At-home cocktails should be in the mix

Retailers can quench consumer thirst for trend, says Diageo

From premium vodka to popular gin and RTD brands, Diageo offers solutions for retailers and consumers.
From premium vodka to popular gin and RTD brands, Diageo offers solutions for retailers and consumers.

COCKTAILS are popular in the on-trade – and that trend crosses into the off-trade, where consumers experiment with creating serves themselves at home.

So drinks giant Diageo says retailers would benefit from stocking spirits such as vodka and gin that are versatile and that form the base of many quality, easy-to-make cocktails.

Diageo head of category development off-trade Lauren Priestley said: “We suggest stocking super-premium vodkas, such as Cîroc, that not only inspire customers to create cocktails at home that match the moment they are celebrating but also increase overall basket spend.

“Cîroc has a range of different flavours that tap into trending flavour profiles to suit a range of taste preferences.

“Liquids such as flavoured vodka and gin also lend themselves perfectly to the cocktails-at-home trend, aiding consumers in drink creation without needing the bartending expertise.

“For example, Cîroc Passion (37.5% ABV) taps into the popularity of passionfruit martini cocktails by providing a simple way to recreate passionfruit flavours at home.”

Priestley highlighted the importance of gin – with Kantar data showing that more than 11million UK consumers enjoy the spirit and Nielsen statistics revealing the Diageo-owned Gordon’s to be the No.1 gin brand nationwide.

She urged retailers to stock more than just Gordon’s Special Dry London Gin – encouraging shoppers to explore the category with the likes of Gordon’s White Peach Distilled Gin, Sicilian Lemon Distilled Gin and Tropical Passionfruit Distilled Gin.

The off-trade expert also encouraged retailers to educate shoppers on how to enjoy tequila through on-shelf recipe cards, cross-merchandising with other cocktail ingredients and social media posts.

And Priestley pointed out that RTDs, particularly from well-known brands, provide a convenient cocktail-style solution for many consumers.

She shouted out Captain Morgan Original Spiced Gold and Cola, Captain Morgan Strawberry Daiquiri, Smirnoff Raspberry Crush & Lemonade and Smirnoff Mango & Passionfruit Twist as examples.

Priestley added: “Retailers may also want to consider cross-promotions with high-quality snacks to inspire incremental sales.”