At Seeker, red isn't just a color—it's a symbol of passion, creativity, and the vibrant energy we bring to destination marketing. We're stirring up something special in honor of National Cocktail Day on March 24: a cocktail guide tailored to help you hit your destination marketing goals and some fun cocktail recipes to inspire your team.

We’ve broken down what you need to have a successful destination marketing strategy, in 3 easy steps.

So, grab your shaker and get ready to mix up your destination marketing strategy with Seeker and our Destination Marketing-themed Cocktail Guide.

But First, What is a Cocktail Trail?

A cocktail trail is a carefully curated list of bars and beverages to try at your destination. These expert-driven lists with maps are created by Destination Marketing Organizations (DMOs). This authoritative marketing content is designed to influence visitors' experiences at your destination.

How to Create a Cocktail Trail to Drive Impact

Step 1: Identify Your Hook

Every destination has a unique story, and finding the perfect hook for your cocktail trail is essential to attracting travelers to your location. Leverage National Cocktail Day to spotlight signature drinks and iconic bars that tell your story and attract more visitors.

Here are some examples of how to work in your destination’s hook with your cocktail trail theme:

Highlighting your town's hidden gems
Highlighting women and minority-owned bars
Identifying lesser-known bars to spread out crowds and help struggling local businesses
Promoting emerging neighborhoods
Promoting local or seasonal trends
Promoting cocktails first created at your destination

Kingsport, Tennessee: The Long Island Iced Tea was invented during Prohibition in the eastern Tennessee city of Kingsport. This potent drink has five liquors and the town's tie-in to this cocktail has put this tiny town on the map.

New Orleans, Louisiana: The birthplace of jazz and home to iconic cocktails like the Sazerac and the Hurricane, New Orleans boasts a vibrant and storied bar scene. Highlighting the city's rich musical heritage and its role in shaping cocktail culture can be a compelling hook for attracting travelers.

Key West, Florida: Known for its laid-back island vibe and colorful history, Key West offers a unique blend of tropical charm and old-world charm. By spotlighting the island's famous Rum Runners and its colorful past filled with pirates and poets, destination marketers can craft a captivating narrative that draws travelers in.

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Step 2: Pay Attention to Cocktail Trends

In the ever-evolving world of mixology, staying ahead of cocktail trends is crucial. From the rise of artisanal mocktails to the resurgence of classic cocktails with an Instagramable twist, understanding what's hot in the industry can inform your approach to crafting a captivating cocktail trail.

Cocktail Trend #1 - Behind-the-Scenes Distillery Tours

Kick off your destination’s favorite cocktail trends with a trip to the heart of your destination's spirits scene: distillery tours and mixology classes. These behind-the-scenes VIP experiences offer a look at the craftsmanship behind every sip. Show visitors what’s behind the curtain while they taste local spirits.

Tours and bespoke cocktail classes offer a unique opportunity for guests to gain insight into the intricate process of spirit production and mixology.

From witnessing the meticulous distillation process to learning about the selection of local ingredients, visitors can deepen their appreciation for the craft and your destination while indulging in delicious tastings.

Additionally, these one-of-a-kind experiences foster a sense of community as guests connect with fellow enthusiasts and share their passion for spirits. Whether it's discovering the history behind a local spirit or forging new friendships over a shared love of cocktails, these immersive experiences leave a lasting impression and entice visitors to return for more.

Cocktail Trend #2 - Secrets to the Best Speakeasies

There is something special about speakeasies, and Prohibition-style bars. Speakeasies can make visitors feel like they are in the know like a local.
Most folks can find speakeasies, but getting inside can be tricky. Create check-in challenges, digital passports, and drink specials that unlock the password and directions to the first speakeasy and then give clues that guide you on your speakeasy tour. A speakeasy can be a great way to end a cocktail trail as a reward.

If your destination doesn't have speakeasies or bar pop-up events, create your own unique event or experience like the Seeker X Wanderful French Quarter bar crawl. This collaboration was a self-guided gamified journey for Wanderfest attendees to visit six craft cocktail bars to sample each New Orleans' bar's take on a specially-made Taste of New Orleans cocktail.

Destinations can incorporate speakeasies into their cocktail trail with themed locations:

Incorporating speakeasies into a cocktail trail adds an element of mystery and intrigue, allowing visitors to discover hidden gems and immerse themselves in the world of secret bars like these:

Angel's Share (New York, New York): The dimly-lit Angel Share has been handcrafting Japanese-style cocktails since 1993 in New York City. There are 40 cocktails on offer and the bar welcomes walk-ins only.
The Laundry Room (Las Vegas, Nevada): What was once the laundry room for Las Vegas' El Cortez Hotel is now a cocktail lounge open by reservation only. Tucked inside Commonwealth, the cocktail bar accommodates just 22 guests.
The Velvet Tango Room (Cleveland, Ohio): Unlike many speakeasies, The Velvet Tango Room was an actual speakeasy (proof is in the bullet holes in the ceiling). Enter through a mirror in a coat room to the bar's backroom and indulge in cocktails from the expansive cocktail menu, which features dozens of cocktails, including many of the bar's own creations.

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Cocktail Trend #3 - Leverage the Mocktail Movement

Some visitors participating in a cocktail trail may drink a little too much or be put off by the amount of drinking. Non-alcoholic drinks are having a big moment right now. Weave in a non-boozy spot or two on your cocktail trail to give participants a break from imbibing.

Embrace the trend of mocktails and zero-proof bars, catering to sober travelers and mocktail aficionados alike. Showcase bars that offer an array of non-alcoholic beverages, from artisanal mocktails to zero-proof drinks. Highlight these establishments plus sober bar pop-ups as a healthy way to socialize and add some diversity to your trail.

Some of our favorite zero-proof bars include:

Hekate (New York City): Nestled in the East Village where there are bars aplenty, Hekate is an alcohol-free bar and tea shop geared toward sober and sober-curious folks seeking a satisfying alternative to alcohol. They serve a variety of elixirs, teas, and tonics.
Honey Elixir (Denver, Colorado): This luxurious spot handcrafts obscure non-alcoholic beverages like jun (a concoction of fermented tea and sugar), cacao (drinking chocolate), and potions (elixirs mixed with botanicals, herbs, and superfoods.
Sans Bar (Austin, Texas): The first non-alcoholic bar in the U.S. is one of our faves. Founded in 2017 by Chris Marshall, it's a classy place to drink zero-proof cocktails.

Seeker Guides:

Best Sode Shops in Salt Lake City

Incorporate the Mocktail Movement

Incorporating a non-alcoholic stop into a cocktail trail ensures that visitors can enjoy the experience without getting too intoxicated, but it also allows for inclusivity as sober travelers and families can join in the fun. Consider adding these spots to your Mocktail trail:

Cafes
Coffeeshops
Juice bars
Milkshake bars
Soda shops
Teashops

Trend #4 - Make a Scene

Cocktails and mocktails that make a scene are undeniably trending in the world of mixology, as bartenders push the boundaries of creativity to make drinks that not only tantalize the taste buds but also entertain. From smoked cocktails that infuse an air of mystery, and flaming concoctions adorned with edible flowers that provide a surprising sensory experience, the possibilities are endless. Highlight these Instagrammable cocktails to your visitors with guides and social media campaigns.

As an ode to this trend, let's introduce the "The Seeker Smoked Manhattan," a classic concoction that embodies the essence of spectacle and indulgence.

Step 3: Focus on Your Destination Marketing Goals

As you embark on crafting your cocktail trail, it's essential to align your efforts with your destination marketing goals.

Your DMO can leverage National Cocktail Day to:

Differentiate your destination
Fight low seasonality to attract tourists
Encourage locals and visitors to spend at local gems
Increase revenue
Tell your destination's story through creative guides and unique trails that boost tourism

The next time someone says alcohol can't solve your (destination marketing) problems, show them how you crushed your goals with immersive experiences, storytelling opportunities, and community engagement one cocktail at a time.

Tourism Trail Inspiration: How to Craft a Cocktail Trail for Your Destination