Mojito remains king as traditional pubs drive cocktail growth

The cocktail category is up 3.9% in the same period, the 2013 Mixed Drink report showed, driven by this end of the market as well as a shift to drinking cocktails earlier in the evening.

“Well-conceived and well-delivered cocktails can drive footfall early evening, with 57% of cocktail consumers saying they choose this category to start their night, with this figure rising to 69% of the core female consumer,” explained director, Scott Elliott.

“Making efforts to target the early evening occasion can pay dividends, with 87% of people saying they’d be more likely to visit a bar running a cocktail promotion — though 52% added that such a promotion would only be an influence if run at a venue they would consider going to anyway,” he added.

The mojito remains the king of cocktails, with 21% of women and 23% of men choosing the Cuban classic.

Perhaps surprisingly, mojitos have seen most growth within the over 30 male market, who are more likely to revert to familiar favourites on a cocktail list than other consumers.

Women are more willing to expand their repertoire, said the report, with the Daiquiri growing in importance and entering the top five cocktails for the first time.

Zombies and the Old Fashioned meanwhile were growing favourites with the under 30s.

Drinks company Cellar Trends recently predicted further growth in cocktails would come via more bitter flavours, lower calorie cocktails and more vegetable juices-based drinks.

Top 5 Cocktails for Females (CGA):​

1. Mojito (21%)
2. Daiquiri (12%)
3. Long Island Iced Tea (10%)
4. White Russian (8%)
5. Margarita (8%)

Top 5 Cocktails for Males (CGA):​

1. Mojito (23%)
2. Long Island Iced Tea (12%)
3. Old Fashioned (11%)
4. Zombie (10%)
5. Caipirinha (5%)