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To help inspire your wine cocktail menu, we’ve put together a selection of serves from some of the producers in the Matthew Clark portfolio.

To make the most of the cocktail opportunity to sell more wine, make sure to position the wine as the key ingredient around which the recipe is built. This makes it more likely that consumers will remember the wine after having the cocktail and may be keener to give it a try in the future.

With fewer younger wine drinkers in the UK market today than in previous generations, we’re at a point where we need to be creative with how wine is presented and marketed to Millennial and Gen Z consumers. Cocktails have been in growth in the on-trade for several years and wine cocktails in particular have gained popularity ^[1], driven in part by the demand for spritz-style cocktails ^[2]. Given this, and the potential for higher margin on cocktails, there is an important opportunity for wine to tap into the category as both a way to sell more wine and to introduce younger consumers to wine in an approachable way.