What do mezcal, matcha, tumeric, watermelon, rosé and ancho chili have in common? Not much when it comes to their taste profiles, but all of these flavors have set off major drinking trends over the past few years. Ever wonder what (and where) inspires bartenders to create delicious cocktails highlighting specific ingredients? How do spirits brands dream up new and exciting flavor innovations? And when do these two worlds intersect? This presentation will dive into how menus are constructed, the cross section between bartender and consumer trends, and how this influences brands towards new products and innovation.