Cocktails are experiencing significant growth in the UK on-trade sector, largely propelled by younger consumers such as Generation Z and Millennials who prioritise high-quality, flavourful beverages. This trend is fostering increased demand during earlier occasions such as brunch and encouraging a preference for more sophisticated options—including Espresso Martinis and Negronis—alongside traditional favourites like Margaritas and Mojitos. The market is also witnessing premiumisation, with consumers placing greater value on knowledgeable bartenders and distinctive experiences, making refined serves and branded cocktails primary areas of expansion.
