No longer vast industrial caverns, nightclubs have changed to reflect their customers’ desire for quality experiences – spirits brands that want to engage with this market are adapting their offerings too.

The clubbing landscape has undergone a huge transformation over the past decade. Joyless industrial-size venues from the early 2000s – think: cheap tonic, garish velour seating, sticky floors – have slowly been crumbling away, and no 2-4-1 happy hour deal on earth can salvage them.

Since 2005 the number of nightclubs in the UK alone has shrunk from 3,144 to 1,733 according to the Association of Licensed Multiple Retailers, and each week seems to bring fresh casualties.

Yet studies show that for the most part, people aren’t drinking any less. Where, then, is everyone going? And what does this mean for the future of an industry so closely tied with the nighttime economy as spirits?

Click through the following pages to discover our top five global nightlife trends.

Cocktail renaissance

One of the biggest disruptors for the traditional nightclub has been the cocktail renaissance. This global phenomenon has revolutionised the way consumers buy and enjoy alcoholic drinks, and bred educated, experimental drinkers who place the quality of their experience above all else.

“People are bored of queueing only to not get let in or pay a lot to get in to a club,” says Georgi Radev of Mahiki, which has venues in London and Dubai. “Once in the club, you queue to get a bad drink, the atmosphere is edgy, you’re pushed and squashed on the dance floor. You end up spending a lot of money and don’t get quality service, and can’t socialise because it’s too loud.”

Now, he says, revellers can party in a bar until the early hours for free, and enjoy great service and cocktails at the same time.

Experiential nightlife

One brand truly maximising its nightlife appeal is Pernod Ricard-owned Absolut. In 2015, it launched Absolut Nights, a campaign that aims to “redefine and reimagine” global nightlife. According to channel marketing director Dimitri Jansen, the push is “more dynamic than it has ever been before”. He cites millennials’ desire for experiences over possessions as a key driver. The nature of an experiential night out means club owners must constantly create something unique.

Last year, the brand tapped into this with Absolut Electrik House, a “next-level house party” designed to push the boundaries of nightlife and tie in with the growing importance of “the pre-gaming moment”. “We try to grow our reach by increasing distribution and rationalising the offer – focused assortment, fewer flavours – and promoting simplified cocktails to make the choice easier for the consumer, and make sure the bartender can prepare a high-quality drink quicker”.

The third space

Brands are also cottoning on to the rise of the “third space” – any non-traditional drinking environment bridging the gap between bar and club. Whether you’re in London, LA or Paris, it’s becoming increasingly difficult to fit nights into one box, says Tom Swift, global vice-president of Grey Goose. “Before, you would have a club, or a restaurant, or a bar, and now we’re seeing a major merging of those different kind of experiences.”Despite this, Swift maintains that “at the right moment and in the right place” the big nightclub experience is still highly sought-after. “In certain environments you’ll always have the desire to have a bottle come to the table and all of the theatre and the drama that comes with that.”

Electronic music festivals

As with art and fashion, nightlife too fosters a subculture. Hedonistic havens such as London’s Fabric, Frankfurt’s U60311 and Amsterdam’s Trouw have all been hit with nightlife closures but in this instance licensing woes, increased rents, sound curfews and other byproducts of gentrification have hit club culture. In response, a fresh wave of electronic music festivals have been popping up worldwide, attracting clubbers and inspiring ample opportunities for unique brand activations.

Nicole Goodwin, marketing director of Mast-Jägermeister UK, the UK distribution arm for Jägermeister, believes spirits brands can benefit from this evolution. “We’re excited about the growth of warehouse events in the UK. The festival vibe and growth of deep house and techno has played a massive role in this stripped-back, no-frills clubbing experience.”

Jägermeister’s ‘unconventional’ brand DNA fits this subset. Last year, it launched its biggest festival activation to date – Jägerhaus; an immersive woodland experience in which Jägermusic artists and new bands and DJs who are tipped to make it big performed to intimate crowds. The brand has developed a drinks strategy to reflect this, featuring a range of long drinks such as the Root56 – Jäger, ginger beer, lime and cucumber.

Interactive experiences

The overriding catalyst for change is consumers’ pursuit of interactive experiences. Overall, Radev says, people are demanding more quality, more service, more ideas, and more entertainment. “Just like in Ancient Rome when watching gladiators,” he muses, “people were demanding more blood and drama in the arena.” Though that notion might not be directly transferable, the metaphor is – engaging consumers in new, exciting formats is the key to building a strong business in the current clubbing climate.