October 14, 2024 – Exclusive new research from CGA by NIQ reveals hotspots for cocktail sales growth on America’s east and west coasts, and nuances in dynamics across the regions.
CGA’s annual On Premise Cocktails Report, which helps US suppliers and operators craft winning, data-driven cocktail strategies in the US On Premise, highlights the importance of the two seaboards. Three coastal states—California, Rhode Island and New Jersey—are among the US’ top five performers by cocktails value velocity, while the western side of the country is represented by a fourth state, Nevada.
CGA’s data also shows cocktail ticket counts are generally highest in western states. However, in check value terms, five of the top ten states are on the eastern side—New York, Washington DC, Maryland, New Jersey and Massachusetts. DC and New York also have the highest average prices, followed by three states out west—Arizona, Nevada and California.
The On Premise Cocktails Report is bolstered by CGA’s Cocktail Sales Tracker, which regularly updates trends within category, such as states and cocktail types experiencing growth, as well as changing consumer preferences. It also offers in-depth analysis of all key east and west coast states including New York and California—plus their similarities and contrasts.
The Margarita is the top cocktail in both states, though it has a much higher velocity in California than New York, where Martinis are more popular. New York has performed the best of the two in 2024, and value velocity has outperformed last year across nearly all days and dayparts, with Sundays and mid-afternoons seeing the greatest increases.
There are also some significant differences by channel. The fine dining segment generates the most value in New York, with a value velocity that is 20% above the US average. However, the polished casual channel leads the way in California, with a value velocity that is 82% higher than average.
CGA’s deep dive into cocktail trends in these and other US states creates the definitive picture of consumers’ preferences, helping suppliers to establish more targeted marketing, innovation and distribution strategies.
Matthew Crompton, CGA by NIQ’s vice president – Americas, said: “Our research emphasises the huge value of coastal areas to spirits suppliers and venues. New York, California and other seaboard states are pivotal to all sales, marketing and distribution strategies—but there is no one-size-fits-all solution. Strategies must understand coast-specific guest profiles and needs and appreciate the significant nuances in preferences between the east and west. Our report and Cocktail Sales Tracker provide the authoritative insights that are needed to ensure products and promotions resonate with all regional audiences.”
The On Premise Cocktails Report and Cocktail Sales Tracker are powered by CGA’s powerful combination of consumer research and sales data. They provide a comprehensive overview of key dynamics in the cocktail category, including expert analysis of preferences by type, venue, daypart, price and much more. The report and Tracker are essential reading for any business seeking to measure performance and identify growth opportunities. To learn more, click here and contact the CGA team.
About CGA by NIQ
CGA by NIQ provides definitive On Premise consumer intelligence that reveals new pathways to growth for the world’s most successful food and drink brands. With more than 30 years of best-in-class research, data, and analytics, CGA by NIQ provides the Full View(TM).
CGA by NIQ works with food and beverage suppliers, consumer brand owners, wholesalers, government entities, pubs, bars, and restaurants to protect and shape the future of the On Premise Experience. Using the most complete and clear understanding of measurement and insights, CGA by NIQ provides a competitive edge to guide winning strategies for On Premise business.
NIQ was founded in 1923 and is an Advent International portfolio company. For more information, visit NIQ.com or www.cgastrategy.com.
