Top 10 drinks trends in the US on-trade for 2020

The low to no alcohol trend will expand

Non-alcoholic ‘spirit’ brand Seedlip’s Mr McGregor cocktail

In the coming year, expect to see an increase in ‘spirits’ with no alcohol in the US, with a greater variation in products to appeal to different drinkers. On-premise creativity will continue to fuel alcohol-free cocktail menus and bars across the country.

The rising popularity of drinks like spritz-based cocktails has helped this category grow. New takes on classic drinks may emerge, highlighting the emergence of low-alcohol Sherries, vermouths and saké options.

Sugar-free vodka

New trends in vodka will continue to be influenced by the better for you movement. Expect to see more diet and sugar-free vodka coming onto the market. We also foresee an increase in flavoured, limited-edition offerings, reflecting a sharp departure from the sweet serves of the past.

The new age of vodka will be infusing more natural and interesting flavours for changing palates, incorporating yuzu and kumquat.

The rise of ‘hard’ teas, coffees and kombuchas

The meteoric rise of hard seltzer made this category one to watch over the past year. Inspired by the universe appeal of ‘hard beverages,’ we anticipate an influx of hard teas, kombuchas, coffees and agua frescas coming to market.

With this increase in hard drinks offerings, consumers may taste test the market, possibly resulting in softer sales for the hard seltzer category.

Whiskey widens its appeal

Whiskey makers are rising to the challenge to widen the brown spirit’s appeal. In the months ahead, expect to see more innovative takes on distilling, non-traditional whiskey mash bills, wood ageing and new flavour profiles to attract a broader demographic.

Gin and Tonic has its moment

Often overlooked and underserved, Gin and Tonic has been a relatively silent staple at bars across the US thus far.

However, with increased distribution of premium tonics in America, the lower sugar content of premium mixers and the social shareability of a perfect cocktail, a path is being cleared for the rise of this trend.

Through a more premium experience, we expect Gin and Tonic to grow in popularity over the next year and finally have its moment in the spotlight.

Turbulent times for Tequila

Sales of Tequila aren’t suffering, but the spirit’s very existence is. Shortages of Blue Agave grown in the Tequila region are forcing manufacturers to find new sources. Some companies are predicting that Tequila production within the next 10 years will be extremely challenging.

With the limit on how much Tequila can be produced in a certain area, there will be an increased look at other agave-based drinks.

Outside of mezcal, which is already growing quickly due to its smoky flavour, coupled with the influence of famous stars, raicilla, Bacanora, sotol and pulque will all find their way into the spotlight, as they are able to be produced across Mexico. 

Hyper local beer will boom

Hyper local will continue to lead the way within beer. The continuing popularity of brewpubs and taprooms lead many consumers to order by what’s local in the neighborhood as opposed to what’s local in the city.

This enhancement of drinking  local will prove a challenge for ambitious craft beer brands that want to develop outside of their heartland.

Millennial-friendly wines

Oenophobia, defined as the fear of wines, is a fight wine marketers are ready to wage a creative war against in the coming year. Expect to see a new wave of wine-based products, innovative packaging and marketing rush to attract younger consumers who are of legal drinking age.

As millennials continue to move into the hard seltzer category, wine’s relevance and appeal are at risk more than ever.

iPad wine lists

Just as technology has empowered consumers across other areas of retail, the on-premise beverage alcohol category will be infused with new technology in the coming years to empower consumer choices.

This will take the form of iPad menus and wine lists, tech-driven payment options and educational experiences through augmented reality.

Experiential venues

Creating memorable and unique experiences for consumers is an enduring trend which will continue to make waves in on premise market.

Game bars, experiences from around the world, seasonal activities and elevated hotel bars will continue to attract and engage US consumers.