Cocktail sales on the rise

By Melodie Michel contact

- Last updated on GMT

Cocktails present 'a terrific opportunity' for bars and pubs to drive footfall
Cocktails present 'a terrific opportunity' for bars and pubs to drive footfall

Related tags: Cocktail

Cocktail sales have grown by 10.8 per cent over the last two years, according to CGA Strategy’s Mixed Drinks Report 2014.

Released in the middle of London Cocktail Week, the survey revealed that more than one in five (22 per cent) of the country’s venues now serves cocktails, and that the mojito the most popular amongst drinkers.

Other classics such as Pina Colada, Woo Woo and Sex on the Beach are also growing in popularity as cocktails infiltrate the menus of more and more mainstream venues.

Gender mix

Contrary to popular belief, the report showed that it is not just women who enjoy cocktails, with only a slight 54/46 per cent split between female and male drinkers.

Cocktails have seen a surge in popularity among young adults in particular, with the proportion of consumers under 35 who say they have bought a cocktail in the last week growing from 36 to 43 per cent over the last year.

Additionally, an increasing number of 18 to 35 year-olds choose to drink cocktails throughout the night, as opposed to just at the start.

London: cocktail capital

London has more outlets serving cocktails than in any other region, though Scotland, Yorkshire and Lancashire also have a high concentration of venues serving them.

Bombs and pitchers are the most popular formats: Three quarters (74 per cent) of 18 to 24 year-olds have bought a bomb drink, while nine in ten (88 per cent) in the same age range said they drink pitchers.

Tom Lynch, commercial director at CGA Strategy, said: “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.”

Read BigHospitality’s expert tips on maximising cocktail sales here​.

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