After years of the pandemic, we’re finally coming back to social events, bars, parties, and the beverages that used to accompany us alongside them. However, times have changed and so have our tastes buds. The resurgence of our social lives has influenced the beverage market and the current trends moving into 2022. Here’s what you can expect to see more of at bars, restaurants, and liquor stores.
Non-Alcoholic Beverages
Just like most industry shifts in recent years, the non-alcoholic or “mocktail” movement can be attributed to the pandemic. With most of the population staying home, we all saw how bars and restaurants suffered without their patrons. Time away from parties and packed bars managed to slow down the global drinking rate and is now weaving its way into our new social scenes. From Recess to Kin Euphorics, there are plenty of options to choose from these days if you want a fun night out without the throbbing headache of regret the morning after.
Creative Cocktails
Much like the pandemic, social media manages to seep into every area of our lives these days. Mixologists have found their own corner of the internet, showing off their skills on video platforms like TikTok and Instagram Reels. While many of these videos are for entertainment, they’ve also increased interest in crafty and creative cocktails that require some skill to make and are ultimately aesthetically pleasing enough to post and share online. Instead of the classic vodka cran or rum and coke, there’s an influx of people ordering intricate, more unique drinks when they head to the bar.
Tequila Trends
We’ve been in a gin-centric market for a few years now, but it’s tequila’s time to shine and we’re not mad about it! According to Decode_M, one of the major driving forces behind tequila’s current spotlight is its celebrity endorsements and recent ventures. While George Clooney is still the king of Casamigos, there are two more big names who have recently popped up with their own tequilas: Kendall Jenner and Elon Musk.
It seems to be working out quite well for them, too. In 2020, Kendall Jenner’s 818 Tequila won the World’s Best Reposado at the World Tequila Awards. In November of 2020, Elon Musk announced Tesla Tequila, which sold out instantly upon its release and resold for upwards of $1,000 per bottle.
Ready to Drink
The ready-to-drink (RTD) cocktail craze will not stop anytime soon, however, it may look a bit different. In recent years, it seemed every alcohol brand was coming out with its own version of hard seltzer. In the long run, this didn’t quite work out. After over-estimating the demand for hard seltzers in 2021, many industry giants began writing off millions of dollars in stock, including Constellation Brands who revealed writing off $66 million worth of seltzer stock. So, while the RTD market is still growing, it’s not going to continue to manufacture and market hard seltzers at the intense level we once saw. Instead, you are more likely to see creative options, like hard kombuchas and other fun flavors.
Celebrity Wines
As previously mentioned, we’ve seen celebrities dominate the tequila market for the past few years, and that trend seems to be seeping into the wine industry as well. John Legend, Post Malone, Brad Pitt, and Cameron Diaz are just a few of the names recently launching their own wine brand. Most of these brands will continue to cater and market to the millennial audience, using social media as their tool to engage with their clientele and create a community.
