57% of Global Consumers Following Dry January
And 40% plan to drink more non-alcoholic and low ABV drinks throughout the entirety of 2023. That's according to the 2024 Bacardi Cocktail Trends Report. The study also finds that 23% of Millennial and legal Gen Z consumers are switching between NoLo and full-strength cocktails on the same occasion. This means, the study says, that "the stage is set for a period of non-alcoholic and low-proof (NoLo) experimentation."
The survey also finds that one-third of respondents plan to drink more cocktails than wine over the next year. Forty percent of respondents in the U.S. and more than 30% in the United Kingdom are making more cocktails at home in 2022 than in 2021. What cocktails are most popular? The daiquiri (37%), margarita (37%) and bloody mary (34%)ae most frequently ordered on-premise and most frequently made at home.
A quarter of U.S. concerns say cafes are their preferred cocktail consumption venue. Globally, 44% of respondent say relaxing with friends or family is the No. 1 cocktail-drinking occasion.
The growth of ready-to-drink offerings has been significant, and the Bacardi Global Brand Ambassador Survey 2022 found 77% of respondents say speed of service is the reason for increased spirit-based RTD activity in bars and and restaurants. Sixty-two percent see premixed cocktails ae a category set to grow in the future.
The Barcardi survey also finds that 32% of bartenders expect to see increased premiumization in aged rums over the next year. The most premiumization is taking place in tequila, according to 72% of bartenders surveyed for Bacardi. Some 45% of U.S. consumers say i's extremely important to drink cocktails that contain high-quality spirits.
Some 89% of respondents said they would be willing to pay at least 10% more for spirits brands which stand for sustainability. And 44% of bartenders surveyed said they were interested in the zero-waste movement. More than half (52%) listed recyclable packaging as key to their spirits considerations, followed by single-use plastic (45%) and buying local (42%).
The Bacardi report notes that the company has a goal of becoming plastic-free by 2030, and that its distillery in Puerto Rico, the world's largest rum distillery, will inaugurate a new combined heat and power system, which provides a much cleaner and more efficient energy solution. All of the Italian wineries that supply the Martini portfolio have been certified as sustainable, as have all 10 of the botanicals in Bombay Sapphire gin.
The on-premise, zero-waste movement is gaining traction among consumers and mixologists, too, the Bacardi report says, with many using alternatives such as vinegars, distillates, shrubs and cordials to sour the drinks, while others are producing codials from leftover citrus rinds, infusing rum with avocado pits and using pineapple husks to make simple syrups.
Martini & Rossi Launch Non-Alc Innovations
Bacardi announced that in response to the growing NoLo popularity, Martini & Rossi is launching its newest non-alcoholic innovactions, Floreale and Vibrante into the U.S. market this year as well as the "Spritz Mindfully" cocktail kit for Dry January.
The "Spritz Mindfully" cocktail kit includes a 750 ml bottle and a 50 ml bottle of Vibrante and similar bottles of Floreale, two Martini & Rossi Prosecco 187 ml bottles, 1 7.5 ounce can of Q Mixers Club Soda, three Fever-Tree Lemon Tonic 200 ml bottles, three oranges and a copy of "The Good Spirited Host: Your Guide to Mindful Hosting and Cocktails," a book of recipes, tips to elevate the cocktail experience and advice on hosting responsibly. Also included: 2 Martini & Rossi balloon glasses. SRP: $104.99