Partying is more than a night out — it’s an On-Premise occasion that highlights signature cocktails, bold flavors, and high-energy environments tied to music and dancing.
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Party Cocktails & Flavors:
While partying, consumers are much more likely to mention taking shots (+301%) and tropical flavored drinks (+145%), while espresso-flavored drinks (+87%) — especially the espresso martini (+103%) — are gaining popularity.
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Environments Built around Dancing and Music:
Party occasions are anchored in dancing and music (like EDM) , while consumers mentions of karaoke (+93%) and line dancing (+78%) are trending while partying
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Spirits Performance in Top Party Accounts:
In the venues where consumers most often mention partying, per placement velocities for tequila (+20%) and vodka (+21%) are higher than the national average – suggesting strong customer preference for these categories while Partying.
