Funkin pledges to grow at-home cocktail occasion

23 January, 2017

Funkin is gearing up to expand its on-trade cocktail expertise further into the off-trade.

The cocktail innovator is launching a trio of premium cocktail mixers to help consumers mix up bar-quality drinks at home with ease. The company said the “trailblazing” product will help grow spirits sales in the off-trade through cocktails.

The range, which is packaged in iconic Funkin cocktail shakers, includes Skinny Mojito, Passion Fruit Martini and Strawberry Daiquiri (rsp: £4 each).

The mixers are available in grocery from next month and will roll out to convenience stores later this year.

Funkin believes it has identified an opportunity in the off-trade to continue to increase cocktail penetration as well as spirits category sales. The company said there is an estimated opportunity to sell 604 million cocktails each year in the off-trade, which is equivalent to 1.8m nine-litre cases of spirits (CGA Strategy Mixed Drinks Report, March 2016).

The new product is designed to break down the barriers of creating cocktails at home by providing consumers with both the shaker and the mixer.  Each mixer makes four cocktails.

Managing director Andrew King, said: “Funkin is once again leading the way in cocktail innovation. With our new shaker range designed specifically for the off-trade we are making it easy for consumers to prepare bar-quality cocktails at home, eliminating the guess work.

“There is a huge untapped opportunity in the off-trade and we are especially excited about this unique product as it provides our customers with a point of difference in the spirits aisle that will help increase spirits sales while growing the overall cocktail category.”

The launch will be supported by the brand’s biggest outdoor and digital advertising campaign to date, along with social media and sampling activity.




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