Boozy jelly varieties are spreading
Excessive drinking may be falling out of favor among young adults, as explored in our Social Status Report, but they’re still seeking alcohol at certain times and in certain forms—such as in food. In line with young people’s preference for more mindful drinking, they’re embracing eats infused with booze, from ice cream to marshmallows and now jam.
Avocado toast has become a breakfast staple beloved by Millennials, but there might be another ingredient they’re soon spreading on bread thanks to London retailer Firebox. The company sells gin and tonic marmalade made with artisanal gin, sugar, lemon, water, and quinine extract, which is the flavor often found in tonic water. All of the alcohol is cooked off during the creation process, giving it the taste of the drink without the dreaded hangover. Firebox recommends putting the liquor-infused preserve on cucumber sandwiches or spreading it on toast or pastries for a new take on boozy brunch.
The alcohol industry is increasingly embracing food waste by putting its excess products to good use and even giving them new life in the form of other foods. British gin brand Pinkster is taking this sustainable approach by using fresh, gin-soaked raspberries left over from its production to make gin jam. Pinkster first trialed the product in collaboration with The Wooden Spoon Preserving Company, offering it at select retailers and bars in the UK. Based on demand, it has continued production and sold more than 18,000 jars to date. In addition to using the jelly as a spread, Pinkster suggests including it as a cocktail ingredient.
Dallas-based Jammit! Jam started as a hobby for the brand’s creator, Andrea Chatterji, but she soon couldn’t keep up with demand for her jelly infused with libations. Using seasonal fruit, raw cane sugar, herbs, spices, and of course alcohol, the company offers spreads in various varieties, including Peach Thyme Prosecco, Cherry Clove Cabernet, and Orange Hatch Vodka Lemonade. Other flavors contain bourbon, merlot, gin, and beer, catering to all drinkers’ palates. The company recommends pairing its jams with cheeses, spreading them on pastries, or even warming them up as a sauce used on meat.