By Nicole Smith, Allara Global, North America Lead and co-creator JERRY online learning
In 2024, the craft cocktail scene in the United States is experiencing a dynamic shift. This change is fuelled by consumer preferences and innovative strategies from bar operators aiming to stay profitable despite rising costs and a bustling return to pre-pandemic business levels.
This year’s trends showcase new and enticing flavours with an emphasis on mindful consumption, all while ensuring that high-quality drinks can be prepared quickly and efficiently by less experienced bartenders.
Adventurous flavours with an Asian twist
A significant trend is the incorporation of adventurous flavours, particularly with Asian influences. Ingredients like yuzu, matcha, shiso, and lemongrass are now prevalent on cocktail menus nationwide, offering a refreshing take on traditional recipes. We first witnessed this trend with Mesoamerican flavours, resulting in agave spirit sales surpassing those of rum and American whiskey. Exotic flavours provide unique taste experiences and reflect a broader cultural appreciation and curiosity. For beginning bartenders, incorporating one exotic ingredient in a tried-and-true recipe will attract consumers seeking new and exciting options without the expense of extensive research and development.
Low and non-alcoholic cocktails
The movement towards low and no-alcohol cocktails continues to gain momentum, mirroring a shift towards healthier lifestyle choices. In 2024, bars increasingly offer sophisticated, flavourful drinks for those who prefer limited alcohol intake. These beverages are crafted with the same care as their alcoholic counterparts, ensuring a full sensory experience, but without the added cost of a full spirits pour. This trend presents an opportunity for bar owners to attract a broader audience, including those who might otherwise forgo the bar scene, while adding menu items with great margins.
Adaptogen cocktails
Adaptogens, known for their stress-relieving and health-boosting properties, are entering the cocktail scene. Ingredients like ashwagandha, rhodiola, ginseng, and reishi mushrooms are used to create beverages offering delightful taste and potential (but unsubstantiated) wellness benefits. This trend aligns with growing consumer interest in holistic health, merging traditional mixology with Eastern medicine, but should be exercised with restraint given the potential for adverse side effects.
Ready-to-Drink (RTD) cocktails
Convenience is critical in 2024, with ready-to-drink (RTD) cocktails meeting the demand for high quality drinks without the wait. These pre-packaged cocktails are ideal for those craving a well-made drink but lacking the time or inclination to make one from scratch. They provide solutions for restaurants without a full bar, especially those facing staffing challenges. By stocking quality RTD options, restaurants can increase ticket averages and maintain high taste and presentation standards without investing in a full bar.
The staffing challenge and creative solutions
Despite increased demand for craft cocktails, the industry faces a shortage of skilled bartenders. This gap has led bars to devise creative solutions to maintain service quality without compromising customer experience. Many bars pre-batch spirited cocktail ingredients or juices to produce complicated cocktails in front of the guest in two pours. This method reduces wait times and ensures consistency in flavour and presentation across multiple orders.
Upskilling with JERRY, by Allara Global
With the rapidly evolving cocktail landscape, bars must ensure their staff possesses the skills to meet customer expectations. JERRY bar and beverage training offers comprehensive programs that guide learners from the basics to advanced cocktail crafting. Combined with the Allara Global suite of compliance courses that protect your business, bar owners can harness their workforce’s full potential, delivering premium products that align with the latest trends with minimal investment in time and money.
2024 marks a year of innovation and exploration in the craft cocktail world. From adventurous Asian flavours to mindful drinking options and efficient service solutions, the trends reflect a vibrant industry.
For cocktail enthusiasts, it means more exciting options to explore. For bar owners, it presents challenges and opportunities to innovate and thrive. By staying informed and adapting to these trends, bars can ensure they remain at the forefront of the craft cocktail revolution.
