How Pickles Are Emerging As A New Flavor Trend In The Liquor Aisle

15 Jan 2025 by John Kell · Forbes

The Original Pickle Shot sold around 200,000 total cases last year and projects it could grow to ... [+] 500,000 cases annually by 2027.Courtesy of The Original Pickle Shot

Every few years, a new flavor takes the liquor world by storm, with past fads ranging from honey to peanut butter, chili to coffee. Some are more long-lasting than others and the latest next big hit is packing a salty and sour punch: pickles.

Data shared with Forbes from research firm NIQ shows that dollar sales for pickle-flavored spirits and mixers grew by 29% and 24%, respectively, over the past year. Total sales of beverage alcohol and mixers only grew about 1% over that same 52-week period ending January 6, indicating that the pickle flavor is vastly outperforming the market.

“People that love pickles love our product,” says John King, founder of The Original Pickle Shot, in a virtual interview with Forbes. The brand, which originated in 2020 and was initially sold in just two states, is expected to expand distribution to all 50 states this year, up from 30 today. The Original Pickle Shot sold around 200,000 total cases last year and projects it could grow to 500,000 cases annually by 2027.

“It’s not what you get when you drink it out of the jar,” says King. “The best thing you get is when you take that bite out of the pickle and get that punch and flavor. That’s what we’re replicating.”

Pickles Are Becoming The Flavor Of The Moment

Pickles are invading not just the the beverage alcohol category, but also the broader food and beverage industries, with new pickle-flavored snacks launched by Goldfish, Lay’s and Doritos in recent years. Experts say that those that love pickles as a flavor tend to be fiercely loyal to the flavor profile and are even connoisseurs about the regional differences between pickle brine.

Last fall, pop star Dua Lupa generated social media buzz and national headlines when she shared a TikTok video of her favorite way to drink Diet Coke, which included adding pickles and jalapeño juice.

King says his brand’s origin story is connected to Pickles Pub in Ocean City, Maryland, where the bar would sell up to 100,000 pickle-flavored shots each year. King was brought in to create a recipe that could be sold on retail shelves, including raising the liquor content but still keeping the alcohol by volume, or ABV, at 15%. The shot also has no sugar or gluten, though it does pack a salty punch.

On the menu at the NoMad London hotel is the Walter Gibson, which is made of gin, vodka, vermouth ... [+] and garnished with pickled vegetables.Courtesy of NoMad London

“One of my taglines that I created early on was ‘This night just got a little saltier,’” says King. “There’s sodium in pickle brine and we didn’t hide from that.”

How Pickles Have Gotten Into The Mix For Cocktails

The trend is also emerging at bars like the Sydell Group-owned NoMad London, which crafted the Walter Gibson martini made of gin, vodka, vermouth and garnished with pickled vegetables. The Celine Dijon cocktail, also on NoMad’s drinks menu, is made with sherry, squash juice and pickled mustard and mushroom broth.

"We serve the Gibson with a variety of seasonal pickles made with our pickling liquid that has a white balsamic base,” says Leo Robitschek, vice president of food and beverage at hospitality operator Sydell Group, in an emailed statement. “Not only does the pickles’ acidity cut through the richness of the cocktail, but the brininess also enhances the drink and leaves you wanting another sip.”

In the coming weeks, cocktail mixer brand Zing Zang will start shipping a dill pickle-flavored bloody mary mix to retailers, building on efforts in recent years to offer newer and trendier flavors. Six years ago, 99% of Zing Zang’s business came from two bloody mary SKUs, but now also sells margarita, piña colada and michelada mixers.

This winter, cocktail mixer brand is debuting a dill pickle-flavored bloody mary mix, which will ... [+] sell for around $5 per bottle.Courtesy of Zing Zang

“We knew we had an opportunity to expand,” says Zing Zang CEO Brent Albertson in a virtual interview. The company sold roughly one million cases in 2016 and is projected to sell 2.4 million in 2025.

For the pickle-flavored bloody mary, Albertson says it turned up the dial on the dill and white vinegar flavors but minimized the brine, because it wanted to reduce the sodium levels.

“We wanted to make sure that you are reaching into the pickle jar and you get that zesty crunch,” says Albertson. “It can’t be the essence of pickles. Pickle lovers love pickles.”