Cocktail sales are on the up in Ireland, according to CGA by NielsenIQ, the suite of research services of which has revealed five insights that reveal the size of the prize and drinkers' preferences.
1. A Third Of Consumers Opt For Cocktails
Cocktails have surged in popularity in Ireland since the end of COVID-19 restrictions. CGA's on premise user survey shows more than a third (36%) of consumers now drink them in the on premise - a sharp rise of eight percentage points in just 12 months. A third (34%) of these cocktail drinkers say they are buying more cocktails than they were a year ago - a good illustration of the pace of growth in mixed drinks.
2. Classics Remain Top Choices…
The list of preferred cocktails in Ireland's on premise is led by tried-and-trusted favourites. More than half of drinkers prefer classic serves like the Mojito.
3. …With Strawberry The Favourite Flavour
OPUS data also shows that fruity flavours dominate cocktail drinkers' preferences. Strawberry is their top flavour, followed by passionfruit and raspberry.
4. Big Opportunities In Special Occasions
Nearly half (45%) of consumers in Ireland say they choose cocktails over other drinks categories because they see them as a treat. Meeting the needs of people who are happy to spend on special occasions can unlock maximum sales.
5. Price Matters
While quality is crucial, CGA's OPUS research also highlights the importance of value. Price is the number one barrier to consumers purchasing cocktails, so changing their image as an expensive choice can help to broaden the customer base - something that will become even more important as the cost of living crisis mounts.
Statement By CGA By NielsonIQ's Client Director, Ireland
"Cocktails have been a boom category in the on premise for several years now, and there’s no sign of the growth easing," said Sian Brennan, CGA by NielsenIQ's client director, Ireland. "Optimising range is key to success for operators, so it's vital to find the right balance of quality and value, and of classics and new cocktails. Competition in mixed drinks is intense and operators and suppliers that stay on top of drinkers' changing tastes and motivations have an invaluable head start in the battle for market share."
