Facts and trends:

1. General cocktail consumption increases

2. Beverages account for 30 % of a restaurant's sales and 50 % of the profit

3. The average price of a cocktail is around 12.85 USD (vs. 8.50 USD 5 years ago)

Bars are no longer considered as the restaurants waiting rooms. America's leading hotel chains are turning their bars into cocktail destinations by teaming up with renowned mixologists to upgrade quality and performance

4. According to a recent survey of 1600 chefs conducted by The National Restaurant Association, 33% says the "culinary cocktail" is the number-one emerging concept for 2009, with professional bartenders approaching drink-making as a chef does a food recipe.

5. Vodka becomes less popular.Gin, whiskey (especially rye), aged rum and tequila are very popular. Pisco, Mezcal and Shochu are often seen as the next big spirits. Emergence of more beer-based cocktails

6. Large glassware is out: customers look for more modest sized glasses like coupes (6 to 7 ounce glasses)

7. Appletinis, Cosmopolitans and other overly sweet drinks seem to have peaked in popularity

8. Emergence of flavors usually used in the kitchen, especially spices and herbs. Vanilla, ginger, lemongrass, basil, five-spices and lavender begin to appear along with flavors of smoked wood and bacon. Mixologists also incorporate flowers (flower extracts, flower-based spirits, flower syrups, floral garnishes...)

9. Food and spirit pairings: wine isn't the only thing to complement and enhance food. 23% of chefs said food-alcohol pairings will soon rule the alcohol scene (source : The National Restaurant Association)

10. Consumers look for new experiences, new mixes, new textures and want to see bartender making their cocktail

11. Consumers are also seeking more sophisticated non-alcohol cocktails

12. Consumers look for more drinks with locally sourced ingredients following the culinary "locavore" movement as well as more emphasis on organic spirits and those made by micro-distillers

13. Eatable drinks are more and more popular (Molecular mixology movement)

New methods of marketing profitable beverage programs:

1. A specialty drink distinguishes you from your competitors. Operators are looking for unique and unusual cocktails to attract consumers

2. Offer exceptional cocktails and think about the importance of eye catching. Offer your drinks in beautiful glasses. A great presentation is essential

3. Offer a menu with 10-12 cocktails. Think of also offering non alcohol version of cocktails but in the same fancy glass

4. Food cost is an issue for everybody. Enhanced cocktails absolutely can help out so think to offer perfect drinks. High profit: on average, a cocktail sold 14 $ has a cost of 4 $

5. Think promotions to attract more consumers (seasonal events, happy hours...)

6. To increase your incomes: think of making partnerships with industry professionals (spirit brands...)

7. Organize events combining beverage and food (chocolate & red wine, vodka & caviar...). It will attract new consumers to your establishment

8. Think of a tapas menu and other small plates to accompany your cocktail menu

9. To offer something different to your consumers, use special ingredients in your cocktails (ex: champagne for New Year day, etc...) and seasonal flavours: fig, pumpkin or blood orange cocktail for winter...

10. Offer one cocktail menu per client. As a good sommelier bartenders and waiters should be able to recommend a certain drink to pair a particular dish

11. List wine and spirits on the food menu rather than on a separate menu. Cocktails may be listed like wines, by regional identity, as it tells a story and piques the interest

12. Target to sell 2 cocktails per consumer

13. Use table tents with spectacular pictures to promote cocktails in casual-dining restaurants

14. Expand beverage culture by training the staff on what they are selling. Train waiters not to say « What can I get you to drink » but to arrive with a suggestion ("drink of the day"), as two-thirds of customers don't know what they plan to drink when they enter a restaurant

15. Offer dessert cocktails paired with your dessert menu

16. Do staff competition to sell the most of a particular product

17. Use social media to communicate on your cocktail creations

Sources: Nation's Restaurant News, Santé Symposium, Tales of Cocktails, Food and Beverage, Canadian Business.com