Margarita is number one cocktail in USBy Melita Kiely
The Margarita is the most popular cocktail among consumers in the US, according to the first Nielsen CGA On-Premise Consumer Survey.
The data was collated online, in English, within the US between 20 March 2015 and 7 April 2016, and involved around 15,000 adults aged over 21 who have visited an on-trade venue in the last three months during the time of the study.
Results revealed 60% of participants picked the Margarita as their favourite cocktail, followed by 44% who chose a Daiquiri, 36% who chose a Piña Colada and 29% who chose a Mojito.
Furthermore, the information showed 23% of the US population have consumed a cocktail in an on-trade venue within the last three months.
“To win in this complex on-premise market, manufacturers, distributors and retailers need to gain a total consumer view and go beyond simply what is being consumed,” said Scott Elliott, SVP Nielsen CGA.
“Essentially this means gaining insight into who is buying what, where, why and crucially – what they do when they are not engaging with your brand.
“Together with TD Linx and our best-in-class measurement and analytic services, this sentiment data completes the Nielsen CGA circle of on-premise insight capabilities.
“This unique 360-degree approach, combined with our world-leading, on-premise consultancy credentials, means Nielsen CGA customers can start to forge new, differentiated, approaches to winning in the on-premise space.”
Other statistics brought to light from the survey included the country’s love of Tequila, which was the most popular spirit base for cocktails (44%), followed by light rum (39%), flavoured vodka (39%), non-flavoured vodka (39%) and whisky (27%).
Nearly half of those questioned (48%) said cocktail menus with brand names on were “very important or important” when choosing a cocktail.
On average, Americans are willing to pay US$8.72 for a cocktail, but increase this by 25% to US$10.98 is the drink is made with premium spirits.
Approximately six out of 10 Americans are “likely” to drink alcohol with brunch, with 24% of those who eat brunch admitting they would order a cocktail – 45% would chose a Mimosa, 36% a Bloody Mary and 27% would select a Champagne cocktail.