Cocktail Inspired Beer Serves on the Rise

CGA by NIQ’s latest Consumer Impact Report reveals the current popularity of cocktail inspired beer serves and explores opportunities for brand trial and experimentation in the On Premise.
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Overall, visitation has remained consistent over recent months, with 7 in 10 consumers visiting bars and/or restaurants for food-led occasions in the past 2 weeks, and 2 in 5 have visited for drinks-led occasions. The frequency of visits also remains steady, with 4 in 5 consumers visiting the On Premise 3 or more times in the last 3 months. Beer (46%) and cocktails (31%) remain the most popular alcoholic drinks consumed in the On Premise.


More than 2 in 5 beer and/or cocktails consumers have opted for a beer margarita in the past 3 months. Consumer trends, like cocktail inspired serves, encourage trial and experimentation of new categories and act as a gateway to expand brand offering. In the upcoming months, the cocktail inspired serve will continue to experience engagement from beer and/or cocktail drinkers with almost 4 in 5 expecting to try the beer margarita or chelada, and more than 3 in 5 expecting to try a shandy, michelada, radler, or beermosa.


Matthew Crompton, CGA by NIQ regional director – Americas, said “On Premise category consumption has remained pretty consistent throughout our reports, but consumer trends within these categories are always changing. Our previous research has highlighted that the On Premise is a key channel for prompting drinks trial and experimentation, this month’s report underlines the importance of understanding changing consumer behavior to build effective strategies.”


CGA’s Consumer On Premise Impact Report uses data from a survey (June 20-22, 2023) of 1,600 consumers within Florida, Texas, California and New York to explore their expectations, desires and how they plan to behave in the next two weeks.


The report tracks how consumers currently feel about the On Premise, and how the sector can position its offering to increase visitation. The latest On Premise Impact Report by CGA, along with other special reports issued over the past several weeks, can be found here: For more information please contact Matthew Crompton at 



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