The holiday season is synonymous with indulgence, and this year, that indulgence has taken a decidedly liquid form. What began as a quirky marketing campaign by 10 Barrel Brewing in Portland has rapidly evolved into a full-blown, competitive frenzy – and it’s sparking a nationwide trend. Their “Festive Forties” canned cocktail advent calendar isn’t just a festive fizz; it’s a microcosm of a broader shift in the spirits industry.
Initially reported on by *Portland Mercury*, the intense demand for the calendar – featuring a curated selection of 40 mini-cocktails – quickly caught the attention of industry watchers. The *Mercury*’s article highlighted the lengths individuals were going to, describing a situation akin to a Black Friday scramble for limited-edition goods. This wasn’t simply about acquiring a few festive drinks; it was about securing a collection, creating a buzz, and adding a touch of competitive excitement to the holiday season.
But the Portland phenomenon is indicative of a larger trend. *Shanken News Daily* is reporting significant traction for pre-mixed, canned cocktails, driven by a recognition from small distilleries that consumers are actively seeking convenient, ready-to-drink options. This movement is capitalizing on the desire for streamlined celebrations and, let’s be honest, substantial holiday spending.
10 Barrel Brewing, the mastermind behind the “Festive Forties,” is expertly tapping into this growing demand. The calendar serves as a clever marketing stunt, creating a limited-edition allure that fuels consumer excitement.
So, what’s actually *in* the calendar? The selection comprises a mix of mostly vodka and gin-based cocktails, with rum and whiskey discreetly included. While not strictly consistent, the offerings lean heavily into the holiday spirit, boasting flavors like cranberry spice, peppermint mojito, and a warm gingerbread rum punch.
This trend underscores a changing consumer landscape. The convenience factor is undeniable – no ice, no shakers, no complicated recipes. But it’s more than just ease; it’s a curated experience, a limited-edition offering that speaks to a desire for novel, shareable moments.
Resources:
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Portland Mercury:
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Shanken News Daily:
(Further articles on the trend can be found through a general search for “canned cocktail trend”)
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Drinks Intel:
(Search for “Drinks Intel canned cocktails” for relevant articles)
Final Thoughts:
If you’re looking for a festive (and potentially chaotic) way to stock up on holiday cocktails, be prepared to fight for your fizz. Last Call!
