The elements of excitement
CGA by NIQ’s expert research reveals precisely what excitement means to consumers—and how its definition is constantly evolving. Distinctive taste is a core component, with nearly half (47%) of consumers citing unique flavour profiles as a key attribute of excitement.
However, excitement isn’t just about taste. Well over two fifths (44%) of consumers associate it with visual appeal—which means that innovation needs to extend beyond formulation to include presentation, glassware and even interactive elements. Excitement is connected to much more than the liquid, it relates to the full sensory experience —from the first glance to the final sip.
Why excitement matters
The commercial stakes in excitement are high. Three in five (61%) consumers say it’s very or somewhat important to them that their drink is exciting, and more than a third (36%) are willing to pay more for such experiences. This opens the door for premium offerings and upselling strategies—particularly in cocktails, which rank second in the list of most exciting or innovative categories for British consumers. Creativity is expected as a matter of course in cocktails, and exciting serves can achieve a double win of increasing margins and differentiating venues.
Exciting cocktails tap into a powerful consumer mindset – indulgence. 45% of consumers say they drink cocktails more frequently as a form of self-treating, while 39% are motivated by new or innovative serves. Even when budgets are tight, the desire for discovery remains strong—and cocktails offer a gateway to that excitement.
The role of bartenders and menus
Bartenders play a pivotal part in this ecosystem, as they are often the first stage of exciting experiences. 88% of bartenders make drinks recommendations on every shift, and 52% of consumers say they’re likely to purchase those suggestions.
Advocacy at the bar is a powerful tool, and investment in bartender training, especially around mixology and storytelling can have a rapid and direct impact on sales.
Devising signature cocktails, identified by mixologists as the second biggest trend of 2025 can be an effective way for venues to showcase their creativity and build emotional connections with guests.
Menus are another important early step to creating excitement among consumers. Nearly a third say they try a new type (31%) or brand (32%) every time or almost every time they buy a cocktail. Menu cues, creative descriptions, and in-outlet mechanics all influence experimentation. Brands that secure prominent menu space and position themselves as gateways to new flavours and formats gain a crucial edge in the competition for spend.
Katie Lawton, Insight Manager at CGA by NIQ, said: “The thirst for exciting and innovative drinks reflects a major shift in consumers’ expectations. People are no longer just purchasing beverages—they’re buying experiences. This means that success doesn’t just come from what’s in the glass, but from how it’s presented, promoted and talked about. Excitement is the new currency of engagement, so now is the time for suppliers, manufacturers and venues to invest in understanding exactly what it means to people and leverage it to boost engagement, premiumise purchases and inspire loyalty.”
Katie LCGA by NIQ’s suite of On Premise solutions help beverage brands create excitement and standout experiences across the cocktail category, with expert insights to craft compelling stories and data-driven strategies. To learn how they can support your success, contact the CGA by NIQ team.
Source: On Premise User Survey (OPUS) 2025, Mixed Drinks Research 2025, and Global Bartender Report 2025.
