Beer & Wine Cocktails Provide Uniqueness

Visiting a restaurant these days isn’t just about treating yourself to a delicious meal without having to cook and clean up. It’s also about spending time with family and friends, and having new meal and ambiance experiences. While the food is integral to making foodservice occasions worthwhile, adult beverages play a large role in customer satisfaction as well.

The 2015 SpiritsTAB report shows new or unique adult beverages can win favor with today’s younger consumers. While many consumers are open to experimenting with different adult beverages to discover what they like and don’t like, younger consumers in particular are generally more adventurous in their dining habits compared to their older counterparts. Their desire and curiosity to try new flavors and ingredients continues even after they find a drink they enjoy.

I enjoy trying adult beverages with new/unique flavors.
(Agree & agree completely)

Base: 2,000 consumers 21+

© 2015 Technomic Inc.                               Base: 2,000 consumers 21+

In the past, restaurants and bars have typically offered more nontraditional spirit-based cocktails than wine or beer drinks due to the various ingredients that can be used in mixed drinks. However, wine and beer are getting more notice as recent trends around wine and beer cocktails (also called winetails and beertails) gain traction. Wine and beer cocktails can help appeal to and drive traffic among not only younger consumers but also those who enjoy wine or beer with a twist.

This signals opportunity for wine and beer suppliers to boost sales through winetails and beertails. Suppliers could work with operators to create cocktails, perhaps even a signature or cobranded drink, featuring their wine or beer. Going a step further by suppliers creating their own cocktail suggestions may ease the workload for operators.

Below are a few examples of cutting-edge beer and wine cocktails on restaurant menus:

  • Gin N Jam—Hendrick’s gin shaken with blackberry jam, fresh-squeezed lemon juice and simple syrup, topped with blueberry-flavored wheat ale (World of Beer)
  • Midnight Kiss—Cassis and Champagne topped with Guinness (Elephant & Castle)
  • Last Great Wine Thief—Plymouth gin, Sauvignon Blanc and clover honey with hopped grapefruit bitters (NoRTH Italia)
  • Ruby and Ginger—Sandeman Reserve Port wine and Reed’s Premium ginger ale, served over ice with a lime twist. (Pinstripes)

Anne Mills

Anne Mills is a Consumer Research Manager at Technomic Inc. She works on the firm’s Consumer Trend Reports, a series of more than 25 annual studies that keep U.S., Canadian and U.K. foodservice professionals up to date on the evolving menu and consumer trends in key foodservice areas including: food and beverage categories, restaurant sectors, dining occasions, consumer segments and more.

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  1. This is some really interesting research about new and unique flavors. I really like the chart showing the percentage according to the age that people like to try new things. I really would like to get into the wine business, but don’t know if the market is too saturated. According to this though people like to try new things! Thanks for posting this article, I found a lot of useful things for my business.

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