Seedlip Garden 108
The State of Craft Cocktails: How Viral Trends Shaped Consumption and Buyer Behavior
Craft cocktails by and large continue to shape bev-alc culture despite a sharp rise in mobile, ready-to-drink products flooding the market. In fact, the act of visiting a cocktail bar to experience a handcrafted cocktail is no longer a special occasion act. According to an analysis by IWSR, the market share of ‘premium’ or ‘super-premium’ alcohol cocktails is estimated to grow by 13% by 2024 with 40% of consumers already buying premium alcoholic cocktails occasionally.
But what specifically is driving this trend? For one, cocktails have gone viral. The behemoth cultural rise of the Espresso Martini, the Aperol Spritz, and yes, the Negroni Spagliato are all products of the power of social media virality. We covered this briefly in 2022’s Most Popular Cocktails using Google Search Trend data. Everywhere you look, from memes to TikToks to popular Instagram accounts, cocktails like the Negroni Spagliato have become household names and now household favorites.
Most Popular Cocktails of 2022
(List compiled from Google’s Year in Search 2022)
On September 22, 2022, a “get-to know-me” Youtube clip debuted for HBO Max’s House of the Dragon featuring series co-stars Olivia Cooke and Emmy D’Arcy. In the now viral clip, the two soon began to discuss their favorite cocktail. One brief interchange, in particular, was clipped and snipped by countless TikTokers, causing it to go viral. Cooke asks D'Arcy what their favorite drink is, and D'Arcy slowly replies in her sultriest voice, "a Negroni [Cooke cuts in "I was going to say the same thing," but D'Arcy's continues]... sbagliato... with Prosecco in it."
The video lit off like a firework, resulting in a cultural bomb of dedicated memes and bars racing to stock up on Campari and Prosecco. As it went viral, Google searches for “negroni sbagliato” rocketed (see below) and bartenders couldn’t seem to keep up with the influx of customers ordering it.
As demand for the drink increased amongst consumers, demand for its three main ingredients, Campari, sweet vermouth and prosecco increased in the Provi marketplace, too.
Award for The Most Viral Cocktail
Percent Change In Negroni Sbagliato Ingredients From October 2022*
+39.20%
increase in the number of carts containing Campari
+34.64%
increase in the number of carts containing sweet vermouth
+11.70%
increase in the number of carts containing prosecco
(Includes all retail buyer types)
“Any business, not just bars, should be aware of what’s trending. Providing a beverage or service that someone has seen on social media or elsewhere is a fun experience for the guest. We will have our ear to the ground for the next trend in the beverage world.”
David Molina, Purchasing Manager, Blind Barber
Award for Cocktail Of The Year
Percent Change In Espresso Martini Ingredients From October 2022*
+34.36%
increase in the number of carts containing coffee liqueur
+33.69%
increase in the number of carts containing Kahlua
+16.37%
increase in the number of carts containing vodka
~68%
The YoY percentage increase of coffee-based liqueur market share in the spirits category
However, the Espresso Martini is arguably the cocktail that defined 2022 the most. Similar to the Negroni Spagliato, as searches on Google for “Espresso Martini” rose starting in October 2022 and peaked in mid-November, so did orders for vodka and coffee liqueur in the Provi marketplace.
“We saw a significant increase in orders for espresso martinis, so many that we put one on our cocktail menu. It’s has since then become one of our best selling cocktails.”
David Molina, Purchasing Manager, Blind Barber
“We had to increase our pars for vodka, begin ordering coffee liqueurs (Borghetti and Mr Black), and find a local brewer to make cold brew concentrate for us so we could streamline the process of making the martini, rather than brewing fresh espresso per order, since it is ordered VERY frequently.”
David Molina, Purchasing Manager, Blind Barber
Top 5 Coffee Liqueurs by Market Share Growth (2021-2022)
Mr. Black Cold Brew Coffee Liqueur
Mr Black is a bittersweet blend of top-grade Arabica coffees and Australian wheat vodka.
Discover →Borghetti di Vero Caffe Espresso
Aromatic, with a sweet, soft, enveloping taste, Caffè Borghetti has a rich and intense aroma and a pleasant aftertaste of espresso coffee, capable of conquering on every occasion. The product reflects the Italian traditions that have become the hallmark of our culture.
Discover →St. George Spirits NOLA Coffee Liqueur
Our rich and satisfying NOLA Coffee Liqueur was inspired by our love for New Orleans–style coffee, as well as by head distiller Dave Smith’s own love story.
Discover →Galliano Espresso Liqueur
Bold and robust flavor for a true coffee lover. Made in Italy, where coffee is always strong and intense. 93 points - Ultimate Spirits Challenge This ultimate Italian coffee liqueur makes the best in class Espresso Martini.
Discover →Tia Maria Cold Brew Liqueur
It is a unique blend of 100% Arabica coffee beans and premium Vanilla. By using cold brew extraction, we can always ensure that our coffee liqueur has a distinct taste.
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