UK Bacardi employees headed ‘Back to the Bar’ to gain insights on 2020 cocktail trends

7,000 Bacardi employees have taken part in a ‘Back to the Bar’ barstool research day across bars in over 100 cities including London, Glasgow and Edinburgh.

The activity saw the Bacardi employees discuss important new trends and consumer insights with bartenders in particular, because, according to Nielsen CGA, 40% of revenue in bars is influenced by bartenders: the go-to experts in helping consumers choose their drinks.

Mahesh Madhavan, CEO of family-owned Bacardi Limited, said: “Back to the Bar tradition is a time when everyone across the company, regardless of day job, becomes an ambassador and a researcher by going back to where our business is made – the local bars and restaurants.

“We are in the relationship business and I never miss an opportunity to talk to a bartender or our consumers to learn what they’re seeing and what they think will be the next big thing.”

As part of the third Back to the Bar, and the year in which the company celebrates its 158th anniversary, Bacardi has released its 2020 Cocktail Trends Report, which is based on insights from a survey conducted with bartenders and bar ambassadors in 2019, as well as from third-party research from the world’s leading consumer insights firms.

Among the findings of the Bacardi 2020 Cocktail Trends Report are that:

• Mindful drinking goes mainstream, with 83% of bartenders citing that low-alcohol drinks are popular and an increase of 42% in online searches with the word “mocktail” in 2019 (Technomic Behind the Bar Insights, 2019 and Google Trends, 2019)
• The UK no and low-alcohol spirits market is forecast to grow 81% by 2022 (ISWR 2019)
• Natural products are in the spotlight with 31% of bartenders increasingly interested in local and fresh ingredients (Global Brand Ambassador Survey (GBAS), 2019)
• 45% of British consumers say berry is their favourite cocktail flavour profile (GGA Mixed Drinks Report 2019)
• The culinary cocktail trend borrows methods and techniques from the kitchen and champions fresh, seasonal, savory and herbal ingredients – 91% of bartenders use vegetables in their cocktails
• Dark rum is leading the premium game – 43% of bartenders ranked it as the top spirit to premiumize (GBAS, 2019)
• Sustainability is at the forefront of every consumer’s mind, and it’s reflected in the bar – 66% of bartenders mention that sustainable drinks are in demand (Technomic Behind the Bar Insights, 2019)

Jacob Briars, global advocacy director at Bacardi, commented on Bacardi’s ‘hands-on’ approach to data collection: “In an era where people are flooded with data, there is no substitute for putting feet on the street and seeing first-hand what’s happening at the bar.

“When something excites the bartenders, we know that it is a matter of time before we start to see a shift in the mindset and behaviour of our guests.”

Click here to access the complete Bacardi 2020 Cocktail Trends Report.