Cocktail Trends: Martini Is Back, But Not in Its Old Way

Trajaan / cocktail trends martini

Over the last years, the martini has become one of the most popular mixed alcoholic drinks in Western countries. The martini is a cocktail made with gin and vermouth, garnished with an olive or lemon peel.

The martini has become more popular than ever in consumers’ minds, pushed by trendy recipes coming straight from London’s cocktail bars – online searchers’ favorite recipes now being:

  • Pornstar Martini ❤️
  • French Martini 🇫🇷
  • Espresso Martini ☕️

Learning about consumer tastes with search listening

Consumers are searching online about cocktails for two main reasons: 

  1. Learn how to make your home-made cocktail
  2. Find out which ingredients compose a cocktail before ordering it in a bar

The diversity of search queries is quite significant: by looking at martini cocktail trends, Trajaan detected 500+ relevant search queries related to Martini searched online by UK & French consumers. Representing almost 6,5 million searches over the last 12 months – just in the UK.

As a spirits brand, it is crucial to monitor online search queries, to ensure you find valuable and relevant insights about consumers’ favorite drinks – as we have done here with martini cocktails.

Martini online popularity has emerged from lockdowns

As we all know, Covid-19 caused all bars, clubs & restaurants to close for an extended period. 

As a result, people started making cocktails on their own, and many recipes were queried on Google during lockdowns – explaining the sudden increase in search popularity from April 20’.

Surprisingly, search popularity has remained steady despite the reopening of public places – driven by trending cocktails like the pornstar martini.

The martini appears to be especially popular over the holiday season. Every December, there is a significant volume peak associated with Christmas and New Year’s celebrations, particularly for the espresso and pornstar martini.

Martini / top queries by Trajaan

While demand for martinis has increased, it has surged particularly across the Channel, where local affinity (total searches for 100k people) is over 10x times higher than in France.

Martinis remain very anchored in the Anglo-Saxon culture. France does have a genuine interest in martini cocktails – with more than 2,3 million searches per year detected by our search listening platform.

Nothing compared to the United Kingdom where over 18 million searches a year are made on Google.

James would be proud 😎

The new fashion of kinky martini recipes.

On the streets of London, tastes are growing tired of the traditional martinis. The city has become the laboratory of many cocktail experiments.

Some of them are very successful in England and beyond. Anything can be used to improve the classic martini, including olives, cucumbers, passion fruit, and raspberries. In the United Kingdom, these new recipes are generating more internet interest than the traditional martini, with the espresso martini and dirty martini outnumbering the martini in terms of search volume.

Furthermore, the martini culture differs depending on which side of the Channel you are on and where you come. The Welsh prefer the dirty martini, while Scottish and English consumers prefer the pornstar martini. Consumers in the South of France seem to like the espresso martini.

The Dirty Martini is a delicious, slightly salty choice. The term ‘dirty’ means that olive brine, usually from a jar of cocktail olives, has been added to the drink.

The French martini received its name from being mixed with Chambord, a French raspberry liqueur. If you want to accentuate the ‘Frenchness’ of this recipe, try using French vodka.

Finally, there’s the Pornstar martini. This passion fruit martini is a favorite among the Queen’s people. They love it so much that they frequently refer to it online rather than the standard martini.

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