When you want to know what’s happening in on-premise accounts around the world, it makes sense to ask Diageo. These days, Diageo is in more bars than
plastic straws, and they’ve recently completed an on-the-ground study of what kind of mixed drinks consumers are ordering up all over the globe. We’re currently in the midst of a cocktail renaissance, and the world’s top bartenders are working round the clock to create new and exciting drinks, incorporating the latest developments in molecular gastronomy and embracing an ever-widening panoply of spirits categories. So, during this incredible moment for mixology, what’s the top cocktail?
The Old Fashioned.
The More Things Change
The drink of choice for Don Draper and generations of men in grey flannel suits and women in pencil skirts is back on top, winning over the children (and grandchildren) of its early fans, according to Diageo’s survey of the world’s top bartenders. The deceptively simple mixture of sugar, bitters, a generous glug of bourbon, and a twist of citrus rind is the new hotness around the globe. In addition to polling the proprietors at Wisconsin supper clubs, the Diageo team reached out to pick the brains of bartenders throughout the United States, Puerto Rico, Portugal, Greece, Norway, Iceland, United Arab Emirates, Beirut, Canada, Hong Kong and the Philippines.
Coming in a close second in terms of popularity with consumers is the venerated Italian cocktail, the Negroni: one-part gin, one-part vermouth rosso, one-part Italian aperitif and garnished with orange peel. Diageo World Class Bartender of the Year 2017, Kaitlyn Stewart, called these two "classic cocktails that have stood the test of time.” She said that “there are countless variations, but when executed perfectly in any bar around the world, they always taste exactly how you want them to."
Rounding out the ten are some solid favorites, too: Whisky Sour, Margarita, Moscow Mule are next, followed by the Espresso Martini, Daiquiri, Dry Martini, Tom Collins and Manhattan.
The More They Stay The Same
A recent statement from Diageo cites the latest IWSR trend report, which indicates sales of spirits like gin and whisky are on the rise while other categories are standing still or losing ground. According to Diageo, demand is being driven by millennial consumers, with almost 9 out of 10 (88%) younger drinkers enjoying mixed drinks on a night out (via Cellar Trends).
"Any of the top cocktails can easily be made at home,” said Stewart. “There tends to be three ingredient recipes that any home bartender can attempt with ease. Simply stocking quality products like Johnnie Walker Black Label whisky, Ketel One Vodka, Zacapa Rum or a quality single malt whisky like Talisker in your home bar, will have you a third of the way to success!"
Diageo’s Global Cocktailian, Lauren Mote, added, "We surveyed the world's best bartenders from the four corners of the globe and it is incredible to see the renaissance of these important and timeless cocktails picking up pace everywhere. The cocktail revolution is here and It is time to embrace it!”
Getting Green from Golden Oldies
There is money to be made from these old favorites. Whether your business is mixing the drinks or supplying home bartenders, keep these tried and true recipes in mind and be ready to capitalize on their resurgent popularity. Place an order with your Breakthru Sales Consultant today and stock up on the spirits that go into making these staples.