Catering novelties: hipster treats. New in catering: hipster treats What kind of beer do hipsters drink?

Many experts predict the near future for us, surrounded by bearded vapers on hoverboards. Rumor has it that the fashionable hipster movement today has a very real chance to flood the planet with its healthy habits and even infiltrate the food culture. And very soon, instead of cutlets in the factory canteen, we will demand kalets, the milkshake will turn into a rainbow unicorn, and on the New Year's table nothing more than kalsots will flaunt, and not Olivier.

Are you ready to change your taste habits for the sake of fashion? Can you imagine your dinner ... oh sorry! jackfruit and poke brunch?
Let's taste the dishes that the hipsters have prepared for us and decide: is it edible at all?

Jackfruit
An exotic Asian fruit, very healthy and nutritious - a favorite dish of vegetarians, because it is he who can replenish the supply of fiber and B vitamins. Almost a chop with blood, only meat is healthier.

Kalettes
Another plant that cunning men in tight pants adapted for food, something between cabbage and weeds in the garden. The triumph of hybrid breeding of new crops is in business - after winter, any greens are useful, so eat and do not spoil your onions with sour face.

Calots
Didn't you like the culets? Then try calcots ... but not tights, not raccoons and not even entrecoons! Calcots are an onion, just not one that needs to be checked out and self-fed, but edible, from the garden. A subspecies of the Catalan Chipolino, which is eaten with romesco sauce, and do not confuse in any case: calcotas are dipped in romesco, and not vice versa.

Root-to-shoot Is not a dish, but a style of eating. Literal translation "all together, as a whole." This usually applies to plants that are eaten whole: both tops and roots.

Pet-nat
If you think that hipsters don't drink alcohol, then you shouldn't have such a bad opinion of them. They, too, are not averse to sitting with friends in a coworking space with a bottle of Pet-nat, eating a slice of jackfruit and talking about startups and facelifts to light jazz.
In fact, this immature sparkling wine of the first stage of fermentation is not a drink for true connoisseurs of aged wines, but hipsters present it as an exquisite exclusive wine.

For those who do not understand oranges, or rather unfinished wine, there is another alcoholic drink: craft beer (icemanpour)... And you need to drink it in a special way: pouring it to the very edge of the glass so that there is no room for foam - well, nothing sacred at all! So says Instagram, this is how hipster connoisseurs teach, and judging by their beards, they know a lot about drinking beer and other drinks.

Pok
Be sure to take a beer with Poke - a Hawaiian fish salad with soy sauce. The colorful, fun dish should overshadow the unusual taste of fresh, raw fish ... Bon appetit!

Miso caramel- this is a seasoning, like our dear and familiar salt, but with a "deeper and richer taste." More salty than salt. This is a real upgrade!

Golden milk worth trying even purely for medicinal purposes. It is made from milk and turmeric, Indian children drink this drink for colds, and hipsters drink it at brunch.

Rainbow Unicorn exists - now it can be eaten as a cake, cocktail or other dessert. The trend is very popular: Instagram is just bursting with pictures of unicorn food.

Matcha Mille crepe cake
Another dessert in the form of a stack of green pancakes made from green tea, hence the name "macha" (as a type of tea) poured with whipped cream. It looks green and looks like human food.

And surprisingly, hipsters also have normal food - khachapuri... He fell in love with the Georgian dish and now all the leading fashionable restaurants in Europe urgently include it in their menu. Well, at least something will remain dear, close to the heart and stomach for the inexperienced eater.

We choose - we are not shy, we join the hipsters))

Here again they ask, who are the hipsters. Well, just like small children. You are simply forcing me to write platitudes and obviousness.

Hipsters in the modern sense of the word (I have already written about the hipsters of the 40s) is one of the oldest subcultures. They have always been. Hipsters oppose the cultural mainstream, while not having any clear position in life or ideology, and focusing only on taste and sensation is cool and it is not. Since the concept of "coolness" is extremely vague, it is difficult to determine the general circle of their preferences, but one can only list the objects that are cool at the moment. If hippies or punks, for example, can be described from the point of view of the idea they proclaim, or you can get by with a simple description of "hairy" or "in pins and with a mohawk", then for hipsters the former is impossible, so the question of who hipsters are is often answered "Well, they are like that, in skinny, with an ipod, in a hoodie, they still go to Solyanka." The matter is further complicated by the fact that hipsters do not produce any of their own culture, but only consume, choosing from the general stream what fits the definition of "cool" and falls out of the sphere of interests of the majority. Surely among your acquaintances there was a person who appeared with bulging eyes, shaking some new record, - "This is cool music, no one listens to it at all except me!". This is an imitation of a counterculture, in principle completely harmless.

An amazing paradox is that American and Russian hipsters have in common only a love for skinny and a desire to be different. But the American hipster is passive in this sense - he simply ignores the establishment and the values ​​and ideas imposed by society on the so-called success. He is poor, drinks cheap Pabst beer, wears penny American Aparel T-shirts because they don’t have any inscriptions and it’s not "Brand", works as a waiter with Starbucks or a salesman in a small vinyl store, rents an apartment in Williamsburg with friends, smokes American Spirit cigarettes, often an eternal student, prefers a bicycle to all means of transport. He listens to indie music on vinyl, watches independent films, hangs out in small clubs and until old age is in search of himself - he writes a novel that will never come out, shoots an indistinct documentary, takes pictures of anything. A harmless, albeit disorderly creature.

The Russian, and especially the Moscow hipster, is a completely different calico. Domestic hipsterism has hatched from our wild glamor, having inherited everything that is possible from it - loyalty to brands, show-off and prosperity. Our people, relatively speaking, take a taxi to the bakery. The Moscow hipster is quite wealthy, works in glossy or at some clubs, buys Apple products, keeps a bicycle exclusively for show-off and this is an expensive bicycle, only H&M and the already mentioned AA are recognized from cheap brands, which is sold in boutiques in Moscow for indecent for such cheap brand money. He wears $ 300 sneakers and has a gym membership. He loves to live richly, loves to travel, prefers comfort, follows sales in boutiques of "exclusive brands" and is extremely attached to the get-together, unlike his American counterpart. In addition, he is still arrogant and aggressive. It is curious that a whole class of politicized hipsters has emerged in Moscow, who, with the same lack of position, quite actively manifest themselves in senseless actions.

If the American hipster is an unproductive bohemia, then ours is just an office middle class, but with pretensions. In fact, this is the same glamor who, in the era of exuberant glamor, had to lag behind, since there was not enough money to maintain the status. Now, poverty is in some way in vogue, so with all the same introductory notes, he can declare that he is not behind the echelon glamor, but a fashionable pepper, and he does not ride a Bentley, because it is not cool, and he is so brave, what can mix Marnie's jacket and H&M trousers in one look. And yes, he valiantly rolls up his jeans.

Actually, "hipster" (hipster, hip - cool, -ster - a dismissive ending in English, like the Russian -ets in the word Ivanets) came from the late 40s and in its historical meaning was a somewhat dismissive designation of white youth trying to copy the lifestyle bebop musicians (usually black) in everything except, in fact, music. A sort of jazz poseur. At the same time, the actual "abusive" word "hipster" was in the speech of young beatniks who also liked to listen to bebop, smoke grass and dance, but, as they say, did not bother. In their understanding, a "hipster" is a frequenter of jazz bars who has gone and descended on drugs, unwashed and creepy even by the standards of the beatniks themselves.

The word stuck and over time, with the replacement of the scornful by the diminutive ending, turned into "hippie" (hippie), already denoting the counter-cultural children of the beatniks, and not their thrashing older brothers.

The word got out of oblivion during the period of the "death of subcultures", in the 2000s, when they began to call them people who deliberately avoided the "mainstream". As a subculture, modern hipsters have grown out of a fickle alternative rock scene that constantly spawns some amazing guys - indie kids, grunge, emo. The modern hipster absorbs all of this and much more - from ethno to experimental hip-hop and jazz. In fact, this is not even a subculture. A hipster is a person who follows an alternative fashion, but, unlike representatives of counter-culture, hipsters do not deny and do not fight the masses. They just have their own fashion, their own trends and their own interests, as well as in the "big" get-together shared by all members, to one degree or another. Moreover, this "alternative", hipster fashion is so influential that for 10 years it has had a greater impact on the mass market and the music industry than "high fashion" and "pop culture". These pop singers began to add folk elements and recitals to their videos, and it was not hipsters who were carried away by the suddenly popular country music.

Ironically, the very identification of oneself as a subculture contradicts "hipsterism" as such. Thus, the most insulting statement for a hipster is "you are a hipster", and from another hipster. Fortunately, in any get-together, especially such a huge and sufficiently developed, consisting, as a rule, of educated and intellectual people (well, or aspiring to seem so), most of such statements are ironic or even self-ironic.

The masses, as usual, grabbed what was left after the party of "hipstores", and, almost like Pelevin's in "S.N.U.F.F", took the word as a curse, without delving into its meaning.

As a result, in the mouth of a hipster, the phrase "yes there are some hipsters" can mean, depending on the size of the brain:

a) This is a great party, th.

b) There they almost broke my nose last time.

And in the mouth of a sullen, hungover man in the street, something like:

"Yes, some Hohenzollerns and wrinkled kolomna have gathered and shout their Basurman songs."

P.S. I here recently inadvertently watched the wild anger of a couple of typical representatives of "matured" shit who pecked at a guy who joked about the fact that Yegor Letov was supposedly a hipster.

It was like that. To paraphrase it, "the most real hipster, which is not enough": listened to Joy Division, wore Converse, watched arthouse and was in the subject. For this, we, hipsters, love him.

The company claims that these unusual accessories, which cost £ 5 ($ 7.80) per box, are literally swept off the shelves on Christmas Eve. Orders for them come even from the inhabitants of Australia.

One Gray London employee stated: “Beard Baubles are especially popular with British beard decorations. The sales of the product are much higher than we expected. We receive orders from Australia, America, New Zealand, Germany and France. "

All proceeds from the sale of "Beard Baubles" go to charity to help people suffering from melanoma.

2. A hipster cafe that brings nostalgia to visitors

Do you miss the sweet breakfasts that you loved to eat as a child? Well, the London cafe "Cereal Killer" on Brick Lane gives you a unique opportunity to return to that wonderful time again and enjoy crispy cereals with milk "from childhood".

The owners of the "Cereal Killer" cafe are twin brothers from Belfast (a city in Northern Ireland), Alan and Gary Keely. They offer visitors to the establishment a wide choice - about 120 types of cereals (not to mention various additives and milk options). A delicious breakfast plate will cost you a little over three pounds ($ 5).

The interior of the cafe resembles the atmosphere of the 1980s-1990s. Here you can admire a collection of limited edition cereal boxes, enjoy pleasant music and read antique magazines.

3. A hipster beer maker brings the golden era of boxing into the 21st century

On November 20, 2014, the Schlitz Brewing Company (a favorite beer brand among hipsters) organized an extraordinary "evening of boxing, style and entertainment" at the Hollywood Athletic Club in Los Angeles.

Four sanctioned amateur fights in various weight categories took place in the atmosphere of the early and mid-20th century: swing, barber music, bartenders treating guests with Old fashioned cocktails, postcards, cigars and more. Visitors were also dressed in the fashion of the time: women in elaborate vintage dresses, men in elegant hats.

Each fight lasted three rounds. During the breaks, the guests were entertained by dancers.

4. New fashion trend "Lambsexualism"

The hipster subculture has given birth to a new fashion trend - "Lumbersexualism" (English lumbersexualism; lumberman - lumberjack). Lambsexuals are metrosexuals who wear jeans, a plaid flannel shirt, leather boots and have a thick beard.

Lambsexuals spend a lot of time and money perfecting their appearance and still want to look rougher, stronger and more masculine.

5. Revival of a strange fascination from the Victorian era

Taxidermy (the art of making stuffed animals) is a trend that is rapidly gaining momentum among contemporary artists, designers and ordinary people.

Why is the hobby that was popular during the Victorian era starting to revive now? According to Joe Shears, fashion designer and taxidermist, it fits perfectly with the "vintage" trend.

Today mostly women are fond of taxidermy. True, they do not create stuffed animals, but unusual fantasy creatures, for example, rats with wings.

Everyone can learn how to make stuffed animals by attending the appropriate courses.

6. A device that prevents your beard from getting wet when you drink beer or any other drink

Whisker Dam is as essential for hipsters as vinyl. It is "like an umbrella for your face." In other words, it is "a dam that keeps your mustache and beard from getting wet when you drink beer."

"Whisker Dam" was created by an American named Jeff. He claims that he made his invention using a sample of a 19th century device that performed the same function at that time. Jeff says the following about this: “The history of" Whisker Dam "is connected with gentlemen who have always strived to ensure that their mustache looks perfect even when they ate and drank. Beginning in the 1800s, they began to create various gadgets that helped protect their luxurious mustache from getting wet. "

7. Farming in cities

If you have always dreamed of raising chickens, but thought that it was impossible in an urban setting, then rejoice, because your prayers have been answered. Victory Chicken is a Brooklyn-based company that will help you fulfill your dream. She is supplying "city farms". The kit includes three chickens, a chicken coop to be installed on site, a two-month supply of feed and a Chickens 101 poultry management manual.

8. Ice, which costs one dollar per cube and is rumored to make your cocktail better

What's stored at 2 degrees and costs one dollar per cube in major cities around the world? Answer: artisanal ice (produced by a non-factory method), but, in fact, just frozen water.

Those who love cocktails should definitely use not ordinary ice, but artisanal ice when preparing them. First, it looks more aesthetically pleasing. Secondly, the cubes of artisanal ice have a higher density and size, therefore they melt more slowly and do not particularly thin the drink.

However, artisanal ice - more precisely, its creation - can be bad for the environment. The Clinebell (the machine that is used to form solid blocks of ice that later transforms into amazing statues) has to run continuously for over three days to produce the amount of ice a typical restaurant ice maker can produce in a day. The people who make artisanal ice put it packed in solid carbon dioxide and deliver it to customers in a van.

There are about 20 artisanal ice producers in the United States of America. Some even manage to do it at home.

9. Nonprofit Organization That Helps Needy Hipsters

Goodwill Industries is a non-profit organization that has helped those in need since 1902. It provides people with disabilities with a chance to get a profession, find a job, and so on. The clothing and household items that people donate to Goodwill Industries can be purchased from the organization's 2,600 retail stores and online.

Goodwill Industries is currently expanding and experimenting with alternative stores, one of which is a hipster-only retail boutique. The first such boutique was opened in Anaheim, California in December 2014.

Various hats, sneakers or boots are sold here. Before buying, visitors to the boutique can choose and listen to any vinyl record they like or read a book, comfortably perched on an armchair or sofa.

Goodwill Industries also sells used clothing and furniture in its new 440 square meter boutique. True, here she is of only one style. However, this did not in any way affect the goal that the organization set for itself at the very beginning of its existence. As Frank Talarico Jr., President and CEO of Goodwill of Orange County, explained: “Visitors will be able to find one-of-a-kind products with us that are not found anywhere else. All proceeds from the sale of goods go to charity. "

10. Conservative hipster culture expert

The beer market in Russia has been falling for many years. However, co-owners of Oasis Beverages Evgeny Kashper and Alexander Lifshits managed to build a growing business in the stagnating industry. In a difficult 2014, the partners began international expansion.

Beer collapse

When Alexander Lifshits and Evgeny Kashper invested the proceeds from the sale of Ivan Taranov's Breweries into the Moscow Brewing Company (MPK) and in 2008 built a plant in Mytishchi near Moscow, it was not difficult to find reasons for skepticism. The beer industry was already controlled by a big four international producers: Baltika (Carlsberg), SUN InBev, Heineken and Efes. Beer consumption did not grow, the crisis was raging in Russia, and for some reason entrepreneurs built a modern brewery from scratch.

Beer production in Russia has been steadily declining since then. If at the end of 2008 the annual decline was 0.6%, then in 2013 it was more than 8%. In total, since 2008, the beer market in Russia has shrunk by more than 25%, while the producers' profits have decreased by more than 40%.

The reasons for the protracted peak were market saturation, restrictions on advertising and sale of beer, as well as a constant increase in excise taxes. From 2009 to 2014, excise taxes on beer increased six times - from 3 rubles. up to 18 rubles for 1 liter.

In recent years, about ten breweries have been closed in Russia. For example, the InBev company (brands "Klinskoe", Bud and others) has already closed five enterprises over the past six years. This year, Turkish Efes closed factories in Moscow and Rostov-on-Don. And Baltika temporarily suspended the work of breweries in Chelyabinsk and Krasnoyarsk.

The outgoing year will be very difficult for brewers. According to forecasts, the market may fall by another 8-9%. Recently, some multinational beer companies reported their results of work in Russia in the third quarter of 2014. For example, Heineken reduced its sales in Russia by 5%. Compared to other players, IPC is doing well. According to the results of 2013, the sales volumes of MBC grew by 15%, this year the volume of beer production will increase by 3-4%. According to calculations, the brewery will produce about 2.9 million hectoliters of beer. Including a new brand - "Trekhgornoye", which was launched in October this year. Now MBK holds about 3.5% of the Russian beer market and 12% in the key Moscow region. What makes the IPC strategy different from the market leaders who are losing customers?

At home among strangers

Kashper and Lifshitz initially positioned the IPC as a niche manufacturer. “We do not want to bottle mass beer. We will produce several varieties, but not in the quantities that are of interest to global concerns,” said SF Lifshitz at the opening of the plant. In order not to compete directly with the leaders, he relied on consumers who like to experiment and buy new brands of beer all the time.

Three or four federal beer brands form the basis of the portfolio of large producers. Today the beer portfolio of MPK includes about 20 brands (including products under license and import). The main brands are Zhiguli Barnoe beer, the production of which began in 2009, and Khamovniki.

Every year IPC releases something new. “We have such unexpected brands as, for example, 'Shaggy Bumblebee' - ale in a non-standard liter bottle, - says Igor Dementyev, General Director of the MPK. actively move towards small original brands. " Kashper transfers many ideas from the Western market to the domestic one. Recently, he has repeatedly spoken about the growing popularity of craft beers among consumers. This trend is observed both in the United States, where Kashper spent most of his life, and in Russia.

Since the launch of production in Mytishchi, the company has tried not to spend money on direct advertising, but has been promoting beer through BTL-actions. For example, the first Russian MPK manufacturer began to conduct free excursions to the plant. For four years, about 80 thousand people have visited the enterprise. After an hour tour, a beer tasting is provided. It is planned that in the near future the plant will be able to receive up to 60-70 thousand people annually.

This year, IPC was one of the first to take advantage of the lifting of the ban on beer advertising at sports venues. In October, the company signed a contract with the Spartak-Moscow football club. For four years, the IPC will become the official partner of the team. The contract amount is about RUB 150 million.

"The restrictions on TV advertising did not affect us much: we practically did not use this channel. The ban on selling beer in tents did not affect us very much either: we were more present in traditional retail," explains Dementyev.

Despite the recession in the Russian economy, Kashper and Livshits intend to double the plant's capacity to 7 million hectoliters per year within two years. In the spring of 2015, the company will start commissioning a new brewhouse. The Mytishchi plant will become the second largest enterprise in Russia after Baltika.

However, the matter will not be limited to Russia. In the fall of 2014, Evgeny Kashper agreed to acquire a controlling stake in the American company Pabst. It produces the iconic Pabst Blue Ribbon beer among hipsters and holds 3% of the American market. Kashper told Kommersant that he will have full control over the company. The amount of the deal was not disclosed. But, according to sources from The Wall Street Journal, the cost of the company is $ 700-750 million. It is possible that in the future the Pabst brands will appear in Russia as well.

The onset of babies

The largest brewing companies are gradually losing their positions in the market. Several years ago, their combined share reached 90%. Today the "big four" accounts for a little more than 77% of all beer produced in Russia. At the same time, small independent producers are increasing their production volumes - they are helped by the fashion for "live" beer. The country is flooded with small beer shops where drinks are sold on tap.