OPM—the only fully projected and extensively validated measure of beverage alcohol performance in the US On Premise, now reports on prepared cocktails, helping manufacturers understand the size of the prize and the movements within the disruptive category.
In OPM prepared cocktails include spirit-based ready-to-drink brands such as High Noon or Cutwater & ready-to-serve brands like Bacardi ready-to-serve mojito or a Barton Long Island Iced Tea, whereas malt-based RTDs such as White Claw or Truly are classified as Hard Seltzer.
The popularity of prepared cocktails, such as High Noon or prepared Martinis is on the rise with US consumers. Prepared cocktails, which benefit from the convenience of serve in a can or bottle, experienced respectable growth, driven by an increase in TDP and RoS (both +20% vs. YA).
Prepared cocktails are much smaller compared to Hard Seltzer in the US On Premise, yet they are growing at a much faster rate (+38.6%) compared to Hard Seltzers (+2.3%) in the last year. Given the $ difference, this indicates the headroom for the growth of prepared cocktails in the future.
OPM helps beverage suppliers to capitalize on these and many more trends in the Prepared Cocktail and Hard Seltzers categories. Following a recent enhancement, the service now includes performance tracking in 15 individual US states, a total of 19 DMAs, measurement across four sub-channels (casual dining, fine dining, bars and nightclubs), and tracking of small, premium brands.
Matthew Compton, CGA by NIQ’s regional director – North America, said: “We continue to witness these disruptive categories reshaping the beverage market as consumer preferences evolve and new brands enter the market. It’s exciting to see how the dynamics in this competitive market will unfold. Prepared Cocktails is a great example of how it’s challenging other offers in this space, and suppliers need to keep these trends and insights at the forefront of their strategies to optimize and execute successfully. CGA’s OPM is the perfect solution for identifying these trends and evolving categories in a monthly, quarterly and annual basis.”
Matthew Compton, CGA by NIQ’s regional director – North America, said: “We continue to witness these disruptive categories reshaping the beverage market as consumer preferences evolve and new brands enter the market. It’s exciting to see how the dynamics in this competitive market will unfold. Prepared Cocktails is a great example of how it’s challenging other offers in this space, and suppliers need to keep these trends and insights at the forefront of their strategies to optimize and execute successfully. CGA’s OPM is the perfect solution for identifying these trends and evolving categories in a monthly, quarterly and annual basis.”To discover more about CGA by NIQ’s On Premise Measurement solution, along with expert support for understanding trends at category, segment and brand level within the US On Premise, contact Matthew Crompton at matthew.crompton@nielseniq.com or visit https://cgastrategy.com/unlock-the-potential-of-opm.
