Top cocktail trends for 2017 and beyond

29th September, 2016 by Kristiane Sherry

From controversial concoctions to emotionally intelligent serves, Diageo’s World Class initiative has partnered with consultancy The Future Laboratory to forecast the biggest future cocktail consumer trends.

cocktail-trends-diageo-world-class-webAccording to the World Class Future of Cocktails Report 2016, there will be an extra 400 million new luxury spirits consumers by 2020. While in the past cocktails have been enjoyed by Europeans and Americans, the industry is stretching its global footprint: in the past five years, consumption of spirits has shot up by 26% in Africa and the Middle East, 15% across Asia and 22% in China.

These are a number of consumer evolutions driving the development of the trade – from the collective shift from local attitudes to global concerns, and a significant move from brand loyalty to promiscuity.

In addition, geopolitical turbulence and the rise of connectivity have resulted in a consumer desire for “authenticity” and a growing culture of protest and activism.

How will these play out in global cocktail culture and across the on-trade? Read on for World Class and The Future Laboratory’s forecasts for the Future of Cocktails.

What do you think? What will be the biggest cocktail and on-trade trends of 2017? Let us know in the comments below.

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