Those are among a rich array of insights in CGA by NIQ’s Global Cocktail Report, which is available now. The exclusive research is powered by CGA’s REACH survey, which tracks big On Premise trends and developments in 38 key countries, with responses from around 30,000 consumers and 600 operators.
The report reveals that cocktails are now consumers’ fourth most popular category. Worldwide, just over a quarter (27%) now drink cocktails out-of-home, placing them behind only beer, soft drinks and wine. As this dynamic category continues to grow and evolve, here are five of the top trend takeaways from the Global Cocktail Report.
1 Tequila cocktails growing in popularity
The Mojito, chosen by 40% of cocktail consumers, remains the world’s favourite type. The Margarita (32%) is now comfortably second, and it has helped make tequila one of the fastest growing cocktail spirits. Consumption of the Tequila Sunrise is now at 22%—up by 2 percentage points year-on-year.
2 Coffee and chocolate flavours rising
The Espresso Martini also made gains in the cocktail category, with consumption up by 2 percentage points to 15%. It has helped raise interest in chocolate flavours by 4 percentage points to 23%. Chocolate flavour cocktail consumption has meanwhile grown by the same amount, to 19%.
3 Social media a key driver
Cocktail consumers are more likely than average to be influenced by social media. Globally, 81% say they have decided to buy a specific food or drink after seeing it on social media or online—15 percentage points more than the average of 65% among all consumers. Platforms like Instagram and TikTok are also powerful sources of recommendations. Three quarters (76%) of cocktail consumers say they are likely to recommend a type of drink in their social feeds after a having a positive experience with it while out—much higher than the all-consumer average of 60%.
4 Interest in no and low alternatives
Consumers’ growing interest in health is building awareness of no and low alcohol cocktails. Mocktails and virgin cocktails now appeal to 23% and 20% of all consumers respectively, REACH shows. Converting these people’s interest into actual purchases will be a top priority for suppliers in the coming months.
5 Appetite for new drinks and innovation
Consumers now rate cocktails as the top drinks category for high standards, excitement and innovation. More than half (54%) of cocktail drinkers say they enjoy trying new drinks or brands, making them much more adventurous than beer or wine consumers. This interest in quality means the cocktail category is a prime target for premiumisation—but only if consumers can be sure that the price point is justified.
CGA by NIQ’s Global Cocktail Report delivers much more analysis of consumers’ engagement with the cocktail category around the world, including taste preferences and purchase drivers. It is essential for any supplier wanting to understand drinkers’ latest needs and drive trial, trade-up and loyalty. To learn more about the report and research tailored to specific markets and needs, contact the CGA team.
