Media Watch: 2015 Cocktail Trends in the Making
Jan. 5, 2015
Following a year overflowing with revived retro cocktails and lots of "throwback" trends, 2015 promises to bring a gust of fresh thought and innovation to the to the industry as a new batch of Millennials become legal age and the economy climbs.
Below, we’ve compiled some recommendations and predictions on what 2015’s most prominent industry trends will be based-on the buzz amongst media sources online
Chain Restaurants Get Serious about Cocktails
In the second half of 2014, TGI Fridays re-launched their Ready-to-Drink cocktail line providing off premise consumers with a fresh approach to old favorites like the Long Island Iced Tea and the Mudslide. A leader in the chain restaurant category, TGI Fridays’ redesign represents a growing trend amongst suburban casual dining chains who experts say will continue to develop their n premise programs by introducing artisanal ingredients. During a recent interview with Liquor.com, Applebee’s beverage director Mike Hurt said that the consumers’ increased consumption of brown liquors inspired the restaurant’s new approach to artisanal cocktails.
"Combining that macro-level consumer trend with the trend toward an appreciation for things that are authentic and have some historic relevance led us in this direction," said Hurt in the interview.
Women and Whiskey
In late December 2014, a wave of articles were published online highlighting the sheer number of female whiskey-consumers in the United States. Articles from Forbes, NPR and others noted the vast jump in the consumption of American-made whiskies in the last decade. According to NPR, only about 15% of whiskey drinkers were female in the 1990’s. But now, women make-up 37% of whiskey consumers in the US. About what women bring to the whiskey industry, Whiskey Magazine contributor Fred Minnick relayed to Forbes: "Women apply a certain connoisseur-ship to whiskey. They buy heavily-peated scotches and they have great palates and noses..."
On-Color Wines
Pantone announced in late November that the Color of the Year 2015 would be Marsala, a hue with "red-brown roots emanate a sophisticated, natural earthiness." There’s no doubt that fashion-forward customers will be pining to put their lips to red wines that match their Marsala-splashed outfits. Consider featuring a section of your establishment or menu devoted to Pinot Noirs and soft Cabernet Sauvignons that embody Marsala to capture the color of the year and customers who’ll be following the color closely.
Session Beers Catch a Buzz
NPR covered the rise of session beers on the craft beer scene in early December of 2014. After years of high ABV beers ruling the scene, craft beers with lower alcohol content are slowly but surely gaining popularity. Many boast an ABV similar to that of big-brand light beers but do not force consumers to sacrifice on the hoppy, full flavors of craft beer.
Japanese Whiskey Takeover
Last year, World Whiskey Bible’s Jim Murray named a Japanese whiskey, Yamazaki Single Malt Sherry Cask 2013, the best whiskey in the world. In the final weeks of 2014, sources like The Atlantic, US News and others predicted that in the year ahead, whiskies from Japan will make a splash in the US market. Experts note that distillers such as Yamakazi have instigated their growing buzz by strategically releasing preliminary exports to the States.
"To use a car analogy, the Japanese decided to focus on exporting high-end Lexuses rather than Toyota Corollas," said Kurt Maitland, assistant editor at Whiskey Reviewer in an interview with The Atlantic. "Doing that raised their profile."
Don’t let this new wave of whiskies fool you, the earliest Japan-based whiskey distilleries opened in the early 1900’s. Look for more Japanese whiskies to make a big impact on how your customers are purchasing in 2015.
This year, resolve to get on the offensive of budding beverage industry trends and introduce your customers to these buzzworthy movements long before they’re clamoring for them.