On-premise consumer intelligence provider CGA by NielsenIQ (NIQ) released a list of noteworthy shifts in cocktail consumption in the United States. The data was identified thanks to CGA by NIQ’s Cocktail Sales Tracker, which delivers quarterly insights into consumer preferences across the United States. This helps suppliers respond nimbly to changing tastes.
The company noted that suppliers and operators have “room to grow” with Martini sales in the U.S. on-premise, but it requires an expert understanding of where, when and why Martinis are being bought.
Aside from Martinis, here are the five most profitable and noteworthy cocktail of 2024:
- Mojito: In the third quarter of 2024, the mojito’s velocity was 37% higher than in the same period in 2023. This makes it the second most valuable cocktail in the average U.S. outlet following the Margarita. “This stellar growth came despite a slight fall in average check value, highlighting a surge in quantities this year,” CGA noted. Although its sales peaked in the third quarter, the mojito was in the Top 10 through the winter as well — a sign of its year-round appeal. Delivering the best growth were casual dining outlets, where velocity doubled year-on-year, while polished casual outlets remained the most valuable channel for this cocktail.
- Espresso Martini: A semi-recent popular beverage among consumers, the espresso martini saw an average uplift of 91% between Q3 and Q4 in 2023, leaping from eighth to fourth in the list of most lucrative cocktails. Velocity in the third quarter of 2024 rocketed by another 116% year-on-year, the company added. With average prices and check values broadly flat, volume has again been the driving force. Both casual and fine dining outlets climbed six and four places, respectively, in the ranking of channels with the best increases in performance for the espresso martini.
- Spritz: The Spritz has been a big mover in cocktails in 2024, CGA shared. Generally performing best in eating outlets, the spritz is consistently among the Top 10 cocktails in the polished casual, fine dining and fast casual sectors. Seasonal fluctuations in spritz sales have occurred, as it ranked second in the second quarter of 2024, but only 10th in the third quarter. It has “led a shift toward cocktails based on wine,” which exceeded gin, rum and whiskey in value share in the second quarter, the company noted.
- Negroni: The negroni is one of on-premise’s most lucrative cocktails. It sits around the top rankings for average check value and price throughout 2024. Now selling for $16 in the average U.S. outlet, it is up by $1 year-on-year. The Cocktail Sales Tracker’s analysis of dayparts showed a shift in consumption from Saturdays to Fridays in the third quarter, CGA noted, while early evenings remain the most valuable time of day. Polished casual venues saw a 79% velocity uplift, while neighborhood bars dipped 49%.
- Margarita: The Margarita remains “by far, the most popular cocktail” in the U.S. on-premise, CGA shared, with a velocity in the average U.S. outlet around four times higher than the next most valuable choice. Third quarter sales were 5% behind the second quarter, but outperformed the same period in 2023 by 25% and helped tequila to its largest share of cocktails by value in over a year. The marg is the most valuable cocktail in every outlet type except fine dining, while Fridays and Saturdays are the best performing days of the week, the company added.
