Most Popular Cocktails UK

Our agency recently conducted some research into the search term “most popular cocktails UK”. Using several data points, including Google search, social listening software, and a third-party online search analysis tool, we aimed to paint a broader, more accurate picture of what drinks are trending in the UK.

Previously, when looking for “most popular cocktails UK” lists, we noticed that much of the data came exclusively from Google search trends. While a helpful indicator, this approach presents certain limitations. It’s widely understood that Google’s publicly available search volume data isn’t always as precise as one might hope.

Moreover, the way people search for and consume information has undergone seismic shifts in recent years. Social media platforms, for instance, have emerged as vibrant hubs for discovery and engagement, making them just as essential as traditional search engines for understanding public preferences.

With this in mind, we decided to go beyond Google and do our own research, leveraging multiple channels and tools to create a more nuanced picture of cocktail popularity in the UK.

The Aperol Spritz Continues To Lead The “Most Popular Cocktails” Lists

The Aperol Spritz claimed the top spot by a significant margin across both search engines and social platforms. This result underscores just how embedded the Aperol Spritz has become in UK drinking culture. Once a nailed-on summer serve, it now appears to be a cocktail has the potential to be enjoyed any time of year.

Our data revealed a particularly notable spike in its popularity during the festive period last year. This trend suggests that the Aperol Spritz is transcending its expected seasonality. Traditionally seen as a summer drink, it’s now making appearances at Christmas gatherings, replacing heavier, more traditional Christmas beverages.

This shift could also be reflective of a broader change in how consumers approach alcohol. With its relatively low alcohol content (11% ABV), the Aperol Spritz aligns with the growing trend of moderation. Consumers are increasingly seeking out lighter, sessionable options, making the Aperol Spritz a perfect choice for festive celebrations for those not wanting to overindulge.

This data point suggests a fascinating evolution in consumer preferences and drinking habits which is influencing any lists of the most popular cocktails.

Cocktail Culture Continues To Evolve

The most popular cocktails in the UK have seen a genuine evolution over the past decade. Back in 2015, research by Statista indicated that the Piña Colada was the nation’s favourite cocktail.

Fast forward to 2024, and the Piña Colada has been elbowed down to fifth place.

This shift underscores how cocktail culture has moved away from overly sweet, fruit-forward options toward more sophisticated, nuanced serves, which we are seeing out on the street.

The current top 10 most popular cocktails reflect this evolution. Drinks like the Negroni, Espresso Martini, and Margarita have gained ground, embodying a trend toward bold, complex flavours.

Meanwhile, the emergence of the Dirty Martini into the top 10 highlights its growing appeal. Anecdotal evidence from friends, bartenders and consumers suggests that the Dirty Martini is enjoying a resurgence, becoming a symbol of refined taste and experimentation.

We’re predicting that the Dirty Martini could climb even higher in 2025. Its inclusion in the top 10 suggests a broader cultural movement toward cocktails that emphasize balance, elegance and what is deemed as cool among consumers.

Social Channels Continue To Be a Hotspot For Cocktails

Social media has firmly established itself as a key driver of cocktail trends. Platforms like TikTok, Instagram, and Facebook are already well-known for showcasing cocktail recipes, tutorials, and aesthetically pleasing drink photography. However, our research revealed that less obvious platforms are also contributing to the cocktail conversation.

LinkedIn, for example, emerged as an unexpected hotspot for mentions of the Negroni. This could indicate that the demographic on LinkedIn is particularly drawn to sophisticated cocktails, or perhaps the platform is evolving as a space for broader lifestyle discussions. Reddit and Pinterest also proved to be significant contributors, with users sharing tips, recipes, and cocktail experiences.

This multi-channel activity highlights the growing importance of digital platforms in shaping cocktail culture. Brands looking to capture consumer interest would be wise to maintain a strong presence across these varied channels, ensuring they meet their audience wherever they are.

Christmas Continues To Be A major OCCASION For Cocktails

The festive period remains a critical time for cocktail popularity in the UK. Across the board, most of the cocktails we analyzed showed significant spikes in interest during December. This trend makes perfect sense: Christmas is a time of celebration, indulgence, and socializing, all of which lend themselves perfectly to the cocktail experience.

For drink brands, this insight is invaluable. Aligning your product with popular Christmas cocktails can provide a strategic edge. The Espresso Martini, for example, consistently sees a surge in interest during the holiday season. Its rich, indulgent flavour profile makes it a natural fit for festive gatherings.

Positioning your brand as a “hero product” for specific cocktails during Christmas—whether through strategic partnerships, targeted marketing campaigns, or curated recipes—is a smart way to capitalize on this seasonal momentum. A diversified approach that includes social media activations, in-store promotions, and influencer collaborations can help brands make the most of this peak period.

What’s next For Cocktail Culture

The momentum toward sophisticated serves is clear. Fruity, sweet cocktails that once dominated the scene are being replaced by drinks with more complexity, balance, and elegance.

The Aperol Spritz is likely to maintain its stronghold in 2025, but there’s room for another spritz to share the spotlight. In Italy, the Limoncello Spritz has become a summertime sensation. This vibrant yellow cocktail, with its zesty citrus notes, is now a staple on terraces and cafés across major Italian cities. We predict that the Limoncello Spritz could make waves in the UK over the next few years, appealing to consumers seeking a fresh twist on the spritz category.

Beyond the spritz, the Dirty Martini shows no signs of slowing down. Its impressive growth in 2024 suggests that it’s a trend with staying power. Its versatility—whether served with gin or vodka, garnished with olives or a twist—makes it a highly adaptable choice for a range of palates and occasions.

Social media will continue to play a pivotal role in driving cocktail trends. As aesthetics and storytelling become increasingly important, we expect to see more emphasis on visually striking serves, unique glassware, and innovative garnishes. Cocktails that photograph well and resonate with the social media audience are likely to gain traction quickly.

Takeaways For Brands & Bartenders

For brands, the key takeaway is the importance of agility and awareness. Keeping a pulse on emerging trends, whether through social listening, consumer surveys, or industry reports, is essential. Engaging with consumers on their preferred platforms and creating content that resonates with their lifestyles can help build strong connections and drive loyalty.

For bartenders, understanding these trends can inform menu development and customer recommendations. Drinks like the Limoncello Spritz and Dirty Martini represent opportunities to surprise and delight guests, while perennial favourites like the Aperol Spritz and Espresso Martini offer reliable crowd-pleasers.
What’s clear is that cocktail culture is more dynamic than ever.

With social media, shifting consumer preferences, and innovative serves all shaping the landscape, 2025 promises to be an exciting year for the UK’s cocktail scene.