Sweet trumps sour in cocktail tastes across the island of Ireland – with the pornstar martini emerging as the favoured choice, according to a survey.
It comes as Drinks Inc, part of Musgrave NI, and Musgrave MarketPlace in the Republic of Ireland report a surge in premium vodka sales as venues prepare for the Christmas rush – with 43% of drinkers across Ireland opting for cocktails with a vodka base.
Research revealed that 63% have a sweet tooth – preferring sugary cocktails; that 77% are more likely to drink cocktails at Christmas than any other time; and that 31% of 18 to 24-year-olds get their inspiration for tipples from social media platforms TikTok and Instagram.
The research also found that a third of those quizzed in the Republic and a quarter surveyed in Northern Ireland preferred a pornstar martini, a sweet combination of passion fruit and vodka.
And almost half of all respondents (49%) prefer a cocktail with vodka, suggesting that the classic spirit has made a comeback in recent years.
Social media influence has been attributed to the rise in popularity of some of the newer favourites such as the St Germaine spritz.
Musgrave MarketPlace has seen a 70% increase in St Germaine sales in 2023, with the lesser-known elderflower liqueur having a moment due to its popularity on TikTok.
The research also revealed that 63% 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.
The youngest age group – 18 to 24-year-olds – were the most likely to be a little bit salty in their choices, but that still came second to sweet flavours.
Tequila emerged as the second most popular cocktail base for this age group, with 33% choosing the famous Mexican spirit, usually taken in shot format with salt and lemon.
Ken Allan, head of beverage at Musgrave MarketPlace, said vodka and tequila are rising highest in demand.
“We’re seeing huge demand for the classic spirits that are making their way into cocktail menus across the country,” he said.
“Premium vodka especially is seeing a massive boost, up 122% in 2023 and tequila has outperformed itself, with a 65% increase in sales.
“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.”
