By Molly Nicholas
In the latest Australia Pulse+ Report, CGA by NIQ has revealed new findings about the awareness and preferences of on-premise consumers in the pre-mixed drinks category.
In the report designed for suppliers and operators to optimise sales of pre-mixed spirits, pre-mixed cocktails, alcopops and hard seltzers, CGA found that overall awareness within the category was high.
More than half of Australian consumers were aware of pre-mixed spirits with mixers (66 per cent) and pre-mixed cocktails (56 per cent). The number of Australians consuming the two drinks also remains high, with 37 per cent drinking pre-mixed spirits with mixers, and 28 per cent drinking pre-mixed cocktails.
Forty-seven per cent of consumers were aware of alcopops and hard seltzers, but in contrast, the relatively high consumer awareness of these segments didn’t translate to greater consumption, with just 18 per cent typically drinking alcopops, and 16 per cent drinking hard seltzers.
Consumers were assessed on their knowledge about drinks in the category, with 40 per cent being knowledgeable about the ingredients used in various mixed drinks.
The report revealed an interest in mixed drink hybrids when asking consumers which mixed drink they would prefer to drink on-premise, with 65 per cent opting for a classic mixed drink such as a margarita cocktail, and 35 per cent choosing a combined mixed drink such as a margarita hard seltzer.
The report suggested that suppliers and operators could overcome lower consumption by engaging and enticing customers with existing drink categories and familiar flavours, but in different combinations that offer an appealing contemporary twist.
Commenting on the findings, James Phillips, Client Solutions Director ANZ at CGA by NIQ, said: “In such a dynamic and fragmented category, surprisingly on-premise consumers say they have a good overall knowledge of the mixed drink category. But there is a potential confusion around some of the drink types that are categorised as mixed drinks.
“This presents a compelling window of opportunity for drinks brands and operators to lead the way in optimising awareness and sales, by experimenting with mixed drinks offerings that blur lines and create exciting new concepts, while leaning into familiar favourites.”
This article was originally published by our sister publication, TheShout.