Why at-home cocktail kits will be big this Winter
Lots of us enjoyed learning a new skill in lockdown – and making cocktails was one of them. Couple this with the many home improvements or garden bars that have been created over the past 18 months, and this winter looks set to be big for home cocktails.
In fact, according to Ernst & Young’s Future Consumer Index, 36% of UK consumers plan to do more entertaining in the home than before the pandemic.
Drinks companies, too, are noticing the shift and Pernod Ricard UK’s managing director David Haworth said recently that at-home cocktail making has driven market share for several brands, including Malibu – up 27%, Kahlúa – up 47% and Absolut – up 66% in full-year 2021 results.
The MD said that brands such as Absolut and Malibu will continue to benefit – with Espresso Martinis and Pina Coladas on the at-home bar menu – and he also highlighted new launch Jameson Orange, which has rolled out to Booker and Tesco.
“It’s semi-targeted as a cocktail based on the Old Fashioned with orange,” he said of the new Jameson flavour.
And as the gifting and entertaining season approaches, we can expect to see more cocktail kits hit both the virtual and physical shelves.
Take the recent launch from Waitrose, for example. The cocktail experience is part of the supermarket’s Wine Tasting at Home initiative. The tasting boxes, which include ingredients and kit to make three cocktails, carry an RRP of £35 per person. The activation also includes an option to have a Waitrose drinks expert share their knowledge either in person or virtually.
Available from the Wine Tasting at Home website, the box features an Espresso Martini, a Fresh Gimlet using Plymouth Gin and an Amalfy Sunset Spritz with Malfy Gin Rosa. Garnishes include coffee beans, dehydrated strawberries and oranges and the kit includes a shaker, strainer and glasses.
The launch follows on from both the in-person tasting programme and cocktail gift boxes, and combines both of these elements in a new format.
Andrew Riding, Waitrose drinks experience manager, said the company has adapted its wine and cocktail services over the last 18 months to include virtual services, which he said have proved incredibly popular.
“Now we’re able to host in people’s homes again, this new cocktail box is the perfect option for those looking to learn more about mixology, either in person or online.’’
Campari has also turned its attention to cocktail kits, with the launch of the Aperol Spritz Kit to the convenience channel.
The kit, which marks the first UK NPD for the Aperol brand, features a smaller 35cl bottle of Aperol and 37.5cl Cinzano Prosecco DOC and it launched with an RRP of £16. Each kit contains ingredients for 4-5 cocktails.
And we expect to see plenty more kits in the run up to Christmas, as there is likely to be some caution around going out as we head into the colder months. And so, it’s time to stock up on all things cocktail kits for consumers looking forward to a winter of home entertaining.
Drinks Retailing is the trade magazine and website dedicated to UK drinks retailing. For more news and views, visit drinksretailingnews.co.uk