On-Premise Spirits Trends in 2024 and a Look Ahead
The U.S. spirits industry underwent a dynamic transformation in 2024. This evolution affected not only consumer buying habits but also the on-premise marketplace, including bars and restaurants. Venues adapted to trends like premiumization and sustainability while responding to the increasing demand for convenience and innovation. Below, we explore the key on-premise spirits trends of 2024 and provide actionable insights for bars and restaurants. We will also discuss what may drive changes in the industry in 2025.
Kim Veiga and I conducted hundreds of events across the US in 2024 and we are happy to share our thoughts and insights. from procuring a well-thought cocktail menu to exploring new flavor profiles, we’ve seen a lot of of great ideas.
1. Premiumization: Top-Shelf Takes the Spotlight
Consumers continued to favor premium spirits in 2024, seeking higher-quality products and unique drinking experiences. Bars leveraged this trend to enhance cocktail menus and attract patrons looking for luxury.
Offering top-shelf upgrades on popular cocktails, such as martinis or margaritas, became a profitable strategy. Venues like New York’s Employees Only featured exclusive spirits, which allowed for increased pricing and profit margins.
Rationale and Example:
Bars like Tap Fourteen in Denver showcased cocktails with high-end craft spirits such as Felene Vodka. The markup on premium spirits enabled venues to maximize profit margins while meeting customer demand for luxury.
2025 Outlook: Bars may create multi-tiered menu options, offering premium and ultra-premium upgrades to popular cocktails for those seeking exclusivity.
2. Ready-to-Drink (RTD) Cocktails Make On-Premise Gains
Among the more unexpected on-premise spirits trends of 2024 was the rise of RTDs in bars and restaurants. RTD cocktails expanded their reach in 2024, proving particularly valuable for venues without full bar setups, such as outdoor dining spaces and casual eateries.
RTDs offered a convenient way for venues to serve high-quality cocktails without hiring additional staff. For example, High Noon Vodka Sodas became a popular choice for quick-service restaurants and stadiums.
Rationale and Example:
Restaurants with limited bar capabilities, such as food halls, stocked RTDs like High Noon Vodka Sodas. These ready-made options allowed venues to expand offerings without investing in full bartending setups.
2025 Outlook: RTDs may become staples in stadiums, festivals, and quick-service restaurants as consumer preferences shift toward convenience.
3. Non-Alcoholic and Low-Alcohol Options Gain Ground
Non-alcoholic and low-ABV (alcohol by volume) drinks gained momentum as more people sought healthier lifestyle choices. This trend extended into the on-premise market, where patrons enjoyed lighter alternatives without missing out on the social experience.
Bars that embraced non-alcoholic options, like zero-proof mocktails, reached a broader audience. Incorporating brands like Seedlip or Ritual Zero Proof allowed venues to attract health-conscious guests.
Rationale and Example:
Cocktails like “Nojitos” (non-alcoholic mojitos) and low-proof spritzers gained popularity. High-end venues incorporated non-alcoholic spirits such as Seedlip into mocktails, creating thoughtful menu sections.
2025 Outlook: Restaurants may highlight dedicated low-ABV pairings for food courses, integrating these options into tasting menus.
4. Sustainability Becomes a Priority
Sustainability emerged as a key focus for both consumers and venues in 2024. Many bars adopted eco-friendly practices, such as reducing food and drink waste and eliminating single-use plastics.
Venues that embraced sustainability often advertised these efforts to appeal to eco-conscious guests. For instance, Death & Co in Denver emphasized composting programs and locally sourced ingredients, setting a strong example.
Rationale and Example:
Bars like Denver’s Death & Co adopted sustainable practices by using edible garnishes, composting ingredients, and offering reusable glassware. Marketing efforts often highlighted these practices to appeal to eco-conscious patrons.
2025 Outlook: Expect more venues to implement carbon-neutral operations, with some even offering “green-certified” cocktail menus.
5. Craft and Artisanal Spirits Dominate Menus
Craft spirits continued to attract attention, offering customers something unique. Bars used these products to differentiate themselves from competitors by showcasing small-batch distillers and local flavors.
Felene Vodka’s flavored offerings, such as Blood Orange and Coconut Lime, were prominently featured in cocktails that highlighted their uniqueness. Venues used tasting flights or limited-time menus to boost excitement and sales.
Rationale and Example:
Craft-focused bars curated menus with small-batch spirits and experimental cocktails, including those using Felene Vodka’s distinctive flavors like Coconut Lime. Tasting flights and educational events further engaged guests.
2025 Outlook: Craft experiences may evolve into hyper-localized offerings, with bars partnering directly with distilleries to offer exclusive products.
6. Celebrity Spirits Drive Promotions
One of the least surprising (and least interesting) on-premise spirits trends in 2024 was the continued presence of celebrity brands. The notion of celebrities lining their pockets further just seems counter-intuitive to the craft/artisan movement, but here we are. Celebrity-endorsed spirits gained traction as patrons gravitated toward brands tied to their favorite stars. This trend created promotional opportunities for bars and restaurants.
Bars hosting events featuring celebrity-endorsed brands, like Dwayne “The Rock” Johnson’s Teremana Tequila, often saw increased foot traffic. Celebrity-themed cocktails added an engaging touch to menus.
Rationale and Example:
Bars hosted events tied to celebrity spirits, such as a Teremana Tequila night featuring Dwayne Johnson-inspired cocktails. These promotions often resulted in higher-than-average attendance and sales.
2025 Outlook: More partnerships between bars and celebrity-endorsed brands may emerge, integrating live music, merchandise, and storytelling into events.
7. Recognition of American Single Malt Whiskey
The recognition of American single malt whiskey as a distinct category brought new opportunities to bars and whiskey-focused venues.
Rationale and Example:
Whiskey bars like Jack Rose in Washington, D.C., introduced dedicated American single malt flights, showcasing the range of this emerging category.
2025 Outlook: Education-focused events, such as whiskey tastings and pairings, may expand, deepening consumer knowledge and driving repeat visits.
8. Latin American Spirits Gain Popularity
Consumers’ growing interest in diverse flavors made Latin American spirits, such as sotol and raicilla, more prominent in 2024.
Rationale and Example:
Restaurants specializing in Latin cuisine, such as Ni Tuyo, in Denver introduced lesser-known spirits like sotol and raicilla in cocktail pairings.
2025 Outlook: Broader awareness of these spirits may lead to increased adoption in fusion-themed bars and menu collaborations
9. Asian Spirits Enter the Mainstream
Asian spirits, such as soju and shochu, attracted adventurous drinkers in 2024, particularly at venues offering fusion menus.
Rationale and Example:
Cocktails incorporating shochu and soju, such as Soju Mojitos or Shochu Sours, became signature offerings at Asian-inspired restaurants and bars.
2025 Outlook: Asian spirits may feature prominently in curated cocktail menus, with venues introducing traditional drinking rituals alongside them.
10. Economic Pressures Lead to Simpler Menus
Economic challenges prompted bars to simplify menus, focusing on drinks with broad appeal and higher profit margins.
Rationale and Example:
Bars focused on fewer, more profitable items, such as classic cocktails with slight variations. Seasonal menus reduced ingredient waste while keeping offerings fresh.
2025 Outlook: Simplification may continue, with dynamic menus that respond to consumer feedback and fluctuating ingredient costs.
Forces Likely to Shape 2025
Looking ahead, several forces will likely influence the on-premise spirits market. Personalized guest experiences may become more prominent as technology enables tailored recommendations. Cross-cultural influences will likely inspire fusion-style menus and cocktails. Eco-innovation may see government regulations and consumer expectations push bars toward greener operations. Finally, post-pandemic socialization may lead to more group-oriented events like cocktail classes and themed parties.
As the on-premise marketplace evolves, several emerging forces will likely influence trends:
- Personalized Experiences: AI-driven tools may allow bars to curate custom menus or recommend cocktails based on guest preferences.
- Cross-Cultural Fusion: Increasing globalization will inspire more fusion menus, blending spirits and flavors from different regions.
- Technology Integration: Self-ordering systems and AI-powered bar tools will streamline operations and reduce wait times.
- Eco-Innovation: Government regulations and consumer expectations may drive bars to adopt zero-waste policies or alternative energy sources.
- Post-Pandemic Socialization: With a continued return to social gatherings, immersive group experiences like cocktail-making classes or themed nights may flourish.
By adapting to these trends and anticipating consumer desires, bars and restaurants can position themselves as leaders in the ever-evolving spirits industry. Successful venues will blend tradition with innovation, creating unique experiences that keep guests coming back for more.
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By adapting to these trends, bars and restaurants can position themselves as leaders in the ever-changing spirits industry. The focus on innovation, sustainability, and personalization will ensure success in the years ahead.
