Rise of Beergaritas: Unraveling the Beer and Cocktail Crossover
The latest On Premise Report by CGA reveals an escalating curiosity among US consumers to explore beers blended with unique ingredients.
Based on a survey of 1,600 individuals from Florida, Texas, California, and New York, the report disclosed that nearly 70% of US consumers have frequented a bar or restaurant for a food-centric event in the past two weeks. Conversely, close to 40% chose these establishments for drink-centered occasions. Cumulatively, approximately 80% of consumers have visited a bar or restaurant at least three times in the preceding three months.
During these visits, beer retained its position as the most favored alcoholic beverage with 46% choosing it, closely followed by cocktails chosen by 31%. An intriguing trend surfacing from the report is the rising number of consumers exhibiting interest in fusing these two drinks.
In the last three months, 40% of beer and cocktail consumers have sampled a Beer Margarita, also known as a ‘Beergarita’ or ‘Beerita’. This drink modifies the traditional blend of Tequila, Cointreau, and lime juice with the addition of either a lager or an IPA, resulting in a beverage that’s lighter, with citrus or tropical fruit-forward flavor profile based on the hops used. The survey indicates that 80% of consumers plan to try this concoction in the future.
Three out of five consumers also showed an inclination to experiment with alternate beer variations like a Shandy, Radler, Michelada (a Mexican blend often comprising beer, lime juice, Worcestershire sauce, soy sauce, hot sauce, and chili powder), or Beermosa (which includes orange juice, reminiscent of a Mimosa but sans the sparkling wine).
Matthew Crompton, the regional director of CGA by NIQ, explained the growing popularity of these drinks in bars and restaurants, saying, “On-premise category consumption has remained fairly stable throughout our reports, but consumer trends within these categories are always in flux. Previous studies have emphasized that the on-premise is a crucial channel that encourages experimentation with drinks. This month’s report emphasizes the significance of understanding evolving consumer behavior to formulate efficient strategies.”
