Cocktails grew 13% year over year across the network, led by the Martini (+30%). This month, the Manhattan rose 13% while the Spritz fell 17%, and history says October pushes further: Manhattan +14%, Spritz −23%. Nail your classics before you invent another signature.
Cocktails by family, share of revenue (named classics, September):
- Martini 20%
- Margarita 16%
- Espresso martini 11%
- Spritz 11%
- Old Fashioned 11%
Spirits mix, by revenue of spirit pours (where the spirit is identifiable, September):
- Vodka 32%
- Tequila 24%
- Bourbon 14%
- Gin 13%
- Scotch 5%
- Mezcal 2%
- Japanese whisky 2%
- All other 8%
The Martini is having a long moment: elegant, quick to make, and a statement order. Vodka still leads spirit pours, but tequila is close behind at almost a quarter. As the season turns, the bar follows the kitchen: stirred, brown and bitter replaces bright and tropical.
- Write down your house Martini and Manhattan specs, and train every bartender to them.
- Move one tequila cocktail off the October menu and add a bourbon or rye one.
- Keep a spritz, but just one. It still grew year over year.