Welcome to the latest Cocktail Report from Pub & Bar. The on-trade news feeds are often full of the most up-to-date information from behind the bars around the UK, shouting about how many whiskey sours were consumed within 2017, or record numbers of porn star martini sales from a particular operator making industry headlines. It’s hard to keep up.
Plus, trends differ across the country massively. London drinkers cannot get enough espresso martinis (regardless of an early start the next morning), while Manchester’s love affair with anything rum-based refuses to dampen. So, once again this team of editors has joined forces with Cardinal’s fantastic specialist food and drink division, who have conducted a survey of a nationwide group of consumers. Importantly, these lads and lasses had all consumed a cocktail within the last two weeks, so their opinions on what to drink, where to drink it and what influences their cocktail drinking decisions is some of the most recent targeted data in the industry.
Now, while the next few pages of this issue of Pub & Bar are littered with facts, statistics and the odd infographic to illustrate current on-trade cocktail consumption, it’s worth pulling out a few key themes to kick things off. More than half of people questioned believe that cocktails are becoming more popular in pubs, and think these drinks are becoming more fashionable. Price is, and always will be, a big factor in determining what people are drinking. However, the design and layout of a menu and how your staff interact and engage with customers in your venues can really assist people in making better cocktail drinking decisions. And, of course, promotions remain one of the biggest drivers that encourage cocktail orders. Whether you’re interested in brand penetration or menu engineering – this Cocktail Report has information that will deepen your understanding of what consumers want from their drink in your establishment.
You can read the full Cocktail Report by clicking here.