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Premiumisation driving cocktail trends at Be At One where cocktails sales have risen 400% in five years

Published:  14 February, 2017

The extent of the effect of premiumisation on consumers' out of home drinking habits have been highlighted in a new survey.

It's well know that consumers are increasingly willing to pay more for a top serve, and the annual survey from cocktail-led bar group Be At One has highlighted some of the major trends leading the UK's growing cocktail culture.

The survey found that 77% of customers are happy to pay more for a better quality cocktail, while six in 10 stated they can tell the difference between different spirits brands.

The survey also showed that male drinkers are increasingly developing the taste for cocktails, with almost a third (29%) drinking a cocktail every time they go out.

Regionality played a big part in the effect that promotions and price plays on what consumers buy.

Drinkers outside of London valued the quality of the drinks, atmosphere and experience more than promotions, such as happy hours.

In contrast, drinkers in the capital relied more heavily on deals in order to decide on a venue, reflecting the wealth of options available.

Be At One surveyed 5,000 customers on their regular drinking habits and preferences.

Having seen total cocktail sales across its bars rise by 406% since 2012, in 2016, the company sold almost two million cocktails at its 31 sites.

The Porn Star Martini is the cocktail that has seen the most growth, up 1,449% since its introduction to the menu in 2013.

It now accounts for 15% of all cocktail sales, with the group selling 1,500 per day (over 500,000 per year).

The group is also seeing strong growth in its range of 'virtuous' lower calorie cocktails which now account for around 7% of cocktail sales.

"Today's cocktail drinkers are increasingly searching for quality and a premium experience when it comes to choosing a venue for a night out, both in terms of product and atmosphere," operations director Andrew Stones, said.

"The results are in keeping with other research that shows greater discernment among drinkers - they are prepared to spend more on higher quality drinks."