There was a time when cocktails were the preserve of Sex and the City characters or casino-frequenting James Bond types. But cocktails are increasingly popular in more casual locales – from pubs to restaurants – especially among younger groups. What’s got them knocking back daiquiris with dinner?

With 43% of Gen Yers buying a cocktail once a week, it’s no surprise that sales of spirits are on the rise. Yet while whiskies and vodkas are common in the super-premium alcohol market, tequila retains a reputation as a cheap shooter. How is DeLeón making this liquor luxurious?

The power that free food holds over us is particularly strong. In fact, free samples can increase sales by up to 2,000%. It is a method that Costco in the US has very successfully employed. After sampling beer sales grew by 72%, and frozen pizza by 600%!

Activity drinking used to involve a game of pool at a bar or a few pints at the bowling alley. But venues and event organisers are now offering good value and a full evening of entertainment by combining food, booze and social games of bingo, ping pong and crazy golf – all in one location.