Recent data from CGA’s BeverageTrak service reveals a notable surge in cocktail sales within the United States, with a 6% increase recorded in the final quarter of 2023. Tequila emerged as the preferred base spirit for over a third of all cocktails sold during this period.
The average price of a cocktail also experienced a slight uptick, reaching US$13, marking a $1 increase compared to the previous year.
Tequila’s dominance in the cocktail landscape grew stronger, claiming a 34.1% share of cocktail base sales by value, reflecting a 1.8 percentage point rise year on year. Conversely, vodka witnessed a decline, with its share dipping by 1.3 percentage points to 28.2%.
Among the popular choices, the Margarita maintained its status as the most-preferred cocktail, followed closely by the Martini and the Moscow Mule.
The Margarita has retained its position as the nation’s favorite cocktail since 2016 and continued to dominate as the most-searched cocktail in the UK throughout 2023.
Notable upward trends were observed for cocktails such as the Spritz, Negroni, and Espresso Martini, while classics like the Manhattan, Bloody Mary, and Lemon Drop experienced a decline in market share.
Interestingly, the Mai Tai emerged with the highest average selling price, closely trailed by the Negroni, Espresso Martini, Old Fashioned, and Manhattan.
States leading in cocktail sales included Nevada, the District of Columbia, California, and Kansas.
Matthew Crompton, Regional Director – North America at CGA by NIQ, commented on the positive outlook for the cocktail category, stating, “After an excellent final quarter of last year, the cocktail category is well placed for more good growth throughout 2024.”
Crompton emphasized the dynamic nature of consumer preferences within the cocktail market and the importance of adaptability in promotional and ranging strategies to sustain growth. He highlighted the significance of data-driven decision-making, underlining the Quarterly Sales Tracker as a valuable resource for informed strategies.
