Cocktail sales have grown by more than 10% over the last two years, with young adults and people living in London driving the market, according to a new survey trade from CGA Strategy.
The Mixed Drinks Report 2014 found that cocktail sales have grown by 10.8% in just two years, and that more than one in five (22%) of the country’s on-trade venues now serve them.
The mojito remains the biggest selling cocktail across the on-trade.
The survey found that cocktails are surging in popularity among young adults in particular. The proportion of under-35s who say they have bought a cocktail in the last week has jumped over the last year—from 36% to 43%.
Contrary to some popular perceptions, it is not just women who enjoy cocktails, with the split between female (54%) and male (46%) drinkers fairly even. In addition, the research found that amongst the core 18-35 demographic, cocktails are becoming a drink for all on trade occasions, with consumers increasingly choosing to drink cocktails throughout the night, rather than just at the start.
It found that three quarters (74%) of 18 to 24 year-olds have bought a bomb drink, while nine in ten (88%) in the same age range say they drink pitchers.
At the same time, the research showed that London is the capital of cocktails, with more outlets serving them here than in any other region. Scotland, Yorkshire and Lancashire all have high concentrations too.
Tom Lynch, Commercial Director at CGA Strategy, says: “Cocktails and the bars and pubs that serve them have been surging in popularity over the last few years and our latest research emphasises just how integrated they’ve become to mainstream drinking. They present a terrific opportunity for bars and pubs to drive footfall and increase spend —but only if they can fully understand what customers want from a cocktail menu and give them a consistent experience every time.”
