Rita's Ice

Traditional is meeting contemporary, as beverages are revamped for a changing palate, pocketbook and generation of consumers. Benchmark Hospitality International’s “Top 10 Beverage Trends for 2010” shows how the beverage industry is embracing change and satisfying consumers—whether it’s rediscovering retro cocktails or welcoming new wine varietals.

Here’s a sampling of happy hour strategies that go beyond the usual.

There’s a science to using beverages in a restaurant,” says Jon Taffer. “But the restaurant industry doesn’t use science. Restaurant owners use gut.”