28% of cocktail consumers drink cocktails out-of-home

Consumer interest in on-trade cocktails is "rising fast", according to CGA’s new Mixed Drinks Report for Ireland - and with Christmas celebrations approaching, there's more growth to be gained for both the on-trade and suppliers.

 

CGA’s research shows that more than a quarter (28%) of consumers here now drink cocktails out-of-home, a figure that’s five percentage points higher than in Britain. Nearly as many people (24%) say they drink more mixed drinks than they did a year ago and that number rises to a third (33%) of 18 to 34 year-olds.

The report demonstrates the sizeable value of Ireland’s on-trade cocktail consumers, with well over a quarter (29%) visiting for food and drink at least weekly, five percentage points higher than the all-consumer average.

And the Festive Season brings excellent opportunities to capture their spend – over half (60%) plan to visit venues for celebratory occasions this Christmas (Lockdowns notwithstanding) – that’s six percentage points above the average.

CGA’s research reveals the habits, drivers, preferences and expectations of these consumers drinking cocktails and how behaviours have changed since the end of Lockdown.

Further insights into the cocktail market include:

• drinkers are open to the idea of trading-up, with more than half (53%) ‘very’ or ‘quite’ likely to upgrade their drinks choice—nine percentage points above the average for all consumers
• cocktail consumers are also keen to experiment and more than half say they like trying new or different spirit flavours
• Sex on the Beach is the most popular on-trade cocktail in Ireland followed by the Daiquiri and Mojito.

“After emerging from months of Lockdown, our new report shows that Ireland’s mixed drinks market is more dynamic than ever” says Phillip Montgomery, CGA’s Director of Client Services for the UK & Ireland, “and with consumers keen to celebrate there’s a great chance to grow sales further this Christmas.

“But it’s also clear that there’s no one-size-fits-all strategy in this competitive market. Suppliers and operators will have to stay closely attuned to consumers’ evolving behaviours and adapt accordingly.”

Based on an in-depth survey of around 700 cocktail consumers in August and September, the report offers the best insights yet into Ireland’s fast-growing mixed drinks market and the channels and occasions where potential growth lies.

CGA’s Mixed Drinks Report for suppliers and operators seeks to position brands, drive engagement and increase sales in the run-up to Christmas and beyond. It contains deep insights into consumers’ interaction with the mixed drinks category since hospitality venues reopened in both the Republic of Ireland and Northern Ireland.

To get the Mixed Drinks Report or learn more about how it can support strategies, -email Phillip Montgomery at phillip.montgomery@cgastrategy.com.