emerging
In-the-Know Imbibing
Cocktail culture is shifting towards knowledge and discovery, with consumers seeking expert-led experiences and unique, educational drinking moments.
Themes
Timeframe
near-term
Categories
Subcategories
Impact areas
Detailed Analysis
Consumers are increasingly valuing knowledge and expertise in their cocktail experiences. This shift is driven by a desire for authentic human connection and a growing appreciation for craft and creativity in the face of new technologies like AI. As Irina Rodina, SVP Marketing Strategy and Operations at Bacardi, notes, "The discovery of new cocktails goes beyond flavor and now explores the insider view of craft, history, and cocktail making so they can proudly share that knowledge with others."
Context Signals
Growing popularity of cocktail-themed books and publications
Increased consumer interest in bartender recommendations
Emphasis on human touch and expertise in the face of AI
Edge
Bartenders can leverage their expertise by offering educational workshops and personalized cocktail experiences.
Brands can partner with expert mixologists to create unique, in-the-know serves and limited-edition releases.
The rise of online communities and platforms will facilitate knowledge sharing and create new opportunities for cocktail education.
