Lucas Bols targets cocktail occasions in US
Dutch company Lucas Bols has introduced a new cocktail solutions platform in the US, called Stock Your Home Bar, aimed at helping consumers find all ingredients in one place.
Lucas Bols’ new US retail platform, Stock Your Home Bar: Spring & Summer Edition, aims to help consumers create complete cocktail experiences at home while also driving measurable growth for retailers and distributors.
The initiative aims to encourage consumers to move beyond single-bottle purchases and complete their cocktails using complementary products from the Lucas Bols portfolio.
The platform leverages the growing popularity of homemade cocktails, with consumers seeking drinks that are easy to prepare, visually appealing, and high-quality.
Additionally, it provides retailers with a programme that promises to drive basket size and repeat purchases.
From May to August, the programme offers bar-quality cocktails for home occasions through a scalable Mix & Match incentive (where legal).
Participants can earn tiered cash-back rewards: US$5 for purchasing one bottle, US$10 for two bottles, and US$20 for three bottles bought from participating brands.
Consumers can redeem rewards through a simplified digital process by scanning a QR code and submitting receipts for reimbursement via Venmo, PayPal, or, in some cases, a mailed check.
Ignacio Llaneza, vice-president of marketing for the US and Canada at Lucas Bols, said: “For 450 years, Lucas Bols has helped shape cocktail culture. With ‘Stock Your Home Bar: Spring & Summer Edition,’ we’re making it easier than ever to create complete cocktail occasions at home while exploring the versatility of our portfolio across every summer moment.”
The platform highlights a variety of seasonal cocktail occasions from the Lucas Bols portfolio.
This includes Spritz serves featuring Pallini Limoncello, tropical cocktails made with Passoã and Bols Coconut, classic agave drinks using Partida Tequila and Bols Liqueurs, coffee cocktails with Galliano, celebratory beverages with Nuvo, and non-alcoholic options featuring Fluère.
The launch is supported by high-impact shelf and floor displays featuring seasonal cocktails, encouraging customers to purchase multiple brands.
Digital and social media further promote the programme by providing engaging, easy-to-follow cocktail recipes, highlighting participating retail partners, and driving in-store traffic.
Brett Dunne, managing director of the US and Canada at Lucas Bols, added: “From a commercial perspective, this platform is designed to drive larger baskets and unlock incremental growth during peak seasonal demand.
“By encouraging consumers to mix and match across the portfolio and purchase complete cocktail solutions, we’re increasing spend per visit, improving conversion, and driving meaningful revenue and margin for our retail partners.”
Earlier this year, Lucas Bols launched its Bols Cocktail Battle in North America.
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