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Did the pandemic make us a nation of cocktail mixologists?
At home cocktail making became a staple source of entertainment during the pandemic, but has it led to an increased interest in mixology?
Drinks sector leaders believe that is certainly the case and have suggested that the trend is here to stay, forecasting that it will continue to rise while consumers grow in cocktail knowledge, skills and confidence.
“It’s unsurprising to see 47% of cocktail drinkers continuing to explore kitchen mixology in the post-pandemic world,” said Brown Forman marketing director UK & Ireland Jennifer Powell, citing data from CGA.
During the lockdown, the sector saw a growing demand for consumers wanting to enjoy high quality cocktails at home and this has directly led to the trend alongside a consumer quest to find the best ingredients and begin getting creative.
Sapling Spirits co-founder Ivo Devereux said: “They also saw people enjoying the process behind making these cocktails using quality and local ingredients,” and noted how this conscientious mindset has set them on a path towards looking for brands that they trust.
According to Louise Higgins, vice president of marketing, Western Europe / ANZ at Bacardi: “For years, the spirits industry faced the daunting challenge of how to educate consumers so they can better enjoy the extraordinary versatility of spirits. In lockdown, that all changed. Consumers dusted off their cocktail shakers and discovered the versatility for themselves.”
Indeed, as the drinks industry adapts to meet demand for convenient and high quality cocktail kits, consumers are also beginning to relax into their new range of skills and are using these to make wise purchasing choices when it comes to ingredients, glassware and garnishes.
John McDonnell, managing director, international, at Tito’s Handmade Vodka assured: “Even as the on-trade begins to re-open around the world, this home mixology trend will very likely continue as people have become comfortable – and more confident – in their cocktail skills.”
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