As draught cocktails and mixed drinks continue to grow in popularity amongst New Zealand consumers, the On Premise has supplied demand.
CGA, by NIQ’s February New Zealand On Premise Pulse+ Report, examined the current landscape of draught/tap cocktails and mixed drinks, providing essential insights for suppliers, brands, and operators looking to capitalize on this developing trend.
Data suggested that 42 percent of consumers have warmed to the trend as the quality of these solutions improve, indicating a growing openness to draught/tap serve types.
A key finding is consumer inclination towards classic cocktail types from draught/tap systems. This has indicated that familiarity might play a leading role in acceptance, as half of consumers expect to see classic cocktails available on draught/tap. The data also revealed a third of consumers are open to trying 'classic cocktails with a twist'.
Consumers recognised the benefits of draught/tap options, including less waiting time due to ease and speed of service, lower prices than traditional mixed drinks, and flavour consistency. For these reasons, innovation within familiar frameworks could be a successful strategy for drinks brands, suppliers, and operators.
Additionally, there’s a clear opportunity to overcome the scepticism of risk-averse consumers by leveraging bartender recommendations and providing free samples. With a third of consumers still doubtful about draught/tap alternatives matching bartender craftsmanship, endorsement by trusted bartenders can influence perception.
Overall, the report suggested capitalisation on growth potential in this segment when brands, suppliers and venues align their offerings with popular classic cocktails and implement strategies for low-cost trials.
“The report is full of insider insights for industry stakeholders seeking to understand complex consumer preferences regarding draught/tap cocktails and mixed drinks and elevate their On Premise experience accordingly," said Tom Graham, Senior Manager for Australia and New Zealand.
"It provides a roadmap for the industry to refine its approach by designing innovative solutions, ensuring the quality and presentation of these offerings resonate with shifting consumer expectations."
