In the 1959 film “Some Like It Hot,” the comedic stylings of Tony Curtis and Jack Lemmon offer an entertaining twist about two musicians who witness the Saint Valentine’s Day Massacre and dress in drag to avoid mafia gangsters. Although not as comical, beverage trends suggest that consumers also like it hot when it comes to their alcohol and non-alcohol drink choices.
“Overall, consumers have an increased desire for bold flavors, twists on traditional items, spicy ethnic foods, items that provide sweet heat and flavors so hot they make you sweat or cry,” says Kari Manze, marketing manager for FONA International Inc., Geneva, Ill. “Consumers are becoming more adventurous and seeking out new tastes including a curiosity for spicier flavors.”