New data from CGA revealing that cocktail culture remains strong across Europe’s on-premise will no doubt raise spirits in the Covid-hit sector
The closure of many of Europe’s bars, pubs and restaurants led many consumers to reach for the cocktail cabinet at home — but CGA’s research reveals that mixed drinks remain in high demand across the continent.
Consumer data from 11 European markets, supplemented by sales data in France, the UK and Ireland, reveals that more than a quarter (28%) of all on-premise users now choose to drink cocktails while out. This is notably higher than the global average of 25% that was recorded across all 25 markets in CGA’s worldwide research.
However, engagement varies significantly from place to place. Cocktails are much more embedded in some countries than others, and this affects the volume, demographics and preferences of cocktail drinkers. Italy tops the list of cocktail consuming countries, with more than one in three (36%) of on-premise users typically choosing cocktails there. A third (33%) select them in three other countries in the study, including Switzerland and Russia.
Inside Europe’s cocktail cultures
Consumption in Italy is boosted by the widespread aperitivo culture, which has cemented cocktails’ place in the on-premise. More than a quarter of Italian consumers drink aperitivo or vermouth serves, and the most popular cocktail is the one most closely linked to the ‘aperitivo moment’: the Aperol spritz. A huge 73% of Italy’s cocktail consumers drink it in the on-premise, making it the most ubiquitous cocktail in the countries surveyed by CGA, ahead of classics like the caipirinha in Brazil (drunk by 72% of Brazilian cocktail drinkers), the daiquiri in Argentina (67%) and the margarita in Mexico (66%).
Italy’s favourite mixed drink is crossing European borders too. Campari Group’s Aperol is the fastest-growing spirits brand in France’s on-premise, nearly doubling its share of total spirits between 2020 and 2021. In another sign of markets opening up, cachaça — the core ingredient of the caipirinha serve — recorded the best performance of all spirits in France in May and June 2021, regaining 118% of its previous share of spirit sales, well ahead of comparative figures for whisky (73%) and vodka (75%).
At the other end of the scale, the research also reveals the countries with the lowest proportions of cocktail drinkers. Perhaps surprisingly, the UK ranks in the bottom five, with exactly a fifth (20%) of on-premise visitors typically choosing cocktails when out. This places the UK above only Thailand, Argentina and South Korea in the 25-market survey, while just one other European nation — the Netherlands (23%) — joins it in the bottom half of the rankings.
“Our research shows just how deeply cocktails are embedded in the cultures of many European countries,” says Graeme Loudon, CGA managing director EMEA and APAC. “Lockdowns around the continent have reminded people that the on-premise delivers a cocktail experience that just can’t be achieved at home, and we have seen them flocking back to the category as markets reopen.
“It’s also interesting to see how specific cocktails have become synonymous with the on-premise in many markets, and these drinks are increasingly exported as well. The caipirinha from Brazil is now the most popular cocktail in Germany, for example, and the Aperol spritz has fanned out across Europe. Consumers’ global mindsets mean they are more open than ever to cocktails from other cultures, and operators need to carefully signpost these cosmopolitan options, while using twists and signature serves to appeal to drinkers who want to experiment.”
Mojito still the go-to
While some cocktail category trends are evolving, others remain steady. The mojito remains the most popular cocktail across Europe’s on-premise, and is a go-to choice for nearly half (48%) of all cocktail consumers. It takes top spot in seven of the 11 markets surveyed by CGA, and is typically chosen by more than half of drinkers in Switzerland, France, Poland, Belgium and Russia.
The cocktail market also continues to be skewed towards younger consumers. Two in five (39%) of 18 to 34-year-olds drink cocktails when out, nearly three times higher than the proportion of those aged 55 or above (14%). This points towards the importance of social media as a channel to connect with young adults, many of whom are very open to trying new mixed drinks and brands.
“The popularity of platforms such as Instagram and Facebook has changed the game in cocktail marketing,” says Loudon. “Visual appeal and theatre are both crucial parts of mixed drinks strategies now, and suppliers have a great opportunity to work with operators on serves that grab young adults’ attention on social media, and inspire them to recommend a drink or venue to friends and family.
