How to lift spirits with mixed drinks in 2025

Written by Feb 4, 2025The Shout NZ

The new Mixed Drinks Report from CGA by NIQ reveals the strategies that are needed for success.

CGA’s data has shown a decline in spirits sales throughout 2024 in many markets, as some consumers tightened their spending or switched to other drinks. Trends for moderation and drinking out earlier have also worked against the category.

However, there is plenty of potential to revive spirits sales in 2025, driven by the improving performance of cocktails as cost pressures ease.

In mid-2024, a fifth (20%) of all consumers said they were severely impacted by rising costs, but this number had fallen to 16% by the end of the year. This growing financial confidence is fuelling renewed interest in cocktails, setting the stage for a strong recovery in spirits sales.

Cocktails are particularly well-positioned to capitalise on this momentum, says CGA, having bucked the downward trend in the second half of 2024 with year-on-year sales growth of 1.6%. Availability rose as well, with a 3.3% jump in the number of outlets where cocktails are sold—the first increase since 2021.

This provides a good platform for 2025 – especially as cocktails deliver the combination of quality and value that consumers want at the moment. They also play well to the demand for enjoyment, visual appeal and all-round experience.

Innovation and excitement could be among the keys to success, as the Mixed Drinks Report highlights a growing demand for new types and ingredients.

While nearly half (46%) of consumers say they prefer classic cocktails, this number has fallen by 6 percentage points year-on-year.

Meanwhile, preferences for modern and new-to-the-market cocktails has risen steeply, by 6 percentage points to 17%.

More than a quarter (27%) of consumers say they try a new drink category in their cocktail every or almost every time they drink out, and appetite for experimentation is particularly high in areas including tequila, spritzes and no and low alcohol alternatives.

The Mixed Drinks Report flags more top cocktail trends to track, including:

  • The Pornstar Martini remains the country’s favourite cocktail, with a 13.2% share of sales by volume.
  • Menus are the top influence on consumers’ decision-making, with 64% saying they are typically a factor.
  • Promotional deals and the atmosphere of a venue are the next most important drivers.
  • An ongoing demand for value as well as quality, with a quarter (25%) of consumers more likely to buy cocktails if they were better value for money.

“There’s no escaping the fact that the trading environment for spirits is difficult at the moment, but cocktails provide an exciting chance to make up the lost ground in 2025,” says Violetta Njunina, CGA Client Director.

“As our Mixed Drinks Report shows, quality is going to be key to winning the spend of engaged and experimental consumers – but it will also be crucial to cater for the substantial part of the market that is more focused on value.”

How to catch up with The Shout NZ

Online, updated daily with its own unique content and breaking news.
Our weekly newsletter – free to your inbox! Subscribe here.
We are also on Facebook and Instagram!

Read Full Post

You may also like...

The Shout NZ’s Gin Showcase: Your guide to exceptional gins

The Shout NZ’s Gin Showcase: Your guide to exceptional gins

Gin continues to captivate palates worldwide with its bold botanical blends and endless versatility. Whether it’s the refreshing simplicity of a well-crafted G&T or the sophistication of a perfectly balanced Martini, gin remains the foundation for some of the most celebrated cocktails.  This year, we explore a dynamic selection of gins from New Zealand and…