The pandemic is long gone and the on-premise industry is back, with consumer expectations higher than ever. They crave a memorable experience, and that includes exceptional cocktails. The 2023 Cheers On-Premise BARometer handbook explores the data behind these trends, and how restaurants can better cater to this discerning clientele.
"The COVID-19 pandemic and lockdowns delivered a huge blow to the on-premise industry," says Marina Velez, Research Director of the Beverage Information Group. "Even now, the industry is still recovering and continuing to adapt to consumers' rapidly changing tastes. There's a lot of work to be done to ensure on-premise businesses can meet these evolving needs." Some key findings and highlights from the most recent BARometer handbook include:
A Shift in Cocktail Preferences:
- Consumers are now more familiar with making cocktails at home, leading them to expect higher quality and unique creations from restaurants and bars.
- Brightly colored cocktails are making a comeback, with ingredients like Midori Green, Curaçao Blue, Aperol, and Ube becoming more popular.
- The demand for "Instagrammable" drinks is high, with people willing to pay more for visually appealing cocktails.
The Importance of Menus and Marketing:
- While QR code menus gained traction during the pandemic, most guests still prefer printed menus for drinks and tend to spend more when one is available.
- Proper menu design and descriptions can significantly impact purchase decisions, with strategically placed cocktails experiencing a 50% increase in purchase intent.
- Many consumers research restaurant menus online or on social media before dining in, highlighting the importance of a strong digital presence.
The Rise of Low-/No-ABV and Smaller Portion Options:
- The demand for non-alcoholic and low-alcohol beverages is growing, with mocktails experiencing a 59% increase in searches on Yelp in 2023.
- Restaurants are offering creative mocktails and "free-spirited" versions of classic cocktails to cater to this growing segment.
- Mini cocktails, ranging from 1.5 to 2 ounces, are gaining popularity as a way for guests to try multiple drinks or avoid overindulging.
Food Pairing and Events:
- Consumers are interested in food pairing experiences, with over 70% expressing interest in special menus featuring food and cocktail pairings.
- This trend highlights the importance of collaboration between the kitchen and bar teams to create a cohesive dining experience.
Overall, the on-premise cocktail scene continues to evolve to meet the demands of a more informed and knowledgeable clientele. According to the 2023 Cheers On-Premise BARometer Handbook, restaurants and bars can attract and retain customers in this competitive market by focusing on high-quality ingredients, unique creations, and offering an engaging presentation. For more in-depth insights and recommendations, you can order your copy of the 2023 Cheer On-Premise BARometer Handbook here.
About the 2023 Cheers BARometer On-Premise Handbook
The Beverage Information Group’s 2023 Cheers BARometer On-Premise Handbook is a comprehensive source of information on U.S. on-premise trends in the spirits, wine, and beer categories.
Order this publication here or by contacting Sherai Falcon at sfalcon@epgmediallc.com or 763-383-4400 ext. 4423.
