Australians unimpressed with draught cocktails

Nearly half of consumers in Australia see room for improvement when it comes to draught or tap cocktails, and that they are sub-par to fresh, bartender-made drinks.

New consumer research from CGA showed 45% of consumers in Australia think cocktails available on draught or tap could be better.

Only 16% of those surveyed believed draught or tap cocktails were superior to bartender-mixed drinks.

The survey showed 54% of consumers have seen draught or tap cocktails when they’re out.

Furthermore, 45% of consumers said they would choose classic cocktails on tap.

However, CGA noted that the results of the survey indicated ample room to increase on-premise penetration with this style of cocktails. Plus, nearly a third of consumers said they would expect to see modern cocktails new to market available on draught or tap.

Respondents also said they would like the chance to sample draught or tap cocktails before committing to buying them.

James Phillips, client solutions director – ANZ, said: “Consumer awareness of draught/tap cocktails and mixed drinks isn’t in question. But their perceptions of quality present both a challenge and an opportunity to the industry.

“Brands, suppliers, and operators can transform these perceptions and create a thriving environment for cocktail innovation by emphasising classic offerings and optimising the bartender influence.

“It’s a call to action to adapt and thrive in a consumer market and drink category ripe for change.”

In other cocktail news, last year The Spirits Business explored the rise of the cocktail pub.