1、2023Presented by Bacardi Limited in association with The Future Laboratory2Pg 3 INTRODUCTION Pg 4 MACROTREND 1:pleasure revolutionPg 10 MACROTREND 2:transformational tastesPg 15 MACROTREND 3:virtual experimentationPg 18 MACROTREND 4:sophisticated sipsPg 22 MACROTREND 5:conscious cocktailsPg 30 CONCL

2、USIONContentsBacardi Cocktail Trends Report 2023Introduction3Bacardi Cocktail Trends Report 2023Throughout 2022,uncertainty has continued to abound.But after experiencing enforced hybrid living at the beginning of the decade,people are now viewing the challenges they face from the climate crisis to

3、geopolitical tensions with fresh eyes.Consumers now have more control over their lives,and are experts when it comes to their needs and desires.They understand their rhythms,what makes them tick,and the kind of world they want to live in.All of which contributes to a sense that the future is very mu

4、ch up for grabs.Its a feeling echoed in the wider landscape.“Believe it or not,were on the cusp of a new cycle of mass flourishing and innovation.The widespread upheaval of the last few years has rewritten the rules of collaboration and community,with 2023 representing the beginning of mass technolo

5、gical,societal,cultural,and organizational transformation.”Martin Raymond Co-founder of The Future LaboratoryFor the drinks business and cocktail consumption,the stage is being set for a year of ramped-up innovation and action.The organizations that embrace this mindset will be able to meet the myri

6、ad expectations of consumers,who are applying newfound flexibility and fluidity to the flavors,experiences,cocktails,and occasions they embrace.“As 2023 arrives,we see people adapt to the shifts around them,and the onus is on brands to find innovative ways to captivate and delight their audiences.As

7、 cocktail culture flourishes,people are seeking inspiration from the new flavors,sensations,and experiences theyre seeing in bars and restaurants and using these to deepen their enjoyment in the creation of cocktails.”Brenda Fiala Global VP,Strategy,Insights&Analytics at BacardiWhile peoples tastes

8、around what,when,and how they want to drink may be in flux,attitudes toward values,community and mindfulness are anything but,ensuring that brands must work harder than ever to demonstrate that they are on the same journey toward building a better future.In this report,Bacardi Limited,the worlds lar

9、gest privately held spirits company,looks ahead at the key trends impacting cocktail consumption and the spirits business in 2023.This report,made in collaboration with The Future Laboratory,draws on insights from Bacardi-led consumer and brand ambassador surveys,interviews with the bar and restaura

10、nt trade,and The Future Laboratorys independent research.PLEASURERevolutionMACRO TREND 1:People are turning away from a life of relentless productivity,instead shifting their focus from enhancement to enjoyment,and seeking cocktail experiences free from convention.4Bacardi Cocktail Trends Report 202

11、3Flexible and fluid living is fueling the emergence of liberated attitudes among cocktail drinkers,with people prioritizing new ingredients and exciting flavor combinations at home,during celebratory moments,and everywhere in between.Research from the Bacardi Consumer Survey 2022 shows this in actio

12、n.In the United States,more than one-third(38%)of respondents plan to drink more cocktails than wine over the next year,while nearly half(44%)of consumers in South Africa are looking at drinking more cocktails than beer.This shift can be traced back to the boom in at-home mixology sparked by lockdow

13、ns during the pandemic.It continues to grow and to influence where and when cocktails are created and consumed.The Bacardi Consumer Survey 2022 reveals that 40%of respondents in the U.S.,and more than 30%of those in the United Kingdom,are choosing to make more cocktails at home in 2022 compared to 2

14、020.This is upheld by almost 30%of respondents across the U.S.,U.K.,Mexico,India,and South Africa,who say they have upped their cocktail knowledge over the past two years.Furthermore,Google Search volume for“cocktails”went up by 59%between October 2021 and September 2022.Its not just any cocktail ta

15、king centerstage when peoples repertoires at home and on-premise.A desire for fun and frivolous flavors is evidenced in the Bacardi Consumer Survey 2022,where daiquiri(37%),margarita(37%),and bloody mary(34%)are ranked among the cocktails which are most frequently ordered by consumers when they are

16、drinking out or when making cocktails at home.This focus on enjoyment means that mixologists are free to innovate and elevate cocktail experiences to excite the senses.Notably,Bacardi is nurturing more innovative approaches to cocktail-making at home with the Freepour app.The Bacardi-created app ena

17、bles bartenders to advance their career digitally and provides training and education to help them upscale their craft.In addition,products such as TAILS COCKTAILS ready-to-serve(RTS)cocktails give people the freedom to enjoy complex offerings conveniently with just a simple pour of a bottle.In 2022

18、,the brand made its range of premium batched cocktails available for consumers to enjoy at home and in bars.These are opening up the opportunity to cater to peoples burgeoning appetite for quality cocktails without worrying about the skills that go into making them.CocktailsFOR ALL5Bacardi Cocktail

19、Trends Report 20231.MOJITO 2.DAIQUIRI 3.VODKA SODA 4.BLOODY MARY5.GIN AND TONIC 6.PIA COLADA7.MARGARITA 8.WHISKY HIGHBALL9.RUM AND COKE 10.COSMOPOLITAN 11.ESPRESSO MARTINI 12.TEQUILA SUNRISE 13.BLUE HAWAIIAN 14.LONG ISLAND ICED TEA 15.WHISKY SOUR 16.DARK&STORMY 17.IRISH COFFEE 18.MARTINI 19.MICHELAD

20、A20.CAIPIRINHATOP 20 GLOBALLY SOUGHT-AFTER Cocktails6Bacardi Cocktail Trends Report 20237In 2023,expect to see the rise of all-new drinking occasions,with the growing popularity of non-traditional venues the New Premise providing more opportunities for people to treat themselves and enjoy cocktail e

21、xperiences.Consumers are already widening the scope for when,where,and why they seek drinking experiences as cocktails find shelf space beyond traditional venues.According to the Bacardi Consumer Survey 2022,one quarter(25%)of U.S.consumers say cafes are their preferred cocktail consumption venue,wh

22、ile in South Africa,nearly half(43%)of consumers say they are less likely to go to nightclubs for cocktails.Globally 44%of respondents say relaxing with friends or family is the number one cocktail-drinking occasion-outpacing happy hours,date nights,and parties.As these new moments take shape,drink

23、formats are transforming to cater to the myriad occasions when,and locations where,people are seeking cocktail experiences.Increasingly,were seeing cocktails pop up in venues like golf clubs,cafes,concerts,and even country clubs,enabled by the emergence and ingenuity of canned and pre-batched cockta

24、il options.MORE AND MOREmoments“People are looking to make up for missed moments,choosing to indulge in these moments that matter with high-quality spirits and ingredients.More so,theyre celebrating these occasions in places beyond traditional venues as they now have the opportunity to partake in co

25、cktail experiences even in places like the park,cafe,and pickleball court.”Jacob Briars Global Trade Advocacy Director at BacardiBacardi Cocktail Trends Report 2023Individuals are also looking to ready-to-drink(RTD)offerings for more flexible,fluid,and spontaneous celebrations.Consumer desire for su

26、ch options shows no sign of abating,with Insight Ace Analytic revealing that the RTD market,currently valued at$36.42bn,is expected to grow 11.2%by 2030.Premixed cocktails and spirit-based seltzers,meanwhile,accounted for$1.6bn in off-premise sales from November 2020-2021,with 55%of U.S.respondents

27、preferring spirit-based beverages to other RTD choices,according to the Distilled Spirits Council of the United States.Spirit-based canned cocktails have continued to gain popularity as a“no hassle”premium experience at home and in a variety of venues,including music festivals,nightclubs,concert ven

28、ues,coffee shops,and golf resorts.According to the Bacardi Global Brand Ambassador Survey 2022,72%of respondents are seeing speed of service as the reason for increased spirit-based RTD activity in bars and restaurants,and 62%see pre-batched cocktails as a category that is set to increase in the fut

29、ure.8Bacardi Cocktail Trends Report 202365%RESTAURANT64%HOME 50%BAR IN MY CITY 46%NIGHT CLUB 43%BAR IN A CITY IM VISITING41%FESTIVAL/CONCERT 25%OUTDOOR PARK 25%SPORTS VENUE 25%CAFE 1%OTHER39%BAR IN MY NEIGHBORHOOD 24%PRIVATE MEMBERS CLUB WHERE ARE WE DRINKINGcocktails?9Bacardi Cocktail Trends Report

30、 2023TASTESTransformationalMACRO TREND 2:With greater control over their schedules,consumers are looking beyond traditional cocktail culture.Harnessing the move toward experimentation and flexibility,2023 will transform when and where people celebrate with cocktails,and the flavors they choose to en

31、joy.10Bacardi Cocktail Trends Report 2023With time becoming more unstructured in a world of hybrid work,drink occasions are becoming increasingly varied.Many are enjoying cocktails earlier in the day,and this brings opportunities for creations that align with an individuals rhythm and match their mo

32、od at a specific time as they amend their social routine.The Bacardi Consumer Survey 2022 reveals that compared to 2020,nearly 40%of respondents in the U.S.and U.K.,and more than 50%of respondents in countries including South Africa,India,and Mexico,are going out to eat,drink or socialize earlier in

33、 the evening.For respondents in the U.S.and South Africa,those enjoying spirits or liquors between 4 pm and 8 pm(40%and 43%,respectively)closely match those enjoying the more traditional evening slot.This shift is leading to a surge in spicy drinks,with tequila or vodka-based cocktails finding affin

34、ity with bolder,unexpected pairings including,jalapeos,and tabasco.Research from Mintel reveals that in the U.S.three quarters(75%)of people now enjoy spicy flavors,and a Sainsburys study shows that more than one-third(36%)of people in the U.K.have introduced chili into their diets in the last two y

35、ears.The focus on these ingredients is leading to interesting takes on classics,such as the spicy margarita which,saw 48%growth in average monthly Google searches across markets between September 2021 and September 2022.In India,research from Bacardi reveals that nearly half of consumers(43%)are set

36、 to order a bloody mary in the next 12 months,highlighting the emergence of spicier mixes and those which are more suitable in pre-noon or early afternoon contexts.Bitter flavors continue to remain popular,with more than 30%of bartenders looking to ingredients such as coffee and aromatic bitters,and

37、 to ferments including kombucha and kefir,according to the Bacardi Global Brand Ambassador Survey 2022.This research shows that 40%of bartenders are interested in coffee-flavored drinks and 58%in espresso martinis.This cocktail is the fifth most popular among respondents in the U.K.,while Yelp repor

38、ts that mentions of espresso martini were up nearly 300%in the first six months of 2021 vs.the same period three years earlier.FRUITYSWEETSAVORYSPICYSOURBITTERSALTYHERBACEOUSMost popular flavorsCIRCADIANcocktails11Bacardi Cocktail Trends Report 202312With people around the world facing ongoing tensi

39、ons and uncertainties,experiences that stimulate nostalgia are in demand.In 2023,consumers will seek out cocktails that transport them back to better times,with a recent Mintel study revealing that consumers aged 25-44 are most likely to enjoy things that remind them of the past.This drive is prompt

40、ing an uptick in nostalgic,classic cocktail choices that are elevated with a twist,whether through the addition of low-proof bitters or an unexpected ingredient.At San Franciscos immersive tiki bar Last Rites,the cocktail menu brings a level of sophistication to the genres typical kitsch,imbuing cla

41、ssics such as mai tai with house-made cashew orgeat syrup instead of the traditional almond-based version.Research from the Bacardi Consumer Survey 2022 confirms this shift further,highlighting that 58%of bartenders are most interested in classic cocktails with a twist.More than a quarter,meanwhile,

42、are interested in cocktails such as martini,margarita,negroni,highball,and old fashioned.In Mexico,consumers arent just making retro cocktails but are ordering them liberally too.The Bacardi Consumer Survey 2022 shows that 57%of Mexico-based respondents opt for mojitos,and half choose pia coladas,wh

43、ether at home or in a bar.NOSTALGIA WITH AtwistBacardi Cocktail Trends Report 2023The popularity of rum-based cocktails is driving growth and premiumization across this spirit segment,with Bacardis Global Brand Ambassador Survey 2022 revealing that 32%of bartenders expect to see increased premiumiza

44、tion in aged rums over the next year.Figures from NielsenIQ show that in the 12 months to July 2022,total rum sales amounted to$1.2bn in the U.K.,with rum accounting for 13%of the overall spirits category and the country highlighted as the fastest-growing key market.As nostalgia continues to pervade

45、 the market,2023 will provide an opportunity for brands to evolve and reroute nostalgic drinks through sustainable,mindful and flexible twists that place them firmly in the present.13Bacardi Cocktail Trends Report 2023This new landscape is providing places where bartenders can push the boundaries wi

46、th experimentation,liberation,and fun ingredients.Research from the Bacardi Consumer Survey 2022 reveals that in the U.S.and U.K.,respondents were most likely to enjoy cocktails containing fruity(35%and 38%,respectively)and sweet(27%and 29%)flavors,signaling the emergence of more frivolous and caref

47、ree drink options.“For many people,pandemic lockdowns amplified aspects of creating coziness,”says Brandy Rand,chief strategy officer,IWSR Drinks Market Analysis.“Flavors and smells like chocolate chip cookies,fresh-squeezed lemonade,or a peanut butter and jelly sandwich bring back the nostalgia of

48、childhood and are simple comforts.”Bartenders in various establishments have been experimenting with more fun,sugary drinks think 90s and 2000s“cringe”cocktails like cosmopolitans and passion fruit martinis.The advent of aesthetic and colorful concoctions chimes with findings from the Bacardi Global

49、 Brand Ambassador Survey 2022,where 81%of respondents note the rise of Instagrammable cocktails being created and listed on menus in 2022.This shift is also being seen in other industries.Confectionery brand Rotten,for example,aims to hit a nostalgic note with horror visuals reminiscent of the“Goose

50、bumps”books that many millennials will remember reading as children.Notably,experimentation is being experienced in bars and restaurants,too.Philadelphias Hop Sing Laundromat,the idiosyncratic Chinatown cocktail bar,is hosting a weekly residency by bartender and author of“The Bartenders Manifesto”To

51、by Maloney.The residency is akin to that of a musician or artist,with experimentation the key aim.Such events elevate cocktail experiences into a form of entertainment,chiming with the industrys move toward fun and frivolity.CAREFREEcreations14Bacardi Cocktail Trends Report 2023EXPERIMENTATIONVirtua

52、lMACRO TREND 3:The digital realm is proving rife for drinks innovation,with accelerating technologies providing fresh paths to cocktail discovery,creation,and enjoyment.15Bacardi Cocktail Trends Report 2023Consumers have heightened expectations and are requesting cocktails at traditionally unexpecte

53、d times and venues.They want their cocktails to be customized to their preferences,with 2023 set to be the year of on-demand drinks and experiences,all facilitated by the convenience of digital commerce and the ingenuity of web platforms.The proliferation of inter-pandemic delivery services set this

54、 shift in motion,with premium cocktails chief among the change.Research from the Bacardi Consumer Survey 2022 reveals that more than one third(35%)of respondents in the U.S.now order cocktails-to-go from a bar or restaurant,while a similar percentage(33%)use a third-party delivery service.Driving th

55、is concept of digital personalization outside of the home and further into the future is Cecilia.ai,the developer of the worlds first interactive bartender,which signed a first-of-its-kind partnership with the Bacardi Center of Excellence at the Chaplin School of Hospitality&Tourism Management at Fl

56、orida International University.Cecilia.ai features an interactive 3D avatar of a bartender,named Cecilia who is able to engage in a two-way conversation,describe the menu,recommend drinks and,of course,make cocktails.Working with advanced voice recognition and AI technologies to make 120 cocktails p

57、er hour,the innovation is charting a new frontier in mixology,with opportunities for customization abounding.Its a reflection of shifts in the wider innovation landscape too,with figures from the World Intellectual Property Organization showing that Q1 2022 saw the highest growth in patent filings(2

58、1%)on record,with AI and data-learning innovations the Holy Grail.DIGITALDemocratization16Bacardi Cocktail Trends Report 202317If 2022 was the year of the metaverse,expect 2023 to be the year of the Betterverse,where the immersive,collaborative,and engaging virtual realm is harnessed to provide tran

59、sformational experiences,education,and exploration.As Martin Raymond,co-founder of The Future Laboratory,states:“To continue to attract consumers and their ever-changing mindsets through the next decade and beyond,businesses must help to build the Betterverse a metaverse that stands for equitability

60、,inclusion,representation,accessibility,transformation,and personal and planetary betterment.”With technology research firm Gartner predicting that by 2026 a quarter(25%)of people will spend at least one hour a day in the metaverse to work,shop,socialize or consume entertainment,expect bartenders to

61、 lean into Betterverse philosophies by using virtual realms as positive places to provide access to and education around cocktails.With their intrinsic openness,digital spaces have the potential to create new paths to drinks education and experimentation,with forward-thinking brands using gamificati

62、on strategies to make such concepts even more engaging.Bacardi is already unlocking this future through the creation,in June 2022,of the worlds first metaverse distillery in Decentraland.The ANGELS ENVY meta distillery was devised to give brand loyalists and new audiences the opportunity to embark o

63、n a gamified and educational virtual production tour,complete with a cocktail quest,access to free NFT wearables and a Proof of Attendance token,and the ability to plant virtual white oak trees.Bacardi has also increased awareness of its popular PATRN tequila cocktails and highlighted the GREY GOOSE

64、 honey deuce cocktail through immersive metaverse experiences.IMBIBINGBetterverseBacardi Cocktail Trends Report 2023SIPSSophisticatedMACRO TREND 4:Revitalized attitudes to spirits are encouraging premiumization across categories,as consumers lean into the sophistication and experimentation afforded

65、by high-quality mixology.18Bacardi Cocktail Trends Report 2023Discerning mindsets will drive drinks premiumization across the board in 2023.According to research from the Bacardi Global Brand Ambassador Survey 2022,72%of bartenders are noticing the most premiumization within tequila.Other categories

66、 that are seeing a larger play for premium spirits are single malts,aged rum,and mezcal.Research from the Bacardi Consumer Survey 2022 reveals that nearly half of consumers in Mexico(46%),South Africa(46%),India(45%),and the U.S.(45%)say its extremely important for them to drink cocktails that conta

67、in high-quality spirits and liquors,showcasing this shift in action.In addition,more than a quarter(28%)of respondents in the U.K.are drinking more premium spirits and liquors.The consistent market performance of premium spirits is reinforcing alcohols resilience and status,mimicking the uptick of o

68、ther“affordable luxury”categories such as coffee and beauty during economic downturns.As The Future Laboratorys Chris Sanderson notes:“At times of crisis,high-quality creations represent an achievable means of treating oneself and a form of escapism.”As consumers seek the sophistication of high-qual

69、ity spirits,bartenders are moving away from complex,fussy cocktails with lots of decoration or garnish.Instead,theyre letting the quality of the cocktail including its ingredients,flavors and aromas speak for itself.Research from the Bacardi Global Ambassador Survey 2022 confirms this development,wi

70、th nearly half(49%)of bartenders expecting to see simpler serves,crafted with premium ingredients,on menus over the next year.PREMIUMMinimalism19Bacardi Cocktail Trends Report 2023This minimalism is also being seen beyond the cocktail category,with experimentation in the food scene signaling a wider

71、 shift toward quality ingredients celebrated though simplicity.At Brutalisten restaurant in Stockholm,for example,diners are served dishes that adhere to the principles of one-ingredient cooking,with ingredients,not recipes,taking center stage.Dishes are prepared with just one ingredient at a time,w

72、ith the most minimalist of dishes including no water,salt or oil.“The aim is to dig vertically into the taste of a given ingredient and clear it of the background noise,”explains artist and Brutalisten founder Carsten Hller.As consumers lean into the quality and craft associated with minimalist food

73、 and drink concoctions,2023 will see future-facing brands create flavor-focused experiences as add-ons.DEWARS blended Scotch whisky,for example,boosted the visibility of its premium offering through a specialist emporium at Istanbul Airport,with vapor infusion jars providing shoppers with a multisen

74、sory experience that drew attention to the distinct profiles of whisky.20Bacardi Cocktail Trends Report 202321Following the growth in cocktail connoisseurship among consumers,people are now looking to diversify their tastes and deepen their palates further by indulging in and experimenting with savo

75、ry,salty,and herbaceous flavors more commonly found on the dinner plate.Research from Global Data reveals that consumers are driving forward this savory future,with nearly one third(30%)of people saying they would buy a drink purely because they were curious about its flavors.For drinks brands,this

76、curiosity means its often a case of the bolder the better.Respondents to the Bacardi Global Brand Ambassador Survey 2022 confirmed this shift,noting the rise in adventurous spices and seasonings such as tamarind,tajin,chipotle,and cardamon.Chicagos Ositos Tap is already leaning into this appetite fo

77、r experimentation.Its range of agave-focused cocktails come spiked with peppercorn,pimento,and chile ancho reduction.Bartenders across territories are also crafting innovative food-pairing options particularly with tequila cocktails and taking on board sustainability by ensuring anything left over f

78、rom the cocktails garnish is used to accompany small dishes.In response,expect to see cross-brand collaboration between food labels,restaurants,and drink producers in 2023,with familiar savory tastes or famed dishes captured in unexpected spirits and seltzers.With its neutral palette and soft notes,

79、tequila has been spotlighted for savory and spicy collaborations,with brands such as PATRN presenting modern drinks in their digital cocktail lab using chipotle,tomato water,and green chili salt.SavoryCOCKTAILSBacardi Cocktail Trends Report 2023COCKTAILSConsciousMACRO TREND 5:Purpose has never been

80、more important.As the mindful drinking movement matures,individuals are seeking the same consciousness from the organizations they interact with,encouraging drinks brands to further enshrine sustainability and community building across the industry.22Bacardi Cocktail Trends Report 2023Environmental

81、awareness is transforming how the drinks industry operates.High-end venue bartenders are increasingly conscious of reducing waste,looking for sustainable ingredients and thinking about what happens to the items used,from bottles to garnishes.The focus on zero-waste is peaking,with 44%of bartenders i

82、nterested in the issue,according to Bacardis Global Ambassador Survey 2022.“Drinks brands are set on communicating the sustainability and ingenuity of their supply chains and manufacturing processes to customers,and promoting their environmental credentials as a central part of their offerings.”Chri

83、s Sanderson Co-founder of The Future LaboratoryThese changes are being welcomed by climate-conscious cocktail drinkers,who are not only opting for sustainably made choices but are willing to pay more for them.The Bacardi Consumer Survey 2022 reveals that in India,almost nine in 10(89%)respondents sa

84、y they would be willing to spend more for spirit or liquor brands which stand for sustainability,while 58%of respondents across countries surveyed were willing to pay at least 10%more for these choices.The survey also shows how practical sustainable and environmental practices are important to consu

85、mers.More than half(52%)of all respondents listed recyclable packaging as key to their liquor and spirit considerations followed by reducing single-use plastic(45%)and buying local(42%).Respondents in emerging markets including India,Mexico,and South Africa show an even higher degree of environmenta

86、l consciousness with a larger percentage of respondents seeing sustainability as an important factor in their consumption preferences compared with developed countries such as the U.S.and U.K.GREENCreations23Bacardi Cocktail Trends Report 202324Bacardi Cocktail Trends Report 2023Bacardi continues to

87、 make progress in its ambition to become the most environmentally responsible global spirits company,with a goal to become plastic-free by 2030.In 2022 the companys eponymous rum brand BACARD announced plans to cut is greenhouse gas emissions in half from 2023,with a new combined heat and power(CHP)

88、system,which provides a much cleaner and more efficient energy solution,set to go live at the brands distillery in Puerto Rico,which is the worlds largest premium rum distillery.Bacardi has also made strides with its other brands.Following decades spent pioneering sustainable practices,MARTINI has r

89、eached a sustainability milestone,with 100%of the wineries for its entire portfolio now certified sustainable.Every drop of grape juice used in the production of MARTINI vermouth and sparkling wines is now sourced from wineries certified according to the standard set by Equalitas,the most comprehens

90、ive sustainability standard in Italian winemaking.BOMBAY SAPPHIRE has seen similar achievements with all 10 botanicals in BOMBAY SAPPHIRE gin being certified sustainable by Ecocert S.A.in 2022.On premise,zero-waste cocktails are gaining traction among consumers and mixologists too,with many using al

91、ternatives such as vinegars,distillates,shrubs,and cordials to sour the drinks.Others are reusing typically wasteful cocktail ingredients,producing cordials from leftover citrus rinds,infusing rum with avocado pits and utilizing pineapple husks to make simple syrups.“Consumers want to feel good abou

92、t the choices theyre making.Theyre looking for brands that are making a positive impact and choosing beverages made from high quality and sustainable ingredients.”Jamie Lippman V.P of ESG at Bacardi53%RECYCLABLE PACKAGING 45%REDUCING SINGLE USE PLASTIC AND PACKAGING 42%BUYING LOCAL 41%HELPING PRESER

93、VE CLEAN WATER 38%REDUCING CARBON FOOTPRINT 38%SUSTAINABLY SOURCED INGREDIENTS 34%USING PAPER OR METAL STRAWS 32%BUYING ETHICALLY SOURCED PRODUCTS 25%COMPANIES BECOMING NET POSITIVE Environmental and Sustainability THEMES THAT ARE MOST IMPORTANT TO CONSUMERS25Bacardi Cocktail Trends Report 202326Wit

94、h consumers choosing to drink alcoholic and non-alcoholic cocktails at the same occasion,without any social stigma,the stage is set for a period of non-alcoholic and low-proof(NoLo)experimentation.The growing adoption of NoLo cocktails is piquing bartenders interest,with the Bacardi Global Brand Amb

95、assador Survey 2022 showing that 49%of are curious about cocktails with non-alcoholic spirits.Across key markets,the majority of NoLo drinkers can now be more accurately categorized as“Substituters”those who enjoy NoLo drinks in place of full-strength drinks on certain occasions,rather than those wh

96、o eschew alcohol altogether.IWSR research confirms that in the U.K.,40%of NoLo consumers are Substituters,with legal drinking age(LDA)Generation Z and millennials(46%and 41%,respectively)more likely to substitute than Boomers(36%).LDA Gen Z and millennials in the U.K.are also more likely to be“Blend

97、ers”,switching between NoLo and full-strength on the same occasion(20%and 23%,respectively).These new consumer categorizations are already resulting in category growth,with NoLo alcohol forecast to outpace full-proof category growth tenfold,according to IWSR.INTERCHANGEABILITYNoLoBacardi Cocktail Tr

98、ends Report 2023“Where spirits brands once considered NoLo consumers a distinct category,they are increasingly overlapping with drinkers as they substitute full-proof spirits with NoLo alternatives in their drinks.”Marine Rozenfeld Innovation Development Lead for Western Europe,Australia,and New Zea

99、land at Bacardi27Bacardi Cocktail Trends Report 2023This is leading NoLo innovations to call time on overly sweet or tasteless mocktails.Non-alcoholic choices are being creatively crafted with flavor,in the same vein as full-proof spirits.MARTINI Vibrante for example,is a non-alcoholic aperitivo tha

100、t is made with the same quality of wines,herbs and botanicals selected by the brands master herbalists for its other alcohol offerings.Harnessing the skills of MARTINI master blender Beppe Musso,its crafted using pioneering technology that gently removes the alcohol from the drink to preserve its au

101、thentic characteristics and flavors.28Bacardi Cocktail Trends Report 202329Bars and restaurants continue to emerge as key community hubs,while hotel bars,in particular,are grabbing attention and spend by becoming sought-after destinations in their own right,providing a place for locals to find escap

102、ism during tumultuous times.The hotel bar has long been ripe for reinvention,with venues now able to benefit from a wider appreciation of beverages in the media.Lorenzo Antinori,beverage manager at Hong Kongs Four Seasons Hotel,notes:“The role of mixologists nowadays is closer to chefs,and the atten

103、tion that the media gives to the bar world has increased consumers curiosity and attentiveness towards the newest trends.”The Fife Arms in Scotland is just one example of how new modern drinking hubs are emerging through innovation,and this is particularly pertinent when consumers are increasingly m

104、oving clubs and parties down the roster of their ideal drinking locations.The five-star historical venue encourages visitors to meander through Berties Bar a labyrinth of 365 whiskies and to turn to taste cards to learn more about each dram.Cocktails are no longer just an add-on to the hotel stay or

105、 a dining experience.Hoteliers have the opportunity to develop a distinct identity for their drinking establishment by encouraging cocktail exploration and experimentation.Hoteliers could even embrace the shifting categorization of hotel bars as community hubs in 2023,hosting events as ways to open

106、the door to a more diverse and younger LDA+clientele.The New York Times recently reported that Generation Z drinkers are swapping Bushwick dive bars for old-school hotel establishments such as Bemelmans Bar and the Rainbow Room,the latter of which has hosted post-punk listening parties.CommunityHUBS

107、Bacardi Cocktail Trends Report 2023As the curtain closes on 2022,a new approach to innovation is bubbling up for 2023.“There is something peculiar about the world at this particular moment,”says The Future Laboratorys Martin Raymond.“Its agitated and excitable,with several things happening simultane

108、ously.”Geopolitical uncertainty,a widening economic gulf,and an unceasing climate crisis may have prevented the respite that 2022 promised,but in doing so they have focused minds toward making 2023 the start of transformational change.Future-facing brands are seeking to create a counter-push to doom

109、sayers,short-termism,indifference,and helplessness,instead re-establishing common ground and embarking on journeys of radical progression.For cocktail consumption and the spirits business,this means providing exceptional creations and embracing flavors that immerse people in the moment and open mind

110、s to new routes forward.It means harnessing innovation and emerging technologies to develop new products,services,and experiences that invoke awe.And it means doubling down on planetary betterment.In doing so,the sector can ensure that lessons learned at the start of the decade are successfully harn

111、essed to deliver a new Roaring 20s of celebration,innovation,and extraordinary experiences.Conclusion30Bacardi Cocktail Trends Report 20231.https:/www.distilledspirits.org/wp-content/uploads/2022/09/Final-DIS-CUS-Handout-9.14.22-v2-1.pdfii.https:/ iii.https:/ https:/ v.https:/ vi.https:/ statistics and examples are referenced and web linked throughout the document.2022 BACARDI BACARDI,THE BAT DEVICE&OTHER MARKS RELATED TO PRODUCTS IN THIS DOCUMENT ARE TRADEMARKS OF BACARDI&COMPANY LIMITED OR OF OTHER SUBSIDIARIES OF BACARDI LIMITEDCITATIONS