Sales of premium vodka have more than doubled year-on-year, research from Musgrave MarketPlace has found.

Vodka sales have increased 122% compared to 2022 as venues prepare for the Christmas rush and amid a surge in interest for vodka-based cocktails, thanks to Instagram and TikTok, while sales of tequila have risen by two-thirds (+65%).

“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% in 2023 and tequila has outperformed itself, with a 65% increase in sales," said Ken Allan, head of beverage at Musgrave MarketPlace.

"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."

Research commissioned by the wholesaler found that nearly half of respondents (49%) prefer a cocktail with vodka, suggesting an uptick in popularity for the spirit after being unseated by gin and whiskey in recent years.

Three-quarters said they were more likely to drink a cocktail at Christmas than at any other time of year due to more parties and nights out, and the pornstar martini was found to be the most popular cocktail, with a third of people preferring the passionfruit and vodka-based cocktail.

Bar menus were the biggest source of inspiration for cocktails, but 31% of respondents aged 18-25 and 25-34 said they looked to Instagram and TikTok. Musgrave has seen a 70% increase in sales of the trending St Germain Spritz this year.

Two-thirds are willing to pay more for a premium cocktail with 57% viewing it as a treat to themselves or 65% will do so when it’s a special occasion, but a quarter said they would only order a premium cocktail if somebody else was paying.

More than a fifth of 18-24- and 25–34-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% of all Irish drinkers prefer sugary, dessert-like cocktails such as espresso martini, strawberry daiquiri, and white Russian, and the next most popular flavour profile was 'spicy' (spicy margaritas, picantes).

18–24-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 the second-most popular cocktail base for this age group, with 33% choosing the famous Mexican spirit.

(Pic: Getty Images)