The Mix Up Cocktails Come in Gin and Vodka Varieties
Michael Hemsworth — October 16, 2020 — Marketing
References: kingsland-drinks & talkingretail
The Mix Up cocktails have been launched by the Kingsland Drinks company as a new offering for consumers in the UK when looking for an easier way to enjoy a classic cocktail at their leisure. The drinks are canned for ease of selling and carrying, and come in four varieties including Gin and Tonic, Diet Gin and Tonic, Pink Gin and Tonic and Vodka, Lemonade and Lime. The drinks feature a 250ml size that will be available at Nisa and Costcutter store locations for just £1 each.
Marketing Manager Nathan McGivern spoke on the new Mix Up cocktails saying, "With consumers increasingly shopping to ‘stock up’ their cupboards we have seen the pre-mix cocktail category grow due to the demand for multi-buys Much like shopping for beer; pre-mix consumers are looking for the convenience of having their go-to spirit combination in the fridge for when they fancy one. Mix Up has been developed to tap into informal drinking occasions where convenient, lower calorie options are in strong demand. We know consumers are looking for value. This range is an attractive entry-level, branded option, that looks and tastes premium, aimed at winning shoppers who are looking to have fun with their favourite drinks at an affordable price point.”
Marketing Manager Nathan McGivern spoke on the new Mix Up cocktails saying, "With consumers increasingly shopping to ‘stock up’ their cupboards we have seen the pre-mix cocktail category grow due to the demand for multi-buys Much like shopping for beer; pre-mix consumers are looking for the convenience of having their go-to spirit combination in the fridge for when they fancy one. Mix Up has been developed to tap into informal drinking occasions where convenient, lower calorie options are in strong demand. We know consumers are looking for value. This range is an attractive entry-level, branded option, that looks and tastes premium, aimed at winning shoppers who are looking to have fun with their favourite drinks at an affordable price point.”
Trend Themes
1. Low-cost Premixed Cocktails - The trend of low-cost premixed cocktails could disrupt the traditional bar and club model, as well as the liquor industry as a whole, by offering a convenient, on-the-go alternative at a lower price point.
2. Canned Cocktails - The canned cocktail trend could disrupt the beverage industry as a whole by offering a more portable and convenient way to enjoy classic cocktails, potentially appealing to a wider consumer base.
3. Convenience and Value - The trend of offering convenient and affordable alcoholic beverages could disrupt the alcohol industry by catering to consumers who want to enjoy their favorite drinks in a more accessible and affordable way.
Industry Implications
1. Alcoholic Beverages - The alcoholic beverage industry could benefit from innovating and offering more convenient and affordable options to consumers, potentially tapping into a wider market of consumers who are seeking on-the-go and lower-priced alternatives.
2. Retail Industry - The retail industry could benefit from the trend of premixed and canned cocktails, potentially offering new product lines or collaborations to cater to the growing demand for convenient and affordable alcoholic beverages.
3. Event Industry - The event industry could also benefit from the trend of premixed and canned cocktails, potentially offering new options for on-the-go and portable drinks at events and gatherings.
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