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How can the on-trade grow Martini sales?
CGA by NIQ’s On Premise Cocktails Report has revealed that 20% of US cocktail consumers drink Martinis in bars and restaurants – a figure that is nearly identical across all age groups.
The 2024 On Premise Cocktail Report offers a detailed understanding of how and when different cocktails are consumed in the market, based on real check-level sales data.
The Martini – a two-ingredient cocktail made with gin or vodka and vermouth – was found to have the fourth-highest average outlet value velocity at US$606, and the sixth-highest average selling price of any cocktail at US$14.50 per serve.
The cocktail falls just behind the Espresso Martini, which has an outlet value velocity of US$715.
In 2022, the Espresso Martini made it into the top 10 most popular cocktails in the US on-trade, according to CGA’s Cocktail Sales Tracker.
The report found that Martini sales are broadly consistent throughout the year, with Saturday being the top day for Martini sales, just ahead of Friday.
Channel analysis meanwhile indicated that on-trade Martini specialists should be seeking growth in fine dining restaurants and casual venues.
In April it was reported that sales of vodka in US fine dining restaurants increased by 0.8% in the 12 months until the end of February 2024.
The report also pinpoints the states where Martinis are most popular across the US.
It ranks second by value velocity behind the Margarita in Colorado and Alabama, and over-indexes the US average in the key state of New York – especially in the fine dining channel, where it is guests’ top cocktail choice.
Popularity is similarly high in Texas, but notably lower in California and Florida.
CGA’s research highlights the importance of achieving prominence on menus, if suppliers and venues want to grow Martini sales, after it found that nine-in-10 (91%) cocktail drinkers consulted a menu prior to ordering a Martini.
More than two-thirds (71%) were found to ask bar staff for recommendations at least occasionally, indicating the importance of brands earning the advocacy of venue teams.
Matthew Crompton, CGA by NIQ’s vice-president – Americas, said: “The Martini has earned its place as an all-time cocktail classic in the US on-premise, with an enduring and consistent appeal across demographics, regions and channels. Sales continue to flourish, but with consumers’ preferences evolving fast and alternatives like the Espresso Martini competing for attention, suppliers and venues need to ensure their sales and marketing campaigns stay relevant and compelling.”
Earlier this year, we shone a spotlight on 10 Martinis from some of the world’s best bars to mark the cocktail’s national day (15 June).
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