'Bombs' sold in half of pubs

The category has seen a 9% rise in year-on-year rate of sale. Overall one in three outlets in Britain serve bombs.

The best selling is still the Jägerbomb but CGA pointed out that Glitterbombs (Goldschlager and Red Bull), Skittlebombs (Cointreau and Red Bull) and many more variations on the theme now feature on bar menus nationwide.

A survey of 552 people found that bombs are now far more than a student phenomenon, with 82% of respondents saying they had ordered it on at least one night out.

Among 18-24 year olds the figure is 91%.

One fifth of respondents, and almost one third of 18 to 24 year-olds, have ordered the serve in the last week.

The survey found that 42% of people are buying bombs for the social experience, a proportion that rises to 47% of 35 - 44 year old bomb drinkers.

Alex Eyre, author of the CGA Mixed Drinks report in which the bombs findings are published, said: “Energy bombs can bring consumers of all ages and backgrounds together in a diverse range of social settings, whether on big nights out, at weddings or at the office party.

“In recent years we’ve seen a shift in how people use the on trade, from habitual visits to an occasion-driven model, where people visit pubs and bars with a specific objective in mind - and that objective usually has a social dimension. As a result we’re seeing a rise in popularity of serves that meet that social imperative. Shared serve cocktails are one beneficiary and bombs, which have a real social ritual attached, are another.”