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Premixed cocktails – a market with outstanding growth opportunities

(beveragemanager.net) - Premixed drinks are also gaining popularity among private consumers: those who cannot or simply don't want to mix their own may choose premixed cocktails. Drink manufacturers have long since recognised this trend and are offering corresponding products.

The diversity of the offering becomes apparent to consumers when browsing well-stocked supermarkets. Everything from ready-to-drink products, short drinks and shooters to long drinks in a wide variety of flavours can be found on the shelves.

New studies show: premixed cocktails that promise the consumer professional drinks without the knowledge of a bartender constitute an innovative market segment from the user’s perspective. Premixed cocktails are trendy and part of the lifestyle for many consumers. A study conducted by the independent market research firm mafowerk clearly shows that there is no lack of consumer acceptance.

In the “Spirits Premix In-home Use 2012” study, 1,050 consumers were asked about their purchase and consumption habits for premixed products with spirits in December 2011. The study differentiated between so-called “ready-to-drink products” which are usually offered chilled and in cans or small bottles, and premixed cocktails which are mainly available in 0.7 l bottles or aluminium containers.

Key results of the study: next to house parties and private celebrations, girls’ and guys’ nights are among the most common occasions where ready-to-drink products and premixed cocktails are consumed. The focus is on parties and celebrations for younger consumers, while enjoyment and relaxation are the major reasons for consumption by older people.

According to the study, the classics Bacardi Cola and Jim Beam with Cola are the most well-known ready-to-drink products: 80% of the consumers who were surveyed are familiar with these brands. In general, brand awareness for premixed cocktails is significantly lower compared to the classic mixes which have been known for years and are therefore “familiar” to consumers.

According to the study, consumers of premixed products with spirits generally desire variety and new mixes: consumers consider the ability to experiment and try something new a major advantage of these products. Almost every third consumer wants new mixes and a greater variety of flavours. (bmg)