Marketing: TIK-TOKS TAKE ON MARGARITAS

In today's fast-paced world, brands are racing to keep up with the ever-changing trends and tastes of young consumers. With Gen Z leading the charge in setting cultural trends and generating their fair share of gen z slang, companies are eager to have their finger on the pulse of what's hot and what's not. Brands are investing heavily into market research and social media monitoring to ensure they remain relevant and appealing to the younger demographic. In a digital age where trends can spread like wildfire overnight, staying ahead of the curve is key for brands looking to capture the attention and loyalty of young people. To stay ahead of the game, let’s review the trends of the past 18 months.

In the past few years, TikTok has been a driving force behind several beverage trends, influencing both home bartenders and professional mixologists alike. One notable trend has been the rise of #margaritahack, where users share innovative tips, recipes like cinnamon margarita recipe, and tricks to elevate the classic cocktail. Innovative hacks include:

·       Garnishes like dehydrated fruit slices or edible glitter

·       Creative enhancements such as jalapeño-infused tequila or coconut milk foam

TikTok has also popularized the concept of "theme nights" centered around margaritas, with users sharing themed recipes like tropical margaritas for beach-themed parties or spicy margaritas for Cinco de Mayo celebrations. We’ve also seen these theme nights piquing consumer interest:  Rangers theme nights, club theme nights, food theme nights, and dj theme nights. Viral challenges also spread like wildfire, like the "margarita mix-off", which encourages users to showcase their mixology skills by creating and sharing their own signature margarita recipes. As a result, TikTok has become a hub for cocktail enthusiasts to discover new flavor combinations, presentation ideas, and techniques, shaping the way people enjoy the classics.