{"id":26921,"date":"2020-02-17T10:06:07","date_gmt":"2020-02-17T10:06:07","guid":{"rendered":"\/blog\/post\/cocktails-in-cans-are-not-to-be-sniffed-at\/"},"modified":"2020-02-18T11:40:34","modified_gmt":"2020-02-18T11:40:34","slug":"cocktails-in-cans-are-not-to-be-sniffed-at","status":"publish","type":"post","link":"https:\/\/www.masterofmalt.com\/blog\/post\/cocktails-in-cans-are-not-to-be-sniffed-at\/","title":{"rendered":"Cocktails in cans are not to be sniffed at"},"content":{"rendered":"

From canned G&Ts to bottled Negronis, It\u2019s never been easier to buy a portable bar-quality drink on the hop. We explore how pre-mixed cocktails turned premium \u2013\u00a0and share a selection of our favourite ready-to-go tipples…<\/b><\/p>\n

Whether they\u2019re released by established distilleries, bottled by entrepreneurial bartenders, or engineered by savvy start-ups, today\u2019s ready-to-drink (RTD) serves tend to favour high quality, often \u2018natural\u2019 ingredients, all wrapped up in slick, Instagrammable packaging. All being said, we\u2019ve come a long way since the likes of WKD Blue and Smirnoff Ice reigned supreme.<\/span><\/p>\n

Historically, the pre-mixed arena has been \u201cdominated by big spirit brands, for whom it made sense to produce cheap \u2018spirit and mixer\u2019-type RTD\u2019s to ensure their product could be consumed more easily on the go,\u201d explains Harry Farnham, co-founder of Bloody Drinks<\/a>. This meant convenience was important, but quality less so, he says, which created a race to the bottom in terms of price.<\/span><\/p>\n

\u201cThis is now changing, and for lots of reasons,\u201d Farnham continues. \u201cOne of the most obvious is the knock-on effect of the explosion of ultra-premium craft beer in cans. With their craft credentials, complex taste and striking designs, they\u2019ve proved that discerning consumers will spend a lot of money on a canned drink.\u201d<\/span><\/p>\n

\"\"

Ready to drink Negroni Sbagliato? Don’t mind if do<\/p><\/div>\n

While today\u2019s RTDs may be a far cry from the sickly-sweet, E number-addled alcopops of the 2000s, there\u2019s an element of nostalgia behind our penchant for portable tipples, says Steph DiCamillo, global advocacy manager at Atom Brands<\/a>.\u00a0<\/span>\u201cThe age bracket of people who are driving the growth grew up with RTDs seen as a teenager\u2019s drink \u2013\u00a0overly sweet and immature,\u201d she says<\/span>. \u201c<\/span>The new RTDs are quite different in terms of complexity, aesthetic and sugar content. Yet, they give just enough nostalgia to the drinkers to get them intrigued in the first place.\u201d<\/span><\/p>\n

Thankfully, the artificial colours and fake flavours once associated with RTD\u2019s \u2013 particularly those of the bottled variety \u2013 have been left in the past, driven by demand for craft cocktails beyond the traditional bar setting. We may not be drinking them in a bar, but we want the same experience, says Deano Moncrieffe, co-owner of east London bar Hacha<\/a>.\u00a0<\/span>\u201cConsumers want a cocktail that is familiar in name but uniquely hand-crafted with a point of difference, much like our bottled Mirror Margarita<\/a>,\u201d he explains. It\u2019s crystal clear, he explains, but tastes like a classic Margarita \u2013 \u201cwith all the flavours you would normally associate with that cocktail\u201d.\u00a0<\/span><\/p>\n

The RTD market also presents an opportunity for distillers to present their signature serve as they envisage it. With canned serves increasingly dominating shelf space in the RTD sphere, distilleries across the country are going all-out to capture the essence of their signature serve and double down on the latest drinks trends. As such, nailing the flavour profile has wider implications.\u00a0<\/span><\/p>\n

\"\"

It’s a Margarita but colourless, how is that possible?<\/p><\/div>\n

\u201cWe have the ability to include more natural ingredients and interesting flavours,\u201d says Victoria Miller, on-trade and prestige sales manager at Scotland\u2019s Eden Mill<\/a>, which is currently developing and expanding its RTD range \u2013 the latest addition being non-alcoholic Eden Nil. \u201cThe correct, or \u2018perfect\u2019 serve is important, particularly in a new category such as this,\u201d Miller adds.<\/span><\/p>\n

Pre-mixed can also be hive for experimentation, with a shift towards more innovative flavours and profiles, says James Law, co-owner of Longflint<\/a> Drinks Company. But it has its limits. \u201cThe G&T rules the roost for good reason; unlike many cocktails it\u2019s a straight spirits and mixer offering and that makes it perfect for the format,\u201d he continues. \u201cIt\u2019s really hard to capture the magic of an Espresso Martini<\/a> or Mojito in a can.\u201d<\/span><\/p>\n

So, what do we want from our pre-mixed cocktails? First of all, complexity, says DiCamillo. \u201cIt isn\u2019t enough to have just a peach flavoured RTD\u00a0\u2013 it\u2019s white peach with a hint of basil. There is demand for a name recognised spirit, but it seems to be the flavour cues on the label people are initially intrigued by.\u201d We\u2019re also keen on lower sugar, drier-style drinks more akin to a beer. \u201cPeople want to be able to sip all afternoon, not have just one,\u201d she continues. \u201cThis also speaks to the ABV, with a trend towards slightly lower 4-5%, so they can be sessionable.\u201d\u00a0<\/span><\/p>\n

Design-wise, many labels are \u201cbright, loud, and graphic\u201d, inspired by the craft beer market, says DiCamillo, though she forecasts \u201cincreasingly sleek minimalist styles emerging in the next few years\u201d. Finally, there’s the price. \u201cThe RTD has to be competitive with craft beer. Once you creep into the price of a cocktail in a bar, it is hard to justify the value,\u201d she says. \u201cOne exception to this would be the use of high-end ingredients like truffle and extra aged spirits.\u201d<\/span><\/p>\n

\"\"

That Boutique-y Gin Company, funky packaging<\/p><\/div>\n

The biggest challenge for any canned drinks brand, says Farnham, is demonstrating that canned does not equal compromise\u00a0\u2013 and \u201cwith a product as complex as a Bloody Mary, that\u2019s all the more important. The dream for people is to crack open a can, pour over ice and for it to match what you would be served in a bar,\u201d he says. \u201cIn reality, it\u2019s only by canning our blend of premium ingredients that this becomes possible, while keeping it fresh enough to be enjoyed instantly, anytime you want it,\u201d he says.<\/span><\/p>\n

The convenience factor associated with the burgeoning RTD category \u2013 \u201cmeeting the demand for people wanting faster \u2018speed of serve\u2019 when it comes to drinking\u201d says Joe Sanders, UK director at bottled cocktail company ELY\u00a0\u2013 has echoed across the industry. \u201cKegged cocktails<\/a> are becoming really popular with bars wanting to serve the likes of Espresso Martinis as fast as possible without compromising on quality,\u201d he says. \u201cWe have developed our own Nitro system which delivers a quality consistency \u2013 foamed top of the cocktail\u00a0\u2013 every time.\u201d\u00a0<\/span><\/p>\n

Looking ahead, Law predicts the next RTD trend will be \u201call about sugar \u2013 or lack of it,\u201d he says. \u201cThe hard seltzer category has exploded in the US, but will it work this side of the pond? I think it will, but with a slightly different approach \u2013 I\u2019m not sure you can just shoehorn in the language, design and flavour styles and expect it to work off the bat. It\u2019s an unusual category but one that\u2019s looking more and more important.\u201d<\/span><\/p>\n

And DiCamillo agrees. \u201cI think healthy-no and low beverages will tie into the RTD cocktails,\u201d she says. \u201cTerms like low-sugar, low ABV, and natural flavourings will pop up \u2013 they\u2019re already being littered across cocktail bars. I expect \u2018CBD<\/a>-infused\u2019, \u2018vitamin-enriched\u2019, and similar ideas will start to be incorporated into RTDs in the near future. \u201c<\/span><\/p>\n

Below, we\u2019ve picked out four pre-mixed drinks for your perusing pleasure. For more options, check out the entire selection here<\/a>.<\/span><\/p>\n

That Boutique-y Gin Company Yuzu Gin Collins<\/a><\/span><\/h6>\n
Starward Old Fashioned<\/span><\/a><\/h6>\n
Sipsmith Gin & Tonic<\/span><\/a><\/h6>\n
Tinkture Negroni Classico\u00a0<\/span><\/a><\/h6>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

From canned G&Ts to bottled Negronis, It\u2019s never been easier to buy a portable bar-quality drink on the hop. We explore how pre-mixed cocktails turned premium \u2013\u00a0and share a selection…<\/p>\n","protected":false},"author":24,"featured_media":26924,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[893],"tags":[806,715,899,894],"yoast_head":"\nCocktails in cans are not to be sniffed at | Master of Malt blog<\/title>\n<meta name=\"description\" content=\"From canned G&Ts to bottled Negronis, It\u2019s never been easier to buy a portable bar-quality drink. 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