passion fruit liquor, and locally-made schnapps – all different flavours… rhubarb, white peach.”
But have Mr Goldstein’s customers returned to more traditional drinks as the world continues to slowly, and hopefully, return to normal? He says they haven’t.
“We keep a sharp eye on where drinks trends are moving, and we think it [the new adventurousness] will continue. Thanks to the craft beer industry people are more used to trying smaller brands, and new things.”
