US: Cocktail menus go classic - study

By | 30 August 2012

Classic cocktails are seeing a rise in popularity in the US

Classic cocktails are seeing a rise in popularity in the US

Classic cocktails have expanded their footprint in US bars and restaurants over the past three years as consumers and mixers get back to basics, a new study has shown.

Cocktails described “classic” have increased on menus by 76% since 2009, according to research from Mintel Menu Insights. The Manhattan has seen a 35% increase on menus, while the Gimlet is up 63%, Mintel said yesterday (29 August). 

Sazerac has increased in prevalence by 57% and the Side Car has climbed by 50%.

"Bartenders and cocktail geeks are taking a very academic approach to mixing drinks, and many are learning the history and the evolution of iconic cocktails," said senior foodservice analyst at Mintel Kathy Hayden.

Some 54% of respondents said they had ordered a beer in a nightclub in the past three months, while 44% said they had asked for a cocktail.

Lower-calorie “skinny” cocktails have started to appear on menus in the past three years, the study said. “Skinny” had zero presence in 2009, but in the second quarter of this year, the Mintel Menu Insights tracked 110 items with the descriptor. 

Beam Inc's Skinnygirl Cocktail brand helped drive its recent H1 profits increase.

Sectors: Spirits, The on-trade

Companies: Beam Inc

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