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Inspired Tastes

P.I.Y—Pour It Yourself

April 2022 | Marketing & Insights

When Covid-19 hit the restaurant and bar sector, thousands of venues across the country were forced to close immediately and without warning. It was a devastating blow that will have lasting impacts. In turn, consumers started to experiment and build up their own cocktail making skills.

Consumers are looking to replicate some of their favorite drinks from the comfort of their own kitchens, while also seeking suitable packaged options.

Why it is Interesting

AT-HOME BARTENDERS
“At-home cocktail bars are super in vogue right now. Mixology kits are certainly on the rise, but the ready-to-drink market has exploded in unexpected ways.” 
-
Hayden Miller, Head Bartender at Bodega Taqueria y Tequila In Miami Beach, FL.

KITS & CLASSES
Cocktail classes and kits have seen huge success via highly visual platforms with vast audience reach such as Instagram. 40% of consumers are interested in make-at-home cocktail kits, followed by bottled premade and grab-and-go options (both 37%).
-Nielsen

ELEVATED
Consumers are increasingly searching for ways to elevate their at-home cocktails, looking up recipes for things like clarified citrus juice and how to make cocktail syrups.
-Fast Company

Peppery Concentrates

Many at-home mixologists used to stick to just liquors and juices to come up with their delicious creations. Now, they are turning to artisan companies offering flavorful drops and concentrates to add a kick of flavor to their crafty cocktails.

In this category, we are seeing a rise in interesting pepper flavor profiles such as Tasmanian pepperberry, pink peppercorn, smoked salt chiles, habaneros, and jalapeños.

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At-Home Infusions

Consumers are experimenting with infusing flavor into their plain liquors. This allows for a more personalized experience, ensuring that the taste is exactly how they want it.

Within this category, we are seeing a lot of different flavor profiles from the classics such as old fashioned, margarita, and mojito to unique flavors like blueberry lemon, apple pie, and coconut lavender.

pour_it_yourself 

Hot and Heavy Mixers

Catering to the flavor profiles and health benefits consumers are in search of, premium mixers are hitting the market and creating a splash. Rising in popularity are natural flavors like elderflower, pomegranate, smoky pepper, hibiscus, and ginger.

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RTD Explosion

2020 saw an explosion in the RTD beverage categories—both alcoholic and non-alcoholic. Experts say that this trend is not slowing down any time soon.

There is no limit on flavor in this category. Manufacturers are premixing just about every flavor imaginable. However, we are seeing an increase in tropical and exotic flavors such as guava, mango, agave, tiki rum, passion fruit, and mandarin.

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Takeaways

  • With consumers heavily embracing a fortified at-home bar, there is still opportunity to define what it means to be an at-home mixologist, whether that be with different mixology methods or unfamiliar flavor combinations.
  • Spicy flavors play a surprisingly big role in this macro trend, as consumers seek to recreate the “wow” moments they experience when enjoying cocktails mixed by professionals.

Let’s collaborate on your next “pour-it-yourself” innovation. Contact your McCormick account manager or contact us today.