Craft distillers who keep up with cocktail trends are in a better position to know which products have the best chance of succeeding. Those trends might involve specific flavors, types of spirit, ABV levels, or even nonalcoholic (NA) options—and by staying informed, distillers can tailor their offerings to remain competitive, relevant, and attractive to drinkers.
At the start of 2024, many writers and bar professionals predicted that the year’s cocktail trends would be distinctly different from those of the past. They based those predictions on significant shifts in consumer behavior, demands, and spending habits on beverage alcohol. So far, those predictions have been accurate, and I expect they’ll remain relevant in the months to come.
If we can understand those shifts and why they’re happening, we’ll be in a better position to understand how they could potentially transform the industry’s future. The beverage alcohol industry closely monitors Gen Z, with good reason. If we consider the usual parameters—birth years from around 1997 to 2012—then we’re roughly at the halfway point of that cohort turning 21. They’re a crucial demographic for future cocktail trends.
There’s no shortage of research aiming to assess their interests. Given their focus on social and environmental causes, authenticity, inclusivity, and a desire to understand the values behind the brands they support, there’s a significant question about how Gen Z’s habits will affect the spirits industry. However, they’re not the only force behind shifting trends.
Here are some other trends to watch in the year to come.
Craft distillers who keep up with cocktail trends are in a better position to know which products have the best chance of succeeding. Those trends might involve specific flavors, types of spirit, ABV levels, or even nonalcoholic (NA) options—and by staying informed, distillers can tailor their offerings to remain competitive, relevant, and attractive to drinkers.
At the start of 2024, many writers and bar professionals predicted that the year’s cocktail trends would be distinctly different from those of the past. They based those predictions on significant shifts in consumer behavior, demands, and spending habits on beverage alcohol. So far, those predictions have been accurate, and I expect they’ll remain relevant in the months to come.
If we can understand those shifts and why they’re happening, we’ll be in a better position to understand how they could potentially transform the industry’s future. The beverage alcohol industry closely monitors Gen Z, with good reason. If we consider the usual parameters—birth years from around 1997 to 2012—then we’re roughly at the halfway point of that cohort turning 21. They’re a crucial demographic for future cocktail trends.
There’s no shortage of research aiming to assess their interests. Given their focus on social and environmental causes, authenticity, inclusivity, and a desire to understand the values behind the brands they support, there’s a significant question about how Gen Z’s habits will affect the spirits industry. However, they’re not the only force behind shifting trends.
Here are some other trends to watch in the year to come.
[PAYWALL]
Light Is Strong
One thing I hear often—including when talking to other bar pros before writing this article—is that low-ABV cocktails should be the real disruptor in the upcoming years.
Consumers consider lower-ABV spirits and cocktails to be healthier—even if it’s not always true—and that belief is driving a change in consumer habits. These products appear to provide financial benefits to consumers (lower price) and bar professionals (lower cost) while aligning with moderation and broader health trends. Low-ABV spirits also offer opportunities for more nuanced flavors, which can help mixologists create more balanced cocktail profiles. The interest in controlling costs while maintaining excellence is driving demand for affordable, high-quality, lower-ABV drinks.
Aperitivo
Also with an eye toward reduced spending, more American drinking establishments have adopted the “aperitivo hour” in the past few years.
Some European cultures have woven this practice into their social fabric. It involves having a few drinks of bittersweet liqueurs, either alone or in cocktails such as the Aperol spritz. These are liqueurs that can open the palate and stimulate the appetite; many also believe they can aid in digestion.
The idea is to meet with friends after work and have a few aperitivi, light drinks, and small plates before dinner. These drinks and the price point are low in alcohol and cost, making this practice attractive to Americans. Aperitivo hour differs from the traditional happy hour, which might feature deals on standard drinks and appetizers. But three drinks at aperitivo hour are likely to have less alcohol than three standard drinks, and that has growing appeal.
The Spritz
I mentioned the Aperol spritz. Most professionals agree that the spritz—in all its fizzy forms—is still in its moment and likely here to stay.
Typically a low-ABV, wine-based cocktail, a spritz also can feature bittersweet liqueurs. Given its lighter strength, the spritz is an excellent brunch cocktail. You’ve got a hit on your hands when you can build a menu with cross-utilization—meaning that a specific liqueur or low-ABV spirit works great on the aperitivo menu, as a popular cocktail on the main menu, and on the brunch menu.
The Buzz
Coffee is another ingredient still enjoying its moment in the world of cocktails. The consensus appears to be that more distilleries could focus on creating interesting coffee-based liqueurs and products meant for cocktails. Espresso martinis continue to dominate and even gain popularity among younger drinkers—but there is another cocktail making waves across the country, and that is the carajillo.
The carajillo comes to us from Spain via Mexico City, and it serves as an excellent lesson in building a simple, two-ingredient cocktail that delivers flavor and interest. It’s typically made with espresso and Licor 43—a Spanish liqueur made with vanilla and a medley of fruits, herbs, and spices. An addition of vodka can boost carajillo into a full-strength cocktail.
In its original form, the carajillo is suitable either before or after dinner because it can be made with decaffeinated espresso. It’s also popular on brunch cocktail menus, demonstrating its versatility, and it’s convenient to make behind the bar—it requires only two touches and doesn’t need to be shaken. Plus: Licor 43 is a staple for many mixologists, who appreciate its citrus and botanical flavors for various bar applications.
Meanwhile, the white Russian is trending again (or still). Made with vodka, coffee liqueur, and cream, it regained popularity in the late ’90s and early ’00s with the success of the movie The Big Lebowski. The black Russian—the same cocktail without the cream—also got popular again around the same time. Some say the white Russian never went away, and others say it made a resurgence, but this much is clear: Coffee cocktails are apparently here to stay.
Chartreuse
Mixologists love well-crafted bar staples. Chartreuse is a great example. Will Chartreuse ever go out of fashion? Not anytime soon. At today’s bars, you might find cocktails made with a homemade Chartreuse-like liqueur—possibly because of the lack of consistent availability or because the price can make it impossible to add to the menu. Either way, there’s strong demand for a well-made, herbal, honey-based liqueur with a traditional, Chartreuse-like profile. Someone stands to make a killing by creating that alternative.
TikToktails and Productive Connections
The influence of younger drinkers on the market is evident with the rising popularity of TikTok-driven cocktails. A notable example is the batanga, created by the late Javier Delgado Corona at his bar La Capilla, in Tequila, Mexico.
The batanga first made its mark on the cocktail scene in the 1960s. While it’s been a popular choice among tourists visiting Tequila, it didn’t gain wider popularity until social-media influencers started showcasing it, leading to the creation of #BatangaWeek on TikTok. Similar to a Cuba libre, it includes tequila in place of rum, fresh lime juice, and Mexican Coca-Cola, with the key difference of a salted rim.
Besides having a good story, the batanga is part of the trend toward easy-to-make, uncomplicated cocktails with great flavor. It also made a comeback at the right time, as agave spirits are gaining popularity; some predict they’ll come to dominate the brown-spirits category in the United States.
Today, more people are comfortable making cocktails at home compared to 10 or 20 years ago, and social-media sites are an increasingly popular way for people to discover new spirits, cocktails, and trends. Saeed House, a mixologist and influencer based in Los Angeles, runs popular social-media accounts known as Cocktails by Hawk—he has more than 200,000 followers on TikTok and 66,000 on Instagram. Saeed House uses his social-media presence to educate and influence others in the industry across the country. (By the way, he lists the batanga as No. 3 on his go-to cocktail list.)
Cocktails by Hawk is a great example of how social media can offer a window into where drink trends are headed and into what’s happening in other parts of the country or the world.
When I talk to spirits and cocktail influencers—to better understand their relationships with distillers—they often express a desire to have stronger connection with the people who produce the products. They often feel overwhelmed by visits from distributors and sales reps, but they are interested in learning about high-quality products and in meeting smaller distillers eager to collaborate with mixologists on new and exciting products. For craft distillers, connecting with influencers and bar professionals via social media appears to be a promising way to establish meaningful connections.
Umami
Americans appear to be moving away from overly sweet cocktails, showing a preference for sour, bitter, balanced, and savory flavors. Thus, there’s a growing trend toward savory cocktails, which have been gaining attention in the spirits press since 2022. For example, some cocktails now feature ingredients such as mushrooms—consider the mushroom dirty martini, which includes mushroom brine, dried mushrooms, and black garlic salt, or other cocktails that include mushroom dashi sugar.
Many mixologists report positive feedback for savory cocktails, but there aren’t many ready-made options available to help them craft these cocktails.
While the mainstream may not have fully embraced this trend yet, many bar professionals are talking about the concept of umami.
NA Is Applicable
NA cocktails are a growing category, and that growth is long overdue. Many bar professionals see a need for better-made, more affordably priced products in this category.
While NA spirits are unnecessary for crafting great NA cocktails, they can certainly help improve texture and, sometimes, flavor. Successful mixologists who craft their own ingredients use the best materials available to ensure excellent flavor and texture. NA spirits need to deliver better flavor at a price that allows mixologists to craft even better NA cocktails without spending too much.
Also: Don’t assume that the demand for NA cocktails is coming only from nondrinkers. In reality, some of that demand is coming from alcohol drinkers, too. NA cocktails are an excellent choice for those who want to socialize and enjoy a delicious cocktail while seeking an alternative to sodas or caffeinated drinks.
Connect, and Be Curious
Broadly, it’s a great time for distillers to forge stronger connections with cocktail creators and bar professionals. By leveraging tools such as social media, email newsletters, and direct-to-consumer shipping, independent distillers can track the wants and needs of bar professionals—and, ultimately, the tastes of consumers looking for a great drink.
