WHATS HOT Alcohol

2013 Bartender Survey

WHATS HOT

Alcohol 2013 Bartender Survey

The National Restaurant Association surveyed professional bartenders, members of the United States Bartenders Guild, on which wine, spirits, beer and cocktails will be hot trends on drink menus in 2013. The Whats Hot in 2013 Alcohol survey was conducted in the fall of 2012 among nearly 200 bartenders. See p. 7 for more information about the methodology.

Top 20 TRENDS
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. Onsite barrel-aged drinks Food-liquor/cocktail pairings Culinary cocktails (e.g. savory, fresh ingredients) Micro-distilled/artisan liquor Locally produced spirits Locally sourced fruit/berries/produce Beer sommeliers/Cicerones Regional signature cocktails Beer-based cocktails Locally produced beer Food-beer pairings/beer dinners Salt (e.g. avored, smoked, regional) House-made lemonade/soft drinks/tonics Cask beer/ale Wine on tap/draft wine Organic cocktails Cocktails on tap Craft beer Signature cocktails

Top TRENDS by category

SPIRITS
1. Micro-distilled/ artisan liquor

WINE
1. Wine on tap/draft wine

MIXOLOGY THEMES
1. Food-liquor/cocktail pairings

2. Locally produced spirits 3. Bitters 4. New Make whiskey 5. Mezcal

2. Locally produced wine 3. Non-traditional/less popular wine varietals 4. Organic wine 5. Argentinian wine

2. Beer sommeliers/ Cicerones 3. Food-beer pairings/beer dinners 4. Molecular gastronomy/ mixology 5. Food-wine pairings

COCKTAILS
1. Onsite barrel-aged drinks

INGREDIENTS/ GARNISH
1. Locally sourced fruit/ berries/ produce

2. Culinary cocktails (e.g. savory, fresh ingredients) 3. Regional signature cocktails 4. Beer-based cocktails 5. Organic cocktails

2. Salt (e.g. avored, smoked, regional) 3. House-made lemonade/soft drinks/tonics 4. Flower syrup/ essence 5. Spices

BEER
1. Locally produced beer

20. Shrubs

2. Cask beer/ale 3. Craft beer 4. House-brewed beer 5. Gluten-free beer

Restaurant.org/FoodTrends 1

WHATS HOT Alcohol

2013 Bartender Survey

HOT Yesterdays Perennial TREND News Favorite 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. House-brewed beer Flower syrup/essence Bitters New Make whiskey Mezcal Locally produced wine Non-traditional/less popular wine varietals Spices Gluten-free beer Microbrews Organic beer Beer ights/samplers Sour beer Seasonal beer Fresh produce/fruit/berries Pisco Edible cocktails Molecular gastronomy/mixology Non-traditional liquors (e.g. soju/sochu, cachaa) Pickled items Argentinian wine Bourbon/rye Froth/foam Exotic fruit Rum Chilean wine Digestifs (e.g. grappa, limoncello) Vermouth Honey Fruit/vegetable pures Belgian-style beer/ale Traditional cocktails (e.g. Martini, Manhattan, Sidecar) Sake/mirin Wine/premium wine by the glass Naturally fermented wine 56% 56% 55% 55% 55% 54% 54% 53% 51% 50% 50% 49% 49% 48% 48% 47% 47% 47% 46% 46% 45% 43% 42% 41% 41% 40% 37% 37% 36% 35% 35% 35% 34% 33% 32% 32% 32% 22% 25% 11% 35% 24% 20% 20% 10% 39% 9% 35% 26% 37% 10% 5% 32% 50% 41% 37% 44% 37% 17% 7% 15% 48% 35% 15% 19% 33% 25% 22% 26% 9% 2% 40% 18% 43% 22% 19% 33% 10% 20% 26% 25% 37% 9% 42% 15% 26% 13% 42% 46% 20% 3% 12% 16% 11% 18% 40% 51% 45% 12% 25% 47% 43% 31% 40% 42% 39% 57% 65% 26% 50% 24%

WHATS
Alcohol
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.

HOT
HOT Yesterdays Perennial TREND News Favorite Onsite barrel-aged drinks Food-liquor/cocktail pairings Culinary cocktails (e.g. savory, fresh ingredients) Micro-distilled/artisan liquor Locally produced spirits Locally sourced fruit/berries/ produce Beer sommeliers/Cicerones Regional signature cocktails Beer-based cocktails Locally produced beer Food-beer pairings/beer dinners Salt (e.g. avored, smoked, regional) House-made lemonade/ soft drinks/tonics Cask beer/ale Wine on tap/draft wine Organic cocktails Cocktails on tap Craft beer Signature cocktails Shrubs 77% 77% 76% 75% 70% 70% 68% 67% 66% 65% 63% 62% 62% 61% 60% 59% 59% 58% 57% 57% 17% 7% 7% 8% 11% 3% 15% 7% 24% 5% 10% 16% 17% 12% 32% 30% 39% 4% 7% 30% 6% 16% 17% 17% 19% 27% 16% 26% 10% 30% 27% 21% 21% 27% 7% 11% 3% 37% 36% 12%

All 123 Items Ranked by HOT Responses

40. Organic wine 41. 42. 43. 45. 46. 47. 48. 49. 50. 51. 52. 53. 54. 55. 56. 57.

44. Aperitifs (e.g. Aperol, Campari)

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WHATS HOT Alcohol

2013 Bartender Survey

WHATS HOT Alcohol continued

HOT Yesterdays Perennial TREND News Favorite 58. 59. 61. 62. 63. 64. 65. 66. 67. 68. 69. 70. 71. 72. 73. 74. 75. 76. 77. 78. 79. 80. 81. Tea/iced tea Prosecco Gin Non-alcoholic/virgin cocktails Hard cider Flavored/spiced beer IPA/hoppy beer New Zealand wine Mulled/spiced wine Cava South African wine Bacon Premium tequila Lambic Infused/avored liquor Skinny/lower-calorie cocktails German wine Wine ights/samplers Tequila Absinthe Moscato/muscat wine Champagne Boxed wine 32% 31% 30% 29% 29% 29% 29% 29% 29% 28% 28% 28% 28% 27% 27% 26% 26% 26% 25% 24% 23% 23% 23% 22% 32% 20% 22% 12% 29% 35% 49% 14% 27% 48% 26% 36% 61% 40% 36% 54% 72% 22% 38% 14% 56% 37% 10% 65% 37% 50% 47% 59% 43% 36% 22% 57% 43% 24% 47% 35% 11% 33% 36% 20% 2% 50% 37% 62% 20% 40% 66% 13% 82. 83. 84. 85. 86. 87. 88. 89. 91. 92. 93. 94. 95. 96. 97. 98. 99. Specialty/avored Bloody Marys Port wine Ultra-premium spirits Wheat beer Italian wine Cordials/liqueurs Pale/blond ale Ice wine Coffee Brandy/Cognac Irish whiskey Scotch whisky Muddled cocktails Stouts Citrus fruit Food-wine pairings Dessert/sweet wine HOT Yesterdays Perennial TREND News Favorite 21% 21% 20% 20% 20% 19% 19% 19% 19% 19% 18% 18% 18% 18% 18% 18% 18% 16% 15% 15% 14% 14% 14% 13% 13% 11% 11% 43% 22% 55% 22% 13% 25% 17% 52% 16% 30% 30% 29% 16% 44% 13% 10% 16% 26% 19% 19% 48% 57% 36% 72% 51% 71% 14% 36% 57% 24% 58% 66% 56% 64% 28% 64% 50% 52% 53% 67% 38% 69% 72% 66% 58% 66% 65% 35% 27% 49% 15% 36% 18% 73%

60. Ros wine

90. California wine

100. Porters 101. Lager/pilsner 102. Beaujolais Nouveau 103. Fruit-based wine 104. Australian wine 105. Dessert-/candy-avored cocktails 106. Chocolate 107. White sangria 108. French wine

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2013 Bartender Survey

WHATS HOT Alcohol continued

HOT Yesterdays Perennial TREND News Favorite 109. Margaritas/avored margaritas 110. Red wine 111. Maraschino cherries 112. White wine 113. Red sangria 114. Light/reduced calorie beer 115. Onions 116. Frozen cocktails 117. Vodka 118. Olives 119. Hard lemonade 120. Non-alcoholic beer 121. Kosher wine 122. Non-alcoholic wine 123. Rail/well drinks 10% 10% 10% 9% 8% 8% 8% 7% 6% 6% 5% 5% 5% 5% 3% 48% 5% 43% 9% 53% 67% 50% 71% 45% 24% 88% 58% 66% 80% 43% 42% 84% 47% 81% 39% 25% 42% 22% 49% 70% 7% 37% 28% 13% 53%

WHATS
Alcohol

HOT

CATEGORIES
Ranked by HOT Responses
HOT Yesterdays Perennial TREND News Favorite

SPIRITS
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. Micro-distilled/artisan liquor Locally produced spirits Bitters New Make whiskey Mezcal Pisco Non-traditional liquors (e.g. soju/sochu, cachaa) Bourbon/rye Aperitifs (e.g. Aperol, Campari) Rum Digestifs (e.g. grappa, limoncello) Vermouth Gin Premium tequila Infused/avored liquor Tequila Absinthe Ultra-premium spirits Cordials/liqueurs Brandy/Cognac 75% 70% 55% 55% 55% 47% 46% 42% 41% 37% 36% 35% 29% 27% 26% 24% 23% 20% 19% 18% 8% 11% 11% 35% 24% 32% 37% 7% 15% 15% 33% 25% 12% 40% 54% 14% 56% 55% 25% 30% 17% 19% 33% 10% 20% 20% 16% 51% 45% 47% 31% 40% 59% 33% 20% 62% 20% 24% 56% 52%

Restaurant.org/FoodTrends 4

WHATS HOT Alcohol

2013 Bartender Survey

HOT Yesterdays Perennial TREND News Favorite

BEER
1. 2. 3. 4. 5. 6. 7. 8. 9. SPIRITS continued HOT Yesterdays Perennial TREND News Favorite 21. 22. 23. Irish whiskey Scotch whisky Vodka 18% 18% 6% 29% 16% 45% 53% 67% 49% 10. 11. 12. 13. 14. 15. 16. 17. 77% 76% 67% 66% 59% 59% 57% 57% 47% 33% 29% 26% 21% 18% 13% 11% 10% 8% 7% 5% 3% 17% 7% 7% 24% 30% 39% 7% 30% 50% 2% 29% 72% 43% 44% 72% 71% 48% 53% 71% 88% 43% 6% 17% 26% 10% 11% 3% 36% 12% 3% 65% 43% 2% 36% 38% 15% 18% 42% 39% 22% 7% 53% 18. 19. 20. 21. 22. Locally produced beer Cask beer/ale Craft beer House-brewed beer Gluten-free beer Microbrews Organic beer Beer ights/samplers Sour beer Seasonal beer Belgian-style beer/ale Hard cider Flavored/spiced beer IPA/hoppy beer Lambic Wheat beer Pale/blond ale Stouts Porters Lager/pilsner Light/reduced calorie beer Non-alcoholic beer 65% 61% 58% 56% 51% 50% 50% 49% 49% 48% 34% 29% 29% 29% 27% 20% 19% 18% 15% 15% 8% 5% 5% 12% 4% 22% 39% 9% 35% 26% 37% 10% 9% 35% 49% 14% 36% 22% 17% 13% 19% 19% 67% 58% 30% 27% 37% 22% 9% 42% 15% 26% 13% 42% 57% 36% 22% 57% 36% 58% 64% 69% 66% 65% 25% 37%

COCKTAILS
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. Onsite barrel-aged drinks Culinary cocktails (e.g. savory, fresh ingredients) Regional signature cocktails Beer-based cocktails Organic cocktails Cocktails on tap Signature cocktails Shrubs Edible cocktails Traditional cocktails (e.g. Martini, Manhattan, Sidecar) Non-alcoholic/virgin cocktails Skinny/lower-calorie cocktails Specialty/avored Bloody Marys Muddled cocktails Dessert-/candy-avored cocktails White sangria Margaritas/avored margaritas Red sangria Frozen cocktails Hard lemonade Rail/well drinks

Restaurant.org/FoodTrends 5

WHATS HOT Alcohol

2013 Bartender Survey

HOT Yesterdays Perennial TREND News Favorite

WINE
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. Wine on tap/draft wine Locally produced wine Non-traditional/less popular wine varietals Organic wine Argentinian wine Chilean wine Sake/mirin Wine/premium wine by the glass Naturally fermented wine Prosecco Ros wine New Zealand wine Mulled/spiced wine Cava South African wine German wine Wine ights/samplers Moscato/muscat wine Champagne Boxed wine Port wine Italian wine Ice wine California wine Dessert/sweet wine Beaujolais Nouveau 60% 54% 54% 46% 43% 37% 32% 32% 32% 31% 30% 29% 28% 28% 28% 26% 25% 23% 23% 22% 21% 20% 19% 19% 16% 14% 32% 20% 20% 44% 17% 19% 40% 18% 43% 20% 22% 27% 48% 26% 36% 22% 38% 37% 10% 65% 22% 13% 52% 16% 26% 48% 7% 26% 25% 11% 40% 43% 26% 50% 24% 50% 47% 43% 24% 47% 35% 50% 37% 40% 66% 13% 57% 66% 28% 64% 58% 35% 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 27. 28. 29. 30. 31. 32. 33. Fruit-based wine Australian wine French wine Red wine White wine Kosher wine Non-alcoholic wine HOT Yesterdays Perennial TREND News Favorite 14% 14% 11% 10% 9% 5% 5% 57% 36% 14% 5% 9% 66% 80% 27% 49% 73% 84% 81% 28% 13%

INGREDIENTS/GARNISH
1. 2. 3. Locally sourced fruit/berries/ produce Salt (e.g. avored, smoked, regional) House-made lemonade/ soft drinks/tonics Flower syrup/essence Spices Fresh produce/fruit/berries Pickled items Froth/foam Exotic fruit Honey Fruit/vegetable pures Tea/iced tea Bacon Coffee Citrus fruit Chocolate Maraschino cherries Onions Olives 70% 62% 62% 56% 53% 48% 45% 41% 40% 35% 35% 32% 28% 19% 18% 13% 10% 8% 6% 3% 16% 17% 25% 10% 5% 37% 48% 35% 22% 26% 32% 61% 30% 10% 51% 43% 50% 24% 27% 21% 21% 19% 37% 46% 18% 12% 25% 42% 39% 37% 11% 50% 72% 36% 47% 42% 70%

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WHATS HOT Alcohol

2013 Bartender Survey

HOW DO YOU FEEL ABOUT SPECIALTY/CULINARY COCKTAILS?

Specialty/culinary cocktails are a good way to build business and attract customers Specialty/culinary cocktails are fun to make because they are more creative Specialty/culinary cocktails are a challenge because the drinks take longer to make Customers rarely order specialty/culinary cocktails
WHAT IS THE HOTTEST TECHNOLOGY TREND IN BARS/ RESTAURANTS FOR 2013?

67% 26% 1% 1%

HOT Yesterdays Perennial TREND News Favorite

Social media for marketing/loyalty programs Tablet computers (e.g. iPad) for menus and wine lists Smartphone apps for consumers (e.g. ordering, menus) Smartphone apps for bartenders (e.g. recipes, measurement converters) Other Mobile/wireless payment options QR codes on menus, marketing, etc.
METHODOLOGY

40% 29% 14% 6% 5% 4% 2%

MIXOLOGY THEMES
1. 2. 3. 4. 5. Food-liquor/cocktail pairings Beer sommeliers/Cicerones Food-beer pairings/beer dinners Molecular gastronomy/mixology Food-wine pairings 77% 68% 63% 47% 18% 7% 15% 10% 41% 16% 16% 16% 27% 12% 66%

ADDITIONAL TRENDS:
ESTIMATED PERCENTAGES OF CUSTOMERS WHO FALL INTO EACH OF THESE CATEGORIES:

The National Restaurant Association conducted an online survey of 195 members of the Unted States Bartenders Guild in October 2012. The bartenders were given a list of 123 items and were asked to rate each item as a hot trend, yesterdays news or perennial favorite on drink menus in 2013.
Note: Figures may not add to 100% due to rounding.

Traditional (always order simple drinks, like a draft beer or house wine) Adventurous (always try new and trendy drinks) Cautious explorer (generally order standbys, but sometimes try trendy items)

36% 32% 31%

COMPARED TO TWO YEARS AGO, ARE CUSTOMERS MORE LIKELY OR LESS LIKELY TO EAT THEIR MEAL AT THE BAR RATHER THAN BEING SEATED AT A TABLE?

More likely About the same Does not apply Less likely

51% 36% 9% 4%

Restaurant.org/FoodTrends 7

WHATS HOT Alcohol

2013 Bartender Survey

Watch the Whats Hot in 2013 Alcohol video on the National Restaurant Associations website: Restaurant.org/FoodTrends

WHATS HOT
2013 Chef Survey

WHATS

HOT in 2013

Top 20 TRENDS
Join the National Restaurant Association on Facebook, Twitter and YouTube for additional restaurant industry updates and information. ABOUT THE NATIONAL RESTAURANT ASSOCIATION: Founded in 1919, the National Restaurant Association is the leading business association for the restaurant industry, which comprises 970,000 restaurant and foodservice outlets and a workforce of nearly 13 million employees. We represent the industry in Washington, D.C., and advocate on its behalf. We operate the industrys largest trade show (NRA Show May 18-21, 2013, in Chicago); leading food safety training and certication program (ServSafe); unique career-building high school program (the NRAEFs ProStart, including the National ProStart Invitational April 19-21, 2013, in Baltimore, Md.); as well as the Kids LiveWell program promoting healthful kids menu options. For more information, visit Restaurant.org. ABOUT THE UNITED STATES BARTENDERS GUILD The USBG is a group of Bartenders and Beverage Specialists that enjoy networking and learning more about the industry. We currently have 34 Chapters throughout the US and are growing rapidly. Our initiative is to help our members advance in the profession by offering spirit educational series, updates on new spirit launches, bartending techniques seminars, networking lunches and cocktail parties. Many of these events give you the opportunity to meet and interact with top industry professionals. We also conduct many exclusive Cocktail Competitions where competitors are judged on both taste and technique. To learn more or become a member go to www.usbg.org and click Join the USBG!
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