A new study by Wilde Toast reveals the UK's most talked-about cocktails of 2024, combining data from Google, SEMrush, and Exploding Topics, a tool that tracks trending topics across major social platforms. The study provides a view of consumer preferences, highlighting both search trends and social media discussions.

Wilde Toast cross-referenced online search statistics with advanced marketing tools to calculate an average ranking of the UK's top 10 cocktails. Exploding Topics further analysed social media mentions, including detailed platform-specific insights across LinkedIn, Instagram, TikTok, and Reddit.

“With this research, we wanted to see what the top cocktails of 2024 were and go a few levels deeper into the top cocktails among consumers online. Most reports on this only account for Google data so we used a best-in-class 3rd party tool to cross-reference the sometimes inaccurate Google search volume. We also looked to social search and mentions of cocktails, which consumers are increasingly turning to when discovering and talking about their favourite drinks ”Tom Bronock, the Wilde Toast Marketing Director stated.

Aperol Spritz Takes the Top Spot

According to the findings, the Aperol Spritz emerged as the most popular cocktail, dominating both search and social media conversations.

"Aperol has seen consistent growth in trade and third space, bolstered by its strong brand activations in retail. The data strongly reflects this ongoing popularity," says Tom Bronock.

“We also are seeing a phenomenal result for the Aperol Spritz across socials, with mentions across social platforms into 7 figures.”

Other cocktails making the top ten list include the Negroni, Espresso Martini, and Dirty Martini.

Trends Driving Cocktail Preferences

"One of the most fascinating insights is the influence of cultural trends on cocktail choices and how we can see UK cocktail culture evolving year on year. For example, the Dirty Martini has been quietly gaining popularity both in bars and in at-home drinking occasions, signalling an evolution in the UK's cocktail culture. Ten years ago, it wouldn't have come close to the top 10," Bronock added.

The data also highlights the significant role of social media in shaping cocktail preferences and underscores the seasonal nature of certain drinks. The Negroni and Espresso Martini showed notable spikes in popularity during the festive season, while the Aperol Spritz and Piña Colada peaked in summer and again during the festive period.

Figure 2: Social Media Search Trends & Channel Breakdown - Aperol Spritz

Surprising Social Media Insights

The study revealed unexpected trends in platform-specific conversations. For instance, LinkedIn and Reddit have emerged as surprising hubs for discussions about cocktails like the Negroni.

"This data is not only interesting for a casual observer but also invaluable for brands looking to launch cocktail-related products or campaigns. It provides clear insights into consumer engagement with different cocktails and seasonal trends, helping brands align their strategies with real-time consumer interests," Bronock concluded.

Figure 3: Social Media Search Trends & Channel Breakdown – Negroni

About Wilde Toast
Wilde Toast is a leading drinks agency specializing in brand activation, strategy, events, and staffing for the drinks industry. The agency works with global brands Red Bull, Diageo, Edrington and many others. For more information, visit  - https://wildetoast.co.uk/

For media inquiries, please contact:
Tom Bronock – Marketing Director
Email: tom@wildetoast.co.uk
Phone: 07876 564697

ENDS