Findings:
Tequila Cocktails Gaining Popularity: The Mojito remains the most popular cocktail globally, but tequila-based drinks like the Margarita (32%) and Tequila Sunrise (22%) are growing rapidly.
Coffee and Chocolate Flavors Rising: Espresso Martinis are gaining in popularity, helping to increase interest in chocolate-flavored cocktails, with consumption of chocolate-flavored drinks rising by 4 percentage points to 19%.
Social Media as a Key Driver: Cocktail consumers are significantly influenced by social media. 81% of them have made a purchase after seeing a food or drink online, and 76% are likely to recommend drinks on their social media feeds.
Interest in No and Low Alcohol Alternatives: The trend toward healthier consumption is leading to growing interest in mocktails (23%) and virgin cocktails (20%).
Appetite for Innovation: Cocktail consumers are adventurous, with 54% expressing interest in trying new drinks or brands. They also demand high-quality and innovative cocktails, making premiumization a key opportunity if prices are justified.
Key Takeaway:
Cocktails are a rapidly growing category with strong potential for innovation, premiumization, and consumer engagement through social media. There is a notable rise in tequila-based and chocolate-flavored cocktails, and a growing interest in no- and low-alcohol alternatives.
Trend:
Cocktails are becoming a more dynamic and adventurous category, driven by social media influence, premiumization, and health-conscious choices like mocktails.
Consumer Motivation:
Consumers are motivated by trends seen on social media, their desire to try new and exciting flavors, and an increasing interest in healthier, no-alcohol options.
What is Driving the Trend:
Tequila’s rising popularity and the appeal of flavors like chocolate and coffee are reshaping the cocktail landscape.
Social media platforms like Instagram and TikTok play a major role in influencing consumer behavior, making them crucial marketing tools.
Health-consciousness is driving demand for no- and low-alcohol options.
Who the Article Refers to:
CGA by NIQ: The report tracks global cocktail trends through consumer surveys and operator insights.
Consumers: Cocktail drinkers, particularly those engaged on social media, who are adventurous and interested in trying new drinks and premium products.
Description of Consumers and Products/Services:
Cocktail consumers are more likely to be adventurous, social media-savvy, and willing to pay for premium experiences. The products in question include traditional cocktails like the Mojito and Margarita, as well as innovative drinks featuring coffee, chocolate, and low- or no-alcohol options.
Conclusions:
Cocktails are becoming more popular globally, with tequila-based drinks and innovative flavors like coffee and chocolate gaining ground. Social media plays a vital role in shaping consumer preferences, and the rising interest in no- and low-alcohol drinks presents a growing market.
Implications for Brands:
Innovate with Flavors and Formats: Brands should experiment with coffee, chocolate, and tequila-based cocktails to tap into current consumer tastes.
Leverage Social Media: Engaging cocktail consumers on platforms like Instagram and TikTok is essential for driving awareness and trial.
Focus on Premiumization: As consumers are willing to pay more for high-quality cocktails, brands can justify higher price points by ensuring superior experiences and ingredients.
Expand Low/No Alcohol Offerings: Mocktails and virgin cocktails are becoming popular, presenting a prime opportunity for growth in this category.
Implications for Society:
The increasing popularity of no- and low-alcohol cocktails reflects broader societal trends towards health and wellness, even in social drinking.
Implications for Consumers:
Consumers can enjoy a more diverse range of cocktail options, from traditional drinks to innovative, premium, and healthier alternatives.
Implications for the Future:
The cocktail category will continue to grow, driven by innovation in flavors, premiumization, and the rising demand for no- and low-alcohol options.
Consumer Trend:
Adventurous, health-conscious, and social media-influenced consumers are driving demand for innovative, premium, and no-alcohol cocktails.
Consumer Sub-Trend:
The growing interest in tequila-based and chocolate-flavored cocktails, as well as healthier options like mocktails, points to specific flavor and ingredient trends.
Big Social Trend:
The rise of social media as a key influence on consumer purchasing behavior, especially among younger generations, is shaping the beverage industry.
Local Trend:
In many regions, there is growing interest in tequila-based cocktails and innovative flavors like coffee and chocolate, particularly in premium settings.
Worldwide Social Trend:
Globally, consumers are becoming more health-conscious, leading to increased demand for no- and low-alcohol beverages, alongside the continued influence of social media on their choices.
Name of the Big Trend Implied by the Article:
"Social Media-Driven Mixology" – the influence of social media on cocktail trends and consumer choices.
Name of Big Social Trend Implied by the Article:
"Mindful Drinking" – the growing shift towards healthier, more moderate alcohol consumption, including the rise of no- and low-alcohol cocktails.
Social Drive:
The desire for social engagement and experimentation with new flavors, influenced by online trends and the increasing focus on health and wellness.
Strategy Recommendations for Companies to Follow in 2025:
Leverage Social Media Engagement: Brands should focus heavily on social media platforms to influence cocktail consumers and create shareable experiences.
Innovate with Trending Flavors: Introduce products featuring popular ingredients like tequila, coffee, and chocolate to meet rising demand.
Expand No- and Low-Alcohol Options: Cater to the growing health-conscious market by offering more mocktails and low-alcohol beverages.
Premiumize Cocktail Offerings: Emphasize quality and innovation to justify premium pricing and attract consumers who are willing to pay more for unique experiences.
Create Partnerships with Influencers: Collaborate with social media influencers to drive awareness and recommendations for new cocktail creations.
Focus on Experimentation and Customization: Provide opportunities for consumers to try new cocktails or even customize their drinks, tapping into their adventurous nature.
コメント