Australians aren’t quite sold on the trend of draught cocktails, with nearly half believing they fall short of the quality of freshly-made bartender creations. This is according to new research from CGA, which reveals a potential hurdle for the industry’s push towards tap-based cocktail options.
While 54% of consumers have encountered draught cocktails while out, only 16% consider them superior to their bartender-mixed counterparts. A significant 45% believe there’s room for improvement in the quality of these pre-mixed drinks.
Despite the lukewarm reception, the survey also identifies opportunities for growth. Over half of respondents expressed interest in classic cocktails on tap, and nearly a third are open to trying new, modern creations in this format. Additionally, the desire for samples before committing to a purchase highlights the importance of engaging consumers and showcasing the potential of draught cocktails.
“Consumer awareness of draught cocktails isn’t the issue,” explains James Phillips, CGA’s Client Solutions Director for Australia and New Zealand. “It’s their perception of quality that presents both a challenge and an opportunity.”
Phillips emphasizes the need for brands, suppliers, and bars to focus on classic cocktails and leverage the expertise of bartenders to elevate the perception of draught options. He sees this as a crucial moment for adaptation and innovation in a dynamic market.
This research comes amidst a broader trend of cocktail pubs gaining traction, suggesting that despite the current reservations, the potential for pre-mixed cocktails remains significant. The industry’s task now lies in convincing Australian consumers that draught cocktails can be just as enticing and well-crafted as their traditional counterparts.
