The cocktail market isn’t slowing down yet. 15,000 more outlets stock cocktails than did 3 years ago. Cocktails have proven to be a hugely beneficial addition to your drinks range. They can differentiate you from your competition and increase your customers spend per head. For this to happen though they should be produced and served perfectly.
In the second half of the 20th century, cocktails fell out of fashion and the popularity of vodka and ready to drink serves started to grow. The cocktail rebirth or renaissance we are currently seeing in many ways is part of a wider movement of people becoming more interested in the provenance of a product, a ‘foodie’ culture and a desire for theatre on a night out that can’t be replicated at home.
Serving cocktails opens up a large market of customers, 20% of people drink cocktails in the On-Trade. Serving cocktails well can help to bring back the 62% of consumers who have drank cocktails and are open to buying them again. The latest CGA report suggests that staff struggling with cocktails, too many examples of poor cocktails and ‘gimmicky’ serves are the biggest issues for consumers tempted by, but not purchasing cocktails.
Cocktail drinkers can also be a more profitable group. On average they spend £28 more out of home than non-cocktail consumers. The price of cocktails is less of a consideration, although still key, the drinking occasion is just as important. While most cocktail consumers choose a cocktail based primarily on flavour, quality, the brands used and the ingredients play a large part.
There is huge opportunity to appeal more to general spirits consumers, moving them from serves with a mixer to higher margin cocktail serves. And that is the main reason cocktails are important to your outlet. Cocktails done right demand a higher price tag, and therefore higher margins and more profits for you. The added theatre of a cocktail serves also creates an experience that can’t be replicated at home, bringing people back to your outlet.
Whether you already have a cocktail list or are just starting out, Stir It Up 2018 aims help you maximise the potential of cocktails. Join us for a workshop with our Spirit Specialists or enter the competition itself from the 29th of January for your chance to win a once in a lifetime trip to the US.
Head to our cocktail competition website to find out more. We're here to support you with everything that you need to make your cocktail range a success, from free menu design and print to barware at exclusive Matthew Clark prices.