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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:
Consumers are searching online about cocktails for two main reasons:
The diversity of search queries is quite significant – even for a single cocktail. By considering all cocktail trends related to Martini, Trajaan detected 500+ different queries searched online on Google by UK & French consumers.
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.
As a result of Covid-19 lockdowns, bars & clubs were closed for a while – then people started making cocktails on their own
Many cocktail recipes were queried on Google during lockdowns – explaining the sudden increase of search popularity for Martini from April 20’.
Since then, search popularity has remained quite stable – overall volume decreasing because of the pornstar martini & dirty martini downward trend.
Martini cocktails appear to be especially popular over the winter holiday season.
Every December, there is a significant volume peak associated with Christmas and New Year’s celebrations, particularly for the espresso martini.
While the online demand for martinis increases quite a lot during Christmas, it particularly surges across the Channel in the UK and Ireland.
There, local affinity (total searches for 100k people) is 10x times higher than in France. In other words, given the local population, the interest for martini cocktail is much higher.
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 streets of London have become the laboratory of many cocktail experiments – that includes Martini as well.
Here are the top-5 trends with highest potential in 2023 to please consumers looking for new experience with Martini:
These trends are definitely spotted straight from England. In other countries & regions, tastes are still different – with consumers searching for different martini cocktails.
Comparing search volume by country reveals that French consumers are still really into White martini.
But England is definitely the homeland of Martini and a major trend setter of fancy cocktails – where brands should keep an eye to foresee incoming global trends.
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