When going out for drinks with friends, family and colleagues in the run-up to Christmas, UK drinkers are largely ordering cocktails, according to research from CGA by NIQ.
According to the study, approximately 90% of UK consumers are going to the same amount or more of these ‘high tempo’ drinking occasions over the festive period compared to other times of the year.
As for what these consumers are drinking, the study revealed that cocktails lead the way with more than a third (36%) of Brits opting to order them. In second place is vodka and vodka-based drinks (which overlaps with the cocktail category), at 25%.
Paul Bolton, CGA by NIQ client director, suggested that the cost-of-living crisis is also a key factor: “With disposable incomes under pressure, those heading out the celebrate want to be sure they’re getting good value for money and memorable experiences to share with friends and family.”
Though he did not elaborate on how cocktails present value for money, it might be assumed that consumers do appreciate them for their higher alcohol-by-volume compared to drinks such as beer and wine.
While this data does support the trend of a consumer shift away from wine and spirits in favour of spirits and cocktails, something that also appears to be generationally linked and has been seen across the world, the cocktail craze is advantageous for one wine category in particular.
According to a separate CGA by NIQ report, 42% of sparkling wine drinkers will choose a cocktail if it has some kind of sparkling wine incorporated into it. This means that even though many consumers might not be ordering a glass of Champagne, for example, when going out this December, they may well choose a cocktail which has Champagne in it.
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This article originally appeared on the drinks business.
