CGA’s OPUS research reveals a significant 51% of consumers in Mexico drink cocktails in the On Premise, representing a substantial opportunity for spirits brands. It’s underpinned by the fact that the average cocktail drinker spends more than the average On Premise visitor when out in bars & restaurants ($2,323 vs $1,991 MXN), and has an overall higher average household income.
OPUS (On Premise User Study) is a nationally representative survey of On Premise users, providing actionable insights into brand opportunities across the On Premise. The purpose-designed research provides ‘size of the prize’ opportunities for drinks categories and brands by occasions and channel.
Additionally, 42% of cocktail drinkers are opting to drink cocktails every or almost every time they go out, and a third are drinking cocktails more frequently than they were a year ago. This highlights that trends in Mexico are reflecting a global shift towards increased cocktail consumption, as consumers opt for more ‘experience-led’ serves in the On Premise.
When it comes to flavor profiles, there’s a greater preference for fruit-based cocktails – particularly more tropical options. With the popularity of pineapple-flavoured cocktails, it’s no surprise to see that the most popular On Premise cocktail overall is the rum-based Pina Colada (51%), which is followed by the Margarita (46%).
CGA’s analysis also reveals the premiumization opportunities within the category, with a compelling 39% of consumers in Mexico trading up to a more high-value offering. What’s more, cocktail consumption is linked to special and treat occasions (46%). To this end, there’s a window of opportunity for drinks brands that are looking to capitalize on the current popularity of cocktails, to target this occasion type by carefully pairing brand activations and promotional strategies with their operator partners.
Matthew Crompton, regional director – North America said: “Our OPUS consumer research in Mexico uncovers what’s driving cocktail choices in the On Premise; which occasions cocktails are being chosen for and importantly, it shines a light on the opportunities for targeting highly receptive consumer bases with NPD (new product development), meaning that drinks suppliers can formulate effective strategies for their brands, and ultimately drive higher consumer engagement and greater revenue.”
Contact Matthew Crompton, regional director – North America, to discover how CGA’s consumer research solutions can help to shape your On Premise strategies, by providing a deeper understanding of how and where to reach your target audiences.