These trends will shape drinking habits in 2024
The Bacardi Cocktail Trends Report 2024
Bacardi Limited, the world's largest international private spirits company, is publishing its fifth annual Bacardi Cocktail Trends Report, which anticipates the key trends that will redefine cocktail culture and the spirits business in 2024. The report draws on insights from Bacardi's own and external research, interviews with bartenders and collaboration with consultancy The Future Laboratory (TFL). The result shows the taste preferences, drink formats and cocktail experiences that will influence the coming year.
"The year 2024 is just around the corner, and people are looking for a touch of optimism right now. In turbulent times like these, creative people are reshaping the cocktail landscape, enriching it with new perspectives and allowing us to experience unforgettable moments with friends at the bar. Bacardi is at the forefront of redefining moderate alcohol consumption and the increasing importance of sustainable action. "We are committed to a world where cocktail culture is revitalized through innovation, experimentation and overall better moments," says Brenda Fiala, Global Vice President of Strategy, Insights & Analytics at Bacardi.
Cocktail culture in Germany continues to grow: 18% of respondents said that they will consume more cocktails than beer and wine in 2024.
Here are the macro trends that will determine alcohol consumption in 2024:
- Limited Libations. Consumers of the future prefer the "less is more" approach, supporting the continued premiumization of key spirits, liquor and NoLo categories. With a conscious eye on the economic situation, consumers are looking for small luxury items and consider upscale lifestyle products as "must-haves". This quality-driven shift is transforming spirits into coveted collector's items, with forward-thinking brands elevating limited edition bottles through artful storytelling. At the same time, the NoLo category continues to develop (NOLO stands for no or low alcohol) and embodies the so-called "sipping spectrum". The English word "sipping" stands for moderate drinking, which is equated with targeted selection, quality, taste and social connections. The IWSR study shows us this in practice: almost half of NoLo consumers opt for NoLo options on certain occasions.
In Germany, the alcohol content of a drink is very important to almost a third of consumers, while only half as many say that the number of calories is crucial. Almost a quarter of consumers will not consume any alcohol at all during "Dry January" - 11% of them for the first time. A third of 18 to 29-year-olds say they will drink more cocktails with a lower alcohol content in 2024.
- Innovative aging & blending. The year 2024 will usher in an innovative phase for dark, aged spirits, with brands using unique aging methods and novel flavor combinations. Distillers will venture into uncharted territory in the growing product category. Bold and surprising combinations continue to lead the way, while regional experimentation leads to spicy, fruity and savory flavor profilesin innovative pairings. For lovers of dark, aged spirits, the range of flavors continues to expand. Rum-based cocktails continue to enjoy increasing popularity. According to the Bacardi Global Consumer Survey, mezcal is next in line to become a premium product, closely followed by rum, tequila and gin.
In Germany, young adults are particular fans of rum cocktails. The Mojito is the most popular cocktail among 18 to 29-year-olds, followed closely by the Piña Colada (fifth place) and Daiquiri (sixth place). Almost 30% of consumers like smoky, woody and spicy notes, among other notes, when drinking aged dark spirits.
- Escapist elixirs. Cocktail culture transports consumers to different places, countries and even times - classic spritzes and artful drops create nostalgic, convivial moments all year round. In 2024, the connection between drinks and destinations will continue to deepen, with classic cocktails and European flavors transporting consumers from the beach to the bar. This evolution will not only affect the place, but also the time at which consumers enjoy drinks. When it comes to partying, unconventional venues are experiencing a resurgence and, according to Bacardi research, party culture is shifting away from nightclubs to festivals as the new center for revelry. Vacations are among the top occasions where consumers will enjoy cocktails in 2024, and almost half (46%) of respondents in Germany agree. In Germany, 22% of younger respondents also want to enjoy more sundowner cocktails in the next year, more than twice as many as all respondents in the survey.
- Notes of Nature. In the coming year, consumers will redefine their relationship with the natural world, affecting where they spend their time, what brands they support and what they consume. With a resurgence of modern outdoor activities and a growing focus on sustainability, beverage brands are reshaping their connection to the environment through conscious ingredients and eco-friendly practices. In the beverage world, 2024 will see brands and bartenders take a holistic approach to nature and its flavors - using sustainably sourced fragrances, flowers, botanicals and oils to create cocktail experiences that are uniquely connected to the natural world."
According to the Bacardi Global Consumer Survey, a quarter of respondents in Germany want to consume more cocktails with natural ingredients in 2024, and this figure is significantly higher among younger respondents at 36%. More than half of all respondents stated that they would pay more for brands that stand for sustainability.
- Tech-enhanced tastes. Digital advances are changing "what", "where" and "how" drinks are enjoyed and opening up new ways to experience brands. As consumers increasingly look for personalized brand interactions, AI is opening up exciting opportunities for tailored cocktail experiences that are accessible anytime, anywhere. For the beverage industry, the development of AI is ushering in a new age of experimentation and discovery, where brand innovators are using technology as a tool to bring branded cocktails and experiences closer to consumers, regardless of location.
While 8 in 10 younger consumers in Germany are happy to rely on AI recommendations, they value retaining the emotional connection and artistic finesse that only bartenders can provide.
Top cocktails for 2024 in Germany
Fruity and sweet are the main flavors of cocktails in 2024, with cola, tonic and fresh fruit and berries being the most popular mixed drinks.
- Caipirinha
- Gin & tonic
- Piña Colada
- Hugo Spritz
- Mojito
- Whisky & Cola
- Bloody Mary
- Rum & Coke
- Tequila Sunrise
- Daiquiri
- Spritz
- Cosmopolitan
- Mai Tai
- Vodka Lemonade
- Martini cocktail
- Irish Coffee
- Margarita
- Espresso Martini
- Gin Lemonade
- Vodka Soda
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
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