It is an aesthetic concern, the latter a matter of culinary taste. Shaking a drink is quite violent, and necessarily introduces air bubbles into the mix. This results in a cloudy appearance and a somewhat different texture on the tongue when compared to a stirred drink. However, when any of the ingredients are opaque (such as citrus juices, dairy, or eggs), aesthetically-pleasing clarity and texture are not as much of an issue. Furthermore, studies have shown that, while techniques and type of ice used to play a role in the final effect of chilling and diluting a drink, both shaking and stirring result in chilling the drink with equal effectiveness; stirring merely takes longer. In essence, then, James Bond doesn't seem to care that his martini will be ugly upon presentation, or he might prefer the "shaken" version for its texture, or for the fact that he will receive his drink slightly earlier because shaking chills a liquid faster.
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