Beverages: Riff away: How can cocktail creativity fuel spirits growth?

Why it is the topic trending:

• Emerging Strategy for Sales Acceleration: Cocktail riffing – inventive and flavor-forward takes on classic cocktails – is emerging as a significant strategy to boost sales, particularly during peak seasons like summer for On-Premise venues.

• Consumer Desire for Familiarity with a Twist: A substantial portion of consumers are interested in flavor variations of classic cocktails, indicating a demand for both the comfort of familiar drinks and the excitement of novelty.

• Demand for Unique Venue-Specific Experiences: Consumers are increasingly seeking out unique drink experiences that are specific to the venue they are visiting, opening doors for creative and innovative cocktail offerings.

• Alignment of Bartender Preferences with Consumer Tastes: Bartenders are also leaning towards variations on classic cocktails, signaling that this trend is likely to thrive and is supported by industry professionals.

• Cocktail Creativity Supporting Broader Brand Goals: Riffing on cocktails can help spirits brands and venues position themselves as innovative and stay relevant in a competitive market, also aligning with consumer interests in sustainability and ethical practices.

Overview: As On-Premise venues gear up for busy periods like summer, a key strategy gaining traction is cocktail riffing, which involves creating inventive and flavorful variations of classic cocktails. This trend is not just seasonal but represents a significant opportunity for US spirits brands to drive innovation and sales. Consumers are increasingly seeking familiar yet unique drink experiences, and bartenders are embracing creative twists on timeless favorites, indicating a strong alignment in this direction. Beyond sales growth, cocktail creativity also supports broader brand goals such as differentiation, sustainability, and ethical positioning.

Detailed Findings:

• Consumer Interest in Flavor Twists: Nearly half (47%) of consumers express interest in flavor twists on classic cocktails.

• Demand for Venue-Specific Serves: 36% of consumers look for venue-specific cocktails that offer unique experiences.

• Popularity of Classic Cocktails Remains: Evergreen cocktails like the Margarita continue to be the most popular choices.

• Growth Potential for Tequila and Rum: Tequila and rum are identified as ideal spirits for cocktail riffing due to their growing popularity and versatility.

• Tequila's Dominance in Cocktail Sales: Tequila accounted for 41.2% of all cocktail sales by value in the last quarter of 2024, showing a significant year-on-year increase.

• High Velocity of Tequila-Based Cocktails: Tequila-based cocktails attract nearly double the velocity of vodka-based cocktails.

• Rum's Growing Share and Versatility: Rum's share of cocktail sales grew by 2 percentage points to 9.4%, and its versatility makes it suitable for improvisation.

• Bartenders Predicting Success of Cocktail Variations: 31% of bartenders believe variations on classic cocktails like the Martini, Negroni, Manhattan, and Daiquiri will thrive in 2025.

• Agave as a Popular Base for Twists: Bartenders identified agave (primarily tequila) as a particularly popular spirit category for creating cocktail twists in 2025.

• Shift Towards Earlier Occasions: Consumer preference for earlier drinking occasions is increasing interest in twists on daytime favorites like the Mimosa and Bellini.

• Preference for Lighter, Fruitier, and Colorful Cocktails: Health and moderation trends are driving demand for lighter, fruitier, and more colorful cocktail variations.

• Rising Interest in Tequila-Based and Wine-Based Cocktails: This indicates a consumer appetite for new and different cocktail options.

• Riffing as a Path to Innovation: Creating variations on classics helps brands and venues position themselves as innovative and stay relevant in a competitive market.

• Alignment with Sustainability and Ethical Practices: Promoting locally sourced, organic, and sustainable ingredients through cocktail riffing aligns with consumer values.

• Benefits for Operators: Creative use of existing inventory for cocktail riffs can streamline menus and reduce waste for venue operators.

Key success factors of product (trend):

• Leveraging Familiarity: Starting with well-known classic cocktails provides a foundation of consumer recognition and comfort.

• Introducing Exciting Flavor Combinations: The "riff" aspect adds novelty and intrigue through unexpected and appealing flavor twists.

• Catering to Venue-Specific Desires: Creating unique cocktails that reflect the ambiance or theme of a particular bar or restaurant enhances the customer experience.

• Utilizing Popular and Versatile Spirits: Focusing on spirits like tequila and rum, which are currently in high demand and offer flexibility for experimentation, increases the chances of success.

• Aligning with Health and Moderation Trends: Offering lighter and fruitier variations can appeal to consumers seeking healthier or lower-alcohol options.

• Incorporating Sustainable and Local Ingredients: Highlighting ethical sourcing and local ingredients resonates with environmentally and socially conscious consumers.

Key Takeaway: Cocktail riffing on classic recipes presents a significant opportunity for spirits brands and On-Premise venues to drive sales growth by meeting consumer demand for familiar yet unique and flavor-forward experiences, while also supporting broader brand goals like innovation and sustainability.

Main Trend: The Cocktail Riffing Renaissance.

Description: Twist and Shout: The Creative Evolution of Classic Cocktails describes the growing trend of bartenders and spirits brands innovating by creating inventive variations, or "riffs," on timeless classic cocktails. This movement is driven by consumer demand for both the comfort of familiar drinks and the excitement of new flavor experiences, coupled with bartenders' desire to showcase their creativity. By offering unique, venue-specific, and flavor-forward twists, brands and establishments can enhance their relevance, boost sales, and even align with broader consumer values like sustainability and ethical sourcing.

What is consumer motivation:

• Seeking Novelty and Excitement: Consumers are looking for new and interesting flavor experiences beyond standard classic cocktails.

• Enjoying Familiar Comfort with a Twist: They appreciate the base familiarity of classic recipes but are intrigued by creative variations.

• Desire for Unique and Memorable Experiences: Venue-specific and innovative cocktails can make a visit to a bar or restaurant more special and memorable.

• Interest in Flavor Exploration: Consumers are becoming more adventurous with their palates and are open to trying new and unexpected flavor combinations in their drinks.

• Following Trends and Recommendations: Social media and bartender recommendations often drive consumers to try new and creative cocktails.

What is driving trend:

• Bartender Creativity and Innovation: Bartenders are increasingly showcasing their skills and imagination by developing unique riffs on classic cocktails.

• Consumer Demand for Flavor-Forward Options: There's a growing preference among consumers for drinks that are rich in flavor and offer a more complex taste profile.

• Popularity of Certain Spirit Categories: The rising popularity of tequila and rum provides a strong foundation for creating exciting and well-received cocktail variations.

• Influence of Social Media and Online Platforms: Social media platforms allow bartenders and venues to showcase their creative cocktails, reaching a wider audience and driving trends.

• Desire for Unique Selling Propositions: In a competitive market, offering innovative and distinctive cocktails helps venues stand out and attract customers.

What is motivation beyond the trend:

• Trying New Things Without Risk: Riffing on classics offers a sense of adventure because the base drink is known, reducing the perceived risk of trying something completely unfamiliar.

• Supporting Local and Sustainable Practices: Cocktails that feature locally sourced or sustainable ingredients appeal to environmentally and ethically conscious consumers.

• Celebrating Specific Spirits or Ingredients: A well-crafted riff can highlight the unique characteristics of a particular spirit or seasonal ingredient.

• Creating Conversation and Engagement: Unique cocktails often spark conversation and enhance the social aspect of going out for drinks.

• Finding a Drink That Perfectly Matches Personal Preferences: The variety offered by riffing increases the likelihood of consumers discovering a cocktail that truly suits their taste.

Description of consumers article is referring to:

• Who are the consumers article refers to from article: The article refers to consumers visiting On-Premise venues such as bars and restaurants in the US.

• Who are them: They are individuals who enjoy cocktails when going out and are increasingly looking for more than just the standard classic options. They are interested in flavor, uniqueness, and the overall experience of their drinks.

• What kind of products they like: They appreciate cocktails that offer a creative twist on familiar recipes, deliver a memorable flavor profile, and potentially reflect the specific venue they are in. They also show a growing interest in lighter, fruitier, and colorful options.

• What is their age?: The article doesn't specify a precise age range, but the mention of summer approaching and On-Premise venues suggests a broad adult demographic likely including Millennials and Gen Z, as well as older generations who enjoy going out for drinks.

• What is their gender?: The article does not focus on gender-specific preferences for this trend, implying it appeals broadly across genders.

• What is their income?: Consumers who frequent On-Premise venues for cocktails likely have a disposable income that allows them to spend on these experiences. The willingness to seek out unique and higher-quality options might suggest a segment with moderate to higher income levels.

• What is their lifestyle: They likely have social lives that involve going out to bars and restaurants. They may be interested in trying new experiences and staying up-to-date with current trends in food and beverages.

• What are their category article is referring shopping preferences: When at a bar or restaurant, they are open to recommendations from bartenders and may be drawn to menus that highlight unique or signature cocktails. They are also influenced by trends they see on social media and may actively seek out venues known for their creative drink offerings.

• are they low, occasional or frequent category shoppers: These consumers are likely occasional to frequent shoppers of cocktails at On-Premise venues, depending on their social habits and lifestyle.

• What are their general shopping preferences-how they shop products, shopping motivations): They are often motivated by the desire for enjoyment, socializing, and seeking out experiences. They might be influenced by branding, reputation, and the overall atmosphere of the venue. For cocktails, flavor, quality of ingredients, and creativity are likely key factors in their choices.

Conclusions: Cocktail riffing represents a dynamic and promising trend for the US spirits industry and On-Premise venues. By embracing creativity and offering flavorful twists on classic cocktails, brands and establishments can effectively cater to evolving consumer preferences for both familiarity and novelty, drive sales growth, enhance their reputation as innovators, and even align with growing consumer interest in sustainability and ethical practices.

Implications for brands:

• Encourage Bartender Creativity and Innovation: Brands should support and empower bartenders to experiment with their spirits and develop unique cocktail riffs.

• Highlight Versatility of Key Spirits: Emphasize the versatility of spirits like tequila and rum in marketing and promotional materials, showcasing their potential for creative cocktail applications.

• Collaborate with On-Premise Venues on Signature Riffs: Partner with bars and restaurants to create exclusive and compelling cocktail variations featuring the brand's spirits.

• Promote Sustainable and Ethical Practices Through Cocktail Recipes: Encourage the use of locally sourced, organic, and sustainable ingredients in cocktail recipes to resonate with conscious consumers.

• Share and Showcase Creative Cocktail Riffs Online: Utilize social media and digital platforms to share innovative cocktail recipes and inspire both bartenders and consumers.

Implication for society:

• Support for Bartending as a Creative Craft: The riffing trend encourages and celebrates the creativity and skill of bartenders.

• Potential for More Diverse and Flavorful Drink Options: Consumers will likely benefit from a wider array of interesting and innovative cocktail choices.

• Increased Focus on Sustainability in the Beverage Industry: The trend can promote the use of local and sustainable ingredients, contributing to more ethical practices.

• Opportunities for Unique Cultural Expressions Through Cocktails: Different regions and venues can develop their own signature cocktail riffs, reflecting local flavors and traditions.

Implications for consumers:

• More Exciting and Unique Drink Experiences: Consumers can look forward to a wider variety of interesting and flavorful cocktails when they go out.

• Opportunity to Discover New Favorite Drinks: The creativity in cocktail riffing increases the chances of finding a perfectly tailored drink.

• Potential to Learn More About Spirits and Ingredients: Engaging with creative cocktails can spark curiosity about different spirits and the ingredients used in them.

• Support for Local and Ethical Producers: By choosing venues that emphasize local and sustainable ingredients, consumers can support businesses with good values.

Implication for Future:

• Continued Evolution of Classic Cocktails: The riffing trend suggests that classic cocktails will continue to evolve and adapt to changing tastes.

• Greater Emphasis on Bartender Collaboration and Inspiration: Brands and venues will likely increasingly collaborate with bartenders as key drivers of innovation.

• Further Exploration of Flavor Combinations and Techniques: We can expect to see more experimentation with unexpected ingredients and innovative cocktail preparation methods.

• Integration of Technology to Showcase Cocktail Creativity: Digital menus and social media platforms will likely play an even bigger role in highlighting unique cocktail offerings.

• The Rise of Niche and Hyper-Local Cocktail Riffs: We might see more bars and regions developing highly specific and localized cocktail variations that celebrate their unique culinary heritage.

Consumer Trend: The Creative Cocktail Craze: Consumers are increasingly seeking out inventive and flavorful variations on classic cocktails when visiting bars and restaurants, driven by a desire for novelty, unique experiences, and a preference for flavor-forward drinks.

Consumer Sub Trend: Venue-Specific Sip Sensations: Consumers are attracted to On-Premise venues that offer signature cocktails and unique twists on classics that are specific to the establishment, enhancing their overall dining and drinking experience.

Big Social Trend: The Celebration of Craft and Creativity in Food and Beverage: There is a growing appreciation for the artistry and innovation of professionals in the food and beverage industry, including bartenders who are pushing the boundaries of cocktail design.

Worldwide Social Trend: Global Thirst for Experiential Dining and Drinking: Across the world, consumers are prioritizing experiences when they dine and drink out, seeking unique and memorable moments that go beyond simply consuming food and beverages.

Social Drive: Seeking Novelty and Unique Experiences in Social Settings: When going out, consumers are motivated by the desire to try new things and have memorable experiences with friends and family, and creative cocktails contribute to this social dynamic.

Learnings for brands to use in 2025:

• Empower Bartenders as Innovation Hubs: Recognize bartenders as key creative forces and provide them with resources and freedom to experiment with cocktail riffs.

• Emphasize Flavor and Uniqueness in Product Development: When considering new spirit expressions or line extensions, think about how they can inspire creative and distinctive cocktail variations.

• Facilitate Collaboration Between Brands and On-Premise Accounts: Create partnerships that encourage the development and promotion of signature cocktail riffs featuring the brand's spirits.

• Leverage Digital Platforms to Showcase Cocktail Creativity: Use social media and online channels to highlight innovative cocktail recipes and engage with both bartenders and consumers.

• Incorporate Consumer Preferences for Sustainability and Ethics: When developing cocktail recipes and marketing materials, consider and emphasize the use of locally sourced, organic, and ethically produced ingredients.

Strategy Recommendations for brands to follow in 2025:

• Launch Cocktail Recipe Competitions and Initiatives: Encourage bartenders to submit their most creative riffs featuring the brand's spirits and reward innovation.

• Develop Online Cocktail Recipe Databases and Resources: Provide a platform for bartenders and consumers to discover and share unique cocktail variations using the brand's products.

• Host Events and Workshops Focused on Cocktail Creativity: Organize events that bring together bartenders, influencers, and consumers to celebrate and explore the art of cocktail riffing.

• Offer Incentives and Support for On-Premise Accounts Featuring Brand-Specific Riffs: Provide marketing materials, training, or other support to venues that create and promote innovative cocktails using the brand's spirits.

• Track and Analyze Emerging Cocktail Trends: Stay informed about the latest trends in cocktail flavors, ingredients, and techniques to identify opportunities for future innovation and product development.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it.

The core trend is the Burgeoning Cocktail Riffing Movement, and to capitalize on this in 2025, spirits brands and On-Premise venues should actively foster creativity among bartenders, emphasize unique flavor profiles leveraging versatile spirits like tequila and rum, and promote these innovative offerings through digital platforms, thereby meeting consumer demand for exciting and personalized drink experiences while enhancing brand relevance and driving sales.

Final Note:

• Core Trend: Cocktail Riffing Innovation: The growing trend of creating inventive variations on classic cocktails.

• Core Strategy: Empower Bartender Creativity and Collaboration: Brands and venues should support bartenders in developing and promoting unique cocktail riffs.

• Core Industry Trend: Flavor-Forward Experiences in Beverages: Consumers are increasingly seeking out drinks with complex and interesting flavor profiles.

• Core Consumer Motivation: Seeking Novelty, Uniqueness, and Enjoyable Experiences: Consumers are driven by the desire to try new and exciting drinks that offer a memorable social experience. Final Conclusion

Core Trend Detailed: The core trend centers on the increasing popularity and importance of cocktail riffing – the act of creating inventive and flavor-forward variations on classic cocktail recipes. This trend is fueled by a confluence of factors, including consumers' desire for both the familiarity of classic drinks and the excitement of new taste experiences, bartenders' passion for showcasing their creativity and skills, and spirits brands seeking innovative ways to drive relevance and sales, particularly in competitive On-Premise environments. Cocktail riffing goes beyond simple modifications, often involving the introduction of unexpected ingredients, unique preparation techniques, or a fresh perspective on traditional flavor combinations, ultimately aiming to elevate the drinking experience and offer consumers something distinctive and memorable.

Key Characteristics of the Core trend:

• Building Upon Classic Foundations: Riffs start with well-established and recognizable cocktail recipes.

• Emphasis on Flavor Innovation: The primary goal is to create new and exciting flavor profiles.

• Bartender-Driven Creativity: Bartenders are at the forefront of developing and popularizing cocktail riffs.

• Venue-Specific Offerings: Many riffs are unique to a particular bar or restaurant, creating a signature drink experience.

• Seasonal Adaptations: Riffs often incorporate seasonal ingredients or flavors.

• Use of Diverse Spirits: While tequila and rum are currently highlighted, the trend can apply to various spirit categories.

Market and Cultural Signals Supporting the Trend:

• High Consumer Interest in Flavor Twists: Research indicates a significant portion of consumers actively seek variations on classic cocktails.

• Rising Popularity of Tequila and Rum: The growing demand for these spirits provides a strong base for innovative cocktails.

• Bartender Enthusiasm for Creative Cocktails: Industry reports show that bartenders are eager to experiment with and promote cocktail riffs.

• Social Media Showcasing of Unique Drinks: Platforms like Instagram are filled with visually appealing and innovative cocktail creations.

• Themed Cocktail Menus and Events: Many bars and restaurants are now featuring themed menus or hosting events centered around creative cocktail offerings.

How the Trend Is Changing Consumer Behavior:

• More Openness to Trying New Cocktails: Consumers are becoming more adventurous and willing to step outside their usual drink orders.

• Seeking Recommendations from Bartenders: Consumers are increasingly trusting bartenders to suggest unique and interesting cocktail riffs.

• Sharing Cocktail Experiences on Social Media: Visually appealing and creative cocktails are often shared on social media, further driving awareness and interest.

• Choosing Venues Based on Their Unique Drink Offerings: Bars and restaurants known for their innovative cocktail programs are attracting more customers.

• Developing More Sophisticated Palates: Exposure to a wider range of flavors and ingredients through cocktail riffs is helping consumers develop more nuanced tastes.

Implications Across the Ecosystem:

• For Brands and CPGs: Opportunity to collaborate with bartenders on signature cocktails and showcase the versatility of their spirits. Can inspire new product development based on popular flavor combinations.

• For Retailers: May see increased demand for specific spirits and ingredients used in popular cocktail riffs. Can partner with brands to promote cocktail recipes and ingredients.

• For Consumers: Access to a wider variety of exciting and flavorful drink options when going out. Opportunity to discover new favorite cocktails and support creative bartenders.

Strategic Forecast:

• Cocktail riffing will continue to be a significant trend in the On-Premise sector.

• We will likely see even more experimentation with unexpected flavor combinations and ingredients.

• Technology may play a role in showcasing and even personalizing cocktail riffs.

• Collaboration between bartenders, brands, and even chefs could lead to even more innovative creations.

• The trend may extend to the at-home cocktail making experience, with consumers seeking out recipes for creative twists on classics.

Final Thought (summary):

The dynamic trend of cocktail riffing signifies a vibrant and evolving cocktail culture in the US, where bartenders and spirits brands are collaboratively pushing creative boundaries to meet consumer demand for both the comfort of classics and the thrill of new flavors, ultimately enriching the On-Premise experience and driving growth in the spirits industry.

Source: https://nielseniq.com/global/en/insights/analysis/2025/riff-away-how-can-cocktail-creativity-fuel-spirits-growth/