What’s driving cocktail choices in the US on-premise in 2026? – Consumer Intel

Now, more than ever, consumers are drinking with intention. Factors such as price, nostalgia and mindfulness are impacting their choices - and each holds an opportunity to improve sales. Global Drinks Intel speaks to three spirits industry experts to understand their insights on how best to maximise cocktail potential at the bar. Heaven Hill Brands' global director of advocacy, Elayne Duff“A few very real factors go into what someone orders. The first is price. Guests are absolutely doing the mental math: Is this drink really worth US$24? That question is happening a