Bartending is drawing on art and science to create sensory cocktails for adventurous drinkers. The extra effort to invent unique concoctions and heightened experiences comes at a time when 55% of Americans say they prefer drinking at home, according to an April 2018 Mintel report. Although overall the amount of alcohol consumed outside the home is falling, spending is increasing as consumers adopt a “fewer but better” mentality.
“Bars and restaurants must work harder than ever to provide customers with a unique drinking experience,” says Caleb Bryant, senior foodservice analyst at Mintel.