Mixology Experience debuts at Tuttofood: cocktails on the rise among the under-44s
In Italy, Spritz and Mojito are the most popular drinks in contrast to the USA where Rum and Cola prevail
2' min read
2' min read
Gin Tonic and Margarita, Spritz and Vodka and Soda. It's easy to say Mixology. The segment is growing strongly, especially among young people but is difficult to monitor because it uses a multiplicity of very different raw materials or ingredients that - precisely - are mixed by bartenders. A segment, moreover, that will be among the topics of Tuttofood 2025 with Mixology Experience 2025 the event now in its fourth edition and that for the first time will enter the spaces of Tuttofood from 5 to 8 May at Fiera Milano Rho with an exhibition area in Hall 14.
The Italian Wine Union-Vinitaly Observatory tried to trace some trends in the mixology sector by carrying out a survey of the main trends among young people (under 44) in Italy and the United States.
And the survey first of all shows the profound differences in taste between the two countries with none of the top 5 favourite cocktails of the under 44s in Italy appearing in the top 5 positions of the favourite cocktails of young people in the US. In Italy, the most consumed cocktail is the Gin Tonic with a 40% share of the total, followed closely by the Spritz (36%) and the Mojito (32%). Negroni (21%) and Rum and Cola (19%) close the top five for young Italians.
Well, none of these cocktails can be found in the top five of young Americans. Generally among the favourite cocktails of Italians, in the US the most consumed is Rum and Cola, with a 16% share, followed by the Mojito (12%) and then the Gin Tonic (11%). Only fourth is the Spritz (8%) and to close is the Negroni (5%).
Totally different then are the choices of the under-44 US. In first place is Margarita with a 26% share of the preferences followed by Vodka and Soda (21%). In third place tied Vodka and Orange and Whiskey and Cola both with 17% and closing with Vodka and Cranberry with 16%.
