: Domestic Drinks : The global pandemic has had a profound impact on the drinks industry. It has undoubtedly expedited the at-home and e-commerce convenience culture we had already begun to enjoy, bringing more experiences straight into our homes than we could ever have imagined.

The pandemic has made home the focal point of our social lives and changed the eating and drinking landscape forever. Initiatives such as virtual happy hours and live-streamed gigs have allowed people to recreate their favorite elements of bars and restaurants. With many bars now offering online cocktail classes and carefully concocted drinks delivered directly to our doors.

: New Drinking Cultures : For consumers, the pandemic has ushered in entirely new drinking cultures, ranging from Japan’s on-nomi (online drinking) to walktails (cocktails to drink while walking) and making cupboard cocktails from reserves at home.

Cocktail classes and kits have seen huge success via highly visual platforms with vast audience reach, such as Instagram. The appeal of this DIY approach is echoed in data from Nielsen CGA, which shows that 40% of consumers are interested in make-at-home cocktail kits, followed by bottled pre-made and grab-and-go options (both 37%).

‘Cocktails in a can are a hot trend, and the lockdowns appear to have increased their popularity as a safe and portable drink option. In addition, cocktails-to-go have really taken off, with bars and consumers embracing the trend at a fast rate as a viable choice for social occasions and this is a behavior we expect to see continue in 2021.’ 

Brenda Fiala, Global Vice President, Strategic Insights and Analytics, Bacardi

When Covid-19 restrictions ease and social life resumes, consumers will seek pleasure, nostalgia, and escapism, shifting their focus from enhancement to enjoyment. During what some are predicting to be ‘the second roaring 20s’, we will return to bars, seeking quality over quantity and perhaps to celebrate after a tough year. It’s a sentiment echoed by the Bacardi Holiday Survey 2020, with many people planning to treat themselves, their friends, and family in 2021. 

Some of these emerging, indulgent trends including:

: Flavour sensations
A desire for extremes will dictate our drink choices in 2021, with sensorial experiences that range from the striking heat of chili through to super-sweet, sour, bitter and smoked flavor profiles.

: Nostalgic classics
In terms of spirits, various trends are emerging among classic categories such as gin, tequila and rum, and interesting differentials are arising across markets.

: Traditional cocktails with a twist
New and creative ingredients will add a fresh perspective to classic drinks when we’re back at the bar.

Discover our Pleasure Revolution macrotrend on LS:N Global – a look at a future shift from enhancement to enjoyment.

DISCOVER PLEASURE REVOLUTION 

‘Heat will be key, with cocktails such as the Chilitini, Chili Whiskey Sour, Chili Libre and Chili Bloody Mary. This also reflects a wider shift toward fresh ingredients, including ginger. ’

‘20% of customers now keen to sample drinks that they would never have tried pre-lockdown.’