How bars and consumers are embracing new drinking trends
The monotony of lockdown life is driving people to experiment with classics, seeking out fun twists on staples they know they can rely on. According to bartenders, almost two in five consumers are interested in classic cocktails with a twist
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New launches from the off-trade, ready-to-drink (RTD), cans, and pouches to drink delivery apps have been hugely successful; cocktails in a can are a hot trend
The global pandemic has had a profound impact on the drinks industry. It has undoubtedly expedited the at-home and e-commerce convenience culture we had already begun to enjoy, bringing more experiences straight into our homes than we could ever have imagined. The pandemic has made home the focal point of our social lives and changed the eating and drinking landscape forever. Initiatives such as virtual happy hours and live-streamed gigs have allowed people to recreate their favorite elements of bars and restaurants. With many bars now offering online cocktail classes and carefully concocted drinks delivered directly to our doors. New launches from the off-trade - from ready-to-drink (RTD), cans, and pouches to drink delivery apps - have been hugely successful. Cocktails in cans have proved particularly popular. According to research by Bacardi, close to 30 per cent of consumers claim they plan to purchase RTD cocktails or canned spirit and mixers, with portability and convenience cited as key reasons for stocking up on a pre-made drink.
"Cocktails in a can are a hot trend, and the lockdowns appear to have increased their popularity as a safe and portable drink option. In addition, cocktails-to-go have really taken off, with bars and consumers embracing the trend at a fast rate as a viable choice for social occasions and this is a behavior we expect to see continue in 2021." Brenda Fiala - Global Vice President, Strategic Insights and Analytics for Bacardi said.
Research published in the European Journal of Social Psychology shows it takes people between 18 and 254 days to form a new habit - and, on average, 66 days for a new behavior to become automatic. This means that many of these shifts are here to stay, with consumers becoming accustomed to the level of personalized convenience they can indulge in from the comfort of their sofa. Pre-pandemic, e-commerce options failed to catch the attention of spirits shoppers, but this channel is now a widely adopted solution for consumer purchase behavior. While 2021 will no doubt herald the revival of on-premise consumption – as consumers flock back to support local businesses and with the vast majority of global bartenders feeling optimistic about the future, e-commerce has cemented its position as an important channel for spirits.
For consumers, the pandemic has ushered in entirely new drinking cultures, ranging from Japan's on-nomi (online drinking) to walktails (cocktails to drink while walking) and making cupboard cocktails from reserves at home.
Cocktail gift packs are set to be big in 2021. Knowing that people want easy shopping solutions for unique gifts this season, and that they are shopping online more than ever, companies like Bacardi have collaborated with e-commerce partners such as Cocktail Courier, Sourced Craft Cocktails and ReserveBar to create Bacardi portfolio-specific landing pages.
A desire for extremes will dictate our drink choices in 2021, with sensorial experiences that range from the striking heat of chili through to super-sweet, sour, bitter and smoked flavor profiles. According to beverage company Flavorman, drinks that burn, cool, tingle and comfort will be in high demand in 2021. Bitter taste profiles will continue to be popular due to our palates becoming accustomed to healthier foods such as kale, which is at the more bitter end of the flavor scale. In the US amaro is riding high as a bitter ingredient for cocktails, in line with consumers embracing Italian aperitivo culture.
The monotony of lockdown life is driving people to experiment with classics, seeking out fun twists on staples they know they can rely on. According to bartenders, almost two in five consumers are interested in classic cocktails with a twist.
Gin, tequila, and rum represent the best premiumisation opportunities in many markets, with their role and importance growing during uncertain times. After a tough year, classic cocktails can provide a sense of comfort and nostalgia.
Evolving from the previous year's frosé and champagne slushies and frozen fruit beers, hard slushies in 2021 will offer fresh flavor profiles and creative takes.
New and creative ingredients will add a fresh perspective to classic drinks when we're back at the bar. As reported in the McCormick Flavor Forecast, heat will be key, with cocktails such as the chilitini, French chili 75, chili whiskey sour, chili libre, and chili bloody mary. This also reflects a wider shift toward fresh ingredients, including ginger.
