US: Strong-flavoured cocktails boost market - figures

By | 8 January 2013

Mojitos are helping boost the flavoured cocktail sector

Mojitos are helping boost the flavoured cocktail sector

Cocktails with a strong taste profile accounted for around half of the category's growth in the US last year, with mango the leading trend, latest figures show.

Flavoured cocktails, such as margaritas and mojitos made up 51% of the category's incremental growth in the on-trade, according to analysis released by GuestMetrics yesterday (7 January). Despite the growth, these types of mixed drinks still only accounted for 26% of sales, with the rest made up of "regular" cocktails without a specific taste profile, such as cosmopolitans and martinis. 

Flavours that saw the largest share gains, by basis points, were mango (+35), tea (+30), ginger (+15), melon (+15), and cucumber (+10).  

Overall, US on-trade cocktail sales increased by 1.9% in 2012 year-on-year, the study shows.

Bill Pecoriello, GuestMetrics' CEO, said: “As the pressure to innovate continues to grow, it will be increasingly important for the various spirits companies to have a finger on the pulse of what is really driving the incremental growth in on-premise." 

Expert analysis

The Future of the Spirits Market in the US, to 2016

Future of the Spirits Market in the US, to 2016 is the result of Canadean’s extensive market research covering the Spirits market in the US.

Sectors: Spirits, The on-trade

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