BACARDI 2020 COCKTAIL TRENDS REPORT - Presented by the Bacardi Cultural Insights Network - Mercurio Drinks
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BACARDI 2020 COCKTAIL TRENDS REPORT Presented by the Bacardi Cultural Insights Network.
The Bacardi 2020 Cocktail Trends Report is a curation of trends based on research with brand ambassadors, the trade and multiple third-party research experts. We have identified a set of new and evolving trends that we see as a reflection of what’s creating excitement this year for bartenders and consumers.
NO/LOW IS GAINING TRACTION GLOBAL
More and more people are choosing to enjoy amaros, sherries and vermouths. Vermouth
a lighter drink for many reasons including cocktails are emerging amongst the Top 5 LOW-ABV ARE THE MOST
lowering calories, trying something different cocktails and consumers are demanding
and a growing focus on mindful drinking. flavorful alternatives to continue socializing. ENGAGING COCKTAILS
This doesn’t mean people are willing to
sacrifice on flavor or experience. Low-ABV
We are seeing excitement by bartenders
around drinks involving low-ABV colorful
TO INFLUENTIAL
offerings are growing in sophistication and
are seen as additions to a bar rather than a
vermouths like MARTINI® Fiero that provide
the ability to make a colorful, flavorful, and all
BARTENDERS
replacement for full-strength cocktails. This natural Spritz.
trend goes hand-in-hand with the increased
interest in naturally low-ABV fortified wines,
8% 42% 55%
expected CAGR online searches with the of the bartenders in New York, LA
growth in low-alcohol word ‘mocktail’ are up and London believe the no-and
beverages market (Google Trends, 2019) low-alcohol trend will continue to
during 2017-2021 grow within the next 12 months
(Technavio, 2017) (Distill Ventures, 2019)
IN RUSSIA SPRITZES
ARE TRENDING (77%)
83% 20% 59% and are in second in Western
Europe (48%) after general
low-ABV cocktails (50%)
of bartenders cite that on-premise consumers claim bartenders interested in bitter
Low-alcohol drinks are hot to typically consume NoLo liqueurs globally
(Nielsen CGA On-Premise User Survey, offerings (Global Brand Ambassador Survey
Fall 2019) (Nielsen CGA On-Premise U.S. Survey, (GBAS), 2019)
Fall 2019)
CONSUMERS CONTINUE GLOBAL
TO DRINK BETTER
Premiumization remains to be one by the value-driven millennial
of the single largest market drivers consumer that wants to demonstrate
across most developed economies. their beliefs through inconspicuous
Across almost all product categories consumption. In contrast, the second
two strands exist that serve different driver, absolute luxury, is a marker of
purposes. The first, affordable luxury, exclusivity. It has transformed from
is driven by the rise in the middle overt displays of money to consumers
class. More consumers now have demonstrating knowledge, cultural
the disposable income to elevate capital, and exclusivity, which make
everyday moments. Despite political great stories. This strand embodies
uncertainty, consumer confidence is the true ‘rich person’ who still wants
rising and consumers are exploring to demonstrate wealth but through
new flavor profiles and categories. less tangible, ‘meaningful’ means.
The need for knowledge and In alcohol, it plays out in a stronger
transparency around how and what desire to try and buy goods that have
we consume has also driven the an interesting story, provenance,
rise in premiumization, motivated craft credentials, and clout.
5% 2.5% 47%
growth in overall luxury rise in sales of premium consumers already do or would
market in 2018 spirits and a fall in standard upgrade to a better-quality spirit
(Bain & Company Luxury Study, 2018) spirit sales of 1% in 2017 and mixer in the UK
(LWC Drinks UK, 2019) (CGA Mixed Drinks, Q1 2019)
GLOBAL
BARTENDERS SEE
ALLURE IN AGED RUM
Cross-category competition and consumers’
premium demands have pushed producers • Dark Rum (43%)
to create a more diverse, innovative rum
category. In the past five years, UK rum sales • Tequila (40%)
have grown 15% by volume and 32% by value
(according to the 2017 WSTA Spirits Report),
• Gin (37%)
and have now broken £1 billion ($1.3 billion). • Mezcal (29%)
Premium rum represents 15% of the total rum
sector, and the segment is continuing to grow. • Vermouth (21%)
Dark rum is the category that is premiumizing (GBAS, 2019)
the most.
43% 6TH 2ND
bartenders globally top spirit of top premiumizing
voted dark rum as the interest in the U.S. category in Russia
top spirit to premiumize (GBAS, 2019) (GBAS, 2019)
(GBAS, 2019)
NATURAL INGREDIENTS GLOBAL
ARE HERE TO STAY
With rising awareness about food and where demanding balanced, natural, fresh, and
it comes from, people are seeking the safety healthy ingredients. From earthy ginger to
of natural ingredients that they can recognize floral lavender to citrus grapefruit, brands are
(and pronounce). Heavily sweetened, celebrating these attributes and are helping
crazy-colored beverages are no longer a consumers feel like they are making the best
part of the daily routine and support for (and most natural) choice.
sugar taxes reflects how people are instead
62% 45% 58% 15.3%
of U.S. consumers berry is the top flavor profile zero-waste ingredients are the CAGR growth for
are seeking natural of consumers when drinking leading bartender interest in Europe’s organic wine
beverage options cocktails in the UK North America and the UK consumption between
(Beverage Industry, 2018) (CGA Mixed Drinks, Q1 2019) (GBAS, 2019) 2012-2017
(IWSR, 2019)
61% 18.5% 46%
of Britons would like to see a increase in organic spirits of millennials priority when it comes
greater range of soft drinks sales over last three years to food is nutrient density, no
targeted at adults, while serving (LCBO Statistics, 2018) artificial additives (40%),
more health-conscious lifestyles organic foods (39%), and plant
(CGA, 2019) based (37%)
(Sweet Earth Foods, 2019)
GLOBAL
EXOTIC INGREDIENTS
CONTINUE TO FASCINATE
We are living in a moment where our ingredients also provide this.
access to the global pantry seems Additionally, with the rise of flexitarians
to be forever increasing. In today’s and vegans, consumers are looking
connected world, it is easier than overseas for exotic, functional
ever to learn about other cultures and ingredients to excite their plant-based
their cuisines. Innovation has seen diets and meet nutritional goals. Exotic
brands take cues and ingredients ingredients allow the opportunity for
from other countries to excite the brands to connect with adventurous
consumers that are uninspired by consumers. They are curious about
the status quo. Consumers are exotic flavors, new food experiences,
looking to signify their wealth through and the unique story behind the
social capital. Exotic, exclusive product.
42% 58% 32%
say that exotic fruit of people like to experiment fresh fruit and berries cited
flavors are trending and try new and different as ingredients increasingly
(Sparks & Honey, 2018) spirit flavors appearing in cocktails
(CGA Mixed Drinks Report UK, 2019) (GBAS, 2019)
TOP INGREDIENTS
OR MIXERS OF INTEREST
Zero-Waste Ferments Coffee Flavored Herbs/
Ingredients (E.g. Kombucha/ Tonics Herbal
Kefir)
58% 51% 39% 35% 32%
Aromatic/ Local and Teas Coconut Flavored
Flavored Fresh Fruit/ Water Soda
Bitters Berries
32% 31% 29% 27% 25%
(GBAS, 2019)
WEUR
SAVORY COCKTAILS
ARE IN STYLE
The culinary cocktails trend borrows
methods and techniques from the kitchen
offer cocktails as individual courses.
This movement is also seeing bartenders
NAM
and champions fresh, seasonal, herbal, experiment with savory and exotic flavors
and savory ingredients. Advocating to match with tasting menus including
the farm-to-table movement, culinary harissa-infused mezcal and plantain-
cocktails offer a premium experience. infused scotch.
Some progressive bars are starting to
ASIA
91% 40% 68%
of bartenders are using of chefs see smoky of American Culinary
vegetables in their flavors influencing Federation members
cocktails menus in 2019 rated culinary cocktails
(Tales of the Cocktail, 2018) (Kimpton, 2018) as a “hot trend” in 2018
(National Restaurant
Association, 2018)
RISE OF THE GLOBAL
READY-TO-DRINK (RTD)
The rise of ready-to-drink (RTD) and ready-to- to go camping. Due to improved packaging,
serve (RTS) cocktails and the premiumization brands have transformed the canned
of them can be attributed to the overarching cocktail to be an upmarket option. There is also
demand for consistent and convenient well- movement into using glass and plastic bottles
crafted cocktails beyond the bar. Pre-mixed to create an even more sophisticated and
cocktails are moving away from artificial colors “instagramable” look. RTD options also open
and favoring premium ingredients to meet the opportunity for creative experiences such
demand for sophisticated on-the-go options to as kegs on tables and gas infusions.
take with them to festivals, to the beach and
26% 33%
increase in pre-mix cite convenience as top
can shoppers reason to buy RTD drinks
(Kantar UK, 2019) (Bacardi Global UK Shopper
Segmentation Study, 2018)
39% 26%
of bartenders are noticing increase of vodka soda &
more G&T (and twists) RTD/ flavors RTDs in North America
RTS products (GBAS, 2019)
(GBAS, 2019)HOME ENTERTAINMENT GLOBAL
CONTINUES TO DIVERSIFY
Today people want the luxury of both learn a new skill from a YouTube® video,
spontaneous intimate get-togethers as it has never been easier for consumers to
well as planned parties at home. With craft their own sophisticated cocktails in the
convenience, cost and time being major comfort of their own home and consumers
factors of consideration, home entertainment are looking for tools to do this. Home
is becoming an increasingly appealing option. entertainers want to create ceremony and
Advances in home-kits to cocktails machines spectacle through their dinner parties –
to AI-recommend cocktail recipes are further they want to impress their guests.
fostering this trend. In an era where you can
30% 14% 55%
of all cocktail consumption of Gen Z enjoy learning how to of American consumers
happens at home prepare new drinks prefer drinking at home
(Just Drinks, 2017) (Opinium Research & The Drum, 2019) (Mintel, 2018)
74% 13% 71%
of those who prefer drinking of consumers own a of UK shoppers state convenience is
at home do so because it is spirits measure more important now than 5 years ago
more relaxing (Waitrose, 2018) (Sun Branding Solutions, 2018)
(Mintel, 2018)WHERE PEOPLE DRINK WEUR
IS EVOLVING
Drinking occasions go way beyond the themselves and champion local
bar, restaurant and at home. #Foodfestival producers and hence distillery visits are
appears half a million times on Instagram® on the rise. Consumers want to get closer
and #Beerfestival appears a quarter of a million to a brands’ world so events like outdoor
times. Millennials and boomers alike are concerts, sporting events, and pop-ups
prioritizing experiences over material goods that make the consumer experience NAM
and food and drink festivals provide a the heart of the occasion and bring
destination. Consumers are keen to educate people together.
18% 100 70%
MILLION
of total craft spirit sales UK consumers spend of U.S. consumers prefer to
come from on-site sales on alcohol at festivals visit entertainment formats
at their distilleries each year over typical casual restaurants
(Craft Spirits Data Project, 2016) (CGA, 3019) (Technomic, 2019)
61% 1.9
MILLION
of U.S. consumers say that record-breaking visits to
visiting restaurants is a form of Scotch visitor centers in 2017
entertainment (Scotch Whisky Association, 2018)
(Technonmic, 2020)ATTENTION TURNS WEUR
TO TRANSPARENCY
Consumers are demanding and brands that can represent their lifestyle.
expecting brands to be transparent with In a world where you can find out where
their supply chain, production process a product comes from in a simple
and backstory. Boomers and Gen Xers online search, brands cannot hide from
want ingredient lists and nutritional
information, and millennials want this
unethical practices and need to make this
information really clear to build consumer
NAM
as well as allergy, animal welfare, fair trust. Blockchain and digital labels now
trade and labor practices information. have the power to details the entire
Millennials are looking for authentic farm-to-bar process in seconds.
75% 76% 9/10 LAC
would switch to a brand of shoppers turn to the consumers will stop
that provides more in- internet for answers purchasing from brands
depth product information that they can not find that lack transparency
beyond the label on labels (Sprout Social, 2018)
(Food Marketing Institute, 2018) (Label Insights, 2017)
60% 78%
of drinkers care about where of consumers trust
their beer is brewed transparent brands more
(YouGov, 2017) (Label Insights, 2017)WEUR
SPOTLIGHT ON
PURPOSE-DRIVEN SPIRITS
Consumers validate their own identity campaigns that wholeheartedly support NAM
and values through the products they and commit to solving important issues.
buy. People are looking to brands to Mainstream brands are becoming
be transparent about their values to more outspoken about declaring their
make their own purchasing decisions values and the response has been
easier. Spirit brands, internally and overwhelmingly positive. It is, however,
publicly, have always worked with crucial that the ‘purpose’ is coming from
charities to support good causes but is a genuine place and brands stay true to
this enough? This trend highlights the their word in order to be perceived as
brands making long-term commitments authentic and trustworthy.
through design-led innovation and
64% 60% 2X
of consumers around say brands should faster growth for
the world are “belief- make their values brands with a purpose
driven” buyers on important issues (Kantar Consulting, 2018)
(Edelman, 2018) transparent
(Edelman, 2018)WEUR
SUSTAINABILITY STIRS
CONVERSATIONS IN BARS
Sustainability is at the forefront of
every consumer’s mind nowadays,
cocktails by repurposing waste,
serving room temperature cocktails,
NAM
and waste management is a huge and even growing their own ‘garnish’
topic within the food and drink sector. gardens. As an industry, we have
Recently demonstrated by the barely scratched the surface of
overwhelming commitment to refuse this movement. Now brands and
plastic straws, concerns for the bartenders will have no choice but to
environment are at an all-time high. take a “root to leaf” approach.
Driven by anti-waste, Trash Tiki bars
are now offering zero-ingredients
45% 88% 2%
of bartenders are of bartenders consider of on-premise consumers
increasingly interested sustainability when agree with ‘I often seek
in zero-waste designing a new cocktail out products that are
ingredients (Kimpton, 2018) more sustainable’
(GBAS, 2018) (U.S. On-Premise Consumer
Survey, 2019)BARTENDER WEUR FITNESS BECOMES A PRIORITY NAM Bartending, although fun, is physically demanding and often disrupts sleep. Bartenders are realizing the importance of their health and seeking resources to help support their well-being beyond the bar. As bartenders play such a key role within the spirits industry, brands are taking responsibility for them and supporting their welfare. Brands organize self-defense workshops, exercise boot camps and post-shift meditation sessions. Programs like Bar Spar presented by Bartender Boxing and sponsored by CAZADORES® tequila are in high demand. Crafted with the main objective of bartender wellness, the program has grown from 2 cities in the U.S. to 10 cities across North America in under 3 years. Specific statistics and examples are referenced and web linked throughout the document. ©2020 BACARDI BACARDI, THE BAT DEVICE & OTHER MARKS RELATED TO PRODUCTS IN THIS DOCUMENT ARE TRADEMARKS OF BACARDI & COMPANY LIMITED OR OF OTHER SUBSIDIARIES OF BACARDI LIMITED
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