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 ☕️

How Google Search Is Revealing Trending Cocktails with Martini

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 – 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. Representing almost 6,5 million searches over the last 12 months – just in the UK.

Trajaan / cocktail trends martini 2022

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.

Online Popularity of Martini Has Emerged From Lockdowns

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’.

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 segments by Trajaan

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

Trajaan / cocktail trends martini 2022
Search volume by month, by country (©Trajaan)
Trajaan / cocktail trends martini 2022
Local affinity (total search volume for 100k population) by month, by country (©Trajaan)

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 😎

When British Consumers Fancy Kinky Martinis

On the streets of London, tastes are growing tired of 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.

Trajaan / cocktail trends martini 2022

In the United Kingdom, these new fancy recipes are generating strong online interest, with the Espresso Martini and Dirty Martini growing faster than other cocktails blending martini.

Important notice is the Martini culture also strongly differs depending on which side & kingdom of the Channel you’re living in:

  • The Welsh prefer the Dirty martini
  • Scottish and Northern Irish consumers love French martini.
  • French seem to prefer the Martini bianco & Vodka martini
Trajaan / cocktail trends martini 2022

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.

french martini

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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