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Social media is key to upping French cocktail sales, research finds
Online visibility has become key to engaging French drinkers, as nearly a fifth (18%) browse online cocktail menus and a venue’s social media pages before going out, new research from CGA by NielsenIQ has revealed.
A third (32%) of French drinkers also check customers’ reviews before heading out, according to The France Mixed Drinks Report, based on a survey of 5,000 French consumers.
Interest in cocktails is rising in France, and the end of the Covid-19 pandemic has triggered more experimental drinking.
The mojito remains France’s most popular cocktail, with rum still the country’s most popular mixed drinks spirit. But the Aperol Spritz is gaining in popularity; now ranking within the top 10 cocktails typically drank by all consumers. However, growing appetites for experimentation, new brands or flavours and low or no alcohol alternatives are all opening up new avenues for on-premise suppliers, CGA’s research has shown.
more than half (53%) of French on-premise consumers say they buy cocktails every or almost every time they go out.
Just over a quarter (28%) are drinking cocktails more often than they were a year ago, while more than two fifths (43%) now choose to drink cocktails out of home — an increase of 7% in the last 12 months.
Julien Veyron, CGA client solutions director – France, said: “Cocktails are one of the fastest growing and dynamic categories in France’s On Premise, and they have attracted many new drinkers since the end of COVID restrictions. With competition becoming intense, it is vital for suppliers here to understand consumers’ changing preferences and habits and adapt strategies accordingly. Digital and physical menus are emerging as a key point of influence, and positioning brands well here and across social media will be a major step to success.“
Cocktail consumers are likely to try new or different drinks when out (45%), so visibility here becomes even more important, making social media key to cracking the market.
In other news, From rich to refreshing and sour to sickly sweet, what flavours make up the most popular cocktails among Europeans? Find out here.
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