By now, you’ve probably heard the news: Drinking isn’t as cool as it used to be.
Compared to millennials at the same age, Gen Z consumers are drinking over 20% less per capita, a groundbreaking report from Berenberg Research revealed. Conscious of their health and image, they instead opt for low-alcohol or nonalcoholic beverages. (This is not true in every nation, of course; alcohol consumption is rising overall in countries like Vietnam, India and China.)
As demand for alcohol dries up, culinary innovators are trying something new. “Juices and other interesting beverage pairings will take another leap again to the main stage,” Justin Cogley, chef of Aubergine in Carmel-by-the-Sea, California, predicted in Food & Wine.
Juice pairings aren’t brand-new. The concept is credited to Rene Redzepi, founder of world-famous Noma restaurant in Denmark, who began serving sophisticated blends to non-drinking customers more than a decade ago. At the time, other chefs doubted the idea would go mainstream. Now, however, juice pairings are proving popular with customers who don’t drink, who are drinking less, or who just want to experience something new. Here are some tips for trying it yourself.