Sip, Savor, and Stay Ahead: On-Premise Trends for 2024

As 2023 winds down, it’s time to look ahead to 2024 and predict what drinks, cocktails, and flavors will be trending in the new year. From Asian flavors to espresso and the continued growth of the spritz to the increased importance placed on sustainability, read ahead to ensure your bar or restaurant is prepared to meet consumer demands in 2024. 

1. Craft Cocktails Reimagined

The era of craft cocktails is far from over, but in 2024, we'll witness a renaissance of this trend. Mixologists will continue to experiment with rare and exotic ingredients, house-made infusions, and artisanal garnishes. The key differentiator is the focus on personalized cocktails that cater to individual tastes. Customers can expect a more immersive experience, with bartenders asking about preferred flavors and crafting unique cocktails on the spot. 

In an age where personalization is the key, customers increasingly seek unique experiences, and mixologists are ready to deliver. The art of crafting personalized cocktails is a highly coveted skill. It's not just about mixing the right ingredients; it's about understanding a customer's flavor preferences, making on-the-fly decisions, and creating a memorable experience.

2. Low-ABV and Non-Alcoholic Offerings

With the rise of health-conscious dining, low-ABV (alcohol by volume) and non-alcoholic cocktails will take center stage in 2024. These "mocktails" provide the sophistication of a cocktail without the alcohol content. Expect a wide array of flavorful, alcohol-free options that cater to all palates, including botanical-infused drinks and alcohol-free beer and wine.

 This trend aligns with the growing health and wellness movement. More people are seeking ways to enjoy the social aspects of dining out without the effects of alcohol. Non-alcoholic cocktails, or "virgin" versions of classic drinks, are on the rise. These options appeal to those looking for a refreshing alternative to traditional cocktails.

3. But Also, Heavy-Hitter Classics like the Martini and Negroni

While there are many consumers who have become health-conscious, there’s also a snap-back trend of booze-heavy classics. The Martini has come back full force in 2023 and shows no signs of stopping, while the Negroni and Old-Fashioned continue their dominance in on-premise offerings. 

4. Sustainable Sips

Sustainability isn't limited to the kitchen; it extends to the bar as well. In 2024, there's a growing emphasis on eco-friendly drinking practices. Restaurants and bars will source sustainable spirits, reduce waste, and adopt environmentally conscious bar operations, such as using biodegradable straws and eco-friendly packaging, such as offering canned cocktails or RTDs on-premise. 

The hospitality industry has a significant environmental footprint, and many establishments are taking steps to reduce it. Sustainable drinking practices include responsibly sourced ingredients, reduction of single-use plastics like straws, and creative ways to reduce waste in cocktail preparation. Customers appreciate bars and restaurants that align with their eco-conscious values.

5. Global and Exotic Ingredients, Especially Asian Flavors in Cocktails

Cocktails in 2024 will take you on a world tour without leaving your barstool. Expect to see a wide range of global and exotic ingredients in your drinks. From tropical fruits and rare spices to unique herbs and botanicals, these ingredients will add an exciting twist to your cocktail experience. The area of the world that’s most captivating drink creators with their flavors: Asia, including spirits like Soju, and flavors like yuzu, lemongrass, and kaffir lime leaf. 

The globalization of the culinary world has extended to the bar. Bartenders and beverage directors are reaching beyond their local pantries and exploring global flavors. The result? A fusion of taste that's bound to captivate your senses and transport you to far-flung places. 

6. Spritzes Beyond Aperol

Aperol Spritz became all the rage in 2022 and 2023, but for 2024, new variations will emerge. The Hugo is set to be the refresher of summer 2024, subbing in Elderflower liqueur like St. Germain instead of Aperol. Other variations are sure to follow as innovative bartenders create new bubbly concoctions that can be boozy or light, depending on the consumer's desires. 

7. Savory Cocktails Trend

Savory flavors, such as using tomatoes, vegetables, and herbs in cocktails is another way to create unique and new drinks. From Caprese Martinis to vegatal Margarita twists, expect to see more savory cocktails behind the bar in 2024. 

8. CBD and Hemp-Infused Cocktails

The popularity of CBD and hemp-infused products is spilling over into the cocktail world. In 2024, you can expect cocktails infused with CBD or hemp extracts, known for their potential relaxation and wellness benefits. These drinks will offer a new way to unwind and de-stress. 

The CBD and wellness trend has found its way into the world of mixology. CBD-infused cocktails offer a new way to relax and unwind without the intoxicating effects of alcohol. These drinks are designed to enhance your sense of well-being while tantalizing your taste buds.

9. RTDs and Take Home Drinks

The pandemic made take-home cocktails a necessity to help keep bars open through 2020. That trend has carried over to the rise of canned cocktails from patrons’ favorite establishments and star bartenders. The sales of RTD canned cocktails continue to rise in off-premise settings but also have begun to take hold behind that bar, offering a way to ensure a consistent experience, especially in high-volume bars. 

Depending on state and local laws, the ability to offer customers a way to take a single serve or four-pack of a signature cocktail home has helped create brand loyalty for cocktail bars and restaurant groups as well as create more awareness among consumers.  

10. Tea and Coffee Cocktails Continue to Rise in 2024

The Espresso Martini shows no signs of slowing down on menus across the United States and beyond. While the classic is always a hit, many bartenders and beverage directors are playing with new ways to use coffee in their signature concoctions, from nitro cold brews to unique flavors or presentations. 

Meanwhile, tea cocktails will continue to rise in popularity, from oolong and earl gray to classic green and jasmine, which can be refreshing in summer and comforting in winter. RTD canned cocktails are already on this trend, with Owl’s Brew tea-based cocktails being sold across the US. 

In conclusion, 2024 promises a spirited journey through the world of drinks and cocktails. For restaurant and bar owners, staying informed about these trends and incorporating them into your drink menus can help you adapt to the changing demands of your customers, providing them with a memorable and cutting-edge drinking experience.