In the past decade, cocktail culture has undergone a remarkable transformation. Bars have evolved from extravagant, high-energy drinking experiences to a more thoughtful, premium-driven, and mindful approach. This evolution speaks to a broader shift in consumer behaviour. “Consumers are increasingly prioritising quality over quantity. Exposure to fine spirits, global bars, and social media has facilitated this shift, making the transition to more discerning choices easier for consumers,” opens up Pankaj Balachandran, the Brand Director of Short Story Spirits and someone, who has been behind the creation of many top bars in India like Perch Wine & Coffee Bar, The Taj Mahal Hotel and more.
In tandem with the evolution of cocktail culture, the concept of mindful drinking has gained significant traction. This trend reflects a broader societal shift toward wellness, sustainability, and intentional consumption. Many consumers are choosing to drink less, but better. Rather than ordering multiple rounds of cheap drinks, they opt for one or two carefully crafted cocktails, made with high-quality ingredients and complex flavours.
Recently, Marriott Bonvoy unveiled the Savor Series to elevate the drinking culture and provide guests with remarkable experiences and the creativity of the mixologists working at Marriott International properties. “The inaugural menu for the Savor Series revolves around transforming popular snacks and dishes into cocktails. Techniques such as fat washing, dairy washing, and rapid infusion were employed to extract and incorporate unique flavours, offering consumers an experience different from the standard offerings at typical bars,” Mr Balachandran highlights.
As cocktail culture continues to evolve, it’s clear that the future is premium, mindful, and sustainable. We caught up with Mr. Balachandran to understand this broader cultural shift, savouring cocktails and making it count.
Also Read: What Is A Swicy Drink? The Latest Trend To Take Over The Cocktail Scene
On The Consumers’ Demand Low Or No Alcohol Beverages?
“Given the dynamic and ever-evolving space, the industry has adapted to the growing demand for low or non-alcoholic beverages. Non-alcoholic spirits have emerged that mimic traditional spirits. Bars and restaurants now feature sophisticated mocktail menus, crafted with high-quality ingredients to provide a similar experience to alcoholic cocktails. This shift aligns with health and wellness trends, with a focus on lower-calorie and lower-sugar options. Marketing strategies position non-alcoholic drinks as premium choices. Increased availability in bars, restaurants, and retail outlets, along with training for bartenders, ensures that consumers have access to well-crafted, flavourful alternatives.”
The Growth Of Mindful Drinking Habits
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“As established, Indians are increasingly adopting mindful drinking habits due to a heightened awareness of health and wellness, including the negative effects of alcohol on physical and mental health. Social media influences, a shift towards valuing quality over quantity, and the availability of appealing low- and no-alcohol alternatives also play significant roles. Additionally, cultural shifts towards moderation, greater focus on mental health, and supportive public health campaigns contribute to this trend.”
Another key factor in the evolution of cocktail culture is the growing focus on sustainability. Consumers, especially millennials and Gen Z, are increasingly concerned about the environmental impact of their choices, and this awareness extends to their drinking habits.
“In the next few years, the trends of mindful consumption and prioritising quality over quantity are likely to strengthen. Sustainability will gain prominence, with an increasing demand for eco-friendly production and transparent sourcing. The focus on premium and craft experiences will grow, as consumers seek unique, high-quality drinks. Bars and restaurants will innovate with complex, creative offerings, while personalisation and technology will enhance customisation and monitoring of drinking habits. Overall, these trends will drive a more intentional, informed, and sophisticated approach to drinking,” he highlights.
More Drinking Trends?
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“Interestingly, Indians are gradually warming up to the idea of savoury drinks, which marks a significant shift from their previous preference for sweet and sour cocktails. This growing appreciation for spirit quality and diverse cocktail styles is an interesting development, as more people become mindful of what they are consuming,” he adds. The once-overflowing fishbowls of sugary drinks have been replaced by artisanal cocktails crafted with precision, care, and a focus on the quality of ingredients.
Another point highlighted, “With the move towards drinking less, but drinking better, they are becoming more conscious about their consumption; particularly about the brands, and vocal about their drink style preferences.” This craft movement set the foundation for the premium drinking experiences we see today, where cocktails are no longer just about alcohol consumption, but rather about the overall sensory experience. Customers are drawn to bars that offer bespoke creations, designed with the same care and precision as a gourmet meal.
With a growing appreciation for premium drinking experiences, the cocktail industry is set to continue its transformation…
Image credits: Marriott Bonvoy; Canva
First Published: September 06, 2024 5:05 PM