The cocktail boom is crossing over into the off-trade as more shoppers seek out the ingredients to make their favourite drinks at home.
A growing number of brands are now catering for the cocktail generation by creating and promoting recipes for at-home drinkers. There is also growing interest in pre-mixed drinks, which more shoppers are buying into.
Alistair Pummery, off-trade brand manager for Tia Maria, says: “More people are entertaining friends and family at home, with cocktails being high on the agenda. This Christmas, we expect shoppers to be on the hunt for ingredients to create the classic Espresso Martini as well as experimenting with different cocktails. With this in mind, it is important that retailers stock up ahead of the festive period.
“This Christmas, retailers should consider grouping their soft drinks offering alongside the best-selling spirits, as 9% of spirits baskets also contain soft drinks. As consumers become more interested in creating cocktails at home, retailers need to educate themselves and their staff on the recipes that brands have created for the festive period.
Indulgent drinks
“The diversity of Tia Maria flavours allows consumers to mix it perfectly with tonic water and citrus zest to create a refreshing cocktail. At a time for entertaining at home, consumers can also experiment with different flavours and mix the coffee liqueur with various syrups for a more indulgent drink.”
Thomas Bennett, trade marketing controller at independent drinks company Global Brands, says: “Cocktails are very on-trend, with low-calorie serves and sparkling cocktails becoming increasingly popular and this is likely to be reflected in the off-trade too. RTDs with low calories are growing more than the standard versions.” Its Crooked Beverage Co brand is an RTD made of all-natural ingredients that was launched last Christmas.
“The value of cocktails is soaring and this trend has led to consumers now looking to find accessible RTD canned cocktails in the off-trade, encompassing popular flavours. Due to the growth of the cocktail culture, RTD cocktails in a can will be popular this festive season. We offer a number of canned cocktails that are ideal for consumers who prefer simplicity and ease with their drinks.” The range includes Flare, available in 250ml price-marked cans with a £1 sticker price. Another cocktail-in-a-can brand, All Shook Up, was launched by the company in April.
Whisky cocktails
Even whisky brands are getting in on the act. Scott Dickson, marketing manager at Loch Lomond Whiskies, says: “Retailers should consider capitalising on the consumer trend of creating cocktails at home, particularly throughout the festive party season. Whisky cocktails are traditionally associated with the festive period and retailers should ensure they have the key ingredients in stock and merchandise accordingly to help drive interest and sales. The Loch Lomond Golden Fizz, made with Loch Lomond 12-year-old, has been created specifically for the festive period and offers that important trade-up opportunity for shoppers looking to purchase an aged single malt that can be enjoyed in this superb cocktail.”
Average monthly sales of RTDs and high-strength pre-mix drinks in convenience outlets grew by 16% in January-August 2018 compared with the same period the previous year, according to the Retail Data Partnership. The fastest growing regions were London (up 22%), the south of England (up 15%) and the East (up 13%). Scotland had double the monthly volume of sales compared with the UK, but its business was down 8% in the first eight months of 2018.
By Martin Geary
