Drinkers turning to lighter, more elaborate cocktails, says CGA
One-fifth (20%) of frequent cocktail drinkers now prefer to order ‘skinny’ and light mixed drinks over any other varieties, according to CGA Strategy’s latest annual Mixed Drinks Report.
The report also showed how sophisticated and lower strength drinks like the Pornstar and Espresso Martini have risen in popularity among consumers over the last six months, while more established serves including the Long Island Iced Tea have fallen slightly out of favour.
It concluded that both trends are likely to continue through this summer — the peak trading season for cocktails.
Volume growth
The report also found that the volume of cocktail sales has risen 4% in the last six months. This is in contrast to total wet sales, which are down 7% versus the previous six months.
CGA Strategy’s research highlighted opportunities for the on-trade to get a greater share of the cocktail market.
Cocktail promotions are a big driver of footfall, with four in five people (80%) likely to visit a venue because it was running one. Two in five (39%), meanwhile, are influenced in their choice of drink by bartenders’ recommendations.
Price is an important consideration too — a third (34%) of those who don’t drink cocktails say they are put off by the expense.
Other trends:
- The Mojito remains the UK’s favourite cocktail, with 41% of respondents saying they like to drink it.
- Vodka remains the most commonly used spirit in cocktails – but speciality spirits are now close behind in second place.
- Half (52%) of women say they drink cocktails, and a third (35%) of men.
Cocktail variety
Tom Lynch, commercial director at CGA Strategy, claimed the latest research further reinforces the scale of the cocktail category and the breadth of cocktail consumption when people go out to drink.
He said: “We’re now seeing a far greater variety of serves making their way into the consumers’ repertoire, with more adventurous flavours and increasingly sophisticated mixology now permeating the mainstream for the first time.
“We’re also seeing the rise of healthier, lower-strength serves mirroring similar trends that we’ve seen in wine and beer, providing operators with a challenge.”
Lynch advised: “Extend your menus to meet increasingly diverse customer expectations, while maintaining cost control in a challenging category to deliver efficiently.”
