The growth of premium drinks – cocktails particularly – in Australia is continuing to gain even further momentum. Australia’s love for cocktails !
Where this recent growth started
The popularity of cocktails was boosted by the pandemic. It seems that whilst Aussies were experiencing lockdowns, many took an interest in cocktail making and mixology. Understanding how these premium drinks are made became a home hobby for many. And there is skill required to make cocktails truly the premium drink they are.
The skills home hobbyists developed came mainly from online, but also these people were collecting quality books on the subject. Then practicing their techniques at home, and inviting friends and family over to ‘test’ the products.
At Mobile Martinis we have also seen the boost in the demand for premium drinks and cocktails at our client events, following the pandemic and the demand getting stronger each year.
Strong Demand for Cocktails
This demand for cocktails has also been seen in other sectors, such as on-premise consumption. Research company CGA Strategy have studied this growing trend. Their research shows that “a huge 28% of Australians say they are drinking more cocktails” than ever before (2022).
A Neilsen-IQ report (Sept 2023) said this increased to 32%. With cocktails being the number one drink that we trade up to. Additionally, about 50% of cocktail drinkers will have a cocktail, every time they go out.
The CGA research also reports that “59% of bartenders state that they believe that cocktails are in the best position to thrive” for years to come.
Beer and wine still lead in overall drink popularity, with 47% and 41% respectively. However, cocktails have hit 30%. Yes, this adds up to more than 100%, but that’s how the research data has come out. Have you ever gone out for a couple of drinks, maybe beer or wine, then topped that off with a Mojito, Margarita, or Espresso Martini…? That is how it adds to more than 100%.
Cocktails resonate with us today
Cocktails are in tune with us these days. Premium drinks help make entertaining and celebrating special occasions, more special. We at Mobile Martinis have also seen this. Our clients and their guests love the service, the entertainment of making the cocktails and these premium drink enhance the celebration.
The CGA report also reported the key driver behind seeking a cocktail is that we are “looking for a treat” (CGA say 45% of cocktail drinkers). This also aligns with a more broad global trend towards premium drinks and cocktails for making get-togethers a special occasion, every time.
When we experience a well-executed cocktail, it lifts the taste of standard spirits. The cocktails really are a premium drink, and make special events, even more special.
For Mobile Martinis clients and their guests, these research findings hold up very well. We see our clients and their guests enjoying the ‘special feeling’ of well-made cocktails, tailored to their events. Providing everyone with an awesome experience and creating lasting memories of their special occasions.
The growth of premium cocktails has become a big part of our Australian culture. When we are going out, staying home, or holding our own celebrations with friends and family, premium cocktails are a big part of recipe for our celebrations.
Learn more about our special event packages here.
Featured image by Helena Yankovska on Unsplash