The post-pandemic era sees a shift among millennials (ages 25-39), who prefer to start their nights with cocktails at home, moving away from the traditional pre-outing beer and wine.
‘PreCocks,’ now trending, emphasises quality and personal touch in pre-night-out gatherings.
Trend snapshot:
- Growth in home cocktailing: 30 per cent of millennials now opt for homemade cocktails to kick off social gatherings, a significant increase from 16 per cent five years ago.
- Cost-effective socialising: the primary motive is saving money, alongside a notable gender trend, with women twice as likely to make cocktails for friends.
- Rising interest in mixology: there has been a 55 per cent increase in millennials exploring cocktail making at home, indicating a shift towards more customised and engaging social experiences.
Birdy Slade, creator of The Video Cocktail Guide, notes: “The pandemic has transformed our living rooms into a preferred venue for gatherings ahead of the night out. It’s not just about saving money and consuming alcohol; it’s about enhancing the hosting experience with unique cocktail creations.”
The first digital cocktail book
The Video Cocktail Guide offers 100 cocktail recipes, each with a QR code linking to concise video tutorials, catering to millennials’ need for speed and simplicity.
Available on Amazon, The Video Cocktail Guide also provides tips on hosting, food pairing, glassware selection, and the history of cocktails.
Slade adds: “Incorporating QR codes for quick access to video tutorials was a strategic move to differentiate in a market saturated with traditional cocktail books. The goal is simplicity and immediacy for any smartphone user.”
#PreCocks looks set to equal or surpass #PreDrinks