The 2024 Liquid Insights Tour Report

Discover the latest on-premise beverage trends shaping the future of wine and spirits across the U.S.

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Unveiling the latest U.S. wine & spirits trends

Southern Glazer’s 2024 Liquid Insights Tour explores the top emerging trends influencing the beverage alcohol industry. Expanding on the 2022 tour, this year’s research spanned six major markets and covering 45 diverse venues—ranging from casual dining to fine dining and cocktail bars—the tour provided exclusive insights into consumer preferences, innovative drinks, and industry shifts.

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Tiny Tipples

Miniature cocktail servings are increasing in popularity, allowing guests to explore more flavors in smaller portions.

Botanical 
Beverages

Herbal, vegetal ingredients are enhancing cocktails with layers. Bartenders are incorporating aquavit, clairin, and sorrel to create unique drinks.

Clarified & Carbonated Cocktails

Lighter, refined drinks are trending, with clarified citrus and carbonated elements enhancing flavors.

Martini Revival

Bartenders are reinventing martinis with olive oil infusions, dry sherry accents, and savory enhancements.

Umami Unveiled

Savory ingredients—like anchovy-infused gin and pork fat-washed bourbon—are adding depth to cocktail menus.

Luscious Lychee

Lychee, alongside other Asian-inspired flavors, is elevating martinis and tropical-inspired cocktails.

Minimalist vs. Maximalist Drinks

Venues are balancing elegantly simple cocktails alongside extravagantly garnished, theatrical presentations.

Crafted Low-to-No Cocktails

Low-ABV and non-alcoholic cocktails are booming, delivering depth and texture without alcohol.

Worldly Whites & Sparkling Wines

Beyond Sauvignon Blanc, operators are highlighting Grüner Veltliner, dry Riesling, and Falanghina.

Chilled & Natural Wines

Lighter chilled reds and naturally fermented wines are gaining traction, offering refreshing alternatives.

Take a deep dive into the stops along the tour

Take a look at the places we went to and dive deep into their findings.

Ready to stay ahead?

Explore the Southern Glazer’s Insights Hub for the latest reports, trends, and thought leadership driving the future of the beverage alcohol industry.

Visit the Insights Hub