At-home mixology to surge at Christmas
New research from Rémy Cointreau has revealed that more than half of UK consumers (59%) are set to elevate their drinking habits with homemade cocktails this festive season.
The survey by OnePoll, backed by French firm Rémy Cointreau, has found that nearly half of shoppers intend to spend £40 (US$54) or more on spirits for their festive drinks, suggesting that premium cocktails are now a Christmas staple and a major sales opportunity for grocery and other retail partners.
The survey also found that shoppers are elevating their at-home bars with equipment in order to replicate bar-quality serves at home.
Nearly three in four (69%) said they have expanded their cocktail kit collections. Among these, 80% now own a shaker and 76% have invested in dedicated glassware.
This growing emphasis on tools, presentation, and quality is believed to highlight a clear shift in festive entertaining, where the overall experience is valued just as highly as flavour.
Nick Ganich, Rémy Cointreau marketing director UK and Nordics, commented: “At Rémy Cointreau, we are always looking for new ways to help our trade partners translate cocktail trends into sales. For example, as part of this year’s Marga’Right campaign, Cointreau is collaborating with grocery partners and leading Tequila brands to display Margarita ingredients together on shelves and gondola ends, simplifying the overall experience for shoppers.
“This joined in-store placement and visibility had excellent shopper response and delivered sales growth over spring and summer. We now look forward to repeating these in-store collaborations in the run up to Christmas, leading with Margarita and other popular festive serves, based on most recent consumption trends.
“In addition, across our portfolio, we continue to focus on serve education, providing information and inspiration for shoppers seeking to make quality cocktails at home.
“Launched in the UK last year, the highly engaging Marga’Right ATL (above the line) campaign with Aubrey Plaza will continue into Q4 (fourth-quarter). And in the on-trade, Marga’Right will be brought to life on winter cocktail menus and bar activations.
“It will continue to highlight Cointreau, quality Tequilas and lime as the only three ingredients one needs to make this iconic cocktail at home.”
Related news
Aryna Sabalenka serves up free Dobel cocktails in NYC
