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Decades into the 21st-century cocktail boom, we’re circling back to old patterns in search of novelty. Retro is in. Dive is chic. And less is most certainly more. But just as celebrity-branded mixed drinks and espresso martinis cycle out of the zeitgeist, a few cocktail types, techniques and tinctures are poised to make the rare leap from fade to mainstay.
And if you’re looking for the next big—or simply lasting—thing in cocktails, head to America’s biggest markets. I caught up with five of New York City’s most active bartenders, drinks designers and managers for their thoughts on what’s actually catching on among discerning drinkers. Of their insights, five trends stood out from the crowd, all with potential to become pillars within the American cocktail scene. Some are newer than others, but they’re all gaining steam.
More importantly, they’re all trends worth embracing. If they’re not in fashion in your area yet, just wait—they may be unavoidable before too long, and hopefully for the better.
Savory Cocktails
Bartenders often turn to each other for inspiration, but they’re more frequently looking to other corners of hospitality to inform drinks.
“I’m always finding inspiration through chefs and culinary professionals, and I feel like now more than ever those worlds are colliding,” says Annie Llew, bartender at Brooklyn’s Travel Bar. “Vegetal, herbal and savory cocktails are finally getting the love they deserve.”
Savory, umami-forward drinks have become especially more commonplace in NYC, their popularity bolstered by the success of bars like the highly awarded Double Chicken Please. Tim McKee, spirits content creator and host of the Five Drinks or Midnight podcast, credits drinks on that menu including “Japanese Cold Noodle” (Bacardi Superior, pineapple, cucumber, coconut, lime and sesame oil) and “Cold Pizza” (Don Fulano Blanco, Parmigiano Reggiano, burnt toast tomato, basil honey and egg white).
Hyper Localization
Increasingly knowledgeable—and picky—customers are moving beyond “small batch” when it comes to spirits. They’re chasing new, esoteric flavors and origins. Jonathan Adler, Beverage Director of Shinji’s Bar in NYC, sees more and more demand for increasingly localized spirits.
“With the boom of agave, I think you will see more hyper regional spirits such as sotol and raicilla popping up on menus…[B]artenders will continue to be excited about using these in the formulation of drinks.”
The Jamaica Collins cocktail, left to right, Mezcal and epazote tonic and Mole and Ginger Frozen ... [+]
Llew agrees, though places more emphasis on regional traditions, cocktails and preparations, including the social media darling Batanga cocktail. Tying a drink to celebrated, regional tradition is an increasingly winning formula for virality.
Interactive Drinks
Of the five mostly positive trends that stuck out from my conversations, one created some division: interactive drinks. There comes a point where it’s unclear whether customers are getting more value from the drink or from the theater surrounding it.
And of course, more interactive elements means more prep for bartenders—and potential variance when it comes to the ultimate drinking experience.
“This is a love/hate trend right now,” says McKee. “Bartenders are incorporating elements of theater and interactivity into their cocktail presentations, providing customers with memorable and engaging experiences.” McKee cites the resurgence of throwing cocktails, and others noted elements that include everything from flair with tools and glassware to customer-assembled ingredients.
Tom Cruise showing his tricks as a bartender in a scene from the film 'Cocktail', 1988. (Photo by ... [+]
Minimalist Cocktails
This is hardly a new trend, and a wave of post-pandemic bars are making their names on doing the basics exceptionally well: extra chilled martinis and perfectly executed highballs come to mind. A desire for superlatives also drives some customers to seek out the simple classics and compare from one establishment to the next (myself included).
Adam Montgomerie, Bar Manager at Hawksmoor NYC, thinks it’s a move that allows individual flavors to shine through with elegance.
“We started to see more of this style of cocktail last year, and I think it will continue well into 2024 and beyond. Creative bars are doing more with less. You're seeing fewer ingredients being used, or at least listed on menus, and drinks are becoming more technique driven and focussed on one or two key flavors.”
More Low And Non-Alcoholic Options
The trend most poised to stick around the longest is indicative of the drinks space in general: a move toward more diversity in alcohol-free and low ABV options. And it’s not just for non-drinkers; increasingly, cocktail fanatics are looking for ways to alternate between alcoholic drinks, or simply more options when taking time off the sauce. Of course, experienced drinkers can be picky, which raises the bar for expectations surrounding non-alcoholic drinks. For example, providing zero alcohol options that cover a range of flavors—from sweet to smokey to bitter—is important to present a rounded set of choices.
“The non-alc category continues to grow at an astonishing rate, and it's showing no signs of slowing down in 2024,” says Montgomerie. “Lots of new products are hitting the market, and bars are utilizing these in ever more creative and inventive ways.”
McKee says the move toward more options in the category is also about social inclusion.
“I think this trend has turned into one that’s also about inclusivity. You’re part of the party, instead of ‘This is my sober friend, can they have a soda, but in a fancy glass?’”
