One of the main features of a viral cocktail is provocation. When someone puts parmesan cheese in an espresso martini, as a man called Jordan Hughes recently did on TikTok, you have to wonder: is he just trying to make me angry?
Sometimes the online posters themselves don’t seem to know. In his viral espresso-martini-with-parmesan video, Hughes, a self-described “cocktail guy” who is also known as @highproofpreacher, claims a bartender friend told him to do it. “He could just be trolling me,” he says, “but we’re going to try it anyway.” This is another feature of the viral cocktail: never ask why.
