CGA’s Q3 2024 On Premise Cocktails Report provides deep analysis of big daypart trends in US bars and restaurants, enabling suppliers and venues to anticipate demand shifts and proactively align their strategies with guests’ evolving preferences.
The Tracker shows cocktail value velocity in the third quarter of 2024 was slightly down year-on-year in every trading period except the mid-day (11am to 3pm) slot, where it has increased by 19%. Much of this growth has come at the expense of the early-evening (6pm to 10pm) and late-night (10pm to 6am) dayparts, where velocity has dropped by 8% and 10% respectively.
This signals a growing consumer preference for starting and finishing cocktail consumption earlier in the day, shifting toward more relaxed and casual occasions. This trend carries significant implications for distributors, suppliers, and operators, who should prepare for an upswing in demand for daytime-friendly cocktails. The Bellini and Mimosa rose two and three places on the Tracker’s list of top ten cocktails by velocity between 2023 and 2024, while some types that are more commonly associated with late-night occasions lost ground.
The On Premise Cocktail Report delivers many more insights into market trends by day and daypart. Fridays and Saturdays remain the most lucrative days of the week for cocktails, while early-evenings achieve higher velocity and check values than all other periods combined. However, there are crucial nuances in timings, with the velocity of the Bellini and Mimosa—plus others including the Bloody Mary, Mai Tai and Tequila Sunrise—peaking during the mid-day period and on Sundays. Demand for these options is also high over brunch.
The research highlights the impact of seasonality on cocktail preferences, with demand shifting between summer and winter. For example, 66% of US consumers said they preferred fruity and sweet cocktails in the summer, but the number drops to just 30% in the winter. Nearly half (45%) enjoy hot cocktails in the winter, but only 8% do so in the summer. Coffee-based, creamy and boozy flavours soar in popularity during colder months, while the appeal of summer favorites like the Spritz falls away.
Matthew Crompton, CGA by NIQ’s vice president – Americas, said: “The cocktail category is probably the fastest-moving of any segment of the US On Premise, and preferences vary enormously from time to time, day to day and season to season. At a macro level, the latest big shift is towards earlier consumption, but beneath the topline there are so many nuances to track. A one-size-fits-all approach no longer works, and as 2025 approaches, no brand, supplier, or venue can afford to overlook the category’s ongoing evolution. Our Tracker and Report are the ideal tools for forecasting demand and tailoring strategies to guests’ very latest behaviors and needs.”
Matthew Crompton
The Cocktail Sales Tracker and On Premise Cocktails Report are powered by CGA by NIQ’s unique fusion of EPOS data and consumer research. They provide an essential and holistic overview of the cocktail category, helping businesses measure current performance and achieve future growth. To stay ahead of these shifting trends, contact the CGA team for deeper insights and strategic guidance.
