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Friday 25 March 2022

Hot mustard: Global cocktail trends might surprise you

If you get past jargon like Luxury Liberators, Digital Drinkers, Sustainability Seekers, The Sober-Curious there is a lot of interesting  info a new report into cocktail trends released by Bacardi.

The Bacardi Cocktail Trends Report highlights increased consumer demand for premium and canned cocktails, natural and NoLo ingredients, and citrus and spicy flavours, including hot mustard. we might all end up drinking Bacardi Pomegranate mojitos (above).   

·      The top trend is Luxury Libations, as consumers seek high-quality drinking experiences. This looks set to drive another wave of premiumisation across spirits categories, including RTD and pre-mixed offerings. Some  50% of bartenders worldwide reported their customers are drinking more premium beverages. There is a focus on natural and sophisticatedly flavoured RTD options. 

·        Digital drinking will see consumers embrace technology to create cocktails at home. To help support the popularity of the home-premise and desire for experimentation amongst resident mixologists, Bacardi created Mix Lab, an app launched initially in the UK and US to provide more than 300 cocktail recipes to consumers making drinks at home, including classic serves and unique cocktails. 

·      Bacardi believes sustainability will be at the forefront of drinking habits this year, with more initiatives shaped by a focus on how spirits are made. Ethically sourced materials and businesses that support local communities will become increasingly important and a vast majority of people are willing to pay more for ethically sourced refreshments.  

·       Consumers are becoming more flexible in their approach to sobriety, and 2022 looks set to see an increase in low ABV and non-alcohol choices. 58% of consumers globally are drinking more non-alcoholic and low-ABV cocktails (NoLo) compared to a year ago. 

·      Drinkers are seeking cocktail experiences that deliver transformation, celebrate social connections, offer new experiences, and offer some sort of learning and personal growth. The report says than 40% of global consumers plan to spend more time going out to late-night bars, pubs, and restaurants. 

·    Citrus flavours are likely to remain in the limelight, driven forward by grapefruit and blood orange. A focus on spice from the food space is also impacting the world of cocktails with a rise in globally inspired flavours, such as tajin (increasing in use by 42% since 2020), furikake (+70%), and even hot mustard (+29%).

Those interested can check out the full report here:

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