William Grant & Sons' Home Cocktail Kits Showcase Beverage Brand Signatures
Laura McQuarrie — July 22, 2015 — Lifestyle
References: thespiritsbusiness
In partnership with Shaken Cocktails, William Grant & Sons created two custom cocktail kits for the home mixologist.
The pair of kits are designed to showcase Monkey Shouldey whiskey and Hendrick's gin, so that consumers can create bar-quality cocktails in the comfort of their own homes. Each set includes five different bottles: two for creating classic cocktails, another two for a more contemporary cocktail and one last bottle to enjoy neat.
With the rise in at-home experimentation with alcoholic drinks, consumers are looking for small, giftable kits like these to customize the drink-making and consumption experience. The kit is also great exposure for the alcohol brands involved, since a consumer will likely seek out a full product bottle rather than another sample-sized kit if they are able to craft a mixed drink to their linking.
The pair of kits are designed to showcase Monkey Shouldey whiskey and Hendrick's gin, so that consumers can create bar-quality cocktails in the comfort of their own homes. Each set includes five different bottles: two for creating classic cocktails, another two for a more contemporary cocktail and one last bottle to enjoy neat.
With the rise in at-home experimentation with alcoholic drinks, consumers are looking for small, giftable kits like these to customize the drink-making and consumption experience. The kit is also great exposure for the alcohol brands involved, since a consumer will likely seek out a full product bottle rather than another sample-sized kit if they are able to craft a mixed drink to their linking.
Trend Themes
1. Custom Cocktail Kits - Opportunity to capitalize on the rising demand for at-home experimentation with alcoholic drinks by offering customizable cocktail kits.
2. Home Mixologist - Disruptive innovation opportunity to provide consumers with the tools and ingredients to create bar-quality cocktails in the comfort of their own homes.
3. Giftable Kits - Market potential in creating small, giftable cocktail kits that enhance the drink-making and consumption experience for consumers.
Industry Implications
1. Alcoholic Beverages - Alcohol brands can leverage custom cocktail kits to increase exposure and encourage consumers to seek out full product bottles.
2. Home Entertainment - Opportunity for companies to offer resources and products that cater to the growing trend of at-home mixology and entertainment.
3. E-commerce - Online retailers can tap into the demand for customizable cocktail kits and provide a convenient platform for consumers to purchase these products.
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