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News
Cocktail sales surge on Sundays
CGA’s Cocktail Sales Tracker has seen growth in US cocktail sales on Sundays and earlier in the day.
The tracker takes data from BeverageTrak, which is received through point-of-sale systems across more than 10,000 outlets across the US.
Cocktail value velocity on Sundays in the last quarter of 2023 was 19% higher than in the same period in 2022. Conversely, cocktail value velocity on Saturdays fell by 5%, while other days remained the same. Total velocity grew by 5% year on year.
People are also drinking cocktails earlier in the day, with value velocity between 11am and 3pm rising by 5% year on year, and between 3pm and 6pm by 7%.
Meanwhile, between 6pm and 10pm, value velocity fell by 2% and, between 10pm and 6am, it fell by 4%.
CGA also discovered that average drink prices and check values are highest in the early evening, followed by mid-afternoon.
The early evening was the most popular time of day for the majority of cocktail types, excluding Mimosas and Bellinis, which peak earlier in the day, and Palomas, Bloody Marys and Mai Tais, which are more lucrative when served at other times.
Despite the popularity of classic cocktails, 43% of those aged between 21 and 34 said they would pick a signature serve that is unique to a venue on almost every visit.
The tracker also discovered that 56% of respondents were willing to pay more for a cocktail with branded ingredients.
Nearly three-quarters (73%) said they ask bar staff for recommendations at least occasionally.
By location, Nevada has the highest cocktail velocity, ahead of the District of Columbia, California and Kansas.
New York, California and Texas have the highest interest in pre-batch or draft cocktails.
Matthew Crompton, CGA by NIQ’s regional director – North America, said: “Our analysis shows how the cocktail category is both performing strongly and constantly evolving.
“This makes it crucial to appreciate the latest nuances in the timing, occasions and locations of cocktail purchases, and respond with the optimum ranging, flavours, ingredients and price points.
“Our Cocktail Sales Tracker provides all the information suppliers need to closely monitor consumers’ changes and thrive in this dynamic and valuable category.”
Recently CGA’s BeverageTrak service discovered that cocktail sales in the US were up by 6% in the last quarter of 2023.