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Adam Rich from Jestic is delighted A key driving force behind this trend is
triumphant Return
to see in the ever-evolving the growing demand for unique and
landscape of the UK specialty experiential beverages in the UK's
drinks market, one nostalgic treat evolving hospitality sector. Gastro
has made an unexpected and pubs, cocktail bars, and pop-up
triumphant return: slush. independent food & drink courts (think
repurposed shipping containers) are
Once relegated to the realm of increasingly seeking to differentiate
childhood indulgences and seaside themselves by offering patrons more
amusement arcades, slush has than just the standard fare. Slush is a
undergone a remarkable refreshing departure from the
transformation, shedding its "cheap ordinary, yet imbued with a sense of
and cheerful" image to emerge as a nostalgia that resonates with
symbol of premium refreshment in consumers of all ages.
upscale establishments across the
country. But it's not just about tapping into
sentimentality; there's a tangible
This resurgence of slushies, crushies, business case to be made for
granitas (whatever you want to re- embracing slush as a premium
brand them as) can be attributed to a offering. As consumers become
confluence of factors, chief among increasingly discerning in their tastes,
them being the shifting perceptions there's a growing appreciation for
within the bar industry towards craftsmanship and authenticity. This
quality and sophistication. Previously has created an opportunity for
dismissed as a mere novelty; today, it forward-thinking establishments to
is celebrated for its versatility, elevate the humble slush into a
creativity, and ability to evoke fond sophisticated libation worthy of a
memories of carefree days gone by. place on their menus.
MAY/JUNE. 2024 | ISSUE 36
www.beveragestandardsassociation.co.uk
