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47% of Brits want ‘baby versions’ of their favourite drinks

25 July 2024 By Sarah Neish

Research by drinks importer Paragon Brands has revealed that almost half of British drinkers want a “baby” version of their favourite alcoholic beverages, with Gen Z especially keen.

Following the popularity of the ‘Baby Stout’ trend, where Tia Maria and Baileys are combined in a shot glass to resemble a mini pint of Guinness, research by Paragon Brands shows that a massive number of consumers are keen to try tiny creations of their favourite alcoholic drinks.

The survey of 2,000 respondents also discovered that a third (33%) of Brits prefer mixed cocktail shots (which combine multiple spirits) over traditional shots of one spirit (eg. a Tequila slammer).

Gen Z are particular fans of mini cocktails with 63% of Gen Z consumers saying they would try one and 15% keen to post pictures of miniature cocktails on social media. In fact, the survey shows that 28% of those aged 35-44 would buy a miniature cocktail for exactly that reason.

On average, Brits spend £2.63 on shots during a night out, but this figure is highest in London, where shot-drinkers are willing to spend around £3.36.

“Our report has shown a significant shift in consumer trends for shot drinkers in the UK,” said Chris Jones, managing director of Paragon Brands.

“The data has shown the growing popularity of people enjoying the taste of a shot, with the rise of ‘miniature’ cocktail shooter shots, meaning consumers now value taste and aesthetic when purchasing a shot.”

As db reported, the Piña Corona cocktail trend is taking off on TikTok, with drinkers rushing to make this “ultimate summer cocktail”. Meanwhile, a new report reveals the most popular cocktail in every US state, with the Aperol Spritz crowned the overall winner in the United States.

No-and-low products are playing an ever greater role in the mixology sector. Cocktails In The City founder Andrew Scutts told db that since partnering with alcohol-free drinks brand Everleaf “to ensure guests can enjoy great non-alcoholic cocktails at every stand” sales at the event “increased tenfold”.