Cocktail culture in the US is booming—and reshaping how, when, and why people drink. As wine and beer falter, mixed drinks are charging ahead, offering high revenue and even higher relevance, especially among younger consumers. Here's what you need to know:

💰 Cocktails Are Big Business

• Mixed drinks = 34% of total spirits value in US bars and restaurants.

• Average cocktail price: $13.75 — higher than wine, nearly double beer.

• Revenue per venue tops $14,000 in just 12 weeks.

• Margaritas = most popular, but caipirinhas drive the highest checks.

• Old fashioned = MVP, ranking top 6 across all key metrics.

🍸 Consumer Motivations: What Drives the Order

• Taste is king: 71% choose cocktails based on flavour expectations.

• Price matters: Over 50% weigh cost—balance is key.

• Quality counts: Nearly 50% judge drinks by ingredients.

• Brand impact: 1 in 4 is brand-sensitive—name-checking matters.

• Tequila leads: 46% prefer it as a base; vodka (flavoured and classic), whiskey, and rum follow.

📜 The Menu Matters—But It’s Not Everything

• 2 out of 3 guests read the menu before choosing.

• Branded ingredients = more willingness to spend.

• Menu must educate: Clear ingredients, flavour cues, and pricing help close the deal.

• 72% rely on staff when unsure—upsell moments are human, not just printed.

⏰ Daypart Data: Time Is the New Strategy

• 6–10pm = cocktail prime time: highest velocity, biggest spend.

• Saturday = top day, but Sunday leads early daypart (think brunch).

• Thursday = best weekday across time slots.

• Fridays = peak early evening sales.

• Monday beats Wednesday between 11am–3pm—small windows, big impact.

🥂 Occasion-Driven Serves

• Brunch classics (mimosa, bellini, bloody mary) dominate Sundays.

• Midweek wins: juleps and collins outperform early in the week.

• Old fashioned, spritz, mai tai, whiskey sour perform solidly all week long.

• Manhattan and negroni = premium-priced stars for revenue-per-serve.

🎯 Strategy Tips for Operators & Brands

• Segment menus by time of day or occasion to guide choices.

• Train staff to upsell with flavour-first language and ingredient knowledge.

• Rotate hero serves to match peak hours and consumer moods.

• Focus on tequila, vodka, and whiskey as base staples.

• Use storytelling and branding to elevate value perception.

💡 Merch & Effect POV

Cocktails are no longer a single-moment occasion. From brunch to late night, from Gen Z to Boomers, the mixed drink space offers one of the most flexible and high-potential levers in the on-premise channel.

To unlock it fully, don’t just follow the trends—engineer them.