Demand for cocktails looks set to continue

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New data from CGA by NIQ’s Mixed Drinks Report shows cocktails shows that the on-going demand for cocktails looks set to continue as they maintained their position as Britain’s fourth most popular drinks category last year, with 21% of consumers regularly indulging, trailing only soft drinks, wine and lager. It means that the sector saw encouraging growth in 2024, with a 3.3% increase in venues offering cocktails – marking the first uptick since 2021.

The Pornstar Martini continues to dominate the UK cocktail scene, followed by Sex on the Beach and Aperol Spritz, with Long Island Iced Tea and Espresso Martini completing the top five with cocktail consumers expecting to spend an average of £10.08 on their drink.

While vodka remains the spirit of choice, tequila is gaining ground. Overall consumers have an appetite for innovation, with 17% of cocktail enthusiasts seeking out modern creations and 27% regularly experimenting with new drink categories during their nights out and the research highlights particularly strong experimentation in tequila serves and spritzes, alongside notable engagement with no and low-alcohol alternatives, tried by 67% of consumers.

Social media continues to play a crucial role, with 30% of cocktail drinkers regularly sharing their drinks on social platforms.

Menu presentation is also proving to be important –  influencing 64% of purchasing decisions, followed by promotions and venue ambiance. while price sensitivity remains significant, with 25% of consumers citing better value as a key purchasing factor.

CGA client director Violetta Njunina said, “With spirit sales seeing a year-on-year decline through 2024, cocktails are a great way hospitality venues can revive spirit sales. They’re also a valuable gateway drink with more than a quarter of consumers trialling a category and brand for the first time through a mixed drink.”

 

Category: Brands and Drinks, Drinks, News, Spirits
Tags: CGA by NIQ, Mixed Drinks Report, Pornstar Martini, Violetta Njunina