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Pickle Juice: The Next Big Drink Trend?
30 Jun
Summary
- Pickle juice is surging in popularity, boosted by social media and athletes.
- The Pickle House is the first to be stocked by a major UK supermarket.
- Athletes use pickle juice for muscle cramps, a reflex that stops them.
Florence Cherruault's epiphany in a New York bar, involving a shot of whisky with pickle brine, has propelled her company, The Pickle House, to become the first pickle juice provider stocked by a major UK supermarket. The brine's popularity has surged, fueled by social media trends, celebrity endorsements, and athletes citing its health benefits.
Initially producing bottles from her London flat in 2014, Ms. Cherruault went full-time into pickle production in 2019, infusing the brine for 12 weeks with various botanicals. The business received an unexpected boost when tennis player Carlos Alcaraz used pickle juice to overcome muscle cramps during a 2004 French Open match. This led to increased demand for the brine for both athletic and nighttime cramps.
The Pickle House now supplies brine for cocktails at numerous high-profile London establishments. Beginning July 12, its pickle juice will be available in 192 Waitrose stores, a significant achievement after a long period of pushing for wider distribution. Waitrose has noted an 83% increase in pickle searches, indicating a growing customer interest in tangy and sour flavors.
Separately, soft drinks brand Yew is launching a sparkling pickle water, anticipating a "pickle summer" in Britain. Yew Pickle will be available in Planet Organic stores from July 1 and Ocado from August. This trend has already seen success in the United States, with celebrity endorsements like Dua Lipa's viral pickle juice drink recipe further popularizing the concept.
