Embarking, Part 2

Had to add this once I glimpsed it in The New York Times this morning. It's right along the lines of yesterday's entry--but slipped behind the bar. Check it out:

http://www.nytimes.com/2006/05/10/dining/10drin.html?th=&adxnnl=1&emc=th&adxnnlx=1147266834-DWzaLavYdqIu3w/LaLqO/A

Back in BlaK

On a somewhat related note, the continually shape-shifting beverage market continues to grow new twists. Beverage fusion likes to throw curves at crossover markets, especially when it comes to coffee, energy drinks and colas--so why not marry the three?

Several companies have tried the coffee-cola gig without much luck (check out www.thebevnet.com for the string of discontinued beverages that espoused the coffee-cola concept…). However, previous attempts largely kept the canned cola concept and threw in some coffee for good measure.

Today's coffee-colas are taking new tacks, such as the recent vie by The Coca-Cola Company, Atlanta, for the energy-drink set (http://www.coca-colablak.com). Coke BlaK™ (inexplicably spelled with an overtly long a, lending the linguistically minded consumer to pronounce it "blake" when it's obviously supposed to be "black," but I digress…) is clearly targeted to the post-skateboard, emerging "-tini" hipster set (you know, those brightly colored drinks that go for $15+ a pop and rarely have anything in them that resembles a juniper berry…).

Anyway, back in BlaK: Always open to all things Joe (and a confirmed Diet Coke addict--the real stuff, or should I say, "real thing," with aspartame… I crave the astringency…), I recently tried a four-pack of BlaK. It tries to keep the sugar level down (12 grams per 8-oz.bottle) with doses of aspartame and acesulfame potassium, but it still comes across as overly sweet; the strong hit of vanilla over the top adds to this perception.

But then again, I'm probably not the target audience for this stylized "fusion" beverage. Ironically (or maybe in a overt stretch of genius reverse-psychology marketing), the supermarket where I first tasted the drink wasn't at liberty to dole samples out to the youth set (those under 18). I have no idea why… but the BlaK does deliver a nice, heady caffeine buzz…

I'll buy it again. Maybe next time, I'll mix it with some Kahlua® and cream and pour it into a chilled martini glass… And maybe Homaro Cantu can make me some liquid-nitrogen-frozen smoked-vanilla-crème cubes for a garnish…