Premium Tequila leads cocktail trends for 2022By Kate Malczewski
Tequila is the top trending spirit for 62% of bartenders around the world, driven by premiumisation, according to Bacardi’s latest report.
The Patrón Tequila owner has published Bacardi Cocktail Trends Report 2022 in partnership with strategic consultancy The Future Laboratory, providing insights into spirits and cocktail consumption habits over the past year and how these will evolve in 2022.
“There’s a sense of missed moments post-lockdown, and for consumers in many markets, 2021 has been about making up for those lost moments in time,” said Jacob Briars, global advocacy director for Bacardi.
“People are going into 2022 with a sense of mindfulness around making each moment more meaningful. Spirits and cocktails have always served to elevate these moments and are now serving to make every celebration even more special.”
In keeping with the demand for “more meaningful” drinks, Bacardi’s global brand ambassador survey 2021 revealed that 50% of bartenders globally have seen their customers choosing more premium beverages.
The research also points to the premiumisation trend as a major factor in the growth of Tequila category, which is now the number-one trending spirit for more than three-fifths (62%) of bartenders internationally. In the US, that figure rises to 76% – a 16% increase from last year.
Meanwhile, Tequila-based cocktails rank fourth out of 30 in terms of worldwide popularity.
Other spirits benefitting from premiumisation include dark rum, single malt whisky, gin and mezcal, said the report.
In addition, drinkers revealed the spirits they expect to imbibe over the next 12 months as part of a Bacardi consumer survey. Vodka took the first spot, with 47.66%, followed by gin (35.24%) and Tequila (31.97%). Brandy came in fourth (31.89%), and whisk(e)y came fifth (31.61%).
It’s no secret that the ready-to-drink (RTD) category has gained traction over the past year, and 14% of consumers said they tried RTDs for the first time in the last 12 months. Bacardi’s research also showed that 41% of consumers globally expect to drink RTDs in 2022, and the firm believes spirits-based options will see increased momentum over malt-based beverages next year.