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US favours Tequila cocktails

Data from CGA’s BeverageTrak service shows that sales of cocktails in the US were up by 6% in the last quarter of 2023, with Tequila the base spirit for more than a third of all sold.

Tequila-Spicy-Margarita sales
The Margarita remains the most popular cocktail for the seventh year in a row

The average price of a cocktail was US$13, up by US$1 from the previous year.

Tequila took a 34.1% share of cocktail base sales by value, up by 1.8 percentage points year on year. Meanwhile, vodka’s share fell by 1.3 percentage points to 28.2%.

The Margarita remained the most-popular drink, followed by the Martini and the Moscow Mule.

The Margarita has been the nation’s most popular cocktail since 2016, and was also the most-searched cocktail in the UK in 2023.

On the up were the Spritz, Negroni and Espresso Martini, while the Manhattan, Bloody Mary and Lemon Drop lost share.

The Mai Tai had the highest average selling price, just ahead of the Negroni, Espresso Martini, Old Fashioned and Manhattan.

The states that sold the most cocktails were Nevada, the District of Columbia, California, and Kansas.

Matthew Crompton, CGA by NIQ’s regional director – North America, said: “After an excellent final quarter of last year, the cocktail category is well placed for more good growth throughout 2024.

“While some cocktail choices like the Margarita remain evergreen, this part of the market never stands still, with subtle but significant shifts in consumers’ preferences.

“Understanding these and responding nimbly with the right promotional and ranging strategies, is going to be vital to sustaining growth, and our Quarterly Sales Tracker provides the ideal bedrock for smart, data-powered decision-making.”

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