THE MEXICAN GOLD RUSH

WILL IT HAPPEN IN THE UK?

Brands are mining Mexican culinary traditions for new flavour combinations to sell overseas. From salt and lime beers to spicy tamarind, the past year or so has seen Mexican flavours added to everything from stouts to rums. While many of these brands claim Mexican heritage, an increasing number don’t. With Mexican-inspired flavours booming in the US, are we likely to ever see them here?

With the largest Mexican population outside of Mexico, it makes sense that the US has long drawn inspiration from its Southern neighbour. The relationship may have been fraught at times (there was that threat of ‘a wall’ remember), but from margaritas to Tex Mex, Mexican flavours have become an indelible part of US cuisine, and that applies increasingly to drinks.

It’s an apt time to be talking about it. It seems every May 5, drinks brands – whether they have connections to Mexico or not – want in on the celebration, launching new products and marketing activations for Cinco de Mayo. In the same way that St Patrick’s day has become a day to sink Guinness, the message behind the annual celebration of Mexico’s victory over the French in a key 1862 battle, seems to have become one of sinking some tequila, if the marketing activity of the past few years is to be believed. And this year has been no different. For example, the newly-launched rosé tequila, Celosa Tequila, went with the slogan ‘Pinko de Mayo’. Nice.