The cocktails at home trend has seen huge growth particularly over the last year as consumers adapt to lockdowns and look to create that premium cocktail experience in their own homes.

Prior to the pandemic the growth of reality TV cooking shows in particular had fuelled an increase in at home consumer confidence in replicating high quality meals. This also brought with it a desire to create premium drinks, meaning an increase in home mixology, a trend that has boomed over the last 12 months.

A recent consumer research study into the cocktail category, by Humaniti found that 45 per cent of respondents said they made cocktails at home, and of those 26 per cent said they make cocktails two to three times a month.

Interestingly of those who don’t make cocktails at home 64 per cent said the reason was because they thought it was too complicated. But being made aware of pre-made cocktail solutions made 58 per cent of respondents more likely to try cocktails at home.

So the pre-made cocktail solution offers a huge opportunity for retailers, not only by helping to capitalise on a growing trend, but also by enabling retailers to bring even more people into the trend.

In addition the pre-made cocktail solution is attractive to retailers, because it means not having to stock a wide variety of small ingredients to meet every popular cocktail, but also for consumers, because there is no need for lots of different products.

And this is where Master of Mixes comes in, because with a wide range of high quality, popular pre-made cocktail options, Master of Mixes enables consumers to make consistent, high quality cocktails without huge amounts of effort.

One of the most popular home cocktails is, not surprisingly, the Margarita, but really who has the time and more importantly the inclination to squeeze all that lime juice? And what are you going to get at the supermarket? The huge (usually) juicy limes that they sell by weight, or the little rock hard ones that they sell individually? Either way it always feels like a rip-off.

Master of Mixes removes that issue with its Margarita pre-made cocktail. It’s a stable liquid for retailers to store and now means retailers can easily offer a full cocktail solution.

As well as the Margarita, Master of Mixes offers Pina Colada, Mojito, Strawberry Daiquiri, Mango Daiquiri and Espresso Martini. All the popular cocktail options catered for, and also for great value, with up to 10 cocktails in every bottle.

All the consumer has to do is add the relevant spirit.

With the on-premise operating in a restricted capacity, and unfortunately still facing occasional lockdowns, many consumers are recreating the cocktail experiences from the venues they love in the comfort of their own homes.

Being able to create consistent, high-quality cocktails is the goal, and Master of Mixes enables that. For retailers the cocktails at home trend has the potential to be a nightmare with a wide range of products needed and potentially not being able to stock all the ingredients needed. Master of Mixes solves this problem, with convenient, high-quality and great value solutions, with the opportunity to upsell a premium spirit, like a Corazón Blanco or Reposado for their Margarita, or a Cape Grim 666 Vodka for their Espresso Martini, to really enhance their home cocktail experience.

Just tell the consumer they can craft amazing cocktails in seconds with a simple three-step recipe: add ice, spirit and mixer. And no messing about with annoying rock hard limes.

To find out more head to the Master of Mixes website, or contact your local SouthTrade rep.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.