Cocktail culture in Germany: taste and quality shape consumer behavior

21-Mar-2024

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The Cocktail.Kultur.Gesellschaft. not only stands for the great creativity and quality of the industry, but also for conscious and responsible enjoyment. The results of a study published by Cocktail.Kultur.Gesellschaft. on the subject of "Cocktail culture in Germany" have now been published: Consumers' consumption habits have been changing for several years. There is a clear trend towards select, high-quality cocktails, with taste (69.1%) and quality (56.0%) clearly leading the decision criteria when choosing cocktails.

Cocktails are an integral part of cultural life in Germany

Cocktail culture is an important part of German society and social life - this is clearly emphasized by the results of the study. More than half of those surveyed (51.2%) see meetings with friends in restaurants and bars as the perfect occasions to enjoy a cocktail. This is followed by other social occasions such as a visit to a nightclub (26.8%) and family celebrations (20.2%). For 18.4% of respondents, a romantic evening provides the perfect setting for a cocktail and just under 6% see the end of the working day as a suitable occasion. Cocktails are therefore the ideal companion for sociable evenings with good conversation with friends and family.

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Non-alcoholic cocktails are becoming increasingly popular

The study results also show that non-alcoholic variants are also gaining in popularity. Almost 20 percent of those surveyed who regularly drink cocktails choose a non-alcoholic cocktail at least once a month. Furthermore, the majority of cocktail drinkers surveyed believe that the demand for non-alcoholic cocktails will increase (52.8%). In general, the alcohol content only plays a subordinate role in the choice of cocktail. This trend is evident among all target groups, regardless of age, regional purchasing power or urban or rural living environment. The figures thus confirm another trend that has also been apparent for some time: People are consuming alcohol less frequently overall, but prefer high-quality drinks when they do.

Mixed or neat - every generation has its favorites

The survey results also show that age can have an influence on the choice of drinks. For example, over two thirds of 18 to 49-year-olds stated that they mostly enjoy spirits as a cocktail or long drink, with the 18 to 29-year-old group (34.6%) in particular preferring cocktails. It is also striking that consumers aged between 30 and 39 particularly appreciate the many opportunities for "experimentation" that cocktails offer (24.8%). In contrast, the older generations aged 50 to 64 (39.3%) and 65+ (42.4%) prefer to enjoy spirits neat or on ice.

Cocktail art and craft

The art of the cocktail needs to be learned. Bartenders compose with flavors and like to provide positive surprises in the taste of their creations. Almost half of those surveyed (44.8%) appreciate this skill and the high quality of the resulting products. They are therefore also prepared to reward the craftsmanship behind these trendy drinks accordingly. For 30 to 39-year-olds in particular, the quality of the ingredients plays a central role (54.5%). This shows that this group in particular appreciates special taste experiences.

About the study

For the study, the survey institute Civey conducted online-based individual surveys on behalf of Cocktail.Kultur.Gesellschaft. in October and November 2023. The population surveyed comprised the entire German population aged 18 and over as well as people who consume non-alcoholic or alcoholic cocktails between once a month and once a week. The sample size varied between 2,000 and 5,000 people, depending on the question and the population surveyed. All results of the study are representative due to quotas and weightings, taking into account statistical error tolerances.

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.

https://www.yumda.com/en/news/1183007/cocktail-culture-in-germany-taste-and-quality-shape-consumer-behavior.html