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US: Strong-flavoured cocktails boost market - figures

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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.

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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." 


Sectors: Spirits, The on-trade

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