Bacardi Limited’s annual Bacardi Cocktail Trends Report sheds lights on the key trends impacting the business of cocktails in 2022.
The report is created in collaboration with The Future Laboratory and draws from Bacardi-led and external research to unveil the undercurrents transforming everything from drinks desired, flavor expectations, and imbibing occasions through to ethical action and ways of creating cocktails.
Here are five macro-trends defining how, what, where and why consumers are sipping spirits in 2022, according to Bacardi Limited:
1. Luxury Libations
Discerning attitudes are emerging among new alcohol connoisseurs, who are seeking out high-quality drink experiences – driving another wave of premiumization across spirit categories, including in the canned format of premium prepared cocktails.
With 50 percent of bartenders globally reporting that their customers are drinking more premium drinks, this represents an evolution in bar-goers’ behavior since the start of the pandemic.
Bartenders and consumers alike are exhibiting excitement for tequila, bourbon and cognac, where category premiumization, exclusivity, and the hand-crafted nature of the spirit are driving intrigue and desire. Demand for tequila is driven by the shift in how it’s perceived – from a party spirit to sophisticated sipping serve – and the mixability of the spirit that has made it a base for popular cocktails, such as the margarita, old fashioned, negroni and paloma.
2. Digital Drinking
Cocktail enthusiasts continue to harness technology to master domestic mixology from the comfort of their homes, while having spirits delivered directly to their doors.
Much of the current growth in e-commerce is being driven by the United States, with more than 65 percent of consumers in the country using an online service to purchase alcohol.
3. Seeking Sustainability
The coming year will see consumers demand innovative, ethical, long-term solutions that deliver real social change. With the growing importance of enterprises that empower communities and fuel localism, hyper-local delivery will go mainstream as consumers seek to balance their desire for convenience with a quest for sustainable solutions.
Sustainability remains a primary concern of consumers across the globe. But while recyclability and zero-waste cocktails formed the thrust of sustainable action in 2021, 2022 will see more initiatives shaped by a focus on how spirits are made, with a vast majority of people now willing to pay more for ethically sourced regenerative refreshments.
4. Consumption Reconsidered
People are exploring new flexible approaches to sobriety while favoring unique cocktails and spirits when they decide to drink. There’s a rise in sober-curious consumers, happy to switch between sober nights and drinking occasions, with 58 percent globally drinking more non-alcoholic and low-ABV cocktails (NoLo) than a year ago.
A conscious attitude is influencing a shift toward natural selections in 2022 with one-third of people in the United States and half in the U.K. seeing natural ingredients as a factor in their cocktail choices, a trend that’s beginning to sway the way consumers imbibe in emerging markets.
5. Transformative Times
Across the globe, a wealth of pent-up demand for social interactions will drive people to seek out cocktail experiences that deliver transformation, celebrate the power of social connection, embrace new experiences, and strive for learning and personal growth. As these consumers return to bars, they’re expecting to be wowed by cocktail experience as many go into 2022 with a sense of mindfulness around making each moment more meaningful.
To download and view the complete Bacardi 2022 Cocktail Trends Report, click here.
Bacardi Limited – a privately held spirits company that produces and markets internationally recognized spirits and wines – comprises more than 200 brands and labels, including BACARDÍ rum.
To learn more about Bacardi Limited, visit BacardiLimited.com. To learn about BACARDÍ rum, visit Bacardi.com/us/en.
Plan to Attend or Participate in
Bar & Restaurant Expo, March 27-29, 2023
To learn about the latest trends, issues and hot topics, and to experience and taste the best products within the bar, restaurant and hospitality industry, plan to attend Bar & Restaurant Expo, March 27-29, 2023 in Las Vegas. Visit BarandRestaurantExpo.com.
To book your sponsorship or exhibit space at Bar & Restaurant Expo, contact:
Veronica Gonnello
(for companies A to G)
e: [email protected]
p: 212-895-8244
Tim Schultz
(for companies H to Q)
e: [email protected]
p: (917) 258-8589
Fadi Alsayegh
(for companies R to Z)
e: [email protected]
p: 917-258-5174
Also, be sure to follow Bar & Restaurant on Facebook and Instagram for all the latest industry news and trends.