May 21, 2025
May 21, 2025
May 21, 2025
May 21, 2025
Where, When, and Why Consumers Try New Cocktails
Where, When, and Why Consumers Try New Cocktails
Where, When, and Why Consumers Try New Cocktails
Where, When, and Why Consumers Try New Cocktails
What the data tells us—and what brands should do with it
What the data tells us—and what brands should do with it
What the data tells us—and what brands should do with it
What the data tells us—and what brands should do with it
For years, the industry focused on perfecting the cocktail. Now, we’re focusing on where and why it gets chosen. Because in 2024, the real opportunity isn’t just crafting the perfect serve—it’s engineering the moment of trial.
We’ve pulled together the strongest data across IWSR, Nielsen, Mintel, and category leaders like Bacardi and Discus to understand how, where, and why today’s consumers experiment with cocktails. The takeaway? Trying something new isn’t random. It’s driven by cues, settings, and social context. And brands who understand that don’t wait for trial—they create it.
Where Trial Happens: Bars Lead, But Home Is Catching Up
🔶 70% of new cocktail trial happens on-premise—bars, pubs, restaurants.
Atmosphere, bartender recommendations, and peer influence drive decision-making here. High-end venues in particular see strong experimentation when trust is high.
🔶 41% of cocktail trial now happens at home, thanks to social media, cocktail kits, and a new generation of self-taught mixologists.
This is no longer a “secondary” channel—it’s where discovery becomes habit.
When Trial Happens: Events, Happy Hours, and the Feed
Special occasions are major catalysts—55% of consumers are more likely to try something new during holidays, celebrations, or milestones.
Promos matter—46% will experiment if a cocktail is featured at happy hour or offered as part of a deal.
Instagram-worthy moments drive visibility and behaviour: anywhere from 10–35% of drink choices are influenced by what others are ordering or photographing in the same space.
📈 During holidays, cocktail experimentation spikes alongside premium spirit sales—gifting and celebration go hand-in-hand.
Why Trial Happens: Curiosity, Influence, and Trust
67% of drinkers say trying new cocktails gives them a sense of discovery—especially Millennials and Gen Z.
48% follow trends via social media—with TikTok and Instagram being key platforms.
65% of consumers trust bartender recommendations, especially in premium settings.
Health-conscious alternatives (low/no alcohol) are driving significant experimentation among younger consumers.
💡 The moment someone tries your brand—especially in an unexpected format—is where loyalty begins.
How Trial Happens: Experience-Led and Influencer-Fueled
Live tastings at point-of-sale increase conversion by 43% (Nielsen).
Cocktail kits are booming, with 37% of premium spirit buyers choosing them to replicate the bar experience at home.
Social influence is real—simple, well-executed serves that are easy to order and photograph outperform their complexity-heavy counterparts.
The lesson? Don’t underestimate the power of simplicity at scale. A photogenic cocktail glass. A visible garnish. A smart, shareable ritual.
Who’s Trying: Target the Curious, Connected, and Premium-Ready
Millennials (25–40) are the most active cocktail explorers—72% seek out new drinks.
Gen Z (21–24) are rising fast, especially in the no/low space. They want drinks that align with their wellness and aesthetic values.
Women and higher-income consumers over-index for cocktail trial, and lean into premium and craft experiences.
M&E Perspective: Trial Is a Design Problem
Brands spend millions on media to build awareness—but trial is where preference begins. And trial doesn’t have to mean big budgets or complex activations. It means:
Smart POSM that prompts curiosity
Bartender tools that turn recommendations into rituals
Packaging that works as an invitation
Kits that deliver the “wow” moment at home
Serves that feel instantly shareable
Cocktail trial isn’t luck. It’s choreography. And the brands who master the rhythm—across channels, occasions, and experiences—own the next generation of drinkers.
For years, the industry focused on perfecting the cocktail. Now, we’re focusing on where and why it gets chosen. Because in 2024, the real opportunity isn’t just crafting the perfect serve—it’s engineering the moment of trial.
We’ve pulled together the strongest data across IWSR, Nielsen, Mintel, and category leaders like Bacardi and Discus to understand how, where, and why today’s consumers experiment with cocktails. The takeaway? Trying something new isn’t random. It’s driven by cues, settings, and social context. And brands who understand that don’t wait for trial—they create it.
Where Trial Happens: Bars Lead, But Home Is Catching Up
🔶 70% of new cocktail trial happens on-premise—bars, pubs, restaurants.
Atmosphere, bartender recommendations, and peer influence drive decision-making here. High-end venues in particular see strong experimentation when trust is high.
🔶 41% of cocktail trial now happens at home, thanks to social media, cocktail kits, and a new generation of self-taught mixologists.
This is no longer a “secondary” channel—it’s where discovery becomes habit.
When Trial Happens: Events, Happy Hours, and the Feed
Special occasions are major catalysts—55% of consumers are more likely to try something new during holidays, celebrations, or milestones.
Promos matter—46% will experiment if a cocktail is featured at happy hour or offered as part of a deal.
Instagram-worthy moments drive visibility and behaviour: anywhere from 10–35% of drink choices are influenced by what others are ordering or photographing in the same space.
📈 During holidays, cocktail experimentation spikes alongside premium spirit sales—gifting and celebration go hand-in-hand.
Why Trial Happens: Curiosity, Influence, and Trust
67% of drinkers say trying new cocktails gives them a sense of discovery—especially Millennials and Gen Z.
48% follow trends via social media—with TikTok and Instagram being key platforms.
65% of consumers trust bartender recommendations, especially in premium settings.
Health-conscious alternatives (low/no alcohol) are driving significant experimentation among younger consumers.
💡 The moment someone tries your brand—especially in an unexpected format—is where loyalty begins.
How Trial Happens: Experience-Led and Influencer-Fueled
Live tastings at point-of-sale increase conversion by 43% (Nielsen).
Cocktail kits are booming, with 37% of premium spirit buyers choosing them to replicate the bar experience at home.
Social influence is real—simple, well-executed serves that are easy to order and photograph outperform their complexity-heavy counterparts.
The lesson? Don’t underestimate the power of simplicity at scale. A photogenic cocktail glass. A visible garnish. A smart, shareable ritual.
Who’s Trying: Target the Curious, Connected, and Premium-Ready
Millennials (25–40) are the most active cocktail explorers—72% seek out new drinks.
Gen Z (21–24) are rising fast, especially in the no/low space. They want drinks that align with their wellness and aesthetic values.
Women and higher-income consumers over-index for cocktail trial, and lean into premium and craft experiences.
M&E Perspective: Trial Is a Design Problem
Brands spend millions on media to build awareness—but trial is where preference begins. And trial doesn’t have to mean big budgets or complex activations. It means:
Smart POSM that prompts curiosity
Bartender tools that turn recommendations into rituals
Packaging that works as an invitation
Kits that deliver the “wow” moment at home
Serves that feel instantly shareable
Cocktail trial isn’t luck. It’s choreography. And the brands who master the rhythm—across channels, occasions, and experiences—own the next generation of drinkers.
For years, the industry focused on perfecting the cocktail. Now, we’re focusing on where and why it gets chosen. Because in 2024, the real opportunity isn’t just crafting the perfect serve—it’s engineering the moment of trial.
We’ve pulled together the strongest data across IWSR, Nielsen, Mintel, and category leaders like Bacardi and Discus to understand how, where, and why today’s consumers experiment with cocktails. The takeaway? Trying something new isn’t random. It’s driven by cues, settings, and social context. And brands who understand that don’t wait for trial—they create it.
Where Trial Happens: Bars Lead, But Home Is Catching Up
🔶 70% of new cocktail trial happens on-premise—bars, pubs, restaurants.
Atmosphere, bartender recommendations, and peer influence drive decision-making here. High-end venues in particular see strong experimentation when trust is high.
🔶 41% of cocktail trial now happens at home, thanks to social media, cocktail kits, and a new generation of self-taught mixologists.
This is no longer a “secondary” channel—it’s where discovery becomes habit.
When Trial Happens: Events, Happy Hours, and the Feed
Special occasions are major catalysts—55% of consumers are more likely to try something new during holidays, celebrations, or milestones.
Promos matter—46% will experiment if a cocktail is featured at happy hour or offered as part of a deal.
Instagram-worthy moments drive visibility and behaviour: anywhere from 10–35% of drink choices are influenced by what others are ordering or photographing in the same space.
📈 During holidays, cocktail experimentation spikes alongside premium spirit sales—gifting and celebration go hand-in-hand.
Why Trial Happens: Curiosity, Influence, and Trust
67% of drinkers say trying new cocktails gives them a sense of discovery—especially Millennials and Gen Z.
48% follow trends via social media—with TikTok and Instagram being key platforms.
65% of consumers trust bartender recommendations, especially in premium settings.
Health-conscious alternatives (low/no alcohol) are driving significant experimentation among younger consumers.
💡 The moment someone tries your brand—especially in an unexpected format—is where loyalty begins.
How Trial Happens: Experience-Led and Influencer-Fueled
Live tastings at point-of-sale increase conversion by 43% (Nielsen).
Cocktail kits are booming, with 37% of premium spirit buyers choosing them to replicate the bar experience at home.
Social influence is real—simple, well-executed serves that are easy to order and photograph outperform their complexity-heavy counterparts.
The lesson? Don’t underestimate the power of simplicity at scale. A photogenic cocktail glass. A visible garnish. A smart, shareable ritual.
Who’s Trying: Target the Curious, Connected, and Premium-Ready
Millennials (25–40) are the most active cocktail explorers—72% seek out new drinks.
Gen Z (21–24) are rising fast, especially in the no/low space. They want drinks that align with their wellness and aesthetic values.
Women and higher-income consumers over-index for cocktail trial, and lean into premium and craft experiences.
M&E Perspective: Trial Is a Design Problem
Brands spend millions on media to build awareness—but trial is where preference begins. And trial doesn’t have to mean big budgets or complex activations. It means:
Smart POSM that prompts curiosity
Bartender tools that turn recommendations into rituals
Packaging that works as an invitation
Kits that deliver the “wow” moment at home
Serves that feel instantly shareable
Cocktail trial isn’t luck. It’s choreography. And the brands who master the rhythm—across channels, occasions, and experiences—own the next generation of drinkers.