The Cure for the Common Cocktail

Eben Freeman, Master Mixolgist on his discovery of PAMA as a modifier of classic cocktails.

You're familiar with classic cocktails. Manhattans, Martinis, Mojitos – these classic cocktails have become very common today. So common, perhaps, that they've grown a little boring. Many of the cocktail history's classic preparations can be found in almost every bar today. Sidecars, Tom Collins, Sazeracs… you name it: these pre-Prohibition era cocktails have become omnipresent in the 21st century.

So when I was asked to experiment with PAMA, my first question was, "How well with this liqueur measure up to the cornerstones of the cocktail canon – the Classics?"

As a liqueur, I expected PAMA to be thick and syrupy sweet like many liqueurs on the market. But in PAMA's case, it imparts the sweet-tart flavor of real pomegranate – as well as its color and texture. That sweet-tartness serves to brighten the flavors of cocktails, making them vibrant.

Texture, brightness, color – these qualities are all thanks to the real pomegranate used to create PAMA. Pomegranate has a long-history in cocktail creation including grenadine, which was originally made with pomegranate. Pomegranates contain tannins – which give a cocktail structure in the same way that tannins structure wine; and by using PAMA instead of grenadine or pomegranate juice, the addition of the alcohol helps to create a silky quality to a drink.

I encourage you to experiment with PAMA. I think you'll find, just as I did, that its extraordinary versatility - results in countless new cocktails. This one of a kind ingredient truly is The Cure For The Common Cocktail."

- Eben Freeman