In this edition of Ground Signal’s Menu Insights series, we analyze cocktail menu performance across 18,300+ high performing independent accounts nationally, as ranked by Ground Signal’s proprietary account scoring system. Covering six spirits categories — Vodka, Tequila, Rum, Gin, Whiskey, and Liqueur — it tracks year-over-year movement through Q1 2026, revealing which brands and cocktails are winning placements, which are losing ground, and where momentum is shifting across the on-premise.
Key Findings Include:
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Across all six spirits categories, the top 5 ranked brands held their positions year-over-year in Q1 2026, with only minor shifts in relative rank, suggesting the most meaningful menu share battles are being fought among emerging and less established brands.
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The brand growth dynamics in Tequila are worth following closely. Multiple emerging brands posted menu share gains in excess of 30% YoY in Q1 2026 — a breadth and magnitude of growth not seen in other categories — suggesting these brands have built enough recognition to break into high volume accounts and begin competing directly with established names.
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Lemon-forward cocktails are gaining ground across high volume independent accounts — led by the Lemon Drop Martini, which reached 15% menu share in Vodka (+265% YoY), with the French 75 and Vodka Lemonade also posting menu share growth in their respective categories.
