Be At One has claimed its customer research proves six out of 10 drinkers can tell the difference between different spirts brands and that 77% are happy to spend more for a better quality cocktail.
The 31-strong group said insight from its annual guest survey, completed by more than 5,000 customers, show male drinkers are increasingly developing the taste for cocktails, with 29% drinking one every time they go out.
Regionally, the most enthusiastic cocktail drinkers can be found in Milton Keynes, Cardiff and Brighton. Looking at responses overall, four in 10 guests (regionally) say they will drink a cocktail every time they go out, compared to 34% in London. Unsurprisingly the capital’s drinkers are prepared to spend the most, with almost half (47%) willing to pay between £8-10.
The research shows that quality of drinks and a great experience, along with value for money through a happy hour, are the top reasons cited by guests when choosing a venue.
Regional drinkers value the quality of atmosphere and experience far more than promotions, such as happy hours. In contrast, London drinkers were found to be more demanding of deals in order to entice them into a venue, indicative of the wealth of options open to them in the capital.
Andrew Stones, operations director at Be At One, said: “Today’s cocktail drinkers are increasingly searching for quality and a premium experience when it comes to choosing a venue for a night out, both in terms of product and atmosphere.
“The results are in keeping with other research that shows greater discernment among drinkers – they are prepared to spend more on higher quality drinks. They graphically illustrate that our consistent focus on providing great cocktails, friendly service and party atmosphere continues to delight guests across the country.”
