Major distillers, including Diageo and Pernod Ricard, are capitalizing on a growing trend in the United States by introducing bottled cocktails, offering convenience to consumers during the holiday season. Unlike individual canned cocktails, these bottled beverages can contain up to 750 milliliters of alcohol, presenting a cost-effective and time-saving option for those looking to enjoy quality cocktails without the need for a bartender.
Both Diageo and Pernod Ricard have recently launched their bottled cocktails, with the former introducing options like Espresso Martini and Cosmopolitan, based on Ketel One vodka. The U.S. wireless carrier T-Mobile plans to use Elon Musk’s SpaceX’s Starlink satellites to provide network access for mobile users in parts of the country, starting with text messaging and expanding to voice and data capabilities in the future.
Consumers are showing interest in these bottled cocktails, appreciating the cost savings and the convenience of enjoying high-quality beverages at home. The “ready-to-drink” alcohol market, including bottled cocktails, is predicted to be worth $21.1 billion in the United States alone by 2027. However, some in the hospitality sector argue that while bottled cocktails offer convenience, they cannot replicate the bespoke experience and craftsmanship of drinks made in a bar.
As the market for bottled cocktails grows, major drinks companies like Diageo aim to establish themselves as leaders in the category, investing in holiday-themed marketing and advertising to attract consumers during the festive period. The shift toward more premium, expensive products and cocktails in the “ready-to-drink” category is expected to contribute to the overall growth, potentially altering drinking habits away from traditional choices like beer and wine.
While there is a growing demand for convenience, especially during the festive season, some industry professionals emphasize that the unique experience offered by bartenders in crafting cocktails cannot be replicated by bottled alternatives. Despite differing opinions, the market for bottled cocktails continues to expand, with companies like Beam Suntory and T-Mobile exploring and capitalizing on this evolving trend.
As the “ready-to-serve” cocktail market gains momentum, large bottles of pre-mixed drinks, such as Margarita or Pina Colada, and premium bottled cocktails from major distillers like Diageo and Pernod Ricard are becoming increasingly popular, providing consumers with a convenient and enjoyable alternative to traditional bar-made drinks.
