Cocktail Drinkers Long for Local Liquor

Local ingredients aren't just in high demand by foodies. The annual What‰Ûªs Hot Culinary Forecast finds that bar patrons and libation lovers crave local processes and ingredients too. Find out what tops mixologists' lists for 2015 so your local bar scene can stay on-​trend with its marketing and advertising.

The National Restaurant Association each year gets in the kitchen with chefs to reveal theåÊTop Menu Trends for the coming year. For its annual What‰Ûªs Hot Culinary Forecast, the NRA surveyed nearly 1,300 professional chefs ‰ÛÒ members of the American Culinary Federation ‰ÛÒ to find which foods, cuisines, beverages and culinary themes will be hot trends on restaurant menus in 2015.

On the drink menu, the What‰Ûªs Hot in 2015 survey predicts the top 10 alcohol and cocktail trends will be:

  • Micro-​distilled/​artisan spirits
  • Locally produced beer/​wine/​spirits
  • Onsite barrel-​aged drinks
  • Regional signature cocktails
  • Food-​liquor/​cocktail pairings
  • "New Make" whiskey
  • Edible cocktails
  • Botanicals in cocktails (e.g. flower essence)
  • Beer-​based cocktails
  • Non-​traditional liquors (e.g. soju/​sochu, cachaca)

AudienceSCAN data reports that 27% of consumer enjoy cocktails during the average week. This breaks down to 15% having a cocktail at least once a week, and 12% drinking straight liquor at least once a week. The gender divide is pretty even for these drinkers: 51% of men love a good cocktail and 49% of women crave the stuff.

33% of cocktail/​liquor drinkers live in urban locales. They enjoy entertaining/​hosting or attending parties (42%), traveling to foreign countries (29%) and playing pool/​billiards (24%).

You might find them reading the newspaper at the bar, since 68% took action after reading an ad in the paper. Or they could be trying a new pub during happy hour, with 28% starting an online search after seeing a daily deal. This drinkin' crowd relies on newspapers (19%), TV (19%) and city guides (8%) to learn about nearby concerts, shows and events.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.