According to the report, the cost-of-living crisis led many cocktail consumers to seek “tried-and-trusted” serves that they knew would provide value for money.
While almost half (47%) of drinkers still prefer classic cocktails, this is down by five percentage points compared with a year ago.
By contrast, the number preferring signature cocktails has climbed by three percentage points to 21%, and those choosing modern cocktails has nudged up one percentage point to 16%.
Interest in new cocktails has also increased in consumers’ repertoires, as they now have an average of 7.1 flavours and 4.6 cocktails in their repertoires—1 and 0.6 percentage points more than 2023 respectively.
Unfamiliar flavours
Moreover, these consumers are “increasingly confident”, CGA added, about buying serves with unfamiliar flavours, which brings new avenues for suppliers and pubs alike to target.
Consumption of smoky flavours has risen by four percentage points year-on-year, while interest in sour, creamy, coffee flavours and hot cocktails have all climbed by three percentage points.
Meanwhile the number of consumers choosing coconut-based flavours has jumped eight percentage points year-on-year and those picking lemon and vanilla has seen a six-percentage point uptick.
Apple, pineapple, lime and cherry were among other lesser-known flavours on the rise, according to the report.
The report detailed £707m was spent on cocktails in the on-trade during the 12-months to March this year, though sales were down by 1.3% year-on-year, with competition for consumers attention now very “fierce”.
Great opportunities
In addition, the consumer insight firm added dayparts were important for operators to consider when looking to encourage customers to explore the mixed drinks segment as this could influence their drinks choice.
Whilst the report revealed consumers are still prioritising consumption during evenings and weekends, it’s evident they are also now open to drinking cocktails midweek and earlier in the day, highlighting the need to understand the best-fit serves for different dayparts.
CGA director of client services UK & Ireland Phillip Montgomery commented: “It’s encouraging to see consumers becoming freer and more experimental with their mixed drinks.
“It brings some great opportunities for suppliers to leverage some of the newer and alternative brands and flavours in their ranges, especially at the premium end.
“But to capture this adventurous spend, it’s vital to track changing preferences, innovate with serve and collaborate with operators on menus that showcase both traditional and modern cocktails.”
