Caviar has always been highly prized, but now, thanks to a new wave of younger buyers discovering the delicacy, it is enjoying a surge in popularity. Experts tell us more

Words: Selma Day

Caviar – like champagne – is seen as a symbol of luxury and sophistication, and thanks to an increasing demand for high-end products and awareness of caviar’s health benefits (it is rich in omega-3 fatty acids and vitamins A, B6, B12 and E, as well as essential minerals such as selenium and iron), demand is growing. According to Chris Mehmet, managing director of Caviar House UK City, which has a branch in Piccadilly, caviar is more popular than ever, particularly among younger customers.

“Over the past year, maybe two, we have certainly noticed at least a 15 per cent increase in younger individuals consuming caviar,” he says. “They are intrigued by the mystery and exclusivity surrounding caviar and by its unique flavour and texture.” David Vareille, general manager at Caviar Kaspia on Chesterfield Street, agrees. “Caviar is having a renaissance, thanks to a younger generation embracing indulgence with a healthy twist,” he says.

“This superfood of luxury is now gracing tables where grandparents and gen Zs are enjoying it together – a multigenerational delicacy that never goes out of style.” According to Farhad Sahel, who runs the Caviar Bar in Medici Courtyard, social media platforms such as Instagram and TikTok have also played a part in widening caviar’s appeal to a younger generation. “Posts featuring caviar dishes or caviar bumps [eating caviar directly from the back of the hand], which have gone viral, have sparked curiosity and demand,” he says.

Caviar bumps are all the rage and, according to the experts, this way of eating it enhances its pure, rich flavour. “The caviar bump is a modern invention, reportedly born in New York during a tasting about six years ago,” says Vareille. “When a host ran out of mother-of-pearl spoons [you can’t use metal as it reacts with the caviar and alters the flavour], someone turned to the back of their hand. It went viral, and voilà – a new tradition was born.” Sahel says a growing trend is to pair caviar bumps with comfort foods such as fried chicken or pasta. Serving it with cocktails or on DIY caviar boards is also popular. But the Caviar Bar offers it in the more classic way too, in sealed vacuum tins paired with blinis, baby potatoes, boiled eggs, crème fraîche, chives and gherkins.

Another way of enjoying caviar, according to Vareille – borrowed from the US and now being  seen here – is pairing caviar with crisps instead of the traditional blini.“In fact, our caviar supplier has created custom caviar crisps, and I must admit, it’s now my personal favourite way to indulge,” he says. At Caviar House, a lot of time goes into analysing market trends and, while caviar bumps are having a moment, Mehmet says there is a move back to “basic, grassroots caviar consumption – wholesome caviar experiences with a large tin of your favourite caviar, served with blinis, toasted bread, egg whites, crème fraîche and perhaps a hint of chives or onion”.

 
At its Piccadilly restaurant, Caviar House runs masterclasses for those wanting to learn more about the product. Its caviar is produced in France and there’s also a finest selection range, sourced from producers all over the world. Caviar Kaspia sources its caviar from carefully selected farms across Europe. “We offer a wide selection, from the coveted golden Almas [from albino sturgeon] to the universally celebrated Beluga,” says Vareille. “To help our guests navigate the world of caviar, we launched masterclasses last year, making the luxury approachable and fun.”

The Caviar Bar’s caviar comes from accredited breeding facilities and farms in Europe and China. Its bestsellers are Royal Beluga and Oscietra, while Imperial and Royal Baerii are also popular. To cater to diverse tastes, it offers a caviar tasting experience, allowing customers to sample four of its most popular caviars (10g of each, served with blinis, boiled eggs, baby potatoes, crème fraîche and gherkins) for £99. So what is the best drink to accompany caviar? “While vodka is the classic choice, its pairing was historically more about culture and practicality,” says Vareille. “Wild caviar, now thankfully illegal, often had a muddy aftertaste that vodka’s sharpness masked.

Farmed caviar, however, opens up a world of pairing options – champagne and dry white wines are my personal favourites.” While champagne and vodka are the classic drinks to accompany caviar, Sahel agrees that dry white wines such as chablis or sancerre, as well as gin-based cocktails like martinis, also work beautifully,  “offering refreshing contrasts”. For Mehmet, it’s traditional all the way. “Who doesn’t want a beautiful crisp glass of champagne with their favourite caviar? Alternatively, a popular request at Caviar House is a chilled shot of Beluga vodka to sip alongside your caviar.”