Ozempic era fuels boom in mini cocktails

As new innovations like Ozempic reshape drinking habits, bars are serving mini cocktails that promise all the fun with fewer calories. 

The growing demand for moderation is fuelling a new trend in the on-trade: the rise of the mini cocktail. A recent report from The Times has found that bartenders are increasingly offering scaled-down versions of classic drinks to appeal to calorie-conscious and price-sensitive consumers.

At Daisy, a seafront bar in Margate, Kent, owner Felix Cohen has reinvented the martini as the “MarTiny” – a half-sized serve designed to stay perfectly chilled throughout drinking. Using a repurposed Jägermeister machine set to minus 14°C, Cohen’s team serves 30ml pours instead of the standard 60ml, helping to keep the drink cold and the portion controlled.

Cohen said the idea stemmed from a simple problem with martinis: “It’s not a drink you can nurse.” Smaller glasses ensure the drink remains at the ideal temperature until the final sip.

Unlike shots, these mini cocktails are carefully mixed from several ingredients and intended to be savoured.

Lower alcohol, lower calories, lower prices

The trend traces its roots back to the early 2010s in New York, where bartenders created the “snaquiri” – a small leftover pour of daiquiri from the shaker. From there, tiny cocktails made their way onto menus across Manhattan and eventually the UK.

At The London Edition hotel in Soho, bar manager Anthony Callegari has introduced a trio of one-sip martinis featuring Grey Goose vodka. The miniatures include a classic martini with dry vermouth and orange bitters, a savoury martini blending elements of a Bloody Mary, and a spring martini made with rhubarb, strawberry-infused vermouth and Nyetimber English sparkling wine.

“I always wanted to have smaller-sized cocktails so people don’t feel the need to stop themselves,” said Callegari. “When you go out and get a negroni, you can only have so many before you really feel it.”

At Daisy, a full-sized martini costs £11, while a MarTiny is priced at £6. At The London Edition, a standard martini can cost up to £28 depending on the vodka, while the trio of mini martinis is £25.

Aside from price, mini cocktails offer a more mindful drinking experience. Claudine Ben-Zenou, director of beverage innovation agency Vandal, said: “The key driver is moderation. These mini cocktails offer consumers the chance to enjoy the experience of a full-strength cocktail, but they’re consuming fewer alcohol units and calories.”

A MarTiny contains around 80 calories compared to roughly 160 in a regular martini.

The rise of weight-loss drugs such as Ozempic and Mounjaro has also contributed to the moderation movement, with many drinkers looking to cut back on alcohol’s high calorie content. A pint of lager typically contains about 200 calories, while a 175ml glass of white wine has around 140.

Ben-Zenou said: “It allows people to have that cocktail experience while still being mindful about what they are consuming.”

A taste of classic cocktails without the commitment

Manchester’s Blinker Bar has embraced the trend with a mini margarita, snaquiri, and tiny negroni on its menu. Each of the mini’s are priced at £4.50. General manager Rory Carrodus said the format lets guests try strong classic cocktails without the risk of paying full price for something they might not like.

“People are really keen to try classic cocktails because they’ve seen them online and in bars,” said Carrodus. “But a lot of these classic cocktails are really strong and can be an acquired taste.”

For Cohen, the appeal of mini cocktails lies in offering a small indulgence during tough times. “Ultimately, despite the headwinds of today’s economy, people still want to come out, they want to have a nice time,” he said.

“A little cocktail really is just that: a little bit of escapism.”

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