CGA’s data has shown year-on-year declines in spirits sales throughout 2024, as some consumers tightened their spending or switched to other drinks. Trends for moderation and drinking out earlier have also worked against the category.
However, there is plenty of potential to revive spirits sales in 2025, driven by the improving performance of cocktails as cost pressures ease. In mid-2024, a fifth (20%) of all consumers said they were severely impacted by rising costs, but this number had fallen to 16% by the end of the year. This growing financial confidence is fuelling renewed interest in cocktails, setting the stage for a strong recovery in spirits sales.
Cocktails are particularly well-positioned to capitalize on this momentum, having bucked the downward trend in the second half of 2024 with year-on-year sales growth of 1.6%. Availability rose as well, with a 3.3% jump in the number of outlets where cocktails are sold—the first increase since 2021.
This provides a good platform for 2025—especially as cocktails deliver the combination of quality and value that consumers want at the moment. They also play well to the demand for enjoyment, visual appeal and all-round experience.
The Mixed Drinks Report provides essential intelligence for suppliers and venues trying to recruit new consumers. Cocktails are a valuable gateway to spirits, as more than a quarter of consumers trial a category and brand for the first time through a mixed drink—a number that is rising year-on-year. Smart cocktail strategies, based on a deep understanding of emerging trends and people’s preferences, are going to be pivotal to sustaining interest in spirits brands throughout 2025.
Innovation and excitement could be among the keys to success, as the Mixed Drinks Report highlights a growing demand for new types and ingredients. While nearly half (46%) of consumers say they prefer classic cocktails, this number has fallen by 6 percentage points year-on-year. Meanwhile, preferences for modern and new-to-the-market cocktails has risen steeply, by 6 percentage points to 17%. More than a quarter (27%) of consumers say they try a new drink category in their cocktail every or almost every time they drink out, and appetite for experimentation is particularly high in areas including tequila, spritzes and no and low alcohol alternatives.
The Mixed Drinks Report flags more top cocktail trends to track, including:
- The Pornstar Martini remains the country’s favourite cocktail, with a 13.2% share of sales by volume
- Menus are the top influence on consumers’ decision-making, with 64% saying they are typically a factor. Promotional deals and the atmosphere of a venue are the next most important drivers.
- An ongoing demand for value as well as quality, with a quarter (25%) of consumers more likely to buy cocktails if they were better value for money.
Violetta Njunina, CGA client director, said: “There’s no escaping the fact that the trading environment for spirits is difficult at the moment, but cocktails provide an exciting chance to make up the lost ground in 2025. As our Mixed Drinks Report shows, quality is going to be key to winning the spend of engaged and experimental consumers—but it will also be crucial to cater for the substantial part of the market that is more focused on value. Our report is the ideal foundation on which to build an understanding of the latest needs of cocktail drinkers and collaborate with venues on ways to meet them.”
Violetta Njunina
CGA by NIQ’s latest Mixed Drinks Report is available to purchase now, alongside bolt-on research into short and long mixed drinks. To discover more, click here and contact the CGA team.
