CGA by NIQ’s latest Mixed Drinks Research – Catering for Cocktails in the GB On Premise – explores how consumer perceptions of quality continue to drive category performance, despite an overall decline in spirits.
Additionally, it reveals how delivering the right cues around quality is non-negotiable for drinks brands, suppliers and operators aiming to retain and grow consumer spend.
Cocktails remain a treat, but only if they’re done right
Quality isn’t a space for compromise, with two in five cocktail drinkers exclusively choosing premium serves. Younger 18-34-year-old drinkers are especially quality-focused, with this key demographic over-indexing by +6pp in terms of their increasingly premium preferences since last year.
It’s clear a treat mindset hasn’t disappeared, as cocktail frequency continues to climb, and 40% of drinkers are consuming more cocktails than they were a year ago.
But value now hinges on more than price. Moreover, it’s now also defined by perceived quality across every sip, serve, and social post.
One bad serve can cost sales and footfall
Perception is everything and the fallout can be swift when the experience doesn’t live up to expectations.
In fact, 2 in 5 cocktail drinkers say they wouldn’t return to a venue after a poor-quality serve, while serve execution is cited as the top reason for abandoning the cocktail category entirely.
In short, operators can’t afford to get it wrong. Premium cocktails must be supported by premium delivery, making it essential to pay extra attention to elements like glassware, temperature, garnish, and presentation.
What drives quality perception?
Three clear factors influence how cocktail quality is judged across all age groups:
- Premium ingredients – Higher-quality spirits (44%) and mixers (41%) are key indicators of a better cocktail for consumers. These elements not only elevate taste but also signal care and craftsmanship, making the drink feel worth paying more for.
- Staff knowledge and recommendation – Menu descriptions and server confidence can upsell and reassure.
- Visual appeal – More than a third (34%) of consumers post pictures of their drinks on social media. For this reason, the Instagrammability of a cocktail has never mattered more, especially when 39% of consumers check social media before deciding what to order or where to go. This is even higher among Gen Z and millennials.
What this means for Drink Brands and Suppliers
Brand training pays off. According to the 2025 Global Bartender Report, a massive 91% of bartenders are more likely to recommend a brand they’ve been trained on, and 88% make at least one drink recommendation per shift.
Visibility and recognition are also key, given the volume of consumers who say they’re more likely to choose a brand they recognise. This is why it’s vital for drinks brands and supplier to support On Premise partners with visibility tools and menu placements.
Furthermore, it can’t be overlooked how social media-ready serves boost exposure. The provision of assets, garnishing guides, and bar team incentives can all support this.
Where Operators are in the driving seat
Consistency matters. The more every cocktail is treated as a showpiece, the more consumers are engaged, building both loyalty and advocacy. This means the visuals, flavour, and storytelling must work in perfect harmony every time.
These high standards call for training and retaining. Investment in competency and confidence are operational necessities in a climate of both staff and skills shortages.
And given the data around brand recognition, use of premium spirits and sustainable ingredients aligning with current consumer preferences shouldn’t be kept quiet. Venue fundamentals like menu descriptions, A-boards, chalkboards, and well-informed teams can drive upsell, repeat orders, and repeat visits.
Katie Lawton, CGA by NIQ’s GB Insights Director, said: “Consumers remain selective with their On Premise spend. But cocktails are holding their ground as a standout treat. At the end of the day, cocktails can be a reason to visit and return when premium ingredients are backed up by copybook execution and confident communication. This emphasises how quality is a growth lever and a compelling window of opportunity for key industry stakeholders to raise their games.”
Katie Lawton, CGA by NIQ’s GB Insights Director, said: “Consumers remain selective with their On Premise spend. But cocktails are holding their ground as a standout treat. At the end of the day, cocktails can be a reason to visit and return when premium ingredients are backed up by copybook execution and confident communication. This emphasises how quality is a growth lever and a compelling window of opportunity for key industry stakeholders to raise their games.”
The latest Mixed Drinks Research explores consumer perception and awareness of cocktails in the On Premise, drivers and key factors in cocktail choice, influences on venue selection and daypart consumption, the appeal of emerging trends like interest in no & low serves, sustainable ingredients, and much more.
Click here to download more information or contact our team today!
