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Parmesan Espresso Martini goes viral

28 March 2023 By Alice Brooker

Could the Parmesan Espresso Martini be the next Negroni Sbagliato cocktail sensation on TikTok?

A Parmesan Espresso Martini tutorial has gone viral on video app TikTok, gaining more than 10,700 likes.

Self-described ‘cocktail guy’ Jordan Hughes, also known as @highproofpreacher on TikTok, posted a Parmesan Espresso Martini tutorial on the app on 14 February.

Since then, the hashtag #ParmesanEspressoMartini has garnered 43,200 views as users have become curious about the drink.

“A bartender friend of mine told me I had to make an Espresso Martini with parmesan cheese in it,” explained Hughes in the video.

“Now, he could just be trolling me, but we’re going to try it anyway.”

Hughes goes on to craft the drink with fresh espresso, coffee liqueur, vodka, and sea salt, then shakes the ingredients with ice.

Once poured into a glass, Hughes grates parmesan cheese over the top of it. “Alright, let’s try this monstrosity,” he continued.

After tasting the serve, Hughes said: “I regret to inform you that was kind of awesome.”

TikTok has been shown to have an impact on drinks trends in the past: an interview between HBO series House of Dragons actors Emma D’Arcy and Olivia Cooke, who play Princess Rhaenyra Targaryan and Alicent Hightower respectively, led to the Negroni Sbagliato trending, and in turn Campari saw a boost in sales.

More recently, Absolut vodka and Heinz teamed up to create a tomato-vodka pasta sauce, following a spicy vodka pasta recipe going viral on TikTok and Instagram in 2020.

At the beginning of the year, The Spirits Business published its predictions for spirits trends in 2023 – and TikTok continuing to generate a drinks buzz was one of them.