Provocateur, one of the most faux-notorious and exclusive Meatpacking destinations for young clubbers set on conspicuous consumption, is literally stirring up controversy with a new cocktail program that supposedly doubles as a day at the spa. Since the health merits of alcohol have been debated for centuries now - at once both supposedly curative (one glass of red wine a day) and toxic (tequila shots), it’s a fascinating branding perspective to attempt to spin liquor not as medicine, as it has been touted in ancient times, but as beauty product.
It won’t cure cancer, but mixologists at Provocateur claim that by mixing healthy ingredients such as fresh watermelon, kumquats, vitamins and minerals with high-quality liquor such as Hendrick’s Gin and Belvedere Vodka, patrons can improve their skin in a venue normally known for debilitating health effects. Scott-Vincent Borba, a former model and alchemist of sorts who creates crystalline edible beauty products packed with vitamins and fruit extracts, consulted on the new Summer cocktail menu.
Although Provocateur’s concept is blatant gimmick, it’s nonetheless an intriguing one. Mixing vitamins with alcohol can’t reduce the vitamins’ beneficial effects and, one has to admit, when given the option to select between a cocktail that might improve your health and a basic bender-fueling shot of god-knows-what, the choice becomes obvious.
Not a bad idea Provocateur - now let’s see if it’s successful. Either way, expect the leap from Acai Vodka to Vitamin B12 extract in your local desperately trendy bar to occur pretty soon.
Even if it’s healthy, imbibe responsibly.
Source: NY Times