If you would like to read this article in French please click here.
Cliquez ici pour accéder à l’article en français
The Mixed Drinks Report 2024 is packed with insights to help businesses flourish in the segment, using a survey of 5,000 nationally representative consumers to deliver expert analysis of drinkers’ drivers and preferences. It shows more than two thirds (37%) of On Premise users drink cocktails—1 percentage point up on 12 months ago, and 8 percentage points more than in Britain.
As well as an overview of the market, the Mixed Drinks Report provides in-depth intelligence on the latest big cocktail trends, channels, occasions, paths to purchase and much more. Here are just seven of the insights to help businesses craft successful strategies.
1 Rum is the top ingredient
Rum’s versatility makes it the top ingredient in mixed drinks in France. It is included in 33% of cocktail drinkers’ purchases—a year-on-year increase of 4 percentage points. Vodka has made an even bigger gain of 6 percentage points and is now the second top ingredient. The Mixed Drinks Report provides much more analysis of ingredients, cocktail types, flavour preferences and brand share.
2 Drinkers like to experiment
While some cocktail consumers stick to their favourite drinks, others are ready to experiment when they go out. More than three quarters (76%) agree they prefer to have different drinks in the On Premise compared to home—13 percentage points more than the average user.
3 Cocktail consumers are ready to spend
Analysis of demographics for the Mixed Drinks Report highlights the huge value of the cocktail market. Cocktail consumers are 9 percentage points more likely than the average consumer to visit the On Premise weekly, and they spend €12 a month more. They are also willing to trade up, as 63% say they are likely to pay extra for a higher quality drink—10 percentage points more than average.
4 Bars and clubs are the leading channels
Nearly half (49%) of those who drink cocktails say they do so in bars, making them the top channel ahead of nightclubs (42%) and hotels (34%). However, there are significant opportunities for growth in other channels like casual dining restaurants and cafes, which are cocktail consumers’ two most visited venues.
5 Menus and recommendations influence choices
CGA’s Mixed Drinks Report flags many ways for suppliers and operators to influence drinkers’ selections. It highlights in particular the importance of menus and bar staff recommendations, which influence 30% and 21% of cocktail consumers respectively. Atmosphere (26%) and friends’ orders (20%) are among other powerful influences.
6 Aperitifs are a vital occasion
Well over a third (36%) of cocktail drinkers say they go out for aperitifs—9 percentage points more than the average among all On Premise users. These occasions can be good ways to reach consumers who want to go out earlier and enjoy quiet drinks with friends.
7 No and low is set to grow
An interest in health is leading many French consumers—especially younger generations—to moderate their alcohol intake. However, it doesn’t necessarily mean they want to go out any less. This brings opportunities to grow sales of no and low alcohol mixed drinks in the years ahead, especially in the two most popular channels for their consumption: hotels and nightclubs.
The France Mixed Drinks Report utilises CGA’s OPUS data to provide a holistic view of the French mixed drink market to inform your cocktail strategy. The report is available to purchase now, and opportunities are availability to tailor the findings with bespoke analysis. To discover more, contact CGA’s expert team.
