Ultra-premium spirits are growing across the US nightclub scene, new research has revealed.
CGA by Nielsen IQ’s latest data explored nightclubs in 15 US states, and delved into three designated market areas (DMAs) to uncover where the highest volume of spirits is consumed.
These DMAs included: Miami, Los Angeles and New York. These stood out as the top three regions for highest consumption of spirits in nightclubs.
Across all spirits categories, the ultra-premium tier has experienced the highest volume growth across the US and the top three DMAs for nightclubs, compared with a year ago.
Matthew Crompton, regional director – North America, said: “CGA’s previous research into late-night and high-tempo occasion highlighted the opportunity for spirits suppliers, with our latest OPM research only reinforcing that not only are spirits a key category within the nightclub channel, but that consumers are also increasingly interested in more premium options with the spirits category – particularly within Tequila and vodka.”
Out of these DMAs, in New York the ultra-premium tier saw the highest percentage change out of all tiers – with a 103% increase versus a year ago – highlighting that consumers are developing more of an appetite for premium drinks.
Crompton added: “Our latest enhancements to our OPM solution ensure that our suppliers can better understand share and trends in key markets across the US, with these insights forming just a fraction of the data that OPM can deliver.”
Nationwide, vodka is the most popular spirit category in nightclubs.
However, looking at just Miami, New York and Los Angeles, and Tequila has taken the top spot in nightclubs, with blanco Tequila being the most popular spirit.
Blanco Tequila has seen a 127% boost in Los Angeles nightclubs in comparison to last year.
Consumers were also found to have been opting for more premium options within Tequila, with super-premium Tequila the most popular category price tier across the top three DMAs for nightclubs, and New York showing 56% growth in nine-litre case sales versus a year ago.
In the US on-trade as a whole, whisky was found to be the most popular spirit.
Earlier this month, CGA’s Cocktail Sales Tracker by Nielsen IQ revealed that the Espresso Martini has made it into the top 10 most popular cocktails in the US on-trade.
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Author: Alice Brooker