As summer approaches Tom Khan-Lavin, chief executive of YesMore drinks marketing agency, looks at what’s hot and what’s not in the world of cocktails
WHAT’S HOT
THE CAFFEINE KICK
The Espresso Martini is back. This caffeinated concoction is the undisputed queen of the cocktail scene right now, with an average of a whopping 74,000 monthly Google searches. Famously invented by Dick Bradsell at the Soho Brasserie in the 1980s, in response to a model requesting “something that will wake me up and fuck me up”, it looks damn good on social media and its popularity is testament to the power of influencers.
CLEAR AS CRYSTAL
Clarified cocktails are like magic in a glass. They look like water, but they pack a punch. Claridge’s and The Connaught in London are leading the way, and brands such as Mirror Margarita are bringing this trend to the masses in Sainsbury’s and other retailers. Keep an eye on this trend as it might just be the next big thing.
AGAVE’S STILL GOT IT
The tequila and mezcal train keeps rolling. Tequila is one of the fastest-growing spirits and the Margarita is the second most popular cocktail globally. The challenge is in CO2 emissions to get it to the UK, a clash between demand for the drink and desire for sustainability from the audience’s perspective.
CONVENIENCE MEETS QUALITY
NIO, Moth and the like are on to a winner with ready-to-drink cocktails. Premium premixed cocktails are a no-brainer for on-the-go occasions, or when people don’t want the hassle of using multiple ingredients and washing up kit. This is a category that’s only going to grow, with many spirit brands launching their own versions, so make sure you’ve got a good selection on your shelves.
WHAT’S NOT:
THINKING GLOBAL, NOT LOCAL
Since that infamous mini-budget of 2022 and the cost of living crisis, too many global spirit brands have neglected local marketing. It’s tempting for global brands with big budgets to simply roll out one massive campaign and call it a day. But that one-size-fits-all approach rarely works, especially in the UK. Brands might save a few quid, but they’ll lose out on customer loyalty and brand recognition. Don’t forget local insights, trends and flavours. They’re what makes the UK drinks scene so vibrant and drive sales.
TUNNEL VISION ON TRENDS
Don’t be a sheep following whatever your retail competitors do. Instead look to your audience. What are they Googling? Who are they following? What’s trending in high-end bars? Social media can be useful, but take it with a pinch of salt. Sometimes those fads can be surprisingly powerful (look at Guinness), but ultimately it’s about finding your own flavour.
IGNORING LOW/NO
The low/no movement is gathering pace and it’s a trend that’s here to stay, with more mindful drinkers out there and some even claiming all brands should have at least one alcohol-free alternative. From YesMore’s perspective, we’re most excited about the lower-abv space – think 20% abv spirits or alcohol free spirits mixed with alcohol to form more sessionable cocktails.
COMPLEX OR OVERLY SWEET COCKTAILS
A perfectly executed classic with ingredients considered for their quality will always trump something that looks like it’s loaded with sugar or belongs in a test tube.
