"Yes, it is a luxury martini, and what really makes it luxury is the caviar-stuffed olive on the side," Trevin Hutchins, a bar director at San Francisco's Aphotic, explained. "Otherwise, it's a pretty classic martini." This statement reflects how high-end ingredients, such as caviar, can transform a simple cocktail into an extravagant experience. It highlights the shift in martini culture towards showcasing extravagance rather than merely crafting a classic drink, thus tying it to the 'loud luxury' trend.
Bars across major US cities are increasingly pricing martinis from $30 to $150, catering to the trend of loud luxury. This demographic favors indulgence and visibility in their spending, marking a distinct shift from the more understated 'quiet luxury' approach. The drinks are often accompanied by lavish presentations, including elaborate trays and caviar sides, indicating a merge of traditional cocktail culture with modern consumer expectations for luxury.
The Caviar Martini at Dante epitomizes this trend, featuring Grey Goose, toasted rye, and 14 grams of caviar, all served on a silver tray. Priced at $52, it embodies the idea that certain high-end cocktails not only justify their price with premium ingredients but also through a full dining experience that satisfies the growing demand for luxury in dining and drinking.
Trying upscale martinis in Los Angeles, San Francisco, and New York revealed some truly justifiable prices. While the baseline of a martini is simple, the variations with foraged ingredients or opulent garnishes reframe it into not just a drink but a statement of affluence and sophistication, aligning with current consumption trends that favor visibility and extravagance.
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