007’s drink of choice replaced by Del Boy’s favourite Pina Colada.
James Bond made the Vodka Martini famous (shaken of course, not stirred) but its days are numbered according to the leading hospitality purchasing company Beacon, as Brits switch to sweeter, shorter, fruitier drinks such as the Pina Colada.
Harder, longer cocktails epitomised by the famous British spy are declining in popularity on the high street and drinks such as the Pornstar*, June Bug** and Pina Colada are on the rise.
Mark Holness, Drinks Buyer at Beacon, said: “In the drinks world, Del Boy is definitely the new Bond. Our suppliers and customers are telling us that the traditional, bitter tasting cocktails such as the classic Martini are being replaced by sweeter tasting drinks as consumers scale down on alcohol volume and turn up the fun and the fruit.”
The trend towards cocktails and new tastes is reflected in the recent CGA data which shows that while overall wet sales are down for the last six months, cocktail sales have risen 4%, with 20% of frequent cocktail drinkers saying they always order a lighter alternative.
Beacon’s Summer 2015 Taste Trends:
Going down: Long Island Iced Tea, Classic Martinis, Standard Strength Lager, House Wines.
Going up: Pornstar, June Bug, Pina Colada, Rum, Premium and Super Premium Prosecco, Spiders (spirit + cider), Premium Lager, Craft Beer, Fruit ciders and Gin.
Tom Green, cocktail expert at Matthew Clark, the drinks industry supplier, said: “Consumers no longer want to be served the same drink, the same way when they go out. They want a splash of drama in their drinks - they like to see the flames, the colours and even be involved in making their own drinks. We are moving away from the 1920s speakeasy style drinks to the Del Trotter era of fun, colourful, dramatic cocktails.”
Taste trends for Summer 2015
The trend towards sweet is also reflected in the wine sector with Lambrusco and Moscato experiencing a revival, although bubbles are still a British favourite, with Prosecco remaining extremely popular. Fans of the sparkling wine are now trading up within the category to Premium (20-50% more expensive than an average bottle of Prosecco) and Super Premium Prosecco (50%+ more expensive than an average bottle of Prosecco).
Drinks supplier to Beacon customers, Heineken is also seeing a trend towards a sweeter consumer taste profile, with fruit flavour ciders served with ice and fresh fruit continuing to gain popularity this summer.
Beacon, which has over 2,000 customers in Great Britain managing over £100m in spend, has a dedicated drinks support team helping its customers adjust to changes in drinking habits by providing access to specialist bartender training, flairware supplies e.g. cocktail umbrellas, new drinks menu designs, as well as specialist glass suppliers.
Expert supplier, Bunzl Catering Supplies has recently seen a 300% increase in the sales of cocktail straws, as well as a 150% rise in the sales of cocktails glasses, a 100% rise for cocktail shakes and a 50% rise for cocktail parasols – a clear indication that having fun with cocktails is definitely back in fashion.
Beacon’s Mark Holness added: “2015 looks set to be a summer of 1980s style fun for British drinkers. Prepare for a surge in Del-Boy-Drink selfies landing on social media this summer, with lots of colour and cocktail umbrellas in shot!”
The Perfect Pina Colada Recipe
50 ml White Rum, 100 ml Pineapple Juice, 25 ml Coconut Cream, 25 ml Cream, Pineapple Slice, pinch of Salt
Chill highball glass. Add all ingredients to mixing tin and fill with ice. Shake vigorously for 10 – 15 seconds. Fill highball glass with fresh ice and strain drink into glass. Garnish with pineapple slice, add straw and serve.
* Pornstar: is a re-invention of a classic Martini cocktail – served in a martini glass or coup style champagne flute, with a large shot of chilled Prosecco on the side.
** June Bug: is a tropical cocktail, containing coconut rum, vodka, melon liqueur, orange or pineapple juice, and lime juice. It is served over ice, with an optional fruit garnish.