With 2025 just around the corner, it’s the perfect time to reflect on the rollercoaster year that 2024 has been for the on-premise sector. Despite challenges like declining sales and shifting consumer preferences, the industry has embraced innovation like never before. From a surge in ready-to-drink (RTD) options to the growing demand for sustainability and non-alcoholic alternatives, 2024 proved that creativity remains at the heart of the cocktail world.

Let’s take a closer look at the standout cocktails of 2024—an eclectic mix of timeless classics and innovative newcomers—that captured the imagination of bartenders and patrons alike.

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1. Martini

The Martini continues to reign supreme as a testament to simplicity and sophistication. Made with gin and vermouth, served with a choice of olives or a citrus twist, this classic has stood the test of time. Whether it’s a James Bond-inspired Vesper or a traditional dry Martini, its enduring appeal proves that sometimes, less is more.

2. Espresso Martini

A cocktail that blends caffeine and alcohol, the Espresso Martini remained a customer favorite in 2024. Despite the name, this cocktail is not a traditional martini given the fact that the only item it borrows from the martini is the v-shaped glass. While standalone vodka sees a slight dip in popularity, the espresso martini’s demand signals that vodka-based cocktails still hold strong appeal in the on-premise sector.

3. Margarita

As 2024 became the year of tequila and mezcal, it’s no surprise that the Margarita emerged as a top contender. Made with tequila, triple sec, and lime juice, this versatile drink dominated menus, especially in Mexican-inspired venues. Whether served frozen or on the rocks, the Margarita’s refreshing profile makes it a perennial favorite.

4. Negroni

The Negroni, an aperitif that blends gin, vermouth, and Campari, saw a surge in popularity throughout the year. This 100-year-old classic continues to appeal to those seeking a perfectly balanced and slightly bitter cocktail. Its adaptability—from Negroni Sbagliata to White Negronis—further cemented its status as a modern favorite.

5. Old Fashioned

Simple yet elegant, the Old Fashioned remains a whiskey lover’s go-to cocktail. Made with muddled sugar, bitters, and whiskey or brandy, this timeless drink has proven its staying power. Its minimalistic approach and robust flavor make it a staple on bar menus worldwide.

6. Cosmopolitan

Thanks to its vibrant appearance and enduring presence in pop culture, the Cosmopolitan continues to captivate drinkers. This vodka-based cocktail, featuring Cointreau, cranberry juice, and lime, was invented in the ‘80s and shows no signs of slowing down. Its balance of sweet and tart flavors keeps it relevant in 2024.

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7. Daiquiri

A member of the Gimlet family, the Daiquiri—made with rum, citrus juice, and sweetener—is a crowd-pleaser that’s particularly popular during brunch hours. Its fruity and refreshing profile makes it a versatile choice, appealing to both casual drinkers and cocktail enthusiasts.

8. Spritz

With its Italian heritage and wine-based charm, the Spritz surged in popularity in 2024. Whether it’s the classic Aperol Spritz or creative variations featuring elderflower or citrus liqueurs, this effervescent cocktail has become a favorite across fine-dining establishments and casual bars alike. Its light and refreshing nature makes it perfect for any occasion.

Looking Ahead to 2025

As we bid farewell to 2024, it’s clear that innovation and adaptability have shaped the year’s most popular cocktails. Whether it’s the timeless allure of the Martini or the contemporary buzz around Espresso Martinis, the on-trade sector has proven its resilience and creativity. Raise a glass to these stellar drinks, and don’t forget to savor them one last time before the new year ushers in its own wave of trends.

Header image sourced from Adobe Express.

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