Bone broth… in cocktails???

Sounds like a gimmick. But it could be a win for the on trade.

A recent story from the US reports that bars are experimenting with bone broth cocktails, tapping into the protein boom, the rise of “wellness” culture, and a shift toward more savoury, umami-led drinks.

And that’s the interesting bit, can the UK on trade adapt to the changing expectations of the consumer? Even in traditionally indulgent spaces like alcohol, Modern Drinkers (as we like to call them) are increasingly wanting more: added function, perceived health benefits, a sense of justification for the alcohol.

We’re already seeing this demand for mindful drinking habits, and a growing focus on quality and provenance within low & no and adult soft drinks. So, the question is..

Do you think “better-for-you” alcohol has a future here? Or does it clash with the UK’s more traditional drinking culture?