What We’ll Drink in 2020, According to Bacardi's Annual Trends Report
The new survey predicts a big year for mocktails, dark rum and sustainability
What are you drinking this year?
According to the just released Cocktail Trends Report by Bacardi — the largest privately-held spirits company in the world and home to brands like Bacardi rum, Bombay Sapphire gin, Patrón tequila and Grey Goose vodka — we’re in for a year of low-alcohol drinks, dark rum, big efforts in sustainability, and … vodka soda in a can.
The new report curates trends “based on research with brand ambassadors, the trade and multiple third-party experts,” as well as a few sales facts and figures from the past few years. As part of the report, 7,000 Bacardi employees visited bars in 100 cities in early February.
While the methodology was a bit vague and some of the definitions in the report are lacking (somebody needs to define “premiumize”), there were some interesting findings, including …
- 55% of bartenders in influential drinking cities like London, New York and Los Angeles believe the no- and low-alcohol trend will continue to grow this year.
- 43% of bartenders globally voted dark rum as the top spirit to “premiumize,” slightly ahead of tequila, gin and mezcal. (You can find a good explanation of what constitutes premium rum here … the definitions vary, but let’s just say this is name brand stuff and certainly not a well spirit. Basically, we’re starting to buy more good rum.)
- “Zero-waste” ingredients are the leading ingredient or mixer of interest (58%) for bartenders in North America and the UK, slightly ahead of ferments (aka kombucha), coffee and flavored tonics. As well, 88% of bartenders consider sustainability when designing a cocktail.
- Savory is in: 91% of bartenders are using vegetables in their cocktails.
- Canned cocktails are in. Ready-to-drink (RTD) options are on the rise, with a 26% increase of vodka soda and flavored RTDs in North America last year.
- The home bar is a thing, but we drink more when we go out. 55% of American consumers prefer drinking at home, although only 30% of all drinking consumption happens there.
- We want info on our drinks. 75% of consumers would switch to a brand that provides more in-depth product information beyond the label.
There are a few fun, odd stats as well. “Berry”’ is the top flavor profile for cocktail drinkers in the UK. There was a 42% increase in online searches for the word “mocktail” in 2019. And, sadly, only 2% of on-premise consumers — in contradiction to the enthusiasm shown by bartenders — agree with the statement “I often seek out products that are more sustainable.”
Check out the graphic below for more insights.
The Secret to Great Cocktails? Find Out in The Spill.
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