The exclusive Cocktail Sales Tracker and On Premise Cocktails Report highlight the resilience of the market. Cocktail value velocity in the third quarter of 2024 was down year-on-year, but it was 10% higher than in the second quarter—an indicator that momentum may be building.
With cocktails attracting 35% of total spirits value in the On Premise—a year-on-year increase of 6 percentage points. The average price of a cocktail rose 50 cents to $13.50, and average check value climbed more than $3 to $86.35. These numbers put the value of cocktails ahead of all other mega-categories like wine, beer and the spirits market as a whole.
However, shifting consumer behavior presents new challenges for brands. More drinkers are weighing up cost versus quality, with 52% now willing to pay more for a cocktail with branded ingredients—a 4pp drop from last year. This trend highlights the growing polarization in spending habits, with some consumers continuing to opt for premium experiences while others seek greater value.
Emerging trends also present fresh opportunities, particularly among younger consumers. Draft and pre-batch cocktails, for example, are gaining traction, with a third (33%) of 21 to 34-year-olds having either tried or expressing interest in trying them. State-by-state analysis highlights particularly high appeal in key markets like New York, California, and Texas.
Cocktails remain a driving force in fine dining and polished casual venues, reinforcing their broad appeal across different segments. Among the standout performers in the category, the Espresso Martini, Sangria, and Gin Fizz continue to see strong demand.
Matthew Crompton, CGA by NIQ’s vice president – Americas, said: “In a tough trading environment for spirits, cocktails will be absolutely pivotal to the growth plans of suppliers and operators in 2025. We see ample opportunities across the category, but seizing them will require a deep understanding of what consumers want, and why, where and when they want it. Our Tracker and Report are essential building blocks for precise and data-driven strategies that can sustain interest in spirits in US bars and restaurants in 2025 and beyond.”
The Cocktail Sales Tracker and On Premise Cocktails Report are powered by CGA by NIQ’s unique fusion of EPOS data and consumer research. They provide an essential and holistic overview of the cocktail category, helping businesses measure current performance and achieve future growth. Contact the CGA team to know more.
