1960 to 2000 – Commercialisation and Innovation
In the second half of the twentieth century, the Cocktail has taken on many guises as its popularity has fluctuated. Literature and film (“Shaken not stirred…”) have contributed to the images now grasped by the marketers and advertisers. We have tropical drinks to remind us of holidays and sunnier climes, while other cocktails achieve cult popularity, for example, as a representation of jazz era cool style.
Mass production of branded mixes and other ingredients has allowed cocktails to become available to all and at better prices. Making authentic cocktails with quality ingredients and timeless flavours will always be popular, while more people than ever have access to great sources of mixers and spirits. This can only encourage the key ingredients to the best cocktails: individual innovation and interpretation!