Nine million consumers are enjoying cocktails when they go out, making this one of Britain’s fastest growing drinks categories within spirits, according to exclusive new research by out of home food and drink expert CGA.
The popularity of cocktails, and the fact they are more widely available, has helped boost sales through Britain’s pubs, bars and restaurants by 10% over the past 12 months taking the market value to £587m, says CGA’s Mixed Drinks Report Q1 2019.
The number of licensed premises selling cocktails has risen 7% in the past year, with some 42,000 on-trade outlets now stocking them. Drinks-led pubs have been particularly fast to respond to demand, with a growing number opting to sell pre-prepared or draught cocktails.
Based on share of serve through the on-trade, number one in the Top 10 list of mainstream cocktails is the vodka-based Pornstar Martini, served with a shot of Prosecco on the side. Sales of Pornstar Martini have risen significantly, gaining a total of 2% of the total market cocktail share to now account for 15.3% of all cocktails sold.
Having fallen from its top slot, the white-rum based Mojito is Britain’s second favourite cocktail, accounting for 12.4% of mainstream sales, down 1.2% on last year.
Occupying the rest of the Top 10 are Long Island Iced Tea (+2.1%), Sex on the Beach (-1.5%), Daiquiri (+1.6%), Woo Woo (-1.6%), Espresso Martini (=%), Martini (+2.9%), Pina Colada (+0.1%) and at number 10, the gin-based Collins (+0.8%), a sour cocktail served over ice with lemon, sugar and fizzy water.
“There are two clear trends coming through in the mainstream consumer’s preference for cocktails – that of shorter, more complex drinks with a higher ABV like the Martini cocktails, but also a growing preference for longer, more refreshing drinks such as the Collins which has a more sophisticated, less sweet flavour profile,” commented CGA drinks expert Charlie Mitchell.
“Tastes have moved away from fruity, sweet drinks with the Woo Woo, Sex on the Beach and Cosmopolitan losing the most favour over the past 12 months.
“The growing popularity of Aperol Spritz and other spritz serves are part of the trend towards a lighter, more refreshing drink with a lower ABV and fewer ingredients allowing the taste of the base spirit to come through,” he added.
The extensive report reveals that draught or ready-mixed cocktails are starting to make an impact, although some consumers expressed doubt over their quality. However, 63% of consumers who have seen draught cocktails have purchased them and 83% who have tried pre-batched cocktails said they were likely to repurchase.
“This research illustrates how important it is for drinks suppliers and operators to understand the developments and trends taking place within the growing cocktails category. This will help them provide what the customer wants when they want it in order to maximise the cocktail opportunity and keep up with tastes that are becoming ever-more sophisticated,” concluded Mitchell.
CGA’s Mixed Drinks Report Q1 2019 is available to purchase at https://www.cga.co.uk/mixed-drinks-cocktails-report-2019/