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It’s all about the Flavor:
Bigger & Bolder Stepping up your Flavor Game in Adult Beverages
WHO’S DRINKING AND WHAT?
consumed alcohol in past week
Adult millennials
Gen X
0%
10%
20%
30%
40%
50%
60%
Beer Cocktail/mixed drink
Red wine White wine Distilledspirit ‐ neat/straight up
Bourbon/whiskey ‐neat/
straight up
Liqueur ‐neat /
straight up
Rosé wine(blush)
Sparklingwine
Coffeecocktail
Cider Brandy,port, sherry,
etc.
Overall Young Millennials Adult Millennials Gen X Boomers
Note FLAVOR is most important attribute of any alcoholic beverage
Most commonly mentioned hurdle to most alcoholic beverages
can be the key driver of value
What Does the Web say about your Brand Flavor?
Are customers portraying what you
are about?
Latitude29 ‐ Tiki authority Beach Bum Berry’s Tiki Bar in New Orleans
Do you have enough BIG FLAVOR and BIG PRESENTATIONS to get people clicking!
Serving the well balanced and Flavorful Beer cocktails in a “Can” added interest to purchase.
Red Robin Got people interested with Canned Cocktails and Fun Flavored Boozy Milkshakes
CPK’s Strawberry Mango Cooler NAB LTO did outrageous numbers – blending beloved strawberry with other more Adventuresome Flavors such as ginger,
mango, guava and finished with Fresca. Bold Flavor, light in calories ….
Safe & Familiar + Unique & Bold Flavor = Winner!
….Now it’s a core menu item!
FOOD & BEVERAGES WITH A FLAVORFUL
STORY
Having something FLAVORFUL to say
Photos sell.They really do. The items that we photograph, we’ll see three times as many sales as not‐pictured items.
Keith Marron, Catalina Restaurant GroupJanuary 2015
54
47
31
47 46
41
58
72
63
42
5956
49
65
Combo Meal Dessert Beverage Pasta Dish Breakfast Dish App / Side Sandwich
no picture picture
True for alcoholic beverages?
27.3
31.6
Alcoholic Beverages
no picture pictureBut pictures may backfire…BARRIO SOUR AT HARLOW (L.A.), with Tequila Cabeza, El Silencio Black Mezcal, egg white, demerara syrup and a spiced cabernet float.
What Flavordoes this photo conjure up in your head?
UNIQUEN
ESS
PURCHASE INTENT
COCKTAILS THAT ARE APPEALING AND SOUND FLAVORFUL STAND OUT
•What’s Trending …..
AUTHENTICITY
As food becomes more authentic, so too
can cocktails…
INCEPTION ADOPTION PROLIFERATION UBIQUITY
Goldshlager
Campari
Jägermeister
Spirits/ LiqueursMenu Adoption CycleSource: Datassential MenuTrends
St.Germain
Amaretto
Triple Sec
Irish Creams
Sloe Gin
Bonal
Benedictine
Becherovka
Limoncello
Chambord
Frangelico
Fireball
Coffee liqueurs
Amaro
Veev Bitters
Grand Marnier
Aperol
RumChata
Chartreuse
Malort/Besk
Drambuie
Cointreau
Midori
Cynar Sambuca
Fernet Branca Southern Comfort
Lillet Blanc
Orangecello
SchnappsMainstream Cider
Craft Cider
Baijiu
Soju
Aquavit
Ouzo
Arrack
Shōchū
Pisco
Grappa
Cachaça Sotol
Calvados Absinthe
Armagnac
Mezcal
White Whiskey/Moonshine
CognacBrandy
Rye Whiskey
Gin
Scotch Whiskey
Bourbon Whiskey
Rum
Vodka
Tequila
Irish Whiskey
Slivovitz
Jenever
Kirschwasser
Calvados (France) = The What's Old is New Apple
Avenue ‐ The Aviary, Chicago Grenadine, Calvados and bourbon with passionfruit sorbet.
Salted Caramel FlipRum, calvados, salted
caramel syrup, cumin + egg
DeliveranceCalvados, cedar‐infused bourbon, Fernet Branca, maple syrup
Hard ciders have grown 700% on drink menus over
the past four years, according to Datassential’s
MenuTrends.
Aquavit (Scandinavian) = Scandi Trend and Herbal Cocktail Add in
Aquavit & Tonic‐Mrnilsson's, NYC
Brennivin Aquavit, Dill, Lime, House Tonic
Syrup, Brooklyn Seltzer
Seven Foals Cocktail ‐Pernod, Aquavit, dry vermouth, Cointreau, fresh orange and lemon juice, celery bitters
Kirschwasser (German) = Old School Cherry Cherry Orchard ‐ Tooker Alley, NYCClear Creek Kirschwasser, Grapefruit and Lemon Juice, Simple Syrup, Luxardo Maraschino Liqueur, Luxardo Sangue
Morlacca, Bonded Applejack, and Peychaud’s Bitters
Eider Duckbrandy, Grand Marnier, Kirsch, and lemon juice
The Harvey CherrybangerKirsch, Galliano, Cynar,
grapefruit juice
The Red Ant ‐ The Alembic, San Francisco
rye whiskey, kirschwasser, Cherry Heering, mezcal , and Bittermens Xocolatl
Mole bitters
Schwarzalder Kirschtorte, or Black Forest cake, scored a 93 on a market appeal index
vs. hundreds of other global foods.
93%
Mezcal (Mexico) = Smokey and Savory
El Vampiro ‐ The Forgery, San FranciscoFidencio Unico Mezcal , Manzanilla Sherry, Creme de Cassis
Electric Relaxation –ENOTRIA Sacramento
tequila blanco, Lillet Blanc, mezcal, lemon, thyme, and blueberry‐white pepper shrub
A Oaxacan the Clouds ‐ Playa, Los AngelesMezcal, Roasted Farm Tomatoes, Crispy Sage,
Pimenton D'espelette
Smoke Pit – Lazy Bear, San FranciscoDry vemouths , Del Maguey mezcal ,
cherry shrub
Zimmerman Plan ‐ LowBrau, Sacramento
Del Maguey Vida Mezcal, lime, orange juice, jalapeno, cilantro simple syrup, and
Hefewiezen
Pisco (Peru) = Not your Mother’s Pisco Sour….
Golden tumi ‐ La Mar Cebicheria, NYC Pisco acholado, tequlia reposado,
maracuyá (passionfruit), hum liqueur, fresh lime, and egg white
Bar Oak ‐ Tokyo Station Hotel, JapanEncanto Pisco Acholado, Suze aperitif,
small hand foods grenadine syrup, and lime
La Mar Cebicheria, San Francisco Offers a menu of 12+ rotating cocktails all based on pisco in various forms.
Sakura Sour ‐ Pisco Trail, San Francisco
Barsol Pisco Quebranta, fresh lime juice, sakuratea simple syrup, egg
white, Peychaud’s bitters Pear Blossom Highway ‐ Playa ,Los Angeles
Pisco, Clear Creek Eau de Vie, Yellow Chartreuse, Citrus,
Bartlett Pears
Armagnac (France) = On Trend Modifier
The Cognac Room at Gaspar Brasserie– San Francisco
Standstill Armagnac, Kina,
Lillet Rose&
FroupeBrandy, Sweet and Dry
Vermouth, Benedictine
Moon River Shrub –The Aviary, Chicago Huckleberry, champagne vinegar,white armagnac.
Bittered Sling ‐ Heaven’s Dog, San Francisco
Armagnac, Simple Syrup, Angostura, and nutmeg
La Collette ‐ Cadet, Santa MonicaArmagnac, sherry, lemon, mint,
grapes
Last Day of Sin ‐ SOCIAL, Costa Mesa
Foie Gras infused cognac, rye, Armagnac, apple cider shrub,
Herbsaint , dried apricot
Armagnac’s cousin, cognac, is up 44% on drink menus vs. four years ago according to Datassential’s MenuTrends.
44%
Slivovitz (Central & Eastern Europe) = Stone Fruit Trend
The Road to Zagreb ‐ RDG + Bar Annie, HoustonSlivovitz, maraschino liqueur, Amaro Montenegro, grapefruit juice, and Peychaud’s Bitters
H. Krustofsky ‐ Essen Restaurant, Toronto, CAN
Slivovitz, Luxardo, Manischewitz,black pepper & lemon
Martin Hudák ‐ Dublin Café, Prešov, Slovakia Irish Mist liqueur, aged slivovitz, fresh lemon
juice, plum jam, dried plum, Fee Brothers Aztec Chocolate Bitters
Looking Glass cocktail ‐ RDG + Bar Annie, Houstin
Slivovitz, Kirsch, Nigori Sake, passion fruit & orange bitters, and kefir lime
Tippler’s Delight ‐ Jardiniere,San Francisco
Navip 8‐year old slivovitz, elderflower liqueur,
lemon juice, and absinthe
Soju (South Korea) = On Trend and can be Used in Place of White Spirits
Honey Yuzu Lemon Soju Cocktail from Kang Ho Dong Barbecue, Buena Park Soju Pitchers offered at Answer Bar & Lounge,
Santa Clara
Infused Soju Sampler ‐ Apple, Grapefruit, Mint, Red Plum, Pomegranate and Seasonal Fruits ‐MONO+MONO in New York City's East Village
Drunken Tiger from ROK Social House, Old Town Scottsdale Soju, makgeolli, orange juice,
grapefruit juice, pineapple juice, and guava syrup
Soju is up 38% on restaurant drink menus.
38%
MASHUPS
Spirit companies continue to take a page from the FLAVOR MASHUP movement, blending more spirits and making FRIENDLY FLAVORED whiskeys .
Tequila
VodkaCognac
GinSake
Beer HopsWhiskey Malt
Grey Goose VXBacardi Limited
JinzuDiageo
R5 WhiskeyCharbay
VodquilaRed Eye Louie’s
Vodka
Sangrias aren’t just about red wine these days. White Wine Sangria is a top seller.
And its not just about “Wine”.
Sangrias join the Flavor Mashup with: Sake Sangria, Prosecco Sangria and Hard Cider Sangrias!
Sake Sangria with Lemongrass, Citrus, Honey and Plums
Sake Sangria with Lemongrass, Citrus, Honey and Plums
Stir Key: a rich, robust, bold rum old‐fashioned. Macadamia nut orgeat, two different bitters,
Jamaican rum, Black Strap rum, and Bermudan rum
Pistachio Rockmelon Martini ‐Potato Head, Jakarta
Belvedere vodka, melon liquer, fresh rockmelon, and pistachio
foam ‐ Served with pistachio nuts and pistachio sorbet
Bak Kwa Cocktail – MARS BarHoney glazed Bak Kwa is fat‐washed in Bulleit bourbon before being stirred into
orange and cinnamon syrup
Chili Crab Cocktail ‐MARS Bar Tanqueray, Malibu, crab cracker, kaffir lime, lemongrass, orgeat, and chili crab
CULINARY INSPIRATION
Flavors and preparations driving
food innovation are changing
beverage programs
The Consumer ExpectsGreat Flavor & Freshness
• Great Ingredients – that does not mean $$$$• Fresh Mixers, Quality Syrups and Purees • Consistency & Speed Scratch• Fresh Finishes• Relevant Garnishes• Call out “What Your Doing” on the Menu• Cross Utilize Kitchen Items in Cocktails • Promo Food & Beverages that go with Each Other • Give Focus to Seasonal NAB’s
130.4%
112.2%
98.1%94.0%
88.9%
79.1%
65.7% 65.1%
56.7%
45.5%41.5%
34.7% 32.3%24.7% 24.0% 23.3% 23.1% 22.9% 22.9%
1‐yr Growth on Cocktail Menus
1‐yr Growth on Food Menus
INCEPTION ADOPTION PROLIFERATION UBIQUITY
Orange
Cherry
Espresso
Apple
Cayenne
COCKTAIL FLAVORS
Menu Adoption CycleSource: Datassential MenuTrends
Grapefruit
Pear
Peach
Vanilla
Lemon
Thyme
Tamarind
Cardamom Passion fruit
Mint
Pineapple
Lime
Yuzu
Rhubarb
Acai
Mango
Lavender
Coconut
Chocolate
Blackberry
Pomegranate
Grilled
Rosemary
Blood orange
Blueberry
Maple
Strawberry
Raspberry
Berry
Cranberry
Source: Datassential MenuTrends
Black pepper
Habanero
Chipotle
Clove
Egg whites Jam
Rhubarb
Smoked
Tamarind
Beets
Basil
Butterscotch
Cucumber
Elderflower
Espresso
Grape
Hibiscus Jalapeno
Key lime
Almond
Cinnamon
Honey
Watermelon
Ginger
Sage
Pumpkin
Bacon
Pickle
Thai basil
Serrano
Sea salt
SPIRITED VERSIONS
Nostalgic Flavors ‐ Ready to be Spiked
EMBRACE BITTER …..and Sour…FLAVORS
1600.0%
800.0%
555.5%
287.5% 263.9% 254.7% 246.0% 217.6%
100.0% 84.5% 59.8%70.0%12.5% 35.3% 6.4% 17.8% 29.3% 44.4% 31.0%
100.0%60.4%
14.1%
Shrub Marmalade Aperol Pimm's Lillet Bitter Vinegar Bitters Kombucha Burnt Vermouth
1‐yr Growth on Cocktail Menus
4‐yr Growth on Food Menus
There are more bitters coming on the market every day. Bitters are an easy way to add relevancy and flavor to your cocktails and menu.
Drinking Vinegars and Bitter Liquors are making their way to more menus….. slowly.
West and East coasts lead this trend.
Lighter cocktails are driving the use of aperitifs – many with bitter profiles
Sherry
Port
Vermouth
Lillet
Amaro
Cocchi Americano
Aperol
Pimm’s
ALCOHOL CONTENT
Eater: When cocktail meets mocktail, the "session" drink is born.
• Shims• Low Proof • Shrub Shim• Suppressor• Spritzers• Session Cocktails
Low‐alcohol cocktails = drinks made with mostly low‐proof liquor (under 20 percent ABV), and/or drinks that involve a full‐proof spirit rinse. These Low ABV cocktails are still high in Flavor.
Shims "keep things level and keep them from getting wobbly, just like a low‐alcohol drink."
Hat Trick: amontillado Sherry, Aperol, Fee Brothers rhubarb bitters, Prosecco
The structure of cocktail menus is also evolving – highlighting the flavor and ABV instead of the spirit base.
BEERS/ CIDERS
INCEPTION ADOPTION PROLIFERATION UBIQUITY
Unfiltered Wheat
Kolsh
Pilsner
Amber Ale
Smoked Beer
BEER TYPESMenu Adoption CycleSource: Datassential MenuTrends
Barleywine
Brown Ale
Stout
Wheat
Porter
Light Lager
Belgian
Flanders Red
Sahti
Floral Flavored
Session IPA
Milk Stout
English Bitter
India Pale Ale (IPA)
Irish Ale
American Lager
Pale Ale
Berliner Weisse
Gose
Bourbon Barrel Aged
Lambic
Shandy/Radler
Fruit Flavored
Beyond Bourbon Barrel Aged
Saison/Farmhouse
Steam
Flemish Red
Imperial IPA
Imperial Stout
Scottish AlePumpkin Beer
Blonde/Golden
Second Run/Small Beer
Rye Ale
Culinary Inspired
The beer industry is seeing ABVs diverge into heavy 10‐15% stouts & porters and flavor‐forward light beers under 6%.
Beer Cocktails are a great gateway for bridging the gap of spirits and brew.
Beer is on fire! More and more styles come to market every day. Guests expectations continue to rise for both regional and unique craft beers.
The Rub & Rye Cocktail: Mesquite salt or your favorite barbecue dry rub spice mixture, Rye Whiskey, Lemon juice, maple syrup, Egg white, Scaldis Pêche Mel beer, and Barbecue bitters Hard Ciders continue to
break into menus. Immerging Flavors include: cherry, chai, pumpkin & hibiscus….
WHO’S REACTING TO WHAT…FLAVOR
BARREL‐AGED SPIRITS56% interested72% millennials78% young millennials
SKINNY COCKTAILS50% interested69% millennials59% gen x
HARD ROOT BEER48% interested68% adult millennials52% gen x
CIDER47% interested65% millennials51% gen x
COCKTAILS ON TAP46% interested69% millennials
SPIKED MILKSHAKES45% interested70% millennials
PROHIBITION‐ERA COCKTAILS45% interested66% millennials67% adult millennials
FLAVORED WHISKEY44% interested68% young millennials53% gen x
MEAD42% interested63% adult millennials
SMOKED FLAVORS33% interested59% millennials
SPICY FLAVORS33% interested55% millennials
BITTER FLAVORS32% interested52% millennials60% young millennials
MORE FLAVORFUL TRENDS in BEVERAGE
Innovative Tea Cocktails
On-Draft Coffee
Herbal Sodas
Veggie Cocktails
Unique Milks: “coconut milk” & “almond milk”
Cocktail Perfume
Flavor Consistency with Pre-Batching & Cocktails on Tap
Varietal Honey SyrupsFlavored Ice Cubes
Interactive Cocktail Experience
Sophisticated and Dryer NAB’s
“Tween” Beverages
LiquidKitchen.com
@KathyCaseyChef
For Concept Development, Signature Cocktail Menus,
Cocktails on Tap Program, and Training & Implementation, Contact:
Thank You for Coming!
@LiquidKitchenTV
For more information on the Alcoholic Beverage Keynote Report, MenuTrends or how we can help you leverage trends,
Contact:
[email protected]‐430‐7085