A MEXICAN HEATWAVE

More recently Mexican spirit Ancho Reyes has been making a push into international markets. Described – without verification it has to be said –as the first spicy liqueur in the world made from chillies, the spirit is inspired by a 1920s recipe from the town of Puebla de Zaragoza, East of Mexico City. It can be sipped alone, as an aperitif or digestive to experience its full heat, or mixed in cocktails for a more subtle jalapeño flavour, as well as a smoky spice with a hint of sweetness. And new whisky liqueur Scorch does what it says on the tin. Using a blood orange and chilli infusion it is said to deliver a dose of heat suitable for shooting, but with an approachable sweetness too.

A Time For Spice

So, why is this happening now? Are previously cooped-up consumers simply ready to go wild and party? Well, perhaps a little. But the answer may be a little more sensorial. With millions of cases of Covid still being reported across the world, as well as in key drinks markets such as the US and UK, there are growing numbers of consumers whose taste of smell and taste have been impaired. So it stands to reason that demand for bolder, stronger flavours is much greater than it ever has been.

According to UK supermarket chain Sainsbury’s, heat and spice are currently trending. It reports that for example sales of Sriracha sauce have grown by 110% since 2019. Furthermore, it reports that 36% of its shoppers have introduced chilli into their diets over the past two years, while 70% say they now love spicy food.