On Trend: Let Ginger Spice Up Your Summer Sales

Jul. 15, 2015

There’s no doubt about it: Moscow Mules are having a moment. Despite many cocktail contenders, none have taken a hold on the US market’s cocktail menus like the refreshing, spicy, lime-dusted delight of the Mule. According to Technomic's MenuMonitor online resource, Moscow Mules have been included in 45% more of bar menus from Q3 2013 to Q3 2014.  Meanwhile, the number of specialty cocktails containing ginger beer climbed 75 percent.

Like all cocktail trends, the Mule’s popularity will eventually fizzle. We caught-up with Barritt’s Ginger Beer Brand Manager Paul Imbesi to get his predictions on why ginger is taking over the cocktail scene and where it’s going next. 

"Ginger has taken a strong role in our cuisine, with a unique-but-embraced flavor profile," said Imbesi. "Therefore, the taste of ginger is not only recognized but accepted by many Americans' palates."

Imbesi recalled that long before mainstream consumers were introduced to ginger beer through the Moscow Mule, bartenders had been setting the stage for a ginger-infused cocktail revolution.

"We always encourage people to try Barritt’s in a variety of cocktails because the current Moscow Mule wave will eventually crest and break," said Imbesi.

He added that consumers may be more adventurous when it comes to trying new pairings with ginger-beer as it reminds them of treasured memories.

"We receive so many emails from people writing to us about how they tried Barritt’s while they were on their honeymoon in Bermuda, or on a cruise," said Imbesi. "Our ginger beer is a source of remembrance of happy moments when they return."

Capitalize on the opportunity to diversify your customers’ beverage tastes by introducing them to Moscow Mules with an alternative base spirit such as rum, scotch, bourbon, gin or mezcal.

Contact your Sales Consultant for alternative Moscow Mule recipe ideas, ginger-beer pairings, and more trending cocktail tips.