Cocktail craze in the UK still has room to grow

By Erin Smith

Published: 14 July, 2016

New research released from CGA Strategy's International Cocktail Report, Great Britain's cocktail consumption has evolved, but there are still opportunities that may be available if trends in the US are anything to go by.

The report which is based on 5,300 out-of-home cocktail drinkers from Britain, France and the US. Cocktails in the UK has definitely become more mainstream with nearly four out of five (78%) British bars now selling cocktails.

However, while the cocktail has become far more common place in the on-trade in the UK, cocktails are primarily enjoyed during the summer months. Ninety-four percent of British drinkers enjoy cocktails during the summer compared to just 45 % in the winter. This is much lower compared to the US which saw 74% of cocktails drinkers still consuming during winter months.

Bars in the UK might benefit from broadening cocktail options s well. According to the research US drinkers have an average of 6.7 'go to' cocktails to choose from, while in France there are 5.6 and in the UK there are 5.3.

The biggest opportunity that was identified was actually in offering more day-friendly cocktails. Only 5% of British cocktail drinkers consumer a drink before 2 pm while 44% of US drinkers who eat out for brunch and lunches will have a cocktail with the meal.

"In Britain the cocktail heartland is still a high tempo, drink-focused night, but in the US there are far fewer preconceived barriers around 'the right occasion' for cocktails. An opportunity exists to make like our American and French counterparts and broaden our cocktail consumption across the occasions and dayparts," said Rachel Perryman, CGA client services director.

For more information on the The International Cocktail Report, please visit the CGA Peach.

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