Do you know your customer?
Yes, it’s true, the 18 to 35 year old is the likely target audience for a decadent cocktail on a night out. But, research is also showing that those older than 35 are interested in consuming cocktails on a night out at the theatre or at dinner. Don’t write off the more mature market – they certainly have the means to enjoy those pink drinks. Aside from a great looking beverage, the flavour is very important to the consumer, so getting the right mix of ingredients to create a great flavour mix is what it’s all about (and this includes sourcing fresh ingredients).
Consumer knowledge about cocktails is increasing, as is the desire for consistency when enjoying these glamorous drinks. Consumers don’t want their favourite cocktail served differently when they bring their friends out for a night on the town – they want their favourite cocktail served just the way it always is. Getting that cocktail perfect time and time again is a skill that consumers recognise and want to see more of. Bartenders and mixologists have their work cut out for them.
What’s on the cocktail menu this year?
Some good old-fashioned favourites are back on the scene this year. They include the Mojito, Martini, Manhattan and the Cosmopolitan, which are definitely still crowd pleasers this year. Here’s a quick rundown on how to make a classic Cosmopolitan:
15ml Fresh lime juice
30ml Cranberry juice
45ml Vodka Citron
Combine all the ingredients into cocktail shaker and fill with ice. Shake the cocktail mixer well and double strain the liquid into a large cocktail glass. Serve without ice and garnish with a lemon slice.
Think outside of the bar
Cocktails are not yet a hot commodity in many hotels, despite their rise in popularity, and this opens up an opportunity for hotels to capture this target audience. Why not serve cocktails before dinner in your hotel lobby or lounge area? Cocktails don’t have to be served in a bar, they can be served before dinner or at the dinner table, a trend that’s likely to increase this year. Additionally, consumers are making their own cocktails at home – whether it’s because they are able to purchase pre-mixes these days, or because they have decided to learn more about cocktail making and give it a bash themselves. Either way, this trend is on the up. Cocktails are fun to make and they give guests something to do, talk about, sip…basically they’re great entertainment.
The grander, the better
With the increase in cocktail consumption this year, expect to see more theatrics in the way these drinks are prepared – from gels and foams to atomisers and exotic garnishes…we’re looking forward to some truly creative mixology in 2016.
Cheers to good health
It’s also good to note that consumers are not obsessed with guzzling down calorific cocktails this year, but instead, prefer a mixture of classic cocktails, alcohol-free cocktails (or mocktails) as well as low-calorie cocktail options. Expect to see more variety of these options in 2016.
What is your absolute favourite cocktail or mocktail? Please feel free to share your recipes with us in the comments section below. If you have any queries about any of our courses or you would like to know more about enrolling at International Hotel School, email firstname.lastname@example.org or call 0861 44 33 00 to talk to one of our consultants today.
(Sources and images: http://www.thespiritsbusiness.com/2015/11/top-10-cocktail-trends-for-2016/; https://en.wikipedia.org/wiki/Cosmopolitan_(cocktail); www.drinksomewhere.com; www.sofeminine.co.uk; www.3tags.org )