The rise of tinned fish shows no sign of slowing down. Once confined to cupboard staples, premium conservas have become one of the most talked-about food trends of the moment, championed by chefs, home entertainers and social media creators alike. Now, Isle of Wight distillery Mermaid is taking the trend in an unexpected direction – straight into the cocktail glass.
Enter the Dirty Sartini, a bold reinterpretation of the classic martini that brings together the worlds of premium tinned seafood and coastal-inspired mixology. Created in collaboration with chef and tinned fish enthusiast Gizzi Erskine and cocktail specialist Joe Brayford, the serve taps into the growing appetite for savoury, saline flavours.
At its core, the Dirty Sartini is designed to reflect the essence of the sea. Mermaid Gin’s citrus-forward, botanical profile is layered with French dry vermouth and preserved lemon brine, while a fat-wash using sardine oil introduces a silky texture and subtle umami depth. The cocktail is finished with a sardine-stuffed Gilda garnish, delivering a striking visual and flavour-led nod to the conservas trend.
The launch comes as interest in tinned fish continues to surge. Google searches for “tinned fish” have risen by 20% in the past month alone, while retail demand has climbed by nearly 18% over the past two years. On social media, creators reviewing and ranking conservas are drawing millions of views, fuelling consumer curiosity around pairings, provenance and presentation.
Central to the concept is “merroir” – the maritime counterpart to terroir – which explores how coastal environments shape flavour. The Dirty Sartini leans into this idea, combining ingredients that evoke the sea to create a martini that is both contemporary and rooted in place.
Gizzi Erskine commented: “Tinned fish has become one of those trends that seems to be absolutely everywhere online right now. It’s arguably one of the biggest food trends of 2026, dominating social feeds and influencing the way people think about eating, entertaining and flavour.
“The Dirty Sartini feels like a natural extension of that conversation. Mermaid Gin already has a strong connection to the coast, which brings a real sense of place to the drink. What I love is that it captures so many of the flavours people are gravitating towards right now – savoury, salty and fresh – while still feeling elegant, modern and easy to recreate at home.”
The cocktail also reflects wider shifts in UK drinking habits. Research from Mermaid suggests that 21% of Brits are keen to explore savoury and salty cocktails, while 62% are drawn to drinks inspired by the outdoors. Meanwhile, a quarter of consumers say they would be open to cocktails featuring coastal ingredients such as seaweed, rock samphire and wild herbs.
Joe Brayford added: “Consumers are increasingly looking for complexity, texture and a stronger connection to ingredients, rather than simply sweetness. There’s a growing fascination with ‘merroir’ – the influence of the coast on flavour.
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“That’s what inspired the Dirty Sartini. The crossover between martinis and tinned fish felt natural because both are experiences defined as much by texture as flavour. By building on those saline, oceanic notes, we’ve created a martini that feels contemporary while staying true to the simplicity and elegance of the classic serve.”
As savoury cocktails continue to gain traction and the conservas trend evolves beyond the plate, the Dirty Sartini offers a timely example of how food culture is reshaping what we drink – one tin at a time.
