Operators and suppliers have opportunities to sell cocktails across a wider range of occasions than ever – but only if positioning, serve and value are on-point.
That’s among the wealth of takeaways from NIQ’s new Mixed Drinks Report, which is full of insights to help put cocktails at the front of consumers’ minds on all types of visits. With two in five (40%) spirits consumers drinking more of them than they were a year ago, and over half (56%) buying them at least once a week, there is ample headroom for growth over the rest of 2026 and beyond.
Making mixed drinks an everyday choice
Cocktails are often most closely associated with celebrations, and special occasions like birthdays and anniversaries remain the most common type of visit for purchases. But it’s clear that this category is becoming less of an occasional treat, and it is now firmly part of the drinking-out mainstream.
Relaxed or quiet drinks, after-work socials and casual meals are just three of the many everyday occasions when cocktails are an increasingly appealing option. This has intensified competition for spend and raised the challenge of generating loyalty.
How to break down the barriers
While cocktails are cutting through to new occasions, more can be done to boost their appeal. The Mixed Drinks Report indicates that loyalty to the category remains a challenge, with many drinkers switching between multiple types of drink and shying away from repeat purchases.
Value and range are two of the keys to changing this mindset. More than a quarter of consumers think cocktails are too expensive to drink throughout a visit or will only choose them when they see a good range. Value-led promotions and expanding menus can help these guests to make cocktails a priority when they are drinking out.
Making cocktails a food-led go-to
While drink-led visits remain core to mixed drinks consumption, food-led occasions are also becoming more common. This makes with-food strategies a vital part of the promotional mix. Showing guests how cocktails can pair well with food and enhance the overall dining experience can earn fresh sales at both casual and formal meals.
The timing of with-food cocktail consumption is important. Main meals are the most popular stages for orders, but more than a quarter of consumers would consider buying one before a starter or after dessert too. Careful menu placement and tailoring serves to different dining moments are two of the ways to build interest during restaurant visits.
More ways to grow
NIQ’s Mixed Drinks Report highlights many more ways to grow cocktail sales, including by tapping into the popularity of no and low alcohol serves. The research also provides deep dives into the spritz segment and the ways consumers choose and order their mixed drinks.
The view from NIQ
“Cocktails have firmly shaken off their reputation as a niche category and a drink for special occasions, and their appeal has never been wider. But the growth in occasions brings the challenges of understanding people’s habits at different times, and nuancing strategies so they land with consumers across all types of visits, places and dayparts. Our Mixed Drinks Report brings the expert insights that are needed to sustain growth in this dynamic but super-competitive market.”
Katie Lawton, Insights Manager – UK&I BevAl On Trade, NielsenIQ
Understand changing cocktail demand
NIQ’S Mixed Drinks Report is packed with essential insights into cocktail occasions and key trends in consumer engagement with the category. Based on a survey of 1,000 nationally representative spirits consumers, and enhanced with NIQ’s latest sales and stocking data, it delivers analysis of many other major aspects of mixed drinks, with takeaways for increasing habituality, widening occasions and influencing orders with digital tools.
Get in touch with NIQ experts to learn more
