With the holiday seasons upon us, many consumers are getting into the holiday spirit with decorations, treats and libations. However, the coronavirus pandemic is prompting many to alter how they plan to celebrate the holidays.
Bacardi USA, Coral Gables, Fla., surveyed more than 2,000 Americans about their plans to enjoy the holidays, while revealing what they will imbibing when it comes to their cocktail preferences. According to the survey, two-thirds of respondents are forgoing in-person gatherings, instead opting for virtual celebrations.
When it comes to beverage choices, 40 percent of survey-takers indicated they plan to drink libations that are more festive this holiday season. When asked about their top holiday cocktails, Holiday Punch was the most popular with 30 percent indicating as such, followed by Espresso Martini (24 percent) and an Old Fashioned (23 percent).
Among the types of spirits, vodka maintains it popularity with U.S. consumers with 23 percent of respondents saying it will be their spirit of choice this winter, followed by whisky (18 percent) and tequila (11 percent).
When dressing up cocktails, berries were noted as the No. 1 festive ingredient this season, followed by spices such as cinnamon and nutmeg. However, more consumers plan to put their amateur mixologist skills to the test with nearly 20 percent looking to challenge themselves to use sriracha, olive oil (15 percent) and maple syrup (24 percent).
“The holiday season is certainly poised to be quite different this year, yet the survey data reveals people still want to find ways to enjoy the festivities and we believe that cocktails can elevate any moments of celebration,” said Brenda Fiala, global vice president of strategy insights and analytics for Bacardi, in a statement. “Now, more than ever, people are craving connection, and our family of brands and holiday gifting solutions are perfectly tailored to these moments that matter, both virtually and in-person.”
Yet, consumers also noted an intent to practice mindful drinking this holiday season. According to the survey, 63 percent plan to drink or offer more low- and no-alcohol drink options this year. Meanwhile, 37 percent of survey-takers indicated they plan to drink less this holiday season. Once we get into the new year, 55 percent are planning to abstain from alcohol during Dry January.
As consumers look to get creative with their holiday festivities, a vast array of beverages will be part of those celebrations. This creates more opportunities for beverage-makers to find ways to be an active participant in this unique holiday season.