Classic Cocktails Make a Menu Comeback
02 October 2012
In the height of the sweltering summer, some seasonal, fruity favorites have fared well, while others are falling from favor.
If you want to know what cocktails people are ordering in bars and restaurants, you don’t need to look any further than an episode of “Mad Men.”Classic cocktails are mixing things up on the drink menu this year. According to new research from Mintel Menu Insights, cocktails that are described as “classic” on menus have increased by a whopping 76% since 2009. Popular retro drink, the Manhattan, has seen a 35% increase on menus since 2009, while the Gimlet is up 63%, Sazerac is up 57% and the Side Car has jumped 50%*.
“Bartenders and cocktail geeks are taking a very academic approach to mixing drinks, and many are learning the history and the evolution of iconic cocktails,” says Kathy Hayden, senior foodservice analyst at Mintel. “This approach combines with better ingredients, some nostalgia for a time when people had time to enjoy cocktails and cocktail parties and widespread interest in ‘cocktail culture’ to boost interest in the classics.”
Among survey respondents who have ordered a drink at bars/nightclubs, 54% ordered a beer in the last three months, making it the most widely accepted alcoholic beverage. Cocktails also have a high incidence of use, however, with 44% of people saying they’ve ordered one in the same timeframe. A new cocktail claim making its debut on menus is “skinny.” In 2009, there were zero reports of the skinny claim and in Q2 2012, Mintel Menu Insights tracked 110 items boasting this descriptor.
“The sweet flavor profile of cocktails like Margaritas and Lemon Drops makes it a selection primarily driven by women,” says Hayden. “Additionally, women, who are more likely to be calorie conscious, are feeling they have more options for alcoholic beverages with the emergence of skinny cocktails and light mixers.”
In the height of the sweltering summer, some seasonal, fruity favorites have fared well, while others are falling from favor. Mojitos have shown a 32% increase since 2009, and this new classic is already showing up in different flavor options beyond the normal lime and mint. Mai Tais and Margaritas are also on the rise with 18% and 24% more menu items, respectively. On the other hand, old tropical favorites like the Piña Colada and Daiquiri are showing a 28% and 19% decrease, respectively.
*A Manhattan is made with whiskey, sweet vermouth and bitters. A gimlet contains gin and lime juice. Sazeracs are created by mixing cognac or rye whiskey, absinthe or Herbsaint and Peychaud’s bitters. The Side Car is created with cognac, orange liqueur and lemon juice.
Photo: THE NEW OLD BAR: Classic Cocktails and Salty Snacks from The Hearty Boys (Agate Midway; 978-57284-139-0; $19.95) by authors Steve McDonagh and Dan Smith of Hearty, Chicago, releases in November 2012 at the height of the classic-cocktail comeback.