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Are Gen Z choosing Tequila over Champagne for NYE?
Research from black raspberry liqueur Chambord has found that 32% of people who plan to celebrate this New Year’s Eve (NYE) will do so at home, with vodka and Tequila the most popular spirits for the occasion.
The survey included US citizens aged between 22 and 49 who had consumed spirits in the past three months and plan to celebrate New Year’s Eve and at least one other holiday (Halloween, Thanksgiving, Christmas, Hanukkah and/or Kwanzaa).
Despite rising interest in moderation, 95% of respondents said they plan to drink alcohol on NYE, with no generational divide.
Vodka, Tequila and Champagne/sparkling wine were the top three drink choices for the occasion, with little difference between the three. Gen X and those over 40 are more likely to opt for sparkling wine.
Shots are expected to be the number-one way to consume spirits this year, with Tequila the most likely to be consumed this way.
Respondents were equally split between those who saved their Champagne for midnight and those who drank it throughout the evening.
Of those drinking Champagne, 35% prefer to drink it on its own, with fruit and juice the two most popular additions. Gen Z are more likely to add these or edible glitter to their flutes than their older counterparts.
There is a growing interest in batched cocktails for holiday gatherings, with this data covering all events, not just NYE. Around 69% said they have consumed batched drinks at a gathering, with 87% interested in learning how to make them this season and 88% interested in serving or consuming them.
They hold more interest for Gen Z and Millennials than Gen X.
The research also found that the most popular size option for a bottle by far is 750ml, with 30- to 39-year-olds the age group most likely to upgrade to a one-litre bottle.
Conversely, Gen Z and those under 30 were most likely to opt for smaller bottles, although Millennials were the most likely to do so specifically for mixing cocktails. These two younger generations were more likely than Gen Z to buy a small bottle to take to a party.
In or out
Of those who said they would be going out, 26% said they would be going to a bar.
Gen Z respondents were equally likely to go to a bar as they were to go to a house party, making them more likely to go to a bar than Millennials or Gen X.
It seems consistency is key at New Year, with those who went out for last year’s celebrations likely to go out again this year, with 44% planning to go to a bar. Those who stayed in last year are more likely than others to host their own gathering (33%) or attend someone else’s (36%).
The on-trade can take cheer in respondents’ primary drivers for going out; the most likely reasons for doing so were “I like to celebrate in a livelier environment” and “my family and friends go out”.
The generational divide sees Gen Z on one side and Millennials and Gen X on the other. The younger cohort is more likely to go out for NYE, and more likely to do so because their family and friends do.
When it comes to those staying in, the most popular reasons cited were “I save money by staying in” and “I would rather relax at home”.
Money-saving was the number-one reason for Gen Z, while Millennials were more likely to stay home because their family and friends do.
When it comes to cost, the majority said they planned to spend between US$100 and US$149 on NYE – which is about the same as last year.
Respondents in their 30s are the most likely to spend more this year than last year.
To appeal to both partygoers and bar-hoppers, Chambord has created two NYE cocktail kits: one for going out and one for staying in.
Both are priced at US$40 and are available from ReserveBar.
Those going out will be armed with Chambord minis, party hats and confetti poppers, while homebodies will receive a 375ml bottle of Chambord, socks, noisemakers and a recipe card.
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