I guess we should have expected something like this with interest in beer waning and interest in cocktails rising.
Here’s the deal…
CGA by NIQ is a leading insight & research consultancy to food & drink businesses across the globe. They specialize in on-premise measurement data collection (think eating or drinking out on the town) and they’ve just released a new report that revealed that revealed that beer cocktail are on the rise.
The report, which surveyed 1,600 people within Florida, Texas, California and New York, over the last two weeks found that 80% of consumers have visited a bar or restaurant three or more times in the last three months.
But it’s the kind of drinks that they are ordering that caught are attention.
According to the Drinks Business, “beer remains the most popular alcoholic drink for these occasions, with 46% opting for it, followed by cocktails, with 31% choosing those. The interesting phenomenon is the growing number of consumers who are interested in combining the two.”
Over the last three month, Two fifths of beer cocktail consumers have gravitated towards the Beer Margarita. This popular beer cocktail expands upon the traditional Tequila, Cointreau and lime juice mix with the introduction of of lager or an IPA resulting in a more sessionable option with a pronounced fruit forward directive.
The CGI survey also revealed that the four fifths for those polled are expecting to try the Beer Margarita, also known as a ‘Berengaria’ or ‘Beerita’, in the future.
Three in five of the respondents also expressed an interest in trying other beer mixtures , like a Michelada (Mexican drink often made with beer, lime juice, Worcestershire sauce, soy sauce, hot sauce, chilli powder), or Beermosa (with orange juice, like a Mimosa but without the sparkling wine).
“Our previous research has highlighted that the on-premise is a key channel for drinks trial and experimentation, Matthew Crompton, CGA by NIQ regional director explained. “This month’s report underlines the importance of understanding changing consumer behavior to build effective strategies.”
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