Drinks

by David Klemt David Klemt No Comments

Does the Margarita Still Reign Supreme?

Does the Margarita Still Reign Supreme?

by David Klemt

Whatever’s happening here, I’m in…

The Margarita has maintained the title of Most Popular Cocktail in the United States year after year.

But is the classic cocktail still wearing the crown and clutching the scepter?

Most Popular 2020 Cocktails

Midway through last year, Google revealed the top cocktail searches in each state:

  • Alabama: Hurricane
  • Alaska: Whiskey Sour
  • Arizona: Paloma
  • Arkansas: Frozen Daiquiri
  • California: Paloma
  • Colorado: Hurricane
  • Connecticut: Margarita
  • Delaware: Screwdriver
  • Washington, DC: Old Fashioned
  • Florida: Cuba Libre
  • Georgia: Sazerac
  • Hawaii: Lemon Drop Martini
  • Idaho: Kamikaze
  • Illinois: Manhattan
  • Indiana: French 75
  • Iowa: Kamikaze
  • Kansas: Screwdriver
  • Kentucky: Lily
  • Louisiana: Bushwacker
  • Maine: Margarita
  • Maryland: Kamikaze
  • Massachusetts: Old Fashioned
  • Michigan: Cosmo
  • Minnesota: Oliveto
  • Mississippi: Painkiller
  • Missouri: Gin and Tonic
  • Montana: Blue Hawaiian
  • Nebraska: Old Fashioned
  • Nevada: Grasshopper
  • New Hampshire: Old Fashioned
  • New Jersey: Manhattan
  • New Mexico: Old Fashioned
  • New York: Manhattan
  • North Carolina: Bushwacker
  • North Dakota: Kamikaze
  • Ohio: Boulevardier
  • Oklahoma: Black Russian
  • Oregon: Old Fashioned
  • Pennsylvania: Whiskey Sour
  • Rhode Island: Cosmo
  • South Carolina: Tequila Sunrise
  • South Dakota: Screwdriver
  • Tennessee: Buschwacker
  • Texas: Paloma
  • Utah: Cape Cod
  • Vermont: Cosmopolitan
  • Virginia: Old Fashioned
  • Washington: Old Fashioned
  • West Virginia: Kamikaze
  • Wisconsin: Grasshopper
  • Wyoming: White Russian

Margarita Slipping?

As you can see, the Margarita was only the top search in two states, Connecticut and Maine. Perhaps their access to the Atlantic Ocean coastline motivated residents of those states to enjoy the refreshing classic that invokes summer and escapism.

Regardless, the Margarita didn’t even make it into the top three. Third place went to the Cosmo, Manhattan and Screwdriver in a three-way tie, with each the most popular in three states.

Second place went to Kamikaze, the top cocktail search in Idaho, Iowa, Maryland, North Dakota and West Virginia.

Before I get to the first-place cocktail—according to a snapshot of time by Google—I have to address the clear winner of the Most Unique Search title. Minnesota’s top search was for the Oliveto cocktail, shaken and strained into a rocks glass:

  • 2 oz. Dry gin
  • 1 oz. fresh Lemon juice
  • 1/4 oz. Simple syrup
  • 1/4 oz. Licor 43
  • 1/2 oz. full-bodied Extra virgin olive oil
  • 1 fresh Egg white
  • Ice cubes

New Number One?

The Old Fashioned, clinching seven states, was the number-one cocktail…for about 30 days in 2020.

Much has also been made about a supposed surge in interest for the Gin & Tonic.

However, scouring the Internet for data and articles, the Margarita is still sitting comfortably on the throne. According to multiple sources, the Margarita is a to-go cocktail mainstay, it’s succeeding in the RTD space (meaning it’s performing well on- and 0ff-premise), and home bartenders are driving up sales of tequila and cordials.

Trends are fun but classics are classics for a reason. So, make sure your Margs, G&Ts, Old Fashioneds, Manhattans and other staples are dialed in this year.

Image: Menú Acapulco on Unsplash

by David Klemt David Klemt No Comments

Dry January Will Be Different in 2021

Dry January Will Be Different in 2021

by David Klemt

Tomorrow marks the start of the first Dry January we’ve ever experienced under stay-at-home shutdowns and bar, restaurant and nightclub restrictions.

Like Veganuary—remember way back to yesterday when we wrote about it?—the movement as we’ve come to know can be traced back to the UK. People have chosen t abstain from alcohol in January for decades but Dry January really took off after the trademark was registered by a non-profit called Alcohol Change.

Understandably, many operators have taken issue with Dry January. Taking a hit to the bottom line for a month (or more) because of a reduction in alcohol sales isn’t an exciting proposition.

However, Dry January may be different this year. The convergence of a number of consumer behaviors driven by restricted access to restaurants and bars may present an opportunity.

Throughout most of 2020 we’ve been inundated with reports about unprecedented boosts in online alcohol sales. Premium and ultra-premium spirits grew at a faster rate than they had pre-pandemic. Operators have been forced to pivot, relying heavily on delivery, (somewhat) traditional takeout, and curbside pickup.

Put those all together but substitute premium spirits for premium alcohol-free options and there’s the potential for operators to generate revenue directly linked to zero-proof sales.

One of the keys to succeeding with zero-ABV drinks is presentation. Many alcohol-free brands are dedicated to elevating the category, meaning they can be treated the same as their low- and full-proof counterparts. Curated zero-proof drink kits that include quality modifiers, mixers, garnishes and drinkware can help generate sales. Post quick how-to videos to social media showing a member of the bar team building zero-proof cocktails to create interest.

Those are just two ideas. It shouldn’t be difficult for operators to pivot and offer alcohol-free options that are authentic to their brand and therefore resonate with their guests.

Operators that nail their Dry January menu programming lay the groundwork for succeeding with the alcohol-free category throughout the rest of the year. We finally live in an age where sober, sober-curious and intermittently abstinent consumers don’t feel uncomfortable visiting a bar. Make them feel welcome. Operators who alienate these guests will drive them straight to their competitors to ring their registers instead.

Seedlip is probably the best-known within the alcohol-free category but more premium brands are emerging. Operators should familiarize themselves with the following: Lyre’s (which crafts zero-proof spirits that taste like their traditional counterparts), Wilderton (which uses a distillation method that never introduces alcohol), and Shoki (which showcases African and Caribbean heritage and flavors). There are also brewers embracing the alcohol-free movement, such as Calgary’s Partake Brewing (which is beginning to cross into the US) and Lagunitas and their IPNA, an alcohol-free IPA.

Image: YesMore Content on Unsplash

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