Mojito retains top cocktail crown in UK

The cocktail category in the UK remains in growth by 3.9% compared to last year with shifts in occasionality driving this performance.

The Mojito retains its crown as the UK’s favourite cocktail for the second year running with 21% of females and 23% of males choosing the Cuban classic although its grasp is loosening as the nation expands its taste.

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Research from industry experts CGA Strategy’s 2013 Mixed Drink Report has found female consumers more willing to expand their repertoires than their male counterparts, it seems, with female share diluting from 26% last year as the Daiquiri moves into the top five with 12% share.

 
Males on the other hand have seen the Mojito grow in importance driven by men over 30 who’re more likely to revert to the familiar than the under 30s who’ve developed a passion for Zombies (14%) and Old Fashioneds (14%).

The cocktail category in the UK remains in growth by 3.9% compared to last year with shifts in occasionality driving this performance.

CGA Director Peach Scott Elliott explains, “Well-conceived and delivered cocktails can also drive footfall early evening with 57% of cocktail consumers saying they choose this category to start their night, with this figure rising to 69% of the core female consumer”.

Growth is not only driven by the higher end bars but also by the more traditional pubs with the number of pubs stocking cocktails increasing by a third compared to 2012.

Peach Scott Elliott adds, “Making efforts to target the early evening occasion can pay dividends with 87% saying they’d be more likely to visit a bar running a cocktail promotion — though 52% added that such a promotion would only be an influence if run at a venue they’d consider going to anyway. Clearly, the broader brand image must always come first.”

The findings were released to coincide with London Cocktail Week 2013.

The cocktail category in the UK remains in growth by 3.9% compared to last year with shifts in occasionality driving this performance.

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