The new Mixed Drinks Report from CGA by NIQ showed the spirits category had a challenging year in 2024 as consumers tightened their belts and looks to cut down on alcohol. Drinking at earlier dayparts also worked against the category.
However, cocktails grew in popularity and could help boost the spirits category in 2025, according to CGA.
In mid-2024, a fifth (20%) of consumers said they were severely impacted by rising costs, but this number had fallen to 16% by the end of the year, the report said.
CGA asserted cocktails were particularly “well-positioned” to capitalise on this momentum, having bucked the downward trend in the second half of 2024 with year-on-year sales growth of 1.6%.
Good platform
Availability rose as well within the segment, with a 3.3% jump in the number of outlets where cocktails were sold—the first increase since 2021.
The report explained this provided a good platform for 2025 as cocktails deliver the combination of quality and value consumers want as well as playing into the demand for visual appeal and an all-round experience.
CGA added cocktails could also be used as a “valuable gateway” to boosting spirits sales in the on-trade, with more than a quarter of consumers trialling a new category or brand through mixed drinks—a number that has risen year-on-year.
Though understanding emerging trends and focusing on innovation and excitement were among the keys to success.
The Mixed Drinks Report showed while nearly half (46%) of consumers preferred classic cocktails, this number had fallen by 6 percentage points year-on-year.
Meanwhile, preferences for modern and new-to-the-market cocktails increased 6 percentage points to 17%.
Exciting chance
Appetite for experimentation was found to be particularly high in areas including Tequila, spritzes and no & low alcohol alternatives.
The report also found the Pornstar Martini has continued to be the UK’s favourite cocktail with a 13.2% share of sales volume.
Menus were cited as the top influence for 64% of consumers when making a decision, the report added.
CGA client director Violetta Njunina said: “There’s no escaping the fact that the trading environment for spirits is difficult at the moment, but cocktails provide an exciting chance to make up the lost ground in 2025.
“As our Mixed Drinks Report shows, quality is going to be key to winning the spend of engaged and experimental consumers—but it will also be crucial to cater for the substantial part of the market that is more focused on value."
