Southern Glazer’s is pleased to share the findings from its 2024 Liquid Insights Tour, a coast-to-coast educational initiative focused on exploring the top trends shaping the wine and spirits industry. Building on the company’s 2022 tour, this year’s research included six markets – Tampa, FL; Los Angeles, CA; Austin, TX; Portland, OR; Denver, CO; and New York City, NY – spanning 45 diverse casual dining, polished casual, fine dining, and cocktail bars.
The 2024 tour digs deeper into the insights identified in 2022, as well as revealing new and emerging trends, offering fresh perspectives from more than 300 beverages sampled in both newer concepts and select iconic venues. The findings provide industry partners with exclusive data on emerging consumer preferences and innovation areas poised to differentiate brands in a highly-competitive marketplace.
During the tour, Brian Masilionis, Sr. Director, Commercial Development for Southern Glazer’s, led a team of the Company’s industry-leading beverage experts to sample the drinks, evaluate menus, and connect first-hand with on-premise restaurant and bar operators. The team included:
- Debbi Peek, Director of Mixology, Commercial Development
- Allen Katz, Director of Mixology & Spirits Education, New York
- Mishka Bier, Director of Mixology, Southern California
- Florian Minier, Brand Development Manager, Austin
The top 10 wine and cocktail trends identified by the team in 2024 are:
1. Botanical Beverages – Botanical spirits are making a strong impact, with vegetal ingredients adding bright, herbal accents to cocktails, without overwhelming their overall flavor. These ingredients offer bartenders the opportunity to introduce complex, slightly bitter flavors, giving guests a refreshing, layered experience. In Austin, an iconic cocktail bar served a drink called “Jingu Bang” which mixes tequila with Aquavit (a neutral spirit with flavors of caraway and a touch of dill). In Portland at an award-winning Haitian restaurant, a cocktail called “BEL PLAJ” featured clairin – a Haitian rum made from the fermented juice of wild sugarcane with a notable grassy flavor and then mixed with coconut liqueur, strawberry, and rhubarb for a tropical herbal twist. A New York polished casual hot spot’s drink “Always Greener” paired gin, Suze, and sorrel (an herbaceous plant) for a bright botanical kick.
2. Clarified and Carbonated – Clarified cocktails and carbonated beverages offer guests a cleaner, smoother drinking experience. These techniques allow lighter flavors to shine, providing a refreshing and refined sip that encourages guests to keep coming back for more. In Austin, a cocktail called “Silver Meadows” features clarified lime and foie gras-washed elderflower liqueur, delivering a smooth and layered flavor. In a Tampa polished restaurant, they offered a complex, deconstructed Aviation cocktail that is then clarified and topped with “air” micro foam. The characteristic purple hue of the cocktail was only slightly visible through light refracting through the drink. A Denver oyster and cocktail bar has a drink called “For Those of You Who Wanna Take Off” which is a clarified milk punch with Grenadian rum, lemongrass, and fennel seed for herbal accents.
3. Martini Revival – The martini is seeing a resurgence, with bartenders experimenting by infusing traditional spirits with unique ingredients such as olive oil or savory flavors. This reinvention adds exciting, unexpected twists to the classic cocktail, offering guests a fresh take on an old favorite. A Los Angeles polished Italian restaurant features the cocktail called “Pasta Water Martini,” with gin infused with olive oil and a touch of its salted pasta water for a unique twist on the classic. One of Denver’s James Beard chef’s locations had its namesake” martini using Finnish gin and dry sherry, accented by preserved lemon and tarragon. A Tampa venue featured its rotating “Golden Ticket Martini” that elevated the experience with caviar-infused vodka and crème fraîche fat wash with side accoutrements of caviar and both sherry and cucumber house-made “pearls” in small waffle cones on a silver platter for a maximalist impact.
4. Umami Unveiled – Umami flavors—the core fifth taste—are expanding the cocktail repertoire, adding savory depth to drinks through ingredients like mushrooms, onions, fish, meat protein, and aged cheeses. These flavors linger on the palate, creating a mouthwatering experience that elevates cocktails into something truly memorable. In a casual Los Angeles neighborhood hangout, a cocktail called “Bon ‘Chovi Dirty Martini” uses Italian fish sauce and an anchovy-olive garnish to deliver an umami-packed gin martini, also with a touch of sherry for some nutty notes. In Denver, a drink named the “Golden Pig” combines pork belly fat-washed bourbon with salted honey and black walnut stirred with gold shimmer dust, while Portland has a drink called “My Man Dan” with foie-washed whiskey with cherry and bitters. A New York cocktail bar demonstrated their creativity by using umami to craft drinks named after savory foods like Red Eye Gravy and Cold Pizza, with ingredients such as wild mushroom, microwaved coppa, and Parmigiano Reggiano mixed with clarified tomato juice.
5. Luscious Lychee – Lychee is gaining popularity across markets, bringing a soft, subtle sweetness and floral aroma to cocktails that complements the renewed martini craze. This fruit, along with other Asian ingredients, adds an exotic touch to drinks, creating balanced flavor profiles that appeal to a wide range of palates. In Los Angeles, a sushi restaurant had a delicious “Raichi Daiquiri” balancing lychee with lime and chocolate bitters with a rich sake and shochu combination for a fresh and exotic sip. Tampa is home to a drink aptly called the “Lychee Martini” that combines vodka, lychee liqueur, lemon lychee puree for a subtly sweet yet sophisticated drink, while a casual restaurant and cocktail bar in Austin had their Lychee Martini on draft with infused vodka, lychee, and blanc vermouth. A New York fried chicken and champagne spot served a minimalist take on lychee by using a lychee-shaped ice cube in a vodka martini served in a rocks glass, adding flavor as it melted.
6. Minimalist/Maximalist – Venues are adopting a dual approach to crafting elegant, simply garnished cocktails, while also incorporating at least one maximalist option that adds an element of theater. This approach allows bartenders to showcase both understated elegance and indulgent presentation, enhancing the overall guest experience. Great examples were from a fine dining spot in Austin, and its “Magic Mushroom” cocktail served in a mini forest setting accompanied by a hibiscus fog under a cloche with herbs, vegetables, and mushrooms for dramatic effect. At a casual Chinese spot in Denver, a cocktail named “Little Tiger Drink” combines tequila, five-spice, and Sichuan peppercorns with a flaming lime wheel sprinkled at the bar with cinnamon to create a flaming presentation in a ceramic tiger cup creating a bold yet fun experience. The contrasting minimalist approach was often seen with a cocktail served over a clear cube and either a simple herb or dehydrated lime wheel. One of the simplest, yet creative presentations was at an Los Angeles cocktail bar with a clarified piña colada and served on a clear cube with the side of the glass dusted with strawberry daiquiri powder as a creative riff on a Miami Vice.
7. Crafted Low-to-No Cocktails – Low-Alcohol by Volume (ABV) and non-alcoholic cocktails are more sophisticated than ever with prices often climbing to be comparable to full proof drinks, and bartenders crafting beverages that offer depth and texture without less or no alcohol. These drinks are perfect for guests who want a crafted experience without much or any alcohol without compromising on flavor. In Austin, a neighborhood farm to table restaurant had a drink that simply blends Amari with tonic and citrus for a refreshing low-ABV option. A similar approach was used at a Portland wine bar that has a “High Pressure / Low Proof” highball section on their menu with delicious options of vermouth mixed with club soda and simple fruit twists. Los Angeles is home to a zero proof spritz with non-alcoholic aperitivo and sparkling water, while Portland has a drink called’ “Approved by Chef” that delivers a simple yet flavorful combination of cucumber-yuzu shrub and ginger lime soda.
8. Worldly Whites and Sparkling – While Sauvignon Blanc continues to remain very popular, there’s a rising interest in introducing guests to a wider variety of aromatic white wines from around the world. Some of the standout examples we saw across markets were Gruner Veltliner, dry Riesling, Chenin Blanc, Vinho Verde, and Falanghina. Compared to the past, these wines are now appearing on menus in both casual and polished casual restaurants almost as frequently as in the fine dining establishments we visited, indicating that these styles have gained wider popularity. To cater to America’s preference for the dry Champagne style while offering more affordable options, operators frequently turned to Cava as it provided a comparable flavor profile at a lower price.
9. Chilled and Natural – There’s a growing trend toward offering chilled red wines and natural wines by the glass, often, but not always from the Old World. These light, crisp wines provide a refreshing alternative to heavier selections, and their natural production processes resonate with guests seeking more sustainable choices with flavors often with more minerality and earthiness. A Portland neighborhood bar featured a “Petnat Rouge” from Bavaria Germany that offered a chilled, effervescent red with natural winemaking techniques. In Denver, a casual Chinese restaurant had a “Chilled House Red” that was very popular and featured light, juicy red fruits, and in Los Angeles, a chilled Provence red blend of Pinot Noir, Merlot, Marselan, and Roussanne highlighted the trend of chilled natural reds.
10. Tiny Tipples – Smaller portions of cocktails and wine are becoming increasingly popular, giving guests the chance to try more drinks without the commitment of a full serving. This trend offers bartenders the flexibility to showcase a variety of creations while maximizing profitability with higher-margin percentage mini portions. In Austin, a neighborhood tavern featured their “Black Manhattan,” “Between the Sheets” and “Sunnyside” cocktails in a mini coupe glass as well as full size, perfect for those who want to try more without committing to a full drink. This trend is facilitated by the full batching of spirit-driven cocktails without citrus that can simply be poured and stirred with ice and then served for maximum service speed. This trend showed up for wine at a Denver wine bar and restaurant featuring sweet wines sold by the ounce like a 2020 Chenin Blanc from Vouvray for $10 per ounce all the way up to a 1923 Tawny Port from the Barossa Valley in Australia for $30 per ounce.
“Our 2024 Liquid Insights Tour has uncovered an exciting shift in consumer preferences, with bartenders and mixologists embracing new ingredients, techniques, and presentation styles,” said Brian Masilionis, Sr. Director, Commercial Development for Southern Glazer’s. “These trends are not only elevating the guest experience but also providing fresh opportunities for creativity behind the bar. By incorporating everything from bold, botanical flavors to minimalist garnishes, industry professionals are finding innovative ways to differentiate their offerings, drive engagement, and stay ahead in a highly competitive and ever-evolving market.”
“Southern Glazer’s is dedicated to investing in data and insights to help drive business growth and benefit our suppliers and clients,” added Chris Williams, Executive Vice President, National Accounts. “Our unique offerings, such as the Liquid Insights Tour, give us an unparalleled ability to identify and spot new trends. Our team will utilize these insights in conjunction with our ELEVATE platform for data analysis, along with third-party data investments, to continue to provide exceptional services that builds trust with our partners.”
