Gen Z Alcohol Trends: Key Stats and Trends Shaping 2024

In the U.S., the preferred cocktail of choice is the margarita, as evidenced by its top sales position in 2023, according to exclusive NielsenQ (NIQ) data. The dominance of this tequila-based drink, which can be served frozen or shaken, is not unexpected. Since 2015, when NIQ first started monitoring this category, the margarita has consistently been the nation's favorite cocktail.

The rankings for the best-selling cocktails were determined using data gathered from over 10,000 bars and restaurants, representing a mix of approximately 50% independent and 50% chain establishments, with 75% focused on dining and 25% on drinking, as explained by Andrew Hummel, director of BevAl Vertical at NIQ, in an email communication.

Other top cocktails for 2023 included timeless choices like the martini, mojito, old fashioned, and Long Island iced tea, along with the trendy espresso martini. The spritz, another popular mixed drink, experienced the most significant growth in popularity over the past year.

"In 2023, the median cocktail price increased to $13 from $12 in 2022," remarked Hummel. Nevertheless, cocktail sales saw a 6% rise in the last quarter of 2023 compared to the same period in 2022.

The list of top-selling cocktails in the fourth quarter of 2023 offers a recent snapshot of consumer preferences, though it's important to note some seasonal shifts influenced by summer drinking trends. For example, last summer, the mojito climbed to the third spot from the sixth, and the Piña Colada, previously the 10th best-seller, was replaced by the Bellini as temperatures dropped.

1. Margarita

Jimmy Buffett would be pleased to see the enduring love for the Margarita among American drinkers. This quintessential cocktail, favored for its refreshing blend of tequila, lime juice, and triple sec, remains a staple across bars and gatherings. The increasing popularity of its main ingredients, tequila and mezcal, further solidifies the Margarita's status in the cocktail hierarchy. This trend suggests that the Margarita will continue to be celebrated and enjoyed widely, with its appeal unlikely to wane in the foreseeable future.

2. Martini

Despite the uncertainty surrounding the next James Bond, the iconic spy's favorite cocktail, the Martini, continues to enjoy unwavering popularity. Traditionally made with gin and vermouth, and garnished with an olive or a lemon twist, the Martini holds a venerable position in the cocktail world. Although often depicted in films as being shaken with vodka, connoisseurs typically advocate for stirring this classic drink to preserve its clarity and texture, maintaining that the best Martinis are crafted with precision and respect for tradition.

3. Moscow Mule

The Moscow Mule, with its inviting mix of vodka, ginger beer, and lime juice, has elevated vodka to become the most popular spirit in the U.S. The cocktail's unique flavor profile and refreshing qualities continue to endear it to American drinkers, and it's gratifying to see this classic drink maintain its beloved status across bars and social gatherings.

4. Espresso Martini

Espresso martini enthusiasm continues to rise. In 2023, this caffeinated cocktail not only retained its place as a favorite but also saw significant increases in popularity, reaching an impressive fourth spot in cocktail rankings. Its blend of coffee and alcohol caters perfectly to contemporary tastes, striking a balance that appeals both to coffee aficionados and cocktail enthusiasts alike. According to toast.

5. Old Fashioned

Often hailed as the epitome of classic cocktails, the Old Fashioned remains a beloved choice for its simple yet profound combination of whiskey, sugar, and bitters. This cocktail's versatility is one of its strongest suits, allowing for either bourbon or rye as the base spirit, which can significantly alter its flavor profile. The Old Fashioned's adaptability ensures it can be tailored to fit any palate, making it a steadfast favorite in the ever-evolving landscape of mixology.

6. Mojito

The Mojito, a staple of Cuban cocktail culture, maintains its popularity throughout the year but experiences a notable surge during the warmer months in the U.S. This increase is due to its refreshing qualities, combining mint, lime, sugar, white rum, and soda water. The Mojito's crisp and invigorating flavor makes it a perfect choice for cooling down and relaxing, whether at a beachside bar or a backyard barbecue, making it a perennial favorite among refreshing summer drinks.

7. Long Island Iced Tea

Despite its potent combination of vodka, gin, rum, and tequila, which might suggest a sure path to a hangover, the Long Island Iced Tea remains enduringly popular. Its robust base is skillfully balanced with touches of triple sec, lemon juice, and cola, creating a surprisingly smooth beverage that masks its high alcohol content. This cocktail's reputation for strength and flavor ensures it remains a go-to choice for those looking to enjoy a powerful and effective drink.

8. Spritz

The Aperol spritz has faced some criticism, yet it has opened up the broader Spritz category to U.S. drinkers—generally featuring an Amaro-type liqueur mixed with sparkling wine and soda water. This newcomer has swiftly climbed into the top 10 cocktail rankings and is expected to become even more popular in 2024.

9. Mimosa

Three refreshing mimosa cocktails Regarded as the quintessential pre-noon drink, the mimosa cocktail champions morning imbibing. You might say you can’t spell “brunch” without mimosa—though technically possible, it just wouldn’t be as fun. This blend of orange juice and sparkling wine dominates all early day drinking.

10. Bellini

Bellini champagne cocktail in a crystal glass The Bellini offers a peachy twist to the traditional brunch cocktail, standing as a popular alternative to the mimosa. To craft the second-favorite U.S. breakfast cocktail, simply swap the orange juice in a mimosa for peach puree.