The Grocer has reported Asda’s prediction of an explosion in sales of pre-mixed drinks within the next five years, suggesting that every big spirit brand will introduce a version. This backed up Mintel's earlier forecast that pre-mixed category sales would grow more than five-fold, from £25m to £140m.
Asda spirits buyer Chris Brooks told The Grocer that, despite a "very low" awareness of the category, sales had rocketed 160% in Asda between May and July this. Asda reported that pre-mixed cans attracted different consumers from alcopops, with people buying them to relax in the evening, rather than to party. But now, their halo effect means all the big spirit brands are expected to start creating their own.
At first, we were a little sceptical. In fact, we thought they were a pretty naff idea. We thought pre-mixed drinks would taste weak and not as good as doing it yourself. But we’ve found that they can fit in nicely to a busy schedule. And now, of course, you can get more than just the pre-mixed gin & tonic.
We have developed a liking for the pre mixed Bacardi Mojito. Our message to manufacturers and retailers alike it - bring on the more interesting drinks, keep them funky and cheap and definitely get them front of house where the consumer can find them easily, and you could well be onto a winner.
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