Phoenix Emerges as a Tiki Bar Hotspot Amid Nationwide Rum Revival

Tiki bars, once a symbol of mid-century American escapism, are experiencing a notable revival across the United States. Originally reaching their peak popularity in the 1950s and 1960s, these bars offered an exotic retreat for Americans fascinated by tropical destinations after World War II. Today, decades after their initial heyday, tiki bars and tropical cocktail programs are reemerging in cities nationwide, reflecting a renewed interest in rum-based drinks and immersive bar experiences.

In Phoenix, UnderTow has become a central figure in this resurgence. The bar, which opened in 2016, is celebrating its 10-year anniversary in 2026. Designed to resemble the interior of a shipwrecked vessel, UnderTow offers guests an escape from the desert landscape outside. Its detailed décor and elaborate cocktail menu have helped establish Phoenix as an unexpected destination for rum enthusiasts and fans of tiki culture.

The renewed popularity of tiki bars can be traced to several factors. Consumers are seeking more than just drinks; they want experiences that transport them to another place or time. Tiki bars deliver on this demand with their immersive environments, creative presentations, and complex cocktails that often feature multiple layers of flavor. Rum, once overlooked in favor of whiskey or gin, is now gaining attention for its versatility and depth, further fueling the trend.

Industry leaders say that the appeal of tiki goes beyond nostalgia. Mat Snapp, Chief Operating Officer of Barter & Shake—the hospitality group behind UnderTow—notes that today’s guests are looking for authenticity and craftsmanship. Modern tiki bars focus on high-quality ingredients and innovative techniques while still honoring the playful spirit of the original movement. This approach has attracted a new generation of cocktail drinkers who appreciate both tradition and creativity.

Barter & Shake has played a significant role in shaping Phoenix’s cocktail scene. In addition to UnderTow, the group operates other themed concepts that emphasize storytelling and atmosphere. Their success reflects a broader shift in American drinking culture toward experiential venues where ambiance is as important as what’s in the glass.

Nationally, data from beverage industry analysts shows that sales of rum have increased steadily over the past five years, with premium and craft labels seeing double-digit growth. Tropical cocktails such as Mai Tais, Zombies, and Painkillers are appearing on more menus outside traditional tiki settings, signaling mainstream acceptance of these once-niche drinks.

The resurgence also comes at a time when consumers are eager to reconnect after years of social distancing and restrictions on nightlife. Tiki bars offer a sense of escapism and community that resonates with people seeking fun and novelty in their social lives.

As UnderTow marks its decade milestone, it stands as an example of how tiki culture has adapted to modern tastes while retaining its core appeal. The bar’s continued popularity suggests that America’s fascination with tropical flavors and immersive experiences is far from over. With new venues opening from coast to coast, the latest wave of tiki shows no signs of slowing down.