Bartenders: The Secret Weapon for German Cocktail Sales

While German consumers are renowned for being adventurous beer drinkers, the latest insights reveal a preference for familiar flavours on cocktail menus in bars, restaurants and other venues. Almost two thirds of consumers opt for classic cocktails, such as the Mojito, at 39%.

This love for old favourites extends further, with almost a quarter (23%) preferring a twist on established recipes, such as the Strawberry Mojito. Interestingly, signature cocktails have a higher appeal among younger demographics, with Gen Z showing a +4% preference for creations unique to specific venues. 

Despite the ongoing preference for familiar flavours, a spritz culture is on the ascent. Aperol Spritz is leading the rising popularity of spritzes, joining established favourites Pina Colada, Sex on the Beach, Caipirinha and Mojito in the top five of cocktails consumed in the On Premise.

Furthermore, the top two emerging cocktails are all classics – Mai Tai and Zombie indicating a steady growth within familiar territory. This trend confirms On Premise visitors are aligned with the conservative and habitual nature of cocktail choices in Germany. Although there is potential for signature trends to break through, especially among younger demographics.

While consumer preferences lean towards the familiar, the research highlights the pivotal role of bartenders in influencing cocktail choices and overcoming any price barriers when in venues. Bartenders impact consumer decisions through recommendations at least once a shift (82%), their expertise holds immense value for drinks brands and operators.

The Report underscores five key factors influencing cocktail choices, with price taking the top spot for almost half of consumers. However, recommendations from friends (31%), menu suggestions (28%), and most importantly, bar staff recommendations (25%) play a significant role.

Overall, a quarter of bartenders are recommending drinks to most customers they serve, while a third are making recommendations multiple times per shift. In terms of consumer uptake, over three quarters order the brand or drink recommended by their bartender every time or almost every time. 

Bilal Kaddouri, CGA by NIQ’s Client Solutions Director – Germany, said: “Increasing bartender recommendations and building relationships with bartenders should be a key area of focus for brands looking to achieve growth in the lucrative cocktail category. For this purpose, the Report offers valuable insights, emphasising the importance of understanding consumer preferences and the influence of bartenders. By leveraging these insights, brands and operators can develop targeted strategies to engage consumers, promote category growth, and unlock the full potential of the German cocktail market.“

The Bartender Report presents an invaluable opportunity for brands and suppliers to connect with and drive advocacy among bartenders. This industry-leading study delves into the insights, preferences, and trends within the German bartender community. Click here for more information or contact Bilal Kaddouri, Client Solutions Director – Germany – bilal.kaddouri@nielseniq.com.