The consumption of night alcohol in our country has undergone a profound transformation. For starters , we already drink more during the day than at night and the sample is that alcohol consumption in nightclubs and discos has fallen by 5%. The night is saved by the shot, which already accounts for 10% of all high-grade drinks sold in our country. In other words, one of the 10 euros invested in glasses is spent on shots.

This follows from the first comprehensive study on the consumption of these drinks prepared by the consulting firm Nielsen, which has used the Nielsen Digital Lab tool to analyze alcohol sales at any time and in all formats. So far, alcohol consumption was measured globally regardless of format. The novelty is that now it is seen if the sale is of glass, shot, cocktail ...

Nielsen has analyzed the consumption so far in 2019 in 400 establishments and more than 115,000 shots in its traditional format. Shots to which the house invites have been excluded from the sample. It is a type of drink "that is in full swing," says Jaime Lezcuona of Nielsen.

The nightclub "does not live a good time, because alcohol consumption is moving daily" and it is the shots that are saving the billing of pubs and discos, is a way to compensate for losses, " says Lezcuona." It has created a habit of consuming this type of drink and brands have opted for the staging, "says the expert.

Breakfast shot

As they explain in Nielsen, some are served in test tubes or test tubes, and in the bars of the bars there are coolers to remind "the customer that this fashion exists". 80% of the consumption of these drinks is produced during the day. That is, Lezcuona explains, because there are more consumption times and because 90% of the bars in this country (in Spain there are more than 250,000 establishments) are during the day.

There is an important moment of consumption first thing in the morning, almost for breakfast, between six and eight. "There are important sales" at this time, which is when the shots that sing for a hard morning predominate, such as the so-called "sun and shadow", composed of anise and brandy. After eating, the classic digestive liquors are mostly drunk (pacharán, pomace, whiskey creams ...).

Because, as Lezcuona explains, in the daytime consumption, "each shot has its plot, while where there are more changes in the consumption habit is at night." In this strip the one that triumphs is the herbal liquor and the rush hour is three in the morning. "Habits have changed and are no longer drunk at the beginning of the party, as before, but throughout the night, as an alternative to the cup," says Lezcuona.

The peak of sales is between three and five in the morning. In addition to herbal liqueur, whiskey with cinnamon is becoming fashionable. Both are alternatives to the classic shot of tequila. These three types account for 70% of nightly sales of shots. The remaining 30% are the classic liquors (gins, rums, whiskeys ...).

Industry sources indicate that there are brands such as Jagermeister or Thunderbitch that have boosted consumption and many others have sold substitutes.

According to the criteria of The Trust Project

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