How bartender engagement can unlock new cocktail sales in France

The ‘France Bartender Report’ uses a major BarSights survey of 150 experienced bartenders around the country to deliver actionable insights that improve sales and brand strategies. It highlights the powerful influence that bar staff have over purchasing decisions, with nearly three quarters (72%) recommending specific drinks to guests at least once every shift. These tips often translate into sales, and two in three (66%) bartenders say guests order the drinks or brands that they recommend every or almost every time.

CGA’s OPUS consumer research in France emphasises the vital role of recommendations. Just over a quarter (26%) of cocktail consumers say bartenders’ suggestions are a factor in their choice of drink, making them an even more important driver than things like the influence of friends (24%) or special offers (18%). 

The OPUS research provides suppliers with many more insights into consumers’ preferences in France. It highlights the conservative nature of the cocktail market, with the majority of people likely to stay loyal to their favourite drinks. Asked about their preferences, well over half say they prefer either classic cocktails (36%) or classics with a twist (24%)—more than the number who prefer venue-unique, signature-style cocktails (20%). 

The Mojito is France’s most popular cocktail by a distance, with Pina Colada, Sex on the Beach and Aperol Spritz the three next preferred, while strawberry, pineapple and lime are the three top flavours. But while consumers might seem limited in their preferences, they are willing to try new flavours, ingredients and brands if they get the right support and incentives from bartenders and suppliers.

CGA’s research provide in-depth analysis of the way both bartenders and drinkers engage with the cocktail market and recommendations. It also explores the latest trends in drinks choices and how menus, social media and other factors can influence consumers’ drinks choices.  

Julien Veyron, CGA by NielsenIQ’s Client Solutions Director for France, said: “Bartender recommendations can be a very powerful route to sales in France’s On Premise—especially in categories like cocktails, where consumers have such a wide choice and value suggestions from experts. Turning these bartenders into brand ambassadors should be a top priority for all suppliers, and investing in engagement strategies is a very effective way to improve sales and visibility. Our research provides the perfect foundations for in-depth knowledge and strategies to gain sales and share in this competitive market.” 

To learn more about the France Bartender Report, OPUS and CGA by NielsenIQ’s suite of expert research solutions, contact Julien Veyron here.