Three quarters of customers will pay more for a quality cocktail

By Nikkie Sutton

- Last updated on GMT

Increase: Be At One has seen a huge rise in cocktail sales
Increase: Be At One has seen a huge rise in cocktail sales

Related tags: Drink

More than 75% of customers are happy to pay for a better quality cocktail according to bar group Be At One. 

The annual guest survey, which was completed by more than 5,000 customers, also found that 58% of respondents said they can tell the difference between different spirit brands.

Be At One’s Top 10 Cocktails (based on 2016 sales):

  1. Porn Star Martini
  2. Candy Pants
  3. Mojito
  4. Zombie Cuban
  5. Long Island Ice Tea
  6. Espresso Martini
  7. Old Fashioned
  8. English Fizz
  9. Strawberry Daiquiri
  10. Gin Re-Fashioned

The findings also showed that men have increasingly developed a taste for cocktails with almost a third (29%) drinking one every time they go out.

About 40% of guests outside London said they would drink a cocktail every time they went out whereas just 34% said the same in the capital.

Quality and premium experience

However, drinkers in London are prepared to spend the most with almost half (47%) willing to pay between £8 and £10.

Be At One operations director Andrew Stones claimed today’s cocktail drinkers were increasingly searching for a quality and premium experience for products and atmosphere when choosing a venue for an night out.

He said: “The results are in keeping with other research that shows greater discernment among drinkers – they are prepared to spend more on higher quality drinks."

Soaring cocktail sales

Stones said: “[The results] graphically illustrate that our consistent focus on providing great cocktails, friendly service and party atmosphere continues to delight guests across the country.”

Be At One​ has seen total cocktail sales across its 31 venues soar by 406% since 2012, and in 2016, the group sold almost two million cocktails at its sites.

The most popular cocktail at the bars was the Porn Star Martini with a huge 1,449% growth in sales and represents 15% of all cocktail sales with the bar operator selling 1,500 a day.

Related topics: Spirits & Cocktails

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