Bacardi’s Take On On-Premise Trends Heading Into 2025

While wholesalers tell SND that consumers continue to be cautious in the on-premise so far this holiday season, the hope for 2025 is that improving consumer confidence leads to a rising tide across the nation’s restaurants and bars. According to Bacardi, the fifth-largest spirits marketer in the U.S. at 17 million cases, the outlook for the on-premise is “mixed but full of potential,” with consumers continuing to show a willingness to trade up on the right propositions.

“While it’s true that in many markets consumers are going out less frequently due to economic pressures, when they do go out, they’re looking for truly memorable experiences,” says Bacardi global advocacy director Jacob Briars. “This shift is driving premium cocktail consumption, as people seek quality over quantity. We anticipate economic conditions improving, which should bolster consumer confidence.”

Consumers’ timing of on-premise visits and their purchasing patterns continue to evolve post-pandemic, he adds. “We’re seeing an evolution in how consumers approach going out, with a growing focus on early evening socializing and immersive venues that offer multi-sensory experiences. This is redefining what luxury drinking looks like, especially for Millennials and Gen Z.”

Briars says Bacardi is well-positioned to tap into current trends toward agave spirits on-premise. “Tequila and mezcal are at the top of consumer interest, with 72% and 66% of consumers, respectively, saying they’re drawn to these spirits,” he notes. Patrón, the second-largest Tequila in the U.S. at 2.6 million cases, as well as Ilegal Mezcal at 84,000 cases are playing a key role, he adds, with Patrón recently entering the rising Cristalino Tequila segment.

The company is likewise leveraging the prevalence of the Espresso Martini cocktail through the Patrón XO Cafe liqueur, he says, adding, “we anticipate bartenders will continue to explore new ways to integrate coffee in cocktails in 2025.” Meanwhile, in the rum category, the flagship Bacardi brand, at 6.5 million cases in the U.S., will address the surge in the RTD category with a new Rum & Coca-Cola entry hitting global markets next year.

Elsewhere, Briars sees St-Germain liqueur continuing to benefit from the trend toward Spritz cocktails moving forward. St-Germain has averaged 8% annual growth in the U.S. over the past five years, according to Impact Databank, reaching 157,000 cases last year, largely thanks to its strong positioning in the on-premise cocktail scene.—Daniel Marsteller

Tagged : Bacardi, Ilegal, Patrón, St-Germain

GET YOUR FIRST LOOK AT 2025 ESTIMATES AND 2030 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. ORDER YOUR 2025 IMPACT DATABANK REPORTS. CLICK HERE.