Cocktail Trends 2022 (Infographic) | Modern restaurant management


Bacardi Limited has released its third Bacardi Cocktail Trends Report, examining the key trends impacting the cocktail business in 2022. The report is created in collaboration with The Future Laboratory (TFL) and draws on research conducted by Bacardi and outside to uncover the underlying currents that are transforming everything from desired drinks to flavor expectations and soaking up occasions to ethical action and ways to create cocktails.

“As 2022 brings a new perspective, people come together with a strong desire to ‘make the moments count’. At Bacardi, we’re driven by that goal – with a family of premium spirits brands that are uniquely positioned to evoke emotions, catalyze experiences and play a vital role in bonding, encouraging celebration. and exploration, ”said Tony Latham, vice president and chief financial officer at Bacardi. “What the world needs today is not a return to a ‘new normal’, and rather we will play our part in creating the extraordinary news.”

Here are the macro-trends defining how, what, where and why consumers are sipping spirits in 2022:

luxury libations. Demanding attitudes are emerging among new connoisseurs of alcohol, who seek high-quality drinking experiences, leading to a new wave of premiumization in all categories of spirits, including the canned format of premium prepared cocktails. With 50% of bartenders globally saying their customers drink more premium drinks, this represents a change in bartender behavior since the start of the pandemic.

Bartenders and consumers alike are showing enthusiasm for tequila, bourbon, and cognac, where category premiumization, exclusivity, and the artisanal nature of alcohol arouse intrigue and desire. Demand for tequila is driven by the shift in the way it is viewed – from a party spirit to sophisticated sipping set, and the mixability of the spirit that has made it a base for popular cocktails, such as the old-fashioned margarita, negroni and paloma.

Digital drink. Cocktail enthusiasts continue to harness technology to master home mixology from the comfort of their own homes while having spirits delivered right to their doorstep. Much of the current growth in e-commerce is being driven by the United States, with more than 65% of consumers in the country using an online service to purchase alcohol.

In search of sustainability. The coming year will see consumers demand innovative, ethical and long-term solutions that deliver real social change. With the growing importance of businesses that empower communities and fuel localism, hyper-local delivery will become mainstream as consumers seek to balance their desire for convenience with a quest for sustainable solutions.

Sustainability remains a major concern of consumers around the world. But while recyclability and zero waste cocktails have been the focus of sustainable action this year, 2022 will see more initiatives focused on spirits manufacturing, with a large majority of people now willing to pay more for refreshments. regenerants of ethical origin.

Consumption reconsidered. People are exploring flexible new approaches to sobriety while favoring unique cocktails and spirits when deciding to drink. There is an increase in the number of sober and curious consumers happy to switch between sober nights and drinking opportunities, with 58% of consumers worldwide drinking more non-alcoholic and low ABV (NoLo) cocktails than they do. ‘one year ago.

A conscious attitude is influencing a shift towards natural selections in 2022 with a third of people in the US and half in the UK seeing natural ingredients as a factor in their cocktail choices, a trend starting to influence how consumers are immersing themselves in emerging markets. .

Transformation time. Around the world, a multitude of pent-up demands for social interactions will inspire people to seek cocktail experiences that offer transformation, celebrate the power of social connections, embrace new experiences, and strive to learn and grow. personally. As these consumers return to bars, they expect to be in awe of the cocktail experience, as many enter 2022 with a sense of care in making every moment more meaningful.

In an industry first report, CGA’s On Premise Cocktails provides insight into the dynamics of the cocktails category. He reveals that the most popular cocktail across the states in terms of value speed is the Margarita, followed by the Moscow Mule and the Martini.

This proprietary new research provides vendors and operators with sales-driven insights to shape their cocktail offering, create unique sales stories, and support national accounts conversations. One in four consumers (26%) said they drink cocktails when visiting On Premise, and the average price for a cocktail is $ 11, with an average check value of $ 75. This highlights a huge opportunity to capture this already engaged audience and attract new customers with branding, programming and activation initiatives.

The report also reveals that over a 12-week period, cocktails earned the average point of sale $ 9,570 and more than half of the total value of cocktails came from early evening sales, with the average point of sale earning 5,269. $ during this period. This demonstrates the considerable value of cocktails as a key category for spirits suppliers, accounting for a significant portion of spirits sales.

Providing onsite teams with a snapshot of the cocktail category landscape, the report also confirms which top 30 cocktails have the highest speed, when and where consumers drink them, at what price, and where the opportunities lie for your customers. brands. this space.

“This initial five-year cocktail sales tracking and reporting offering is essential for suppliers and operators looking to measure and understand the size of the cocktail category price, how that translates into opportunities to brand and helps drive sales. to ensure maximum performance, ”said Matthew Crompton, Director of Client Solutions, CGA-Americas. “Unlocking this level of knowledge by region, type of outlet and part of the day is necessary for companies to come up with a truly effective, data-driven cocktail strategy. ”


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