Cocktail consumption soars in Mexico

Research has shown that more than half (51%) of consumers in Mexico’s bars and restaurants now opt for cocktails.

Consumer research from CGA by Nielsen IQ has shown that the ‘average cocktail drinker’ in Mexico’s on-trade spends more than the average on-trade drinker by MXN$332 (US$16).

This is also underpinned by the fact that Mexican cocktail consumers have a higher average household income.

Matthew Crompton, regional director – North America, said: “Our consumer research in Mexico uncovers what’s driving cocktail choices in the on-premise; which occasions cocktails are being chosen for and importantly, it shines a light on the opportunities for targeting highly receptive consumer bases with NPD (new product development), meaning that drinks suppliers can formulate effective strategies for their brands, and ultimately drive higher consumer engagement and greater revenue.”

The research also found that one-third of those drinking cocktails are doing so ‘more frequently’ than they were a year ago, and 42% of these are opting for cocktails ‘almost every time they go out’.

Neilsen IQ suggested ‘trends’ in Mexico were reflecting a ‘global shift’ towards increased cocktail consumption, as consumers opt for more ‘experience-led’ serves in the on-trade.

The most popular cocktail in bars and restaurants is a rum-based Piña Colada (51%), which is followed by the Margarita (46%).

CGA research recently revealed that the average price of spirits in the US on-trade has seen a boost of 6% in the past 12 weeks, compared with the same period in 2021. Brandy saw the largest increase in price, up by 9%.

In other news, producers have recently been considering whether California could be an ‘ideal’ place for agave spirits production, as opposed to its traditional base in Mexico.