While the On Premise is undeniably facing challenging trading conditions, there are pockets of growth that are helping businesses across the sector navigate the current climate more successfully. Cocktails, in particular, are demonstrating notable resilience in the face of these headwinds, supporting venue revenues and enabling spirits brands to retain – and in some cases even grow – market share. Given the category’s rising strategic importance, NIQ has invested significant resources in analysing the category’s performance across multiple markets. This range of complementary data sources allows us to build a holistic view of the global and local cocktail landscape which can in turn help businesses develop more focused, evidence-based cocktail strategies.
In France, our tracking of consumption patterns indicates that the cocktail market has reached a steady state, with one in three consumers now ordering them when out. But there are also encouraging signs of further growth, as nearly one in four reports increasing their cocktail consumption. Importantly, these tend to be loyal consumers. One in two orders a cocktail every time, or almost every time, they go out. This demonstrates that once a brand or venue wins them over, this audience is highly likely to represent valuable repeat business.
We notice a similar trend in Britain, with cocktail drinkers representing a highly valuable group to target, particularly the younger cohort, whose frequency of consumption is rising sharply. Among 18-34-year-olds, one in three engages with the category once or twice a week, up 9 percentage points (pp) from last year; 18% are enjoying them up to five times a week (up 11pp); and a striking 4% are having them daily, an increase of 4pp from last year. The picture is even more positive in the US. Around 38% of younger and middle-aged consumers choose cocktails, and notably, one in four of those aged 55 and over.
Cocktail’s perception
The popularity of the category doesn’t mean that drinks sell themselves. The financial pressures which have characterised the past few years continue to influence consumer behaviour, making it crucial to genuinely meet their needs in order to succeed. In France, for example, cocktails are popular, gaining penetration over 2025, and champions of aesthetic, but need to boost their ‘value for money’ and innovative features, which highlights consumers remain price- and quality-conscious. If they continue to order them, it is because they see them as a treat, and across more dayparts.
In Britain, the emphasis on quality is similar, with consumers judging cocktails based on the calibre of ingredients – from spirits and mixers to garnishes – as well as presentation. Here, “Instagrammability” plays an important role too, but what’s truly critical is execution: a poorly made cocktail can put off more than one in three from returning to a particular venue, and two in five from the category as a whole. Meanwhile, in the US market, quality perception remains an important factor for around half of consumers when choosing a drink. Yet, branded ingredients play a more central role in purchasing decisions: 53% of users are willing to pay a premium for a cocktail that features clearly named, branded spirits.
Classic serves…
To capture consumers’ attention and keep them engaged, businesses need to pay close attention to the specific drinks that people seek. The Aperol Spritz is the undisputed favourite in Britain, chosen by nearly 14% of On-Premise drinkers. It is also a popular choice in France, alongside the Kir Royale. It’s perhaps unsurprising that two sparkling wine-based drinks feature in the top ten in the homeland of Champagne: this signals a clear opportunity for sparkling wine brands. The Aperol Spritz is less dominant in the US, but the Mimosa ranks as the second most popular cocktail there, so fizzy wine still has significant potential within the North American On-Premise.
The undisputed king of cocktails in the US is, however, the Margarita, loved not only by younger consumers (44%) but also by those aged 35–54 (48%) and 55+ (57%). This popularity is likely linked to the broader appeal of Tequila, which 45% of On-Premise users cite as their favourite cocktail base. Rum, by contrast, is chosen as a base by only one in four, yet its presence in trendy cocktails remains strong: the Daiquiri, Piña Colada, and Mojito all feature among the top five favourites. This may seem contradictory, but it’s in fact not that surprising: we shouldn’t assume that consumers always know exactly what goes into their cocktails (in France, nearly one in five admit they don’t). While they may have a preferred spirit if asked, they are often more attached to specific recipes, regardless of the ingredients.
…or signature drinks?
Businesses shouldn’t rely solely on these well-known services. Data from France shows that even the top choices are gradually losing ground, reflecting a broader evolution in consumer preferences observed across other markets as well. Younger users, in particular, are increasingly drawn to flavour experimentation and are more willing to try new and innovative cocktails. Signature serves (drinks unique to a specific venue) present an excellent opportunity to attract younger British consumers, for instance, as more than half of this group favour these exclusive creations over standard offerings. For this strategy to succeed, brands and operators need to collaborate closely on recipe design, combining popular base spirits with trending flavours or flavour profiles. Citrus, for instance, ranks among the top three preferred cocktail flavours in France, so bars there can bet on the likes of limes, lemons, and yuzus to develop successful recipes.
That said, simply identifying trending classic cocktails or popular flavour and taste profiles isn’t enough to create an offering that truly engages consumers. Businesses and brands need to dig deeper into consumer preferences to understand precisely when and where people want these flavours and experiences.
In the US, 60% of On-Premise consumers prefer fruity and sweet cocktails in the summer. Yet, relying on the same drinks in winter might lead to lost revenues, as the appeal for that profile halves. During the colder months, operators are better off focusing on coffee-based cocktails (chosen by 47% of drinkers), hot cocktails (42%), and indulgent, boozy, creamy creations (37%). On-Premise consumers in Britain are similarly influenced by seasonality. Overall, the split between those who adjust the type of cocktail they consume based on the time of year and those who don’t is almost even (53% vs 47%). Yet, that 47% who do vary their choices might require some extra effort from brands and operators aiming to capture the widest audience: 48% of consumers adjust the flavours they seek, 44% vary the type of serve, and an intriguing 32% even switch their preferred base spirit.
The how and when
Equally important to adjusting the type of offering is understanding what drives people to a venue in the first place, and when they are most likely to visit. In this regard, analysis of the French market provides particularly valuable insight, as it shows strong evidence of how online information influences consumers’ decisions on where to go. For the average French consumer, activities such as checking the menu online, reviewing prices, and looking at photos to gauge a venue’s ambience and vibe are even more influential than recommendations from friends and family. This is particularly true for cocktail consumers: 44% regularly consult reviews before visiting, 41% check the drinks menu, and one in three browse the venue’s social media pages.
Meanwhile, looking at the “when”, analysis of the US market shows that Friday and Saturday are, overall, the most valuable occasions for cocktail consumption in the region (largely because higher volumes are sold on those days). But that doesn’t mean every cocktail performs best at the weekend peak. The Mimosa – the country’s second best-performing recipe – achieves its strongest results on Sundays, unlike most other leading cocktails, which over-index on Fridays and Saturdays. Similarly, the Bloody Mary and the Paloma generate the highest average returns per outlet on a Sunday. By contrast, the velocity of other drinks, such as Sangria, tends to remain relatively consistent across the weekend. When properly promoted in-venue, these more stable performers can serve as a reliable lever for revenue forecasting and smoothing sales across the week.
Classic recipes, signature serves, trending flavours, seasonality, online presence: no single element alone can define a successful On-Premise strategy. The real key lies in developing a holistic understanding of region-, time- and audience-specific trends, supported by granular data that uncovers the why, how, when and where behind consumer behaviour. Only then can venues and brands build strategies that are truly tailored to their individual needs.
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