Cocktails are becoming one of Britain’s fastest-growing drinks categories, according to new research

The popularity of cocktails and the fact they are more widely available has helped boost sales through Britain’s pubs, bars, and restaurants by 10 % over the past 12 months taking the market value to £587m, says CGA’s Mixed Drinks Report Q1 2019.

The number of licensed premises selling cocktails has risen 7 % in the past year, with 42,000 on-trade outlets. Drinks-led pubs have been particularly fast to respond to demand, with a growing number opting to sell pre-prepared or draught cocktails.

Based on the on-trade, number one in the Top 10 list of mainstream cocktails is the vodka-based Pornstar Martini, served with a shot of Prosecco on the side. Sales of Pornstar Martini have risen 2 % over the past 12 months and accounting for 15.3 % of cocktails sold.

Having fallen from its top slot, the white-rum based Mojito is Britain’s second favorite cocktail, accounting for 12.4 % of mainstream sales, down 1.2 % from last year.

Occupying the rest of the Top 10 are: Long Island Iced Tea, Sex on the Beach, Daiquiri, Woo Woo, Espresso Martini, Martini, Pina Colada and Collins.

Charlie Mitchell, CGA drinks expert said: “There are two clear trends coming through in the mainstream consumer’s preference for cocktails – that of shorter, more complex drinks with a higher ABV like the Martini cocktails, but also a growing preference for longer, more refreshing drinks such as the Collins which has a more sophisticated, less sweet flavor profile.”

“Tastes have moved away from fruity, sweet drinks with the Woo Woo, Sex on the Beach and Cosmopolitan losing the most favor over the past 12 months.

“The growing popularity of Aperol Spritz and other spritz serves are part of the trend towards a lighter, more refreshing drink with a lower ABV and fewer ingredients allowing the taste of the base spirit to come through.”

“PORN STAR MARTINI” NAMED UK’S FAVOURITE COCKTAIL

Knocking the minty Mojito off its perch, the cheekily titled Porn Star Martini is now the most popular cocktail in the UK, according to recent research by CGA Strategy. Porn Star Martini is now the most ordered cocktail in UK restaurants, bars and pubs.

Viewed as a modern classic, Porn Star Martini is made with vanilla vodka, fresh passion fruit, passion fruit liqueur and lime juice, and is served with a shot of Champagne on the side.

Pernod Ricard revealed that Absolut Vanilla brand is now the number one flavoured vodka in the UK on-trade, a spokesperson states “We have been tracking this fantastic cocktail’s rise in popularity and are delighted it has finally been given the crown it deserves. Consumers are increasingly looking for experiences and the Porn Star Martini delivers this because of the theatre the serve provides”

“We have recently seen just how loved this drink is via our Porn Star Martini Townhouse at London Cocktail week, which welcomed over 900 consumers,” said Adam Boita, head of marketing for Pernod Ricard UK.

The cocktail was created in 2002 by bartender and LAB bar founder Douglas Ankrah at The Townhouse bar in Knightsbridge. Ankrah first christened the cocktail Maverick Martini, in a hat tip to a dodgy club in Cape Town, but changed the name to Porn Star Martini.

“I called it the Porn Star Martini because I thought it was something that a porn star would drink. It’s pure indulgence, sexy, fun and evocative,” Ankrah told The Buyer in a recent interview.