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It’s all about the Flavor: Bigger & Bolder Stepping up your Flavor Game in Adult Beverages WHO’S DRINKING AND WHAT? consumed in past week Adult millennials

Gen X Overall Young Millennials Adult Millennials Gen X Boomers

60%

50%

40%

30%

20%

10%

0% / Red Distilled Bourbon/ ‐ Rosé wine Sparkling Coffee , mixed spirit ‐ neat/ whiskey ‐ neat / (blush) port, , straight up neat/ straight up etc. straight up Note FLAVOR is most important attribute of any alcoholic beverage Most commonly mentioned hurdle to most alcoholic beverages can be the key driver of value What Does the Web say about your Brand Flavor? Latitude29 ‐ Tiki authority Beach Bum Berry’s Tiki in New Orleans

Are customers Do you have enough BIG FLAVOR and BIG portraying what you PRESENTATIONS to get people clicking! are about? Red Robin Got people interested with Canned and Fun Flavored Boozy Milkshakes

Serving the well balanced and Flavorful Beer cocktails in a “Can” added interest to purchase. CPK’s Strawberry Mango Cooler NAB LTO did outrageous numbers – blending beloved strawberry with other more Adventuresome Flavors such as ginger, mango, guava and finished with Fresca. Bold Flavor, light in calories ….

….Now it’s a core menu item!

Safe & Familiar + Unique & Bold Flavor = Winner! FOOD & BEVERAGES WITH A FLAVORFUL STORY Having something FLAVORFUL to say

Photos sell. They really do. The items that we photograph, we’ll see three times as many sales as not‐pictured items. Keith Marron, Catalina Restaurant Group January 2015 no picture picture 72

65 63 59 58 56 54 49 47 47 46 42 41

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Combo Meal Dessert Beverage Pasta Dish Breakfast Dish App / Side Sandwich

True for alcoholic beverages? no picture picture

31.6 But pictures may backfire…

27.3 BARRIO SOUR AT HARLOW (L.A.), with Cabeza, El Silencio Black , egg white, demerara syrup and a spiced cabernet float.

What Flavor does this photo conjure up in your head?

Alcoholic Beverages UNIQUENESS PURCHASE INTENT COCKTAILS THAT ARE APPEALING AND SOUND FLAVORFUL STAND OUT •What’s Trending ….. AUTHENTICITY As food becomes more authentic, so too can cocktails… Spirits/ Menu Adoption Cycle Goldshlager Coffee liqueurs Source: Datassential MenuTrends Irish Creams Craft Cider White Whiskey/ Jägermeister

Orangecello Aquavit St.Germain Tequila Fireball Cynar Aperol Fernet Branca RumChata Mezcal Amaro Bonal Chambord Mainstream Cider Veev Lillet Blanc Scotch Whiskey Bitters Brandy Becherovka Kirschwasser Midori Rum Malort/Besk Cachaça Sotol Cointreau Benedictine Chartreuse INCEPTION ADOPTION PROLIFERATION UBIQUITY Calvados (France) = The What's Old is New Apple Salted Caramel Flip Hard have grown Rum, calvados, salted 700% on drink menus over caramel syrup, the past four years, cumin + egg according to Datassential’s MenuTrends.

Deliverance Avenue ‐ The Aviary, Chicago Calvados, cedar‐infused Grenadine, Calvados and bourbon with bourbon, Fernet Branca, passionfruit sorbet. maple syrup Aquavit (Scandinavian) = Scandi Trend and Herbal Cocktail Add in

Aquavit & Tonic‐ Mrnilsson's, NYC Brennivin Aquavit, Dill, Lime, House Tonic Syrup, Brooklyn Seltzer

Seven Foals Cocktail ‐ Pernod, Aquavit, dry , Cointreau, fresh orange and lemon juice, celery bitters Kirschwasser (German) = Old School Cherry

Cherry Orchard ‐ Tooker Alley, NYC 93% Schwarzalder Kirschtorte, or Black Forest Clear Creek Kirschwasser, Grapefruit and cake, scored a 93 on a market appeal index Lemon Juice, Simple Syrup, Luxardo vs. hundreds of other global foods. Maraschino Liqueur, Luxardo Sangue Morlacca, Bonded , and Peychaud’s Bitters

The Red Ant ‐ The Alembic, San Francisco rye whiskey, kirschwasser, Cherry Heering, mezcal , and Bittermens Xocolatl Mole bitters

Eider Duck The Harvey Cherrybanger brandy, Grand Marnier, , and Kirsch, Galliano, Cynar, lemon juice grapefruit juice Mezcal (Mexico) = Smokey and Savory

Zimmerman Plan ‐ LowBrau, El Vampiro ‐ The Forgery, Sacramento San Francisco Del Maguey Vida Mezcal, Fidencio Unico Mezcal , lime, orange juice, jalapeno, Manzanilla Sherry, Creme cilantro simple syrup, and de Cassis Hefewiezen

A Oaxacan the Clouds ‐ Playa, Los Angeles Mezcal, Roasted Farm Tomatoes, Crispy Sage, Pimenton D'espelette

Smoke Pit –Lazy Bear, San Francisco Electric Relaxation – Dry vemouths , Del Maguey mezcal , ENOTRIA Sacramento cherry shrub tequila blanco, Lillet Blanc, mezcal, lemon, thyme, and blueberry‐white pepper shrub Pisco (Peru) = Not your Mother’s ….

Sakura Sour ‐ Pisco Trail, San Francisco Barsol Pisco Quebranta, fresh lime juice, sakura tea simple syrup, egg white, Peychaud’s bitters Pear Blossom Highway ‐ Playa , Los Angeles Pisco, Clear Creek , Golden tumi ‐ La Mar Cebicheria, NYC Yellow Chartreuse, Citrus, La Mar Cebicheria, San Francisco Bartlett Pears Offers a menu of 12+ rotating Pisco acholado, tequlia reposado, cocktails all based on pisco in maracuyá (passionfruit), hum liqueur, various forms. fresh lime, and egg white

Bar ‐ Tokyo Station Hotel, Japan Encanto Pisco Acholado, Suze aperitif, small hand foods grenadine syrup, and lime Armagnac (France) = On Trend Modifier 44% Moon River Shrub – Armagnac’s cousin, cognac, is up 44% on drink menus vs. four years ago according to The Aviary, Chicago Datassential’s MenuTrends. Huckleberry, champagne vinegar, Lasty Da of Sin ‐ SOCIAL, white armagnac. La Collette ‐ Cadet, Santa Monica Costa Mesa Armagnac, sherry, lemon, mint, Foie Gras infused cognac, rye, grapes Armagnac, apple cider shrub, Herbsaint , dried apricot

The Cognac Room at Gaspar Brasserie Bittered Sling ‐ Heaven’s –San Francisco Dog, San Francisco Standstill Armagnac, Simple Syrup, Armagnac, Kina, Angostura, and nutmeg Lillet Rose & Froupe Brandy, Sweet and Dry Vermouth, Benedictine Slivovitz (Central & Eastern Europe) = Stone Fruit Trend Tippler’s Delight ‐ Jardiniere, H. Krustofsky ‐ Essen Restaurant, San Francisco Toronto, CAN Navip 8‐year old slivovitz, Slivovitz, Luxardo, Manischewitz, elderflower liqueur, black pepper & lemon lemon juice, and absinthe The Road to Zagreb ‐ RDG + Bar Annie, Houston Slivovitz, maraschino liqueur, Amaro Montenegro, grapefruit juice, and Peychaud’s Bitters

Looking Glass cocktail ‐ RDG + Bar Annie, Houstin Slivovitz, Kirsch, Nigori , passion fruit & orange Martin Hudák ‐ Dublin Café, Prešov, bitters, and lime liqueur, aged slivovitz, fresh lemon juice, jam, dried plum, Fee Brothers Aztec Chocolate Bitters Soju (South Korea) = On Trend and can be Used in Place of White Spirits Infused Soju Sampler ‐ Apple, 38% Grapefruit, Mint, Red Plum, Soju is up 38% on Drunken Tiger from ROK Social restaurant drink menus. Pomegranate and Seasonal Fruits ‐ House, Old Town Scottsdale MONO+MONO in New York City's East Soju, , orange juice, Village grapefruit juice, pineapple juice, and guava syrup

Honey Yuzu Lemon Soju Cocktail from Kang Ho Dong Barbecue, Buena Park Soju Pitchers offered at Answer Bar & Lounge, Santa Clara MASHUPS Spirit companies continue to take a page from the FLAVOR MASHUP movement, blending more spirits and making FRIENDLY FLAVORED whiskeys .

Vodka Vodquila Tequila Red Eye Louie’s

Vodka Grey Goose VX Cognac Bacardi Limited

Gin Jinzu Sake Diageo

Beer Hops R5 Whiskey Whiskey Malt Charbay Sangrias aren’t just about these days. White Wine is a top seller. And its not just about “Wine”. Sangrias join the Flavor Mashup with: Sake Sangria, Prosecco Sangria and Hard Cider Sangrias!

Sake Sangria with Lemongrass, Citrus, Honey and Stir Key: a rich, robust, bold rum old‐fashioned. Macadamia nut orgeat, two different bitters, Jamaican rum, Black Strap rum, and Bermudan rum

Bak Kwa Cocktail –MARS Bar Honey glazed Bak Kwa is fat‐washed in Bulleit bourbon before being stirred into orange and cinnamon syrup

Pistachio Rockmelon Martini ‐ Chili Crab Cocktail ‐ MARS Bar Potato Head, Jakarta Tanqueray, , crab Belvedere vodka, melon liquer, cracker, kaffir lime, lemongrass, fresh rockmelon, and pistachio orgeat, and chili crab foam ‐ ServedSake withSangria pistachio with Lemongrass, nuts andCitrus, pistachio Honey sorbet and Plums CULINARY INSPIRATION Flavors and preparations driving food innovation are changing beverage programs The Consumer Expects Great Flavor & Freshness • Great Ingredients – that does not mean $$$$ • Fresh Mixers, Quality Syrups and Purees • Consistency & Speed Scratch • Fresh Finishes • Relevant Garnishes • Call out “What Your Doing” on the Menu • Cross Utilize Kitchen Items in Cocktails • Promo Food & Beverages that go with Each Other • Give Focus to Seasonal NAB’s 130.4% 1‐yr Growth on Cocktail Menus

112.2% 1‐yr Growth on Food Menus

98.1% 94.0% 88.9% 79.1%

65.7% 65.1% 56.7%

45.5% 41.5% 34.7% 32.3% 24.7% 24.0% 23.3% 23.1% 22.9% 22.9% COCKTAIL FLAVORS

Menu Adoption Cycle Source: Datassential MenuTrends Orange Lime Honey Thai basil Sea salt Peach Pineapple Berry Coconut Mango Pumpkin Pickle Rhubarb Tamarind Lemon Watermelon Blackberry Strawberry Egg whites Jam Beets Cucumber Cherry Apple Cranberry Raspberry Habanero Clove Smoked Key lime Ginger Mint Vanilla Pomegranate Hibiscus Jalapeno Black pepper Rhubarb Chocolate Almond Yuzu Tamarind Serrano Grilled Cinnamon Cardamom Sage Bacon Grape Passion fruit Blueberry Acai Basil Grapefruit Blood orange Thyme Lavender Pear Elderflower Rosemary Maple Chipotle Cayenne Butterscotch Espresso

INCEPTION ADOPTION PROLIFERATION UBIQUITY Source: Datassential MenuTrends SPIRITED VERSIONS Nostalgic Flavors ‐ Ready to be Spiked EMBRACE …..and Sour…FLAVORS 1600.0% 1‐yr Growth on Cocktail Menus

4‐yr Growth on Food Menus

800.0%

555.5%

287.5% 263.9% 254.7% 246.0% 217.6%

100.0%100.0% 84.5% 70.0% 60.4% 59.8% 35.3% 44.4% 31.0% 12.5% 6.4% 17.8% 29.3% 14.1%

Shrub Marmalade Aperol Pimm's Lillet Bitter Vinegar Bitters Burnt Vermouth There are more bitters coming on the market every day. Bitters are an easy way to add relevancy and flavor to your cocktails and menu.

Drinking Vinegars and Bitter are making their way to more menus….. slowly. West and East coasts lead this trend. Lighter cocktails are driving the use of aperitifs –many with bitter profiles

Sherry Amaro

Port Cocchi Americano

Vermouth Aperol

Lillet Pimm’s ALCOHOL CONTENT Low‐alcohol cocktails = made with mostly low‐proof (under 20 percent ABV), and/or drinks that involve a full‐proof spirit rinse. These Low ABV cocktails are still high in Flavor.

Hat Trick: amontillado Sherry, Aperol, Eater: Fee Brothers rhubarb bitters, Prosecco When cocktail meets mocktail, the "session" drink is born. • Shims • Low Proof • Shrub Shim • Suppressor • Spritzers Shims "keep things level and keep them from getting wobbly, • Session Cocktails just like a low‐alcohol drink." The structure of cocktail menus is also evolving – highlighting the flavor and ABV instead of the spirit base. / CIDERS BEER TYPES Menu Adoption Cycle Unfiltered Wheat American Source: Datassential MenuTrends /Radler Light Lager Imperial IPA Irish Second Run/Small Beer Bourbon Barrel Aged Wheat Beyond Bourbon Barrel Aged Belgian Kolsh Amber Ale Culinary Inspired /Farmhouse (IPA) Milk Stout Pumpkin Beer Floral Flavored Scottish Ale Fruit Flavored Flanders Red English Bitter Blonde/Golden Flemish Red Barleywine Session IPA Steam Imperial Stout Rye Ale

INCEPTION ADOPTION PROLIFERATION UBIQUITY The beer industry is seeing ABVs diverge into heavy 10‐15% & porters and flavor‐forward light beers under 6%. Beer is on fire! More and more styles come to market every day. Guests expectations continue to rise for both regional and unique craft beers.

The Rub & Rye Cocktail: Mesquite salt or your favorite barbecue dry rub spice mixture, Rye Whiskey, Lemon juice, maple syrup, Egg white, Scaldis Pêche Mel beer, and Barbecue bitters Hard Ciders continue to Beer Cocktails are a break into menus. great gateway for Immerging Flavors bridging the gap of include: cherry, chai, spirits and brew. pumpkin & hibiscus…. WHO’S REACTING TO WHAT…FLAVOR BARREL‐AGED SPIRITS 56% interested 72% millennials 78% young millennials SKINNY COCKTAILS 50% interested 69% millennials 59% gen x HARD 48% interested 68% adult millennials 52% gen x CIDER 47% interested 65% millennials 51% gen x COCKTAILS ON TAP 46% interested 69% millennials SPIKED MILKSHAKES 45% interested 70% millennials ‐ERA COCKTAILS 45% interested 66% millennials 67% adult millennials FLAVORED WHISKEY 44% interested 68% young millennials 53% gen x 42% interested 63% adult millennials SMOKED FLAVORS 33% interested 59% millennials SPICY FLAVORS 33% interested 55% millennials BITTER FLAVORS 32% interested 52% millennials 60% young millennials MORE FLAVORFUL TRENDS in BEVERAGE Interactive Cocktail Experience Flavor Consistency with Pre- Unique Milks: Batching & Cocktails on Tap “coconut milk” & “almond milk” Sophisticated and Dryer NAB’s Flavored Varietal Honey Syrups Ice Cubes On-Draft Coffee Cocktail Perfume Herbal Veggie Cocktails Innovative Sodas “Tween” Beverages Tea Cocktails Thank You for Coming!

For more information on the Alcoholic For Concept Development, Beverage Keynote Report, MenuTrends or Signature Cocktail Menus, how we can help you leverage trends, Cocktails on Tap Program, and Contact: Training & Implementation, Contact: [email protected] [email protected] LiquidKitchen.com 802‐430‐7085 @LiquidKitchenTV @KathyCaseyChef