Insights from CGA’s Cocktails Report.
CGA by NIQ’s On-Premise Cocktails Report supports strategies by pinpointing the places and times where Martini sales are flourishing, and identifying ways to better capture demand, maximise revenue and optimise customers’ experiences.
The report shows a fifth (20%) of cocktail consumers drink Martinis in bars and restaurants – a figure that is nearly identical across all age groups.
It is the cocktail with the fourth highest average outlet value velocity at $606 – just behind the Espresso Martini ($715), which is an increasingly popular alternative to the traditional serve.
Martini also has the fifth highest outlet ticket count and the sixth highest average selling price at $14.50.
The report dives deeper into Martini sales by month, day, daypart and much more. Sales are broadly consistent throughout the year, while Saturday is the top day for Martini sales, just ahead of Friday.
Channel analysis meanwhile indicates Martini specialists should be seeking growth in fine dining restaurants and casual venues.
CGA’s research shows what suppliers and venues can do to grow Martini sales.
It highlights the importance of achieving prominence on menus, which are consulted at least occasionally before purchase by nine in ten (91%) cocktail drinkers.
With 71% of them also asking bar staff for recommendations at least occasionally, brands also need to earn the advocacy of venue teams.
“The Martini has earned its place as an all-time cocktail classic in the on-premise, with an enduring and consistent appeal across demographics, regions and channels,” says Matthew Crompton from CGA by NIQ.
“Sales continue to flourish, but with consumers’ preferences evolving fast and alternatives like the Espresso Martini competing for attention, suppliers and venues need to ensure their sales and marketing campaigns stay relevant and compelling.
“Our research provides the ideal foundations for smart, data-driven strategies that keep Martini sales growing for many years to come.”
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