A delectable concoction of cold brew coffee, Irish whiskey, and popcorn syrup; the newly launched 12th Main by Social and CRED celebrates the creative spirit in you
12th Main was created as an ode to the creative and never dying spirit of risk takers. True to its namesake bustling street in Bangalore, the innovative cocktail celebrates the home of blooming startups and risk takers.
For those in financial oblivion, CRED is a transparent and fully digital platform of highly trusted individuals, brands and institutions. They make financial decisions visible, delightful and rewarding for its members, facilitating access to a better life in the form of exclusive rewards and experiences. One of the rewards include a 10% discount while paying the bill with CRED pay, making 12th Main a cocktail you just can’t miss!
Trupthi Shetty, CRED says, “The 12th Main holds a special place for CRED and other blooming startups that have started their journey from this street. After simplifying and making the task of paying credit card bills rewarding, we bring this delectable cocktail for our members, raising a glass to the ones who dared to dream.”
Through the cocktail, Nilesh Patel, Beverage Head (West) at Impresario Handmade Restaurants has sought to pay homage to the true authentic flavours of Bangalore. In spite of using complex flavours like coffee and Irish whiskey alongwith signature Social elements, 12th Main remains a cocktail that can be enjoyed by laymen and connoisseurs alike.
He says, “It was all about creating something super niche for them [CRED]. I wanted to incorporate an element from the south, and there’s nothing better than coffee. Coffee is an ingredient that starts from low price points and can go up to Rs 13k per kilo. I used Jameson Irish whiskey because it has a certain sweetness to it. To give it a touch of Social, I added some popcorn syrup to it.”
The cocktail is certainly unique in nature, and makes use of the Polaris Cold Brew from Dope Coffee. According to Nilesh, it was the hunt for the perfect coffee blend for 12th Main that took the longest time.
“It took about one and a half months. The problem was me tasting different coffee and choosing the best brew for the cocktail. Once my coffee was perfect, it was just about balancing it with the whisky. When I create a drink, I just select the base stuff like the spirits and other ingredients, and then it’s all about balance,” he adds.
Cold brew is definitely the next big thing both as a mixer in alcoholic drinks, as well a healthy alternative for teetotallers. From being used as a jus in meat dishes to featuring in signature cocktails at bars, the consumer’s palate has certainly moved on from the days of iced tea according to Nilesh.
However, the perfect cocktail is a lot more than the impeccable balance of a few ingredients. There’s a lot to be taken into consideration, right from the kind of glass to the vibe of the cocktail. Then comes sourcing and sampling of ingredients, and of course, making it a tasty experience for consumers.
Nilesh adds, “It has to make sense to the layman, that’s the basic thing. Second, the person who is going to be making it, it has to be simple for them. Visually it needs to look good, since we’re working in the world of Instagram. 80% of the battle is won there only. I also try to take into account how I can promote a local ingredient or business.”
The cocktail fits in well with Social’s quirky theme and philosophies. The place is known and loved for its ability to juggle a creatively charged, collaborative space and a high energy bar when work hours end.
This ideal balance between work and play coupled with an ability to deliver unique offerings reflects in 12th Main. Made of freshly ground coffee beans and Irish whisky, it’s perfect for all who work hard and play harder.
Mayank Bhatt, Business Head, SOCIAL says, “SOCIAL has always been the home for innovators and creators to start something different, which is something CRED also believes in. We hope that more people walk in and try The 12th Main cocktail, which is a great blend of cold brew and whiskey. We are glad to partner with the trustworthy community of CRED that rewards financial responsibility and enables financial independence.”
The 12th Main is definitely not a cocktail to shy away from, and rewards those veering towards the adventurous with a refreshing and crisp taste. It is now available across all Social outposts in Mumbai. It will soon hit all outposts in Delhi, Bangalore, Chennai, Chandigarh, Pune and Indore.
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