As summer approaches and On-Premise venues prepare for peak foot traffic, one strategy is emerging as a clear sales accelerator: cocktail riffing—inventive, flavor-forward takes on timeless classics. For US spirits brands, this is more than a seasonal trend—it’s an opportunity to innovate and invigorate sales. 

Consumers Want the Familiar—with a Twist 

NIQ’s research shows cocktail flexing is a hot On-Premise trend at the moment. Nearly half (47%) of consumers say they are interested in flavor twists on classic cocktails, and 36% seek venue-specific serves that deliver unique experiences.  

While evergreen cocktails like the Margarita remain most popular, more and more guests are seeking variations that deliver something extra. Tequila and rum are ideal starting points for this—especially as they have been growing in popularity in recent months. As per NIQ’s latest Cocktail Sales Tracker, Tequila was the base for 41.2% of all cocktail sales by value in the last quarter of 2024—a big year-on-year jump of nearly 9 percentage points—and it attracts nearly double the velocity of vodka-based cocktails. Meanwhile, rum grew its share by 2 percentage points to 9.4%, and its versatility makes it perfect for improvisation. 

Bartenders Are All In—And That’s a Signal 

The growing trend of riffing on classic cocktails is reinforced by data from NIQ’s upcoming 2025 US Bartender Report. When asked which cocktail trends are likely to thrive in 2025, 31% of respondents cited variations on timeless favorites such as the Martini, Negroni, Manhattan, and Daiquiri. Examples include creative twists like “Espresso Martini made with Tequila.” Furthermore, in terms of the spirit categories driving this trend, bartenders identified agave as a particularly popular base for twists in 2025. 

Is ‘riffing’ playing to broader consumer drivers? 

Several other consumer trends are playing to the advantage of cocktail riffing. They include a shift towards earlier occasions, which is changing demand patterns and raising interest in twists on daytime favorites like the Mimosa and Bellini. Preferences for lighter, fruitier and more colorful cocktails—partly driven by health and moderation—are also driving guests towards variations. Rising interest in tequila-based and wine-based cocktails is another sign that consumers have an appetite for new and different options.  

A path to innovation and sustainability 

As well as growing sales, riffing on cocktails can help to position drinks brands and venues as innovators, ensuring they stay relevant. A traditional offer isn’t always enough in a very competitive market, where unique selling points are vital to generating trial and securing loyalty.  

The riffing trend also aligns with consumers’ growing interest in sustainability and ethical practices. NIQ’s consumer insights reveal that when choosing what to drink when out, almost 1 in 5 consumers say that brands with good values and ethical practices are important to them, while 1 in 4 prioritize local brands. By promoting the use of locally sourced, organic and sustainable ingredients, beverage brands alike can enhance their reputation, while operators can streamline menus and reduce waste by creatively using their existing inventory. 

The expert view

Matthew Crompton, NIQ’s VP On Premise – Americas, said: “The US cocktail category is as dynamic as ever, and as guests’ tastes mature and bartenders lean into creativity, the bar for innovation is rising all the time. Embracing the riffing trend is a great way for brands—especially in tequila—to move with the times and prove their relevance. Demand for twists is much more than a fad, and we can expect even more evolution in the coming months. Tracking the very latest trends and preferences is going to be key to staying nimble and successful in this fast-moving landscape.”