Myatt’s Fields Created an Invisible Cocktail Range
Laura McQuarrie — November 1, 2023 — Lifestyle
References: mfc.london & thespiritsbusiness
Myatt’s Fields Cocktails released a range of bottled invisible cocktails for at-home enjoyment, including The Invisible Lychee Martini and The Invisible Margarita. These deconstructed drinks are as transparent as water yet as complex as ever from including all of their classic components. The Invisible Margarita, for example, enhances premium silver tequila with agave syrup, triple sec and zesty lime, and it's ready to be enjoyed over ice.
“The rise of clear, colorless, cocktails has been exponential over the last decade, but we haven’t seen it in the RTD market," says Cyrus Gilbert-Rolfe, Myatt’s Fields co-founder, "For drinkers, the appeal comes from its relative difficulty of replication. Filtration, gelation, centrifugation, separation—they are techniques that people don’t often do at home, so there is an elusiveness to clarified cocktails that’s fun and delicious to discover.”
“The rise of clear, colorless, cocktails has been exponential over the last decade, but we haven’t seen it in the RTD market," says Cyrus Gilbert-Rolfe, Myatt’s Fields co-founder, "For drinkers, the appeal comes from its relative difficulty of replication. Filtration, gelation, centrifugation, separation—they are techniques that people don’t often do at home, so there is an elusiveness to clarified cocktails that’s fun and delicious to discover.”
Trend Themes
1. Invisible Cocktails - The popularity of transparent cocktails has exploded in recent years, and now Myatt's Fields has introduced an innovative range of ready-to-drink clarified cocktails.
2. Deconstructed Drinks - Myatt's Fields' invisible cocktails offer a unique twist on classic drink recipes by presenting them in a deconstructed and transparent form.
3. At-home Enjoyment - With Myatt's Fields' bottled invisible cocktails, consumers can now effortlessly savor premium-quality cocktails in the comfort of their own homes.
Industry Implications
1. Beverage Manufacturing - The introduction of ready-to-drink clarified cocktails presents a disruptive innovation opportunity for beverage manufacturers to tap into the growing demand for unique and convenient cocktail experiences.
2. Alcohol Retail - The rise of invisible cocktails opens up new possibilities for alcohol retailers to offer innovative and visually striking products that cater to the evolving preferences of consumers.
3. Home Bar Equipment - The emergence of invisible cocktails creates an opportunity for the home bar equipment industry to develop specialized tools and techniques for consumers to replicate the clarified cocktail experience in their own kitchens.
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