This document discusses trends in the alcohol industry. It outlines that consumption of spirits is primarily a social activity. While overall consumption has declined slightly, certain vintage ingredients like bitters are seeing renewed interest as bartenders experiment with classic cocktail recipes. The rise of molecular mixology shows that customers want hands-on experiences and perfect homemade drinks. Finally, the growth of micro-distilleries producing small batches of local spirits satisfies demands for artisanal quality over mass-produced quantities. These trends relate to Seagram's Vodka and opportunities to emphasize its vintage qualities, local sourcing, and use in creative homemade cocktails.

1. TRENDS /
LANDSCAPES
alcohol category

2. LANDSCAPE : SPIRITS
-What does alcohol represent in our culture?
From toasts at weddings to relaxing with friends after work at the bar,
consuming spirits plays a big role in how we celebrate and unwind.
-Why do we drink?
“For many, drinking is mostly social: Shauna Pack,
45, of Glasgow, KY says her monthly ‘Martini Club’
is ‘just an excuse for the girls to get
together.’” [USA Today]
-How much are we drinking?
Alcohol consumption is down slightly from last
year (64% in 2011, 67% in 2010). This is a level
unseen since the late 1970’s (70%) [Gallup.
com, USA Today]

3. TREND #1 BITTERS
-MAKING THE OLD NEW AGAIN
Bitters, a 19th century concoction made from various herbs once used
to aid seasickness, have typically been used in small amounts as in-
gredients in cocktails. More and more, bartenders are beginning to
feature this extreme ingredient prominently in their drinks.
IMPLICATIONS & INSIGHTS
This dusting off of cocktails of the past and re-vamping old ingredients
to meet the needs of modern palettes indicates a
desire to return to the basics. Finding old gems in our
history and making them new again also evokes a
sense of comfort that we crave.
1. http://www.foxnews.com/leisure/2012/01/05/cocktail-trends-for-2012/
2. http://www.trendcentral.com/life/drinks-of-yore/
3. http://www.trendcentral.com/life/the-bitters-end/
4. http://drinks.seriouseats.com/2012/02/cocktail-trend-bitters-forward-drinks-lots-of-angstora-cocktails.html

4. TREND #2 MOLECULAR MIXOLOGY
-AS MUCH A SCIENCE AS AN ART
“Molecular Mixology ” describes the process of creating cocktails using the
scientific equipment and techniques of molecular gastronomy. Bartenders or
“Mixologists” strive to create greater intensities and varieties of flavour and
ways of putting together drinks based on their genetic make-up.
IMPLICATIONS & INSIGHTS
Very much its own branch of the DIY Movement, Molecular Mixology indi-
cates that people want to be able to be the creator; whether crafting
the perfect kitchen table or the perfect cocktail. They want the hands-on,
home-made experience. It is also on-trend with the idea of getting “back
to basics”
1. http://citysip.com/global/on-the-cusp-of-cocktail-cool-the-sippin%E2%80%99-5-spirited-trends-of-2012-edition-i/#.TztTN-aaK2x
2. http://www.chow.com/food-news/54866/10-raw-egg-cocktails/
3. http://www.mixology.com/issues/40sr/
4. http://cltampa.com/dailyloaf/archives/2011/05/31/cocktail-trend-emotion-inspired-drinks-by-local-mixologists-plus-recipes
5. http://www.trendhunter.com/trends/high-tech-bartending

5. TREND #3 MICRO-DISTILLERIES
-QUALITY OVER QUANTITY
Small quantities of specifially controlled flavors and local ingredients pro-
duced in micro-distilleries are becoming more popular. Even large mega-dis-
tillers like Maker ’s Mark are investing in the creation of “specialty brands”.
The number of craft or micro-distillers in the U.S. has risen from a mere 69 in
2003 to 264 today. [American Distilling Institute].
According to Liquor.com editor-in-chief Noah Rothbaum, the
“go local trend” will extend to drinks, as people will look for
local spirits that are produced by craft distilleries
264
“craft”
distillers
IMPLICATIONS & INSIGHTS
Again we’re seeing that desire to get back to the basics and put a unique
home-made touch on things. This trend touches on the grassroots go lo-
cal/slow food movements in its inherent use of locally-sourced ingredients.
1. http://books.google.com/books?id=IpBLW04z5PQC&pg=PA67&lpg=PA67&dq=slow+food+movement,+alcohol&source=bl&ots=ZO38CoQdkc&sig=u7bDd3dV4JZWuj4I7Bx3dAWhy9o&hl=e
n&sa=X&ei=0Es7T4yxGYeA2QWajaGlCg&ved=0CEgQ6AEwAw#v=onepage&q=slow%20food%20movement%2C%20alcohol&f=false (Alcohol in Popular Culture: an Encylcopedia)
2. http://www.imbibemagazine.com/Drink-Statistics
3. http://www.slashfood.com/2007/11/30/micro-distillery-movement-in-us-kicks-into-high-speed/
4. http://www.kng.com/blog/food-and-beverage-news/restaurant-food-and-drink-trends-for-2012/

6. IN RELATION TO SEAGRAM’S VODKA
Bitters: Back to Basics Micro-distilled: Go Local
Playing up vodka’s vintage If small is the new big, micro-
appeal may be instrumental in distilled vodka options that
reaching out to those interested use local ingredients would
in the revival of the historic and open Seagram’s up to a
time-honored. more artisanl audience.
Mixology: DIY
Highlighting vodka’s versatility
would attract both professional
and self-proclaimed mixologists.