It’s all about the Flavor: Bigger & Bolder Stepping up your Flavor Game in Adult Beverages WHO’S DRINKING AND WHAT? consumed alcohol in past week Adult millennials Gen X Overall Young Millennials Adult Millennials Gen X Boomers 60% 50% 40% 30% 20% 10% 0% Beer Cocktail/ Red wine White wine Distilled Bourbon/ Liqueur ‐ Rosé wine Sparkling Coffee Cider Brandy, mixed drink spirit ‐ neat/ whiskey ‐ neat / (blush) wine cocktail port, sherry, 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 Bar 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 Cocktails 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 31 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 Tequila Cabeza, El Silencio Black Mezcal, 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/ Liqueurs Bourbon Whiskey Menu Adoption Cycle Goldshlager Coffee liqueurs Source: Datassential MenuTrends Irish Creams Craft Cider Grappa White Whiskey/Moonshine Jägermeister Gin Orangecello Aquavit Calvados Absinthe St.Germain Triple Sec Tequila Fireball Cynar Aperol Jenever Sloe Gin Campari Sambuca Amaretto Irish Whiskey Fernet Branca Ouzo RumChata Mezcal Grand Marnier Southern Comfort Amaro Bonal Baijiu Schnapps Chambord Mainstream Cider Veev Lillet Blanc Arrack Drambuie Vodka Scotch Whiskey Bitters Brandy Cognac Soju Becherovka Kirschwasser Midori Rum Rye Whiskey Malort/Besk Shōchū Frangelico Armagnac Cachaça Sotol Slivovitz Limoncello Cointreau Benedictine Pisco Chartreuse INCEPTION ADOPTION PROLIFERATION UBIQUITY Calvados (France) = The What's Old is New Apple Salted Caramel Flip Hard ciders 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 vermouth, 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 Applejack, 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, Kirsch, 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 Pisco Sour…. 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 Eau de Vie, 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 Oak ‐ 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 Sake, passion fruit & orange Martin Hudák ‐ Dublin Café, Prešov, Slovakia bitters, and kefir lime Irish Mist liqueur, aged slivovitz, fresh lemon juice, plum 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, makgeolli, 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 red wine these days. White Wine Sangria 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 Plums 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, Malibu, 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 Espresso Grilled Cinnamon