Draught cocktails on the rise in NZ on-premise
New research has found that draught cocktails and mixed drinks are continuing to grow in popularity amongst New Zealand consumers, with the On Premise supplying to demand.
CGA by NIQ’s February New Zealand On Premise Pulse+ Report examines the current landscape of draught/tap cocktails and mixed drinks.
The report confirms a robust awareness of draught/tap cocktails and mixed drinks among New Zealand consumers, with more than a third noticing these offerings when eating and drinking out. But it says that negative perceptions are the primary barrier to widespread adoption – this is because many consumers believe draught/tap versions can’t match the quality of a bartender-made cocktail.
However, the report also found that 42% of consumers surveyed are warming to the trend as the quality of these solutions improve, indicating a growing openness to draught/tap serve types.
A key finding was consumer inclination towards classic cocktail types from draught/tap systems. CGA by NIQ says that this indicates familiarity might play a leading role in acceptance, with half of consumers expecting to see classic cocktails available on draught/tap. The data also reveals a third of consumers are open to trying ‘classic cocktails with a twist’.
Furthermore, the report says that consumers are recognising the benefits of draught/tap options, including less waiting time due to ease and speed of service, perceived lower prices than traditional mixed drinks, and consistency of flavour.
For all these combined reasons, CGA by NIQ’s February New Zealand On Premise Pulse+ Report says that innovation within familiar frameworks could be a successful strategy for drinks brands, suppliers, and operators.
Additionally, it says there is a clear opportunity to overcome the scepticism of risk-averse consumers by leveraging bartender recommendation 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 suggests 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.
