Why cocktails are the latest canvas for cultural expression

The ‘Jacob Elordi Bathwater’ and ‘Elspeth’s Horror of Ugliness’ viral cocktails have gained millions of views, likes and replays across international news sites.

Why cocktails are the latest canvas for cultural expression
Amy Thorne

Amy Thorne

Managing Partner & Founder

2 Feb 2024


🤳🏽Tiktok has given rise to a whole new era of self-expression with cocktails being a very popular medium. Users are vying for attention with the curation of drinks based on what’s trending in culture at any given moment.

✖️Over the past 6 months we’ve seen themed girls’ nights including ‘create a cocktail based on your ex’ (e.g ‘The Gaslighter’ and ‘Evil-to-the-core Appletini), Barbie Pepto-bismol pink slings, and the ‘sleepy girl’ mocktail for the self-care crew.

💋What’s more, the trend towards subculture aesthetics seems to be picking up at a serious pace. And, it’s not just Gen Zs taking part. Most recently, the notion of ‘Mob Wife’ aesthetic has swiftly taken over every channel.

➡️It’s an epic insight for agile brands that want to connect with their audiences on a personal level.

Culture moves quickly, and as these cocktail trends show, brands with their eyes and ears to the ground are able to inspire and engage with audiences hungry for new ideas.

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