INTERNATIONAL. Global spirits company Bacardi has released its fifth annual Bacardi Cocktail Trends Report (click here to download), created in collaboration with strategic foresight consultancy The Future Laboratory (TFL).
The report draws insights from Bacardi-led and external research, interviews with bartenders and TFL insights to comprehend the themes that are changing flavour preferences, drink formats and cocktail experiences this year.
Bacardi Global Vice President Strategy, Insights & Analytics Brenda Fiala said: “As 2024 arrives, people are looking to settle into the unsettled – welcoming tastes of optimism into our reality.
“In this landscape people are reshaping cocktail culture, infusing it with fresh perspectives and finding memorable experiences at the bar with friends.
“From redefining moderate drinking to a surge in sustainable attitudes, Bacardi is at the forefront – championing a world where people-driven cocktail culture thrives through innovation, experimentation and better moments.”
Here are the macro trends identified in the Bacardi Cocktail Trends Report.
Limited libations
Next-gen drinkers are embracing a ‘less but better’ approach, supporting the premiumisation era for key spirits, liquors and no and low-alcohol (no/lo) categories. With a conscious approach to the economic climate, consumers are seeking small luxuries.
This quality-focused shift transforms spirits into collector’s items, with brands enhancing limited-edition bottles through storytelling. Simultaneously, the no/lo category continues to evolve, embodying ‘The Sipping Spectrum’ where moderation is synonymous with choice, quality, flavour and social connections. 
International Wine & Spirit Research reported that almost half of no/lo consumers choose no/lo options on certain occasions, and full strength on others.
Innovative ageing and blending
Bacardi stated that this year will usher in innovation for dark, aged spirits, with brands embracing distinctive ageing methods and novel flavour combinations.
Bold and unexpected pairings continue to lead, whereas regional experimentation yields spicy, fruity and zesty profiles in innovative formats.
While dark, aged spirits enthusiasts are diversifying their palates, rum-based cocktails are also growing in popularity. Tequila ranked as the number one premiumisation category with Mezcal named the next to premiumise, as indicated by the Bacardi Global Consumer Survey 2023.
Escapism elixirs
The spirits company stated: “Cocktail culture is transporting consumers across destinations, countries and even eras – as classic spritzes and ornate sips help to recreate nostalgic, convivial moments year-round.
“In 2024, the link between drinks and destinations will deepen, with classic cocktails and European flavours whisking drinkers from the beach to the bar.”
Bacardi indicates a shift away from conventional nightclubs to festivals as the new spot for enjoyment. In South Africa and India, more than one-third of respondents to the Bacardi Global Consumer Survey are planning more sundowner cocktails, and approximately a quarter in the US and Mexico (27%) and Spain (26%).
Notes of nature
Consumers are reframing their relationship with the natural world, which impacts where they spend their time, brands they support and what they consume.
With a resurgence in outdoor activities and a growing emphasis on sustainability, drinks brands are changing their connection to the environment through intentional ingredients and eco-friendly practices.
In the spirits world, 2024 will see brands and bartenders take a holistic approach to nature and its flavours – harnessing sustainably sourced aromatics, florals, botanicals and oils to create cocktail experiences rooted in nature.
According to the Survey, 44% of respondents in Canada and 43% of younger respondents in the US intend to consume more cocktails made with natural ingredients this year. In emerging markets, the numbers are comparatively higher with 51% in India, 47% in South Africa and 44% in Mexico.
Tech-enhanced tastes
Digital advancements are inciting change in ‘what’, ‘where’ and ‘how’ drinks are enjoyed, providing all-new routes to personalisation, brand experience and community.
As consumers increasingly seek personalised brand interactions, artificial intelligence (AI) is introducing exciting opportunities for tailored cocktail experiences.
For the drinks industry, AI’s evolution will create fresh paths to experimentation and discovery. Brand innovators can use the technology as a tool to bring consumers closer to branded cocktails and experiences, regardless of their location.
According to the survey, 8 in 10 younger consumers across select markets are seeking AI recommendations. However, they are adamant about maintaining the emotional connection and artistic finesse that bartenders provide. ✈
All images and infographics courtesy: Bacardi
