Forget a tumbler of brandy for Santa this year, and instead think about leaving the big man a Pornstar Martini, which has today been confirmed as the nation’s favourite cocktail.
Research commissioned by Musgrave MarketPlace revealed that a third of the country are fans of the passionfruit and vodka-based cocktail, and that nearly half of all respondents (49 per cent ) prefer a cocktail with vodka, suggesting that the classic spirit has made a comeback to rival the popularity of gin and whiskey in recent years.
For three-quarters of the country, a cocktail was more on the cards at Christmas than any other time of the year – with Christmas parties, nights out a plenty and a week or longer of festive fun.
For all respondents, bar menus were the biggest source of inspiration for cocktails, however 31 per cent of both 18 to 24-year-olds and 25 to 34-year-olds also said TikTok or Instagram is where they spot new and trending cocktails, like the St Germaine Spritz. Musgrave MarketPlace has seen a 70 per cent increase in St Germaine sales in 2023 – which demonstrates the fact that the lesser-known elderflower liqueur is having a moment due to its popularity on TikTok.
Two thirds are willing to pay more for a premium cocktail, with 57 per cent viewing it as a treat to themselves, or 65 per cent will do so when it’s a special occasion. Emulating the most famous Christmas miser of all, Ebenezer Scrooge, a quarter of respondents admitted they would only order a premium cocktail when someone else was paying for it.
The younger generations are also more driven by cost – with more than a fifth of 18 to 24-year-olds and 25 to 34-year-olds saying price was a factor in their decision to order a cocktail. Likewise, it is this age group that would be most likely to drink a pre-made cocktail, if it was going to significantly reduce the price.
The research also revealed that 63 per cent of all Irish drinkers have a sweet tooth, preferring sugary, dessert-like cocktails such as Espresso Martini, Strawberry Daiquiri, and White Russian. After sweet, the next most popular flavour preference was spicy, which supports the growing popularity of drinks such as Spicy Margaritas and Picantes.
Eighteen to 24-year-olds were the most likely age group to be a little bit ‘salty’ in their choices, but that still came second to sweet flavours. Tequila was, unsurprisingly, the second most popular cocktail base for this age group, with 33 per cent choosing the famous Mexican spirit, usually taken as a shot with salt and lemon.
The nationwide preference for sugary drinks would explain why almost two thirds of us couldn’t drink cocktails all night, with more than 62 per cent having just one or two before moving on to something else.
Ken Allan, head of beverage at Musgrave MarketPlace, said: “We’re seeing huge demand for the classic spirits that are making their way into cocktail menus across the country. Premium vodka especially is seeing a massive boost, up 122 per cent in 2023 and tequila has outperformed itself, with a 65 per cent increase in sales.
"On occasions like Christmas and other special moments across the year, we know customers will be happy to pay more for that premium spirit and drink. The findings show that bar menus are still so important in offering inspiration to customers and possibly introducing them to new and novel cocktails and ingredients that they will then embrace as ‘their’ drink of choice. We work closely with our customers to continually explore the upcoming trends and popular flavours to keep menus fresh and continue to inspire and delight patrons.”
