Amongst a wealth of insights, The Mixed Drinks Report 2014, a new survey of this significant market for the on-trade from CGA Strategy, reports that cocktail sales have grown by more than 10% over the last two years—and the mojito is the drinkers’ favourite.
The report reveals that cocktail sales have grown by an impressive 10.8% in just two years, and that more than one in five (22%) of the country’s on-trade venues now serve them.
Expanding into mainstream venues
In a sector that has seen incredible innovation in the content and presentation of drinks, it is the timeless classic mojito that remains the biggest selling cocktail across the on-trade. Furthermore, other cocktail mainstays such as Pina Colada, Woo Woo and Sex on the Beach grow as the category proliferates into more mainstream venues.
46% are male drinkers
Contrary to some popular perceptions, it is not just women who enjoy cocktails, with the split between female (54%) and male (46%) drinkers fairly even.
In addition, amongst the core 18-35 demographic, cocktails are becoming a drink for all on trade occasions, with consumers increasingly choosing to drink cocktails throughout the night, rather than just at the start.
More key trends
- Young adults: cocktails are surging in popularity among young adultsin particular. The proportion of under-35s who say they have bought a cocktail in the last week has jumped over the last year—from 36% to 43%
- Bombs and pitchers of cocktails are especially popular. Three quarters (74%) of 18 to 24 year-olds have bought a bomb drink, while nine in ten (88%) in the same age range say they drink pitchers
- London is the capital of cocktails, with more outlets serving them here than in any other region. Scotland, Yorkshire and Lancashire all have high concentrations too.
Opportunity to drive footfall and spend
Tom Lynch, Commercial Director at CGA Strategy, says: “Cocktails and the bars and pubs that serve them have been surging in popularity over the last few years and our latest research emphasises just how integrated they’ve become to mainstream drinking. They present a terrific opportunity for bars and pubs to drive footfall and increase spend —but only if they can fully understand what customers want from a cocktail menu and give them a consistent experience every time.”
CGA Strategy is the leading expert in market dynamics for the UK’s drinking and eating out markets. The Mixed Drinks Report is available now.
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