The Shout Magazine (New Zealand)

Are beer cocktails the next big thing in on-premise beverages?

CGA by NIQ’s latest Consumer Impact Report has revealed the current popularity of cocktail-inspired beer serves in the US and explores opportunities for brand trial and experimentation in the on-premise.

New data shows that more than two in five beer and/or cocktails consumers have opted for a beer margarita in the past three months.

Consumer trends, like cocktail-inspired serves, encourage trial and experimentation of new categories and act as a gateway to expand brand offering, says CGA by NIQ.

Research suggests in the upcoming months, the cocktail-inspired serve will continue to experience engagement from beer and/or cocktail drinkers with almost four in five expecting to try the beer margarita or chelada, and more than three in five expecting to try a shandy, michelada, radler, or beermosa.

“On-premise category consumption has remained pretty consistent throughout our reports, but consumer trends within these categories are always changing,” says Matthew Crompton, CGA by NIQ regional director – Americas.

“Our previous research has highlighted that the on-premise is a key channel for prompting drinks trial and experimentation, this month’s report underlines the importance of understanding changing consumer behaviour to build effective strategies.”

So what exactly are these cocktail-inspired beverages?

Beer margarita (aka lagerita or beerita): A mix of Tequila, Cointreau, lime juice and beer (typically a lager or Mexican beer such as a Corona).

Chelada: A Mexican beer cocktail combining lager and lime juice.

Shandy: A 50/50 mix of beer and lemonade.

Michelada: Like a Bloody Mary, but made with beer, lime juice, assorted sauces, spices, and chilli. It is served in a chilled, salt-rimmed glass.

Radler: Typically it’s a combo of lager and lemon-lime soda but it can also include other fruit juices, like grapefruit.

Beermosa: A mix of  2/3 beer (try a wheat-beer or fruity craft beer) and 1/3 orange juice.

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