How can a brand claim meaningful space inside espresso martini culture?
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It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
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It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
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It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
The Discovery. By listening to the culture, not talking over it.
Through social listening and cultural mapping, we identified where the conversation was happening and what it actually meant.
Night drink mentions were twice as frequent as daytime ones.
The "espresso martini effect" — one person orders, everyone follows — showed up in countless threads.
And the tone? Playful, charged, a little provocative.
Three truths surfaced:
The espresso martini has exploded into a cultural phenomenon.
It’s not just a drink but a whole sphere of lore, ideas, and vibes. A moodboard in a glass. Sales grew double digits in a market where drinking overall is declining, making it one of the few bright spots in alcohol culture. Especially with Gen Z, who drink less and socialise more.
It's a night drink, not brunch
An alternative to dessert, not to mimosas. The night is young, the energy is high, and Gen Z — a generation re-learning how to be people — needs help topping up their social batteries. The smell of espresso signals the moment the night begins.
Hero occasion: dinner with friends, when the party's just starting.
It's playful mischief
The espresso martini breaks the rules — no coffee after 4 p.m. — and turns that into a badge of honor. It's a social excuse for adventures, a side quest in whatever story you're on. The espresso martini effect isn't just a trend; it's permission to bring chaos into overscheduled lives.
Hero occasion: catching up with a long-term friend and deciding the night isn't over yet.
It's a little horny
For a major spirits brand, this raised a question: how do you stay relevant when your audience blocks ads and your category is shrinking?
Not explicit, but charged. This generation doesn't date the way their parents did, but they still love the idea of dating. They read romance, post thirst traps, play with being racy in a Sabrina Carpenter, PG-13 kind of way. The drink gives them a kick of energy and a wink of confidence. Hero occasion: a night out with potential.