Message 10273 of 22774 in Behind the Bar

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> I think the next trend is almost always determined by what the 
> product companies produce.

I agree. That's why I think that Cognac and Whiskey longdrinks and cocktails 
will become a bit more popular. They have to find ways of promotion to create 
a younger drinking public for their spirits.

Long time I've thought just it is only this. But it can not be enough. I don't 
think that trends are solely dominated by product companies. There are 
multiple factors and all have influence.
I don't think that trends like the use of ingredients as cucumber and basil 
are related to product companies. Now it seems to be cardamon being very 
popular. Just like fashion, it has to be different from past seizons. If it is 
green purple and yellow this year than it will be red black and white the next 
one. If vodka has been popular for a few years than it will become another 
spirit next year. I don't think that spirit companies have much grip on this 
as they have to compete with others and the effect can be devided among all 
competing companies. Maybe that's a reason for this question being asked. Why 
is vodka so popular for such a long time? Something has to become a new 
trend, what is it?

An interresting relation with food product companies in general can be that 
the flow of information from producer to customer has reversed. Instead of 
technological and production possibilies(or better limitations) determining 
what is consumed it is now the customers demands determining what is produced. 
Since technical possibilities have grown customers started to become demanding 
and now production and design is influenced by what is demanded. 
I think that the influence of product companies is smaller than it used to be. 
Maybe marketing companies can be important but they'll never succeed to set a 
worldwide trend. There's only enough money for small regions.