Changes in high-energy visits to pubs and bars highlight the need for well-rounded approaches that work across all times of day—from brunch spritzes to late-night shots.
Quality and reputation
Consumers are increasingly looking for cocktails with premium ingredients and creative flair when they go out. Nearly a fifth (18%) say they are looking for a higher quality of spirits and mixers than they were a year ago—double the number (9%) who are now seeking lower quality.
Brand reputation is another big factor. Nearly three in four (73%) spirit and mixer consumers say it’s important that they recognise the spirit brand, and nearly as many (64%) want to be able to recognise the mixer brand. Promoting stories around the quality and history of brands can give them the visibility that is needed.
Instagrammability and innovation
Value remains crucial in the drinking-out market. But that doesn’t have to mean cheap—just something that delivers a memorable experience. Making cocktail serves visually stunning and Instagram-worthy is a great way for suppliers and operators to emphasise value and turn simple orders into shareable moments.
Consumers are also craving different and imaginative drinks for their nights out and social media feeds. High Tempo Report reveals that nearly half (48%) say new and innovative drinks categories are nice to have on high tempo occasions, and nearly as many (44%) say the same about signature drinks. Putting twists on traditional serves can give brands and venues an important edge.
Reimagining bombs and shooters
Quality and innovation can be particularly powerful in energy bombs and shooters. The number of people buying bombs has dropped by 7 percentage points in two years—partly because some consumers feel they’re not providing sufficient quality or value. Offering a healthier range could help attract consumers back to the category, especially as sugar and caffeine content remain common concerns with current options.
Consumption of shooters like the Kamikaze or B-52 remains more stable. The Short Mixed Drinks Report shows these are increasingly popular in pubs and bars as well as nightclubs, so collaborating with operators to encourage consumption alongside cocktails or spirit serves could drive incremental sales in these venues.
Health and wellness
Health is also reshaping people’s expectations of the drinks they consume. While this can represent a challenge to consumption levels, it can also be regarded as an opportunity if serves are adapted to highlight wellbeing. Highlighting natural, lighter and less sugary serves on menus can help overcome resistance from health-conscious consumers. The Mixed Drinks Report shows nearly one in six (16%) of those who don’t currently drink spirits and mixers are more likely to do so if they see more health-conscious options. Botanical infusions, fresh juices or low-ABV options can help to convert these sceptics into spenders.
Flex the formats
While many drinkers remain cost-conscious after a sustained period of high inflation, they are increasingly open to new serve formats that deliver fun social experiences. Group serves, cocktail trees and flight-style tastings can build a buzz around mixed drinks and increase spend per head. There’s also untapped potential in creative pairings, like mini-shooters or small-pours.
Menus are an important route to sales here, and they need to flex to suit different occasions—from brunch spritzes and afternoon apéritifs to early evening highballs and late-night shots. Advance orders can be another powerful tool, as three in ten (30%) consumers say they would pre-order cocktail trees or sharing jugs.
Violetta Njunina, CGA client director, said: “With spending still under pressure and consumers’ habits evolving at pace, it’s more important than ever to understand exactly why, where and when people are selecting their drinks. Strong serve strategies are essential to meeting people’s changing needs, and it’s clear that purchasing decisions are about much more than what’s in the glass—it’s about how a drink is served and the all-round experiences it delivers. By aligning cocktails with shifting behaviours, operators can unlock new revenue streams, reenergize menus, and keep their brand top of mind across every hour of the day.”
Violetta Njunina, CGA client director, said: “With spending still under pressure and consumers’ habits evolving at pace, it’s more important than ever to understand exactly why, where and when people are selecting their drinks. Strong serve strategies are essential to meeting people’s changing needs, and it’s clear that purchasing decisions are about much more than what’s in the glass—it’s about how a drink is served and the all-round experiences it delivers. By aligning cocktails with shifting behaviours, operators can unlock new revenue streams, reenergize menus, and keep their brand top of mind across every hour of the day.”
CGA by NIQ’s reports and bespoke research provide deep, expert and actionable insights into these and many more trends in consumers’ habits and preferences, helping suppliers and venues optimise strategies and grow sales.
Click here to learn more about the CGA Mixed Drinks Report, and click here for information about the CGA High Tempo Report. To discuss CGA by NIQ’s unrivalled suite of research solutions, contact the team.
