With World Martini Day just being us, today is Australia’s National Martini Day celebrating everything to do with the classic cocktail and its many variations.
Data from tap, pay and order technology company me&u shows that the Martini is enjoying a resurgence in popularity, with the Espresso Martini taking over as Australia’s most-ordered cocktail, accounting for 59 per cent of all Martini sales.
Katrina Barry, CEO of me&u, said the data shows Australians are increasingly fond of Martinis, with a 12 per cent increase noted over the past 12 months.
“It’s clear that Aussies have a special love affair with Martini, as indicated by the data we’ve gathered at me&u. In the last 12 months, Martinis have accounted for a significant portion, with 12 per cent of all cocktail sales nationwide. It’s a testament to their timeless appeal and the evolving preference of our customers,” she said.
Me&u’s data also highlights the popularity of Martini variations, as noted above the espresso martini is Australia’s favourite Martini, but other popular options include the French Martini and Pornstar Martini, accounting for 9 per cent and 7 per cent of all orders, respectively.
Not just popular when out and about, Damian Kaehler, General Manager at Proof & Company, said bottled cocktails are also increasingly sought-after by consumers.
“The classic Martini continues to dominate in both bars and with those who enjoy a refined drink at home. Consumers love simplicity and variety of twists available,” he said.
Well-liked for their ease of use and high-quality ingredients, Kaehler said Proof & Company’s range of bottled cocktails by The Everleigh Bottling Co. captures old-world elegance in the comfort of your own home.
“The Martini is the finest of all classic cocktails,” he said. “Store in the freezer and garnish your way – with a lemon twist, an olive or pickled onion.”
Overall, Martini sales now outpace the perennially popular Margarita by 4 per cent. Martinis as a subcategory is almost 7 per cent more popular within the variation of cocktail orders placed between 2022 – 2023, according to the me&u dataset.
Get into the swing of things this National Martini Day (or any day, really) with inspiration from our friends at Mr. Consistent. Below they share a recipe for a classic with a sweet, decadent twist!
Find the full recipe here.
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