Cocktail fans are starting earlier, according to Bacardi, with consumers in several big spirits markets kicking off their drinking before the “traditional evening slot”.
The latest ‘Bacardi Cocktail Trends Report‘, which is in its fourth year, has been released this week, citing research into a raft of current and burgeoning consumer trends. Among them, the established ‘Happy Hour’ concept appears to be moving to earlier in the day, the report finds, citing the ‘Bacardi Consumer Survey 2022’.
“Compared to 2020, nearly 40% of respondents in the US and UK, and more than 50% of respondents in countries including South Africa, India, and Mexico, are going out to eat, drink or socialise earlier in the evening,” the report states. “For respondents in the US and South Africa, those enjoying spirits or liquors between 1600 and 2000 (40% and 43%, respectively) closely match those enjoying the more traditional evening slot.”
Elsewhere in the report, Bacardi referred to a heightened interest in a “desire for experimentation” among consumers as well as a keenness to “seek out cocktails that … remind them of the past”.
“The widespread upheaval of the last few years has rewritten the rules of collaboration and community, with 2023 representing the beginning of mass technological, societal, cultural, and organisational transformation,” said Martin Raymond, co-founder of London-based consultancy The Future Laboratory, which drew up the report in collaboration with Bacardi.
To access the ‘Bacardi Cocktail Trends Report’, click here.
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