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Cocktails

The COCKTAIL opportunity is a fast moving, mainstream trend that has rapidly become a staple feature of everyday consumer engagement with the On Trade

Down
Cocktail glass
3.9%

Increase in number of cocktail stockists year on year

Glass
10.8%

Cocktail volume growth in the last two years

Bottle
5%

Of total spirits volume accounted for by spirits sold in cocktails

Cocktail drinking occasions

  • Top 5 Responses
  •   2013
  •   2014
100% 75% 50% 25% 0%
 
Special
Celebration
Big night out Quiet drinks Drink
after work
With a meal

Base: All respondents (2012: n=368; 2013 n=488)

Number of Outlets

22% of outlets now serve cocktails

100 80 60 40 20 0
 
Bars
57% (+2%)
Hotel
29%
Restaurant
18%
Food Pub
17% (+4%)
Local/Community
15% (+4%)
  • Mojito
    TOP 8 COCKTAILS
    Mojito
    1
    Mojito
  • Sex on the Beach
    TOP 8 COCKTAILS
    Sex on the Beach
    2
    Sex on the Beach
  • Woo Woo
    TOP 8 COCKTAILS
    Woo Woo
    3
    Woo Woo
  • Long Island Ice Tea
    TOP 8 COCKTAILS
    Long Island Ice Tea
    4
    Long Island Ice Tea
  • Cosmopolitan
    TOP 8 COCKTAILS
    Cosmopolitan
    5
    Cosmopolitan
  • Daiquiri
    TOP 8 COCKTAILS
    Daiquiri
    6
    Daiquiri
  • Margarita
    TOP 8 COCKTAILS
    Margarita
    7
    Margarita
  • Sea Breeze
    TOP 8 COCKTAILS
    Sea Breeze
    8
    Sea Breeze

Why introduce cocktails?

Source: CGA Strategy Mixed Drinks Report 2014

  • Increase sales
    Increase sales

    on average, outlets that serve cocktails over-index on their spirit sales, selling on average 36% more spirits than an outlet that doesn't serve cocktails.

  • Drive footfall
    Drive footfall

    cocktails can drive footfall by giving your customers a new reason to visit

  • Differentiate
    Differentiate

    offering cocktails can differentiate  your offering from competitors.

  • Higher margins
    Higher margins

    as cocktails can be perceived as high value by consumers, your customers are likely to enjoy high margins

Conclusion

The cocktail opportunity is a fast moving, mainstream trend, a feature of everyday consumer engagement with the on-trade. Introduce cocktails to drive footfall, increase sales, differentiate and achieve higher margins.