Top Cocktails in Europe and What Does it Mean for HoReCa Beverage Producers

Why should you care about which mixed drink rules in which country? It’s simple - opportunities. Our granular data dive deep into outlet offering will provide you with invaluable insights for sales and marketing teams. Today, we’re turning our attention to unique cocktail patterns across European countries and the continent as a whole.

Let’s explore the top-penetrated cocktails in Europe via their menu penetration, and how they intersect with other beverage categories such as soft drinks, vodka, and beer.

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The Reigning Cocktails of Europe

Our data reveals some fascinating insights about the cocktail market.

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Germany: Aperol & Wine
With a menu penetration rate of 41.1% the Aperol Spritz leads the race but the humble Wine Spritzer (Weinschorle) is close behind with 32.5%. We were quite surprised to see a wine-based cocktail so high on the list in such a beer-loving market like Germany, but the simplicity and lightness of the spritzer make it a perfect companion for meals and outdoor gatherings. 

Coca-Cola dominates as the top soft drink in Germany (62.2% penetration) indicating a possible opening for cola-based cocktails.

France: Mojito Magic
In France, the Mojito rules with a penetration of 27.7%. This fresh, minty cocktail reflects the French preference for elegance and vibrant flavors. 

Grey Goose vodka, known for its premium image, leads the vodka category here with a 10.5% penetration, potentially fueling the rise of vodka-based cocktail variations, though cheaper vodka brands are more likely to make it into cocktails more often.

The influence of Coca-Cola (58.8% menu penetration) is also significant, as it pairs well with rum—another Mojito ingredient—highlighting opportunities for marketing rum cocktails alongside this iconic soft drink.

Italy: Aperol Spritz Dominance
It’s a bit surprising that Italy’s most-penetrated cocktail is not the Aperol Spritz as one would guess (since this drink is of Italian origin) but Gin tonic, boasting an impressive 32.9% menu penetration rate. Aperol Spritz comes fourth with 29.4% penetration - our guess is that it is so common that outlets do not even bother to put it on the menu as a cocktail. The second place was snatched by Negroni with its famous orange peel and third by Margarita.

Fanta (32.1%) emerges as the second most-penetrated soft drink after Coca-Cola, indicating a strong affinity for citrus flavors in Italy’s beverage preferences.

Spain: A Mojito Nation
Much like France, Spain embraces the Mojito, with a menu penetration of 25.8%. 

However, Spain’s overall beverage landscape is unique. The Dutch brand Heineken leads the beer category with a 20.7% penetration which is a bit surprising given Spain’s strong brewing culture with popular brands such as Mahou, Alhambra or Estrella. Coca-Cola dominates the soft drink market (38.5%) but Aquarius is not too far behind - the drink was introduced in Spain and Portugal markets in 1991 and was the official drink of the 1992 Olympic Games in Barcelona.

Austria: The Aperol Spritz Capital
In Austria, the Aperol Spritz leads with an astonishing 58% penetration, making it the highest across all surveyed cocktails in Europe. This overwhelming popularity likely stems from Austria’s proximity to Italy and the influence of the Spritz culture in Alpine leisure and tourism.

Interestingly, the top vodka here, Absolut (17%), has less overlap with the Aperol Spritz, hinting at a segmentation between the vodka and cocktail consumer bases.

Poland: Aperol Spritz Makes a Splash
Poland also sees the Aperol Spritz in the lead, with a 29.3% penetration rate, despite vodka traditionally being the national spirit. 

Finlandia vodka dominates here with 17.8% penetration, followed by several local brands, which seems surprising given the vodka popularity in Poland. 

Czech Republic: Aperol Spritz Rising
Aperol Spritz dominates in the Czech Republic with a penetration of 43.8%, indicating the growing influence of Italian aperitivo culture in Central Europe. 

Interestingly, the top drink here is Jägermeister (54%), which may surprise some as it’s traditionally a herbal liqueur. The interplay between Aperol Spritz’s light, citrusy appeal and Jägermeister’s strong herbal profile shows the diverse palate of Czech consumers. 

Meanwhile, Pilsner Urquell leads the beer category with an impressive 50.2% penetration, highlighting the country’s strong beer culture and the popularity of Pilsner’s globally known brand. 

Greece: Margarita Momentum
The Margarita leads in Greece, achieving a 43.4% penetration rate. This cocktail’s tangy, tropical flavors align well with Greece’s sun-soaked tourism industry and Mediterranean flair. 

Coca-Cola tops the soft drink category at 56.1%, hinting at potential crossovers, such as tequila and cola-based mixers. Heineken (41.1% penetration) takes the beer lead with an impressive lead, emphasizing the competition cocktails face in this predominantly beer-friendly market.

Belgium: Aperol Spritz Expands
Aperol Spritz also shines in Belgium, with a 43.2% penetration rate. 

The country’s renowned beer culture remains strong, with Duvel claiming 46.5% penetration almost the same as the Aperol Spritz penetration suggesting Belgians like it both ways. 

Coca-Cola is Belgium's most-penetrated soft drink at 65.1%, suggesting a potential opportunity for cola-based cocktails as an alternative to traditional beer for casual drinking occasions.

Bulgaria: Margarita Makes Waves
The tequila-based Margarita takes the lead in Bulgaria, with a penetration of 42.6%. 

The country’s traditional affinity for vodka shows in Finlandia’s 36.7% penetration but the top beer Corona is almost on par with that given its 30.7% penetration, reflecting a shift towards international brands and a strong position of beer in general.

Coca-Cola holds 41.7% penetration, indicating room for other tequila-based cocktails like Batanga (tequila with cola) to grow.

Portugal: Caipirinha Craze
In Portugal, the Caipirinha enjoys a healthy 40% penetration, a testament to the country’s historical ties with Brazil, where this cocktail originated.

Sagres, a local beer, leads with 20.5% penetration, while Coca-Cola tops the soft drink category at 52.8%. The Caipirinha’s rise demonstrates how cultural and historical ties can influence cocktail trends.

Sweden: Gin Tonic Surge
Gin Tonic leads Sweden with a penetration of 27.6%, reflecting the cocktail’s modern, minimalist appeal. 

Coca-Cola tops the soft drink market at 41.5%, while Carlsberg (29.1%) dominates the beer category. This highlights Sweden’s shift toward premium and straightforward beverages, where gin’s artisanal qualities can resonate strongly with consumers.

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Here is the complete sheet of top menu-penetrated cocktails in various countries.

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Patterns and Cultural Stories Behind the Data

These numbers don’t exist in isolation—they tell stories about culture, tradition, and emerging trends:

• Aperol Spritz: The Pan-European Success Story
  Aperol Spritz’s dominance in Poland, Romania, Netherlands, Belgium, Czech Republic, Hungary or Austria, and its significant presence in other countries, reflects its unique position as both a cocktail and a soft drink alternative. The growing focus on light, lower-alcohol options is likely driving its popularity, making it a beverage that bridges multiple consumer preferences.
• The Mojito's Global Appeal
  With strong performances in France and Spain, the Mojito proves to be a cocktail that transcends borders. Its ingredients—rum, lime, mint, and sugar—are easy to source, making it a versatile option for bars and restaurants.
• Vodka’s Role in Cocktail Culture
  Vodka brands like Grey Goose, Absolut, and Finlandia show significant menu penetration in markets like France, Austria, and Poland. This highlights vodka’s adaptability in diverse cocktail recipes, from classic Moscow Mules to modern twists like fruit-flavored martinis.
• Margarita’s Mediterranean Magic
  With strong performances in Greece (43.4%) and Bulgaria (42.6%), the Margarita demonstrates its ability to thrive in warm, tourism-heavy regions (both countries having access to sea and a lot of archaeological sites). Its exotic flavors and versatile presentation make it a favorite among younger and international audiences.
• Historical and Regional Ties Shape Preferences
  Portugal’s embrace of the Caipirinha (40%) shows how cultural and historical connections to Brazil (the drink’s origin) influence cocktail preferences. This trend presents opportunities for producers to market region-specific beverages in other countries with shared histories.
• Soft Drinks as Key Cocktail Components
  Coca-Cola’s dominance across most markets highlights its strong status as a cocktail mixer. Beverage producers can explore co-branded marketing campaigns that pair iconic cocktails with their top-performing soft drinks.

Opportunities for Beverage Producers

1. Targeted Marketing Strategies
   Beverage producers can leverage these insights to craft marketing campaigns tailored to local preferences. For instance, promoting Mojito-inspired ready-to-drink options in France and Spain could capitalize on existing popularity.
2. Cross-Category Collaborations
   Collaborating with soft drink brands to create co-branded cocktail kits or mixers can drive innovation and appeal to cocktail enthusiasts.
3. Sustainability and Health Trends
   Aperol Spritz’s success underscores the demand for lighter, healthier beverage options. Expanding this concept with other low-alcohol cocktails could resonate with health-conscious consumers.

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Conclusion: Data-Driven Decisions for a Competitive Edge

Sharpgrid’s data offers an unparalleled view into Europe’s beverage landscape, enabling producers to make informed decisions that align with consumer preferences. From Austria’s love of Aperol Spritz to Portugal’s specific choice of Caipirinha, the cocktail market is full of stories waiting to be told—and tapped into. By understanding these trends and the cultural forces behind them, beverage producers can not only meet demand but shape the future of drinking culture in Europe.

Let Sharpgrid help you uncover these insights and more, ensuring your strategies are backed by the data that matters most. Ready to dive deeper? Reach out to us today.