Welcome to the home of the Liquid Insights Tour, Southern Glazer’s online education hub for on-premise beverage innovation

Frequently asked questions

The Liquid Insights Tour is an extensive, coast-to-coast educational initiative that explores and identifies the latest trends in mixology and wine. The Tour travels to six cities in the U.S. and visits a wide variety of bars, hotels, restaurants, and other “on-premise” venues. The tour explores innovations driven by a new generation of diverse bartenders, as well as on-premise operators post-COVID recovery, to offer unique insights to share with the Company’s sales consultants and industry partners.


The Tour is a follow-up from 2022 where Southern Glazer’s identified 10 key trends across cocktails and wine for concepts to consider within their programs – and will look to see what trends are still strong, accelerating, fading, or emerging. Leading the tour once again is Brian Masilionis, Senior Director, Customer Development, National Accounts On Premise.

This year’s tour will include visits to new markets including Tampa, Florida, Austin, Texas, Portland, Oregon, and Denver, Colorado, and will return to the cities of Los Angeles, California and New York City, New York which were visited during the initial 2022 tour.

Brian Masilionis, Senior Director, Customer Development, National Accounts On Premise is partnering with Southern Glazer’s mixologists and market-level wine experts to identify restaurants, bars and hotels to visit in each city. Locations will include a mix of casual and polished casual concepts, find dining concepts, and cocktail bars, including locations in a hotel or experiential setting.

In 2022, over the course of 11 days, the team visited 83 restaurants and bars and sampled 431 drinks across Houston, Kansas City, New York, Las Vegas, Chicago and Los Angeles. It identified 10 trends in three distinct categories: Cocktail innovation, wine and execution and presentation trends. Click here to read about the full list of trends.

Pour through our findings

The Liquid Insights Tour blog

Travel coast-to-coast on the Liquid Insights Tour to see how the most innovative bars and restaurants are evolving, influenced by a new generation of diverse bartenders.

A close up of a creative cocktail, topped with edible garnish

Liquid Insights Tour 2024 Kicks off in Tampa

This Sunshine State city is full of surprises for thirsty adults looking for a great wine and spirits scene.

Creative cocktail with garnish

Liquid Insights Tour Toasts to Los Angeles

Check out what’s new as the team revisits cocktail and wine trends in La La Land.

The cover of Chilled Magazine showcasing a confident man in a distillery with the bold title Raise Your Spirits.

Liquid Insights Tour in the press

From print to podcast, people are talking about the Liquid Insights Tour.