Could agave reign supreme this Halloween?

Bacardi’s global advocacy director sees the desire for Mexican spirits such as Tequila and mezcal as trends to watch over Halloween.

Citing Nielson IQ data, 30% of US households are said to be preparing for a Halloween party over the season, with almost all of those involving alcohol and Halloween-themed cocktails. While heading out and dressing up remain popular, at-home celebrations are trending.

As the “third major tentpole in terms of consumer celebration”, Bacardi’s global advocacy director, Jacob Briars, thinks brands should be building Halloween into their marketing plan year-round.

Speaking to The Spirits Business, he says the occasion is a “perfect time for brands to get creative – special edition bottles with spooky designs or glow-in-the-dark labels are a huge draw especially for younger consumers – while sharing specialty cocktail recipes that can be recreated and shared with loved ones at home, incorporating limited edition offerings and flavours that lean into fall themes, like dark fruit or warming spices”.

Tequila and mezcal have seen ‘significant’ growth in popularity since Halloween 2021, up by 28% and 16% respectively, and could become top spirits for the season, Briars believes.

With Halloween also aligning with Día De Los Muertos, the season presents a time for these spirits to shine. Briars says: “Halloween is a time for cocktails that provide not only unique flavours but also an immersive experience. This holiday calls for cocktails that look, feel and taste like the season.”

He sees the prevalence of the Margarita as the most popular cocktail in North America “opening opportunities to experiment with spooky flavours, like Black Magic Margarita (a traditional Margarita made with Tequila and blackberries)”.

He continues:  “In the same vein, smoky cocktails are set to dominate the scene as consumers are no longer shying away from robust flavours, especially during Halloween. Mezcal will be taking centre stage with many cocktails, as well as additional smoky elements such as the use of dry ice and flaming garnishes, as the element of smoke gives off the eerie atmosphere of Halloween.”

Of agave’s popularity during this period, Briars adds that mezcal continues to grow around this time “due to its smokiness and Mexican authenticity”, accompanied by agave and Tequila, as the “smokiness and spiciness in these spirits make the perfect companion to fall flavours”.

Bartenders are turning to Mexico as well during Halloween, he observes. “We are seeing a growth of Mexican-sourced ingredients, with fall corn replacing candy corn this Halloween, as mixologists experiment with corn infusions and corn syrups in agave serves.”

Opportunity to get creative

Furthermore, younger drinkers and premiumisation will also play a part in defining Halloween within the spirits industry. They want cocktails that provide not only unique flavours but also an immersive experience.

Briars says thanks to its “blend of social gatherings and creative drinks” the season is very attractive to the newest generation of legal-age drinkers.

The company’s 2024 Trend Report pointed to consumers within the Millennial and Gen-Z age brackets preferring premium spirits in the on-trade over ‘classic staples’, as well as a quality over quantity approach when they consume alcohol.

Briars notes that consumer Halloween spending is “passing the US$100 mark” per person.

With the growth of premiumisation within the spirits industry and the want for seasonal flavours and garnishes, he says they are seeking the “same quality and innovation they get in a classic serve for Halloween, but featuring a spooky, autumnal twist”.

While mezcal and Tequila are rising in influence, Whisky and rum are still expected to be with them as the ‘stars of the season’.

Briars concludes that in the “context of American history, rum is the first spirit people celebrate to mark Halloween” and the category’s versatility in that it can cater to both light and dark offerings will help it. As half of the US is still experiencing warm weather this season, he also notes that tropical serves (but with a “spooky twist”) will prove popular.

In addition, Briars doesn’t forget the Espresso Martini, which has “boomed in popularity by 200% since 2021 thanks to its dark, moody appearance and rich flavours”.

He adds that Bacardi will be at the “forefront of Halloween spirits trends”.

The company has brought back its ‘fan-favourite’ limited edition, glow-in-the-dark bottle of Bacardí Superior and will focus on social media-friendly campaigns that highlight Halloween cocktails with spooky garnishes, moody lighting, and fun backstories. One of those will be brand’s full moon halloween party in Miami, which will be hosted by the company’s global brand partner, pop star Camila Cabello.

“It’s all about creating moments that matter that get people excited to enjoy a memorable holiday,” Briars adds.