CGA by NIQ’s exclusive On Premise Cocktails Report supports strategies by pinpointing the places and times where Martini sales are flourishing, and identifying ways to better capture demand, maximise revenue and optimise customers’ experiences.
The report shows a fifth (20%) of cocktail consumers drink Martinis in bars and restaurants—a figure that is nearly identical across all age groups. It is the cocktail with the fourth highest average outlet value velocity at $606—just behind the Espresso Martini ($715), which is an increasingly popular alternative to the traditional serve. Martini also has the fifth highest outlet ticket count and the sixth highest average selling price at $14.50.
The report dives deeper into Martini sales by month, day, daypart and much more. Sales are broadly consistent throughout the year, while Saturday is the top day for Martini sales, just ahead of Friday. Channel analysis meanwhile indicates Martini specialists should be seeking growth in fine dining restaurants and casual venues.
The Cocktails Report also pinpoints the states where Martinis are most popular. It ranks second by value velocity behind the Margarita in Colorado and Alabama, and over-indexes the US average in the key state of New York—especially in the fine dining channel, where it is guests’ top cocktail choice. Popularity is similarly high in Texas, but notably lower in California and Florida.
CGA’s research shows what suppliers and venues can do to grow Martini sales. It highlights the importance of achieving prominence on menus, which are consulted at least occasionally before purchase by nine in ten (91%) cocktail drinkers. With 71% of them also asking bar staff for recommendations at least occasionally, brands also need to earn the advocacy of venue teams.
The On Premise Cocktails Report is powered by CGA’s Cocktail Sales Tracker, which provides the latest insights into big category trends—including growing types and evolving preferences. The Report has further in-depth analysis of the Martini’s performance in all key US states, helping suppliers precision-target their marketing, innovation and distribution campaigns.
Matthew Crompton, CGA by NIQ’s vice president – Americas, said: “The Martini has earned its place as an all-time cocktail classic in the US On Premise, with an enduring and consistent appeal across demographics, regions and channels. Sales continue to flourish, but with consumers’ preferences evolving fast and alternatives like the Espresso Martini competing for attention, suppliers and venues need to ensure their sales and marketing campaigns stay relevant and compelling. Our research provides the ideal foundations for smart, data-driven strategies that keep Martini sales growing for many years to come.”
The On Premise Cocktails Report and Cocktail Sales Tracker are powered by CGA’s powerful combination of consumer research and sales data. They provide a comprehensive overview of key dynamics in the cocktail category, including expert analysis of preferences by type, venue, daypart, price and much more. The report and Tracker are essential reading for any business seeking to measure performance and identify growth opportunities. To learn more, contact the CGA team.
