Social Hour and George Dickel raise the bar on the canned cocktail trend

While the craft cocktail movement hasn’t waned, the canned cocktail trend has been front and center on the bar. With the new collaboration between Social Hour and George Dickel, its Whiskey Sour seasonal release cracks open a new cocktail conversation. A great tasting cocktail can be sitting front and center on the store shelf, no shaking required.

Over the past year, many people have taken to playing amateur mixologist. When that favorite watering hole had its barstools upturned, the thirst for a great cocktail didn’t just instantly disappear. Although there is a time and a place for a great beer or a glass of wine, sometimes the perfect sipper is a cocktail.

Recently, the canned cocktail trend has taken over. But, just like not every beer in the can is the same, a canned cocktails are not one size fits all. Putting aside hard seltzers labeled as a cocktail, the beverages actually made with a spirit can be few and far between. In addition, the flavors in that shelf-staple can may not be quite as elevated as those shaken behind the bar.

For Social Hour, the brand has long been a proponent of the concept that a great canned cocktail isn’t a mirage. Developed by Tom Macy and Julie Reiner, Social Hour looked to use premium spirits and elevated flavors to create a ready to drink cocktail that reminds people of the sipper at their favorite cocktail bar. While it might not come with the flare or the show, the flavors are ones that any craft cocktail enthusiast will appreciate.

In the latest offering from Social Hour, the brand partnered with George Dickel to crack open a new conversation on a seasonal cocktail. While the classic whiskey sour might be a perennial favorite sip, the use of a 13-year of George Dickel Tennesse Whiskey is far from commonplace. As some people get over the shock, others are running to the store to get that coveted sip.

Recently, FoodSided spoke to Tom Macy of Social Hour and Nicole Austin, General Manager and Distiller at Cascade Hollow Distilling Co about this creative collaboration. While both are quite versed in the spirits world, their ability to infuse a little playfulness into the mix is what makes the partnership a successful sipper.

Since Macy is one of the pioneers of the craft cocktail movement, he understands that people have learned to appreciate the art and artistry involved in the perfectly devised cocktail. For him, this endeavor is about giving people options. While there is a time and a place for the master mixologist shake his way to seductive sipping, the reality is that not every occasion involves a night out. Sometimes people want that flavor but from the convenience of their couch.

At the same time, many homes do not have the option to have that fully stocked bar. While that bottle of vermouth served its purpose months ago, the dust covered bottle is not going to make a flavorful cocktail many months later. Since no one wants to waste money or counter space, other options need to be on the shelf.

With this Whiskey Sour offering, the Social House and George Dickel collaboration did not skimp on any detail. From the cardamom to the warm spice of cinnamon, the flavor entices from the first moment. Even the slightly sweet brightness from the Meyer lemon adds to the overall balance. While the phrase like grandma makes might not make sense, a similar analogy could apply. Like a great mixologist makes, but without the velvet rope.

While the flavors stand out, one ingredient sparks the curiosity for many cocktail lovers. The use of the 13 year old George Dickel might have caused a gasp or two from a few whiskey drinkers. Even though many people are taking to drinking those “special” liquors on “non-special” occasions, they might not always be considered in cocktail.

Austin relished the idea of bringing this Whiskey Sour to cocktail drinkers. Knowing that Macy would take the time and care to create the perfect balance of flavors to spark an excitement from the first whiff of aroma to the last sip, she knew that the George Dickel was in good hands.

Even if some people scoff at the idea, plenty more will jump at the chance to crack open a can. In some ways, this one season offering could be the start of a whole new cocktail trend.

Since one Social Hour can is about three cocktails, it begs the question how should people enjoy this offering. With cocktail hour often being a social moment, it is great option to share. From a party setting to a pre-dinner libation with friends, there are plenty of ways to enjoy it.

More importantly, the canned cocktail does encourage drinkers to elevate their own personal experience. Unlike non-spirit canned beverages that can be sipped quickly, Social Hour encourages a cocktail presentation. With serving suggestions on the side of the can, it is delightful poured in glass and served with a creative garnish, including a little toasted marshmallow.

Since this Whiskey Sour offering from Social Hour and George Dickel is a seasonal item, it is best enjoyed before the ice melts and the flowers bloom. Come springtime there will hopefully be another offering from this duo. While your favorite mixologist might be your first love, this pair might have stolen your heart for the holiday season.

Whiskey Sour by Social Hour and George Dickel is available for sale in a four-pack cans. The suggested retail price is $28. Check with the brand’s website for availability.