Washington, D.C. has overtaken Nevada as the number one U.S. location for cocktail consumption, while sales are growing fast in key states including California.
Those are among a wealth of insights in the new edition of CGA by NIQ’s exclusive Cocktail Sales Tracker, the leading monitor of category dynamics that helps suppliers and venues understand the latest trends and seize sales opportunities.
Nevada has returned the highest cocktail velocity per outlet for some time, but D.C. surpassed it in the 12 weeks to end-June, the Tracker reveals. Its average outlet selling cocktails now generates more than triple the velocity of the US average—thanks in part to prices that are $3 higher on average. Cocktails in the state are comfortably outperforming the levels of 2023 across all dayparts and days of the week, with the biggest increases recorded on Wednesdays and mid-afternoons.
California and New Jersey are among other top states for cocktail sales velocity, while Illinois, Arizona and Texas all outperform the US market as a whole. Higher prices in New York mean it now has the largest average check value, with other north eastern states including Pennsylvania and Massachusetts also performing well on this metric. Average selling prices are highest in coastline states, with New York and California both in the top five.
The Tracker also provides insightful breakdowns of cocktail trends by type. It reveals the Margarita remains the most popular option in nearly all US states—though the Mojito exceeds it by value in Nevada. Secondary choices vary, with the Spritz, Espresso Martini and Moscow Mule among the most valuable. The Margarita’s dominance means tequila is the top cocktail base across the US.
CGA’s latest Cocktail Sales Tracker provides deep dives into sales patterns in key states by type, channel, daypart and much more, helping suppliers and venues respond nimbly to cocktail consumers’ evolving preferences in all locations.
Matthew Crompton, CGA by NIQ’s vice president – Americas, said: “Our Tracker’s numbers paint a fascinating picture of the cocktail market across the US, and highlight the many important nuances in consumers’ preferences from state to state. Regional preferences can make or break a brand’s success, so identifying cocktail hotspots and anticipating cocktail drinkers’ needs is crucial for all suppliers and operators seeking a competitive advantage. Cocktails are a dynamic but crowded and complex market, and our Tracker provides robust foundations for localized, smart and effective strategies, ensuring the right products are available in the right markets at the right times, with the right promotional support.”
CGA by NIQ’s data service provides best-in-class insights into sales trends in cocktails and all other drinks categories in the U.S. on-premise. To discover more about the solutions and the expert support that is available to help interpret trends at category, segment and brand level, contact the CGA by NIQ team.