Undoubtedly, the end of the pandemic is no stranger to this phenomenon: cocktails have gained popularity among the French in the last year. That’s one of the key takeaways from the new study by out-of-home consumption experts CGA with panelist Nielsen. The survey questioned some 5,000 consumers in catering establishments.
It shows that 43% of them now drink cocktails outside the home, a figure 7 points higher than last year. Even more instructive, more than a quarter of those surveyed say they drink cocktails more often than they did a year ago, while more than half say they buy them almost every time they go out.
The mojito and rum are still the favorite cocktails of the French
In detail, the mojito and rum remain the most popular cocktails in France, but the strongest rise in popularity is on the side of the Aperol Spritz, which appears in the top 10 most consumed cocktails. “However, the growing appetite for experimentation, new brands or flavors, and low- and low-alcohol alternatives are breaking new ground for out-of-home purveyors,” Nielsen said.
Despite relatively clear preferences, almost one in two cocktail drinkers is likely to open up to new or different drinks when going out.
Online visibility becomes crucial for establishments
The CGA Mixed Drinks Report also looks at consumer habits. It thus evokes a digital visibility that is gaining importance with almost one in five consumers consulting online cocktail menus and social media pages before heading out. Even more, around a third, check customer reviews.
Three main reasons emerge to explain the influence of consumers’ choice of cocktails when visiting bars and restaurants: menu descriptions, recommendations, and images. “Proper menu descriptions and images that make up a well-presented menu are key to sparking consumer interest,” Nielsen recalls.
Source: BFM TV
