On the Popularity of The Espresso Martini
Is this just a trend or are they here to stay?
I’m writing this while drinking my third cup of coffee today, and you know what I’m thinking? “This would be great with alcohol in it.” I’m (kind of) kidding, but that thought brings me to the topic of this Substack post—the infamous espresso martini.
On Friday, Paul and I went to the artsy, modern-chic bar at Hotel AKA, just a few blocks from our apartment. The cocktails were expensive (as expected) but delicious. We didn’t order an espresso martini since this was our one big activity for the night, and we weren’t trying to stay up much longer. Instead, we opted for two cocktails with egg whites (was this rude to do with the current egg shortage? Oops, sorry).
As we scanned the menu, we noted, “Of course, they have an espresso martini.” I have nothing against espresso martinis. In fact, I’m a big fan, and I bet this place makes a banging one. But whenever the topic comes up, Paul and I tend to go on a tangent.
Paul has a theory that espresso martinis are the more sophisticated version of the Red Bull vodka—a drink we millennials clung to in college and our early 20s. It’s a solid theory. I always talk about how “trendy” espresso martinis are, but are they really? If we’ve been having the same conversation for years, can they still be considered trendy?
Despite their longevity, espresso martinis have been one of the top cocktails in the U.S. for the past four years. In 2021, mentions of espresso martinis in restaurant reviews skyrocketed by nearly 300%. In 2022, it was one of the top 10 cocktails served on-premise. In 2023, orders nearly doubled, and in 2024, they grew by another 50%.1
Espresso martinis have actually been around since the 1980s. Originally called the “Vodka Espresso,” they were created in London and remained popular in Europe throughout the ‘90s before fading away—only to make a dramatic comeback in the U.S. about four years ago.2 So, what sparked the resurgence?
Tribute to the Creator – In 2016, Dick Bradsell, the bartender credited with inventing the Vodka Espresso, passed away. Bars honored his legacy by making his signature cocktail, reigniting interest in the drink.3
Millennials’ Coffee Obsession – We love experimenting with new coffee drinks, so naturally, a cocktail that combines caffeine and alcohol (two of our favorite things) was bound to take off.
Post-Pandemic Partying – In 2021, as people started going out again, they were out of practice and needed a little extra “energy juice” to power through their nights.
The Internet Effect – Let’s be honest: espresso martinis are incredibly photogenic. As people started posting pictures of their frothy, aesthetically pleasing cocktails, the internet did what it does best—turning a drink into a full-blown phenomenon. The more people saw them, the more they wanted to order one for themselves.
For all these reasons, I, too, am a fan of the occasional espresso martini. But it took me a while to come around to them—mostly because of my first experience.
Paul’s college friends and I were at a hotel bar, waiting for a shuttle to take us to a wedding reception. As we hung out in the lobby, one of his friends suggested we order espresso martinis to get in the party mood. The bartender’s internal eye roll was almost audible. He hesitated before saying he could make them, but it would take a while since he had to get the espresso from the kitchen… oof.
We waited patiently. But as more wedding guests arrived and saw us receiving our drinks, they wanted in. “Ohh, that looks good—can I get one?” And it kept happening. I wouldn’t be surprised if that bartender quit that night.
I imagine this scenario has played out in many bars, with bartenders shaking their fists at the heavens (and at Dick Bradsell). Fortunately, most bars have since adapted. These days, they’re fully prepared with espresso machines or a surplus of cold brew. I’ve now seen espresso martinis in various forms—frozen, shaken, tiramisu-flavored, and more.
So, will espresso martinis always be this popular, or are they just a trend? They don’t seem to be going anywhere anytime soon—but who knows? I predict they’ll fade out within the next decade as millennials start cutting back on drinking, realizing just how much we wrecked our livers during our binge-drinking years.
The next big thing? Cannabis-infused alcohol. Am I already late to this prediction?
https://www.bevnet.com/magazine/issue/2024/black-gold-explaining-the-success-of-the-espresso-martini/
Love this!! And did you write it while wearing your espresso martini slippers 🤣?