On-Premise Cocktail Occasions Continuing To Shift Post-Pandemic

American consumers’ drinking occasions have continued to shift post-pandemic. In particular, consumers are ordering cocktails earlier in the day, with sales in the 11am-3pm and 3pm-6pm periods rising by 5% and 7% respectively in the fourth quarter of last year, while the 6pm-10pm and 10pm-6am periods dipped 2% and 4% respectively. That’s according to CGA by Nielsen IQ, which tracks on-premise trends.

In addition, the data indicates a shift in weekend consumption with Sunday cocktail sales up 19% and Saturday velocity down 5%, while weeknights remained stable. In all, total cocktail value velocity was up by 5% for the quarter. About 56% of consumers are willing to pay a premium for branded ingredients and 43% order unique cocktails when on-premise, the data shows.

The Margarita continues to reign supreme as the most popular cocktail in the U.S., making up roughly 20% of sales, followed by the Martini and Moscow Mule. Newly trendy cocktails include the Espresso Martini, the Negroni, and the Spritz, while drinks like the Lemon Drop, the Manhattan, and the Bloody Mary have been losing popularity. In terms of value, Mai Tais, Espresso Martinis, Negronis, Old Fashioneds, and Manhattans fetch the highest prices on bar and restaurant menus.—Shane English

Tagged : Nielsen

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