CURRENT TRENDS IN THE FORMATION OF COCKTAIL MENUS IN PREMIUM BARS: ANALYSIS OF GENERATION Z’S TASTE PREFERENCES

Abstract

Modern bartending is undergoing rapid transformation driven by technological innovation, changing cultural codes, and the rise of Generation Z - a new audience with distinct aesthetic and ethical expectations toward beverages. In the premium bar segment, classical recipes are being replaced by conceptual cocktail menus built on ingredient-driven design, zero-waste production, and digital service tools. Leading bars in London, Berlin, and New York prove that today’s cocktail menu functions not only as a commercial product but as a cultural statement combining taste, visual aesthetics, sustainability, and storytelling. The study aims to analyze innovative approaches to cocktail menu development in top global bars and identify how these practices can be adapted in Ukraine. Based on a comparative analysis and a survey of 300 Gen Z respondents, the research found that young consumers prefer fruity-sour and herbal-citrus flavor profiles (4.2 and 3.9 points on a five-point scale), increasingly choose low-alcohol and non-alcoholic options, and value aesthetically appealing cocktails with meaningful stories. Transparency, ethical sourcing, and emotional resonance are crucial to their bar experience. A comparison of international trends shows that London highlights design and technology (AR menus, ingredient-focused lists), Berlin emphasizes sustainability and local sourcing (farm-to-glass, zero-waste concepts), while New York prioritizes creativity and individuality (no-menu formats, storytelling, culinary mixology). These directions reflect the global shift from functional to experiential and value-driven consumption, where a drink becomes a medium of self-expression and social communication. The novelty of the study lies in systematizing international practices in menu creation oriented toward Generation Z and defining adaptable parameters for Ukrainian bars. The practical value is the proposed model for integrating global approaches through local ingredients, zero-waste labs, AR menus, and narrative-based branding. The findings confirm that the competitiveness of Ukrainian premium bars depends on combining international innovations with national identity and Gen Z values. Forming a new-type cocktail menu is not only a design challenge but a strategic step in developing Ukraine’s modern gastronomic culture within the European context.