Bartender pouring fresh alcoholic drink into the glasses with ice cubes on the bar counter
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As bars continue to be in various states of closures, what are drinkers up to during the pandemic? Becoming their own bartenders, it seems.
Looking at statistics pulled from brands, e-commerce websites and industry analysis websites, it’s clear drinkers are purchasing more mixers and liqueurs, all with the intention of learning to build their own cocktails.
A survey held by Bacardi—the world’s largest privately-held spirits company—found 90% of drinkers have completely changed how they consume alcohol and what they drink. With bars closed, imbibers are missing cocktails. So many are brushing off their bar tools and learning to mix up their favorite drinks in their own homes—35% of respondents noted they are purchasing ingredients and making cocktails for their social bubble.
Cointreau also commissioned a research study on how home consumers are interacting with cocktails over the pandemic period. The findings revealed that 70% of respondents have adopted cocktail hours (note: not happy hour, specifically cocktails) into their weekly routine.
Why are we gravitating towards cocktails?
“Quarantine has made me appreciate the art of making cocktails,” says one avid home drinker, Elisa Moczulski. “I’ve been learning to make Black Russians!”
Notable drinks writer Clay Whittaker has been finding a similar draw towards shaking and stirring. “I definitely feel like I’m putting more time into my drinks since quarantine started. Because I’m traveling less, I’ve also been batching drinks and giving time and effort to things like syrups.”
Whittaker noted that because he’s house-bound, he has more time and energy to invest in the process. “Time is really the biggest factor—if something takes a day or two to make, that’s not really a hurdle so much as it’s something to look forward to.”
“There’s a sort of trickle-down effect at work here,” he continues. “Everybody jumped on the sourdough wagon, And it takes a couple of days to make a loaf of bread. Well, it also takes a few days to make something like orgeat, so why not?”
Drizly, a major e-commerce drinks platform, found in their 2020 consumer report that 52% of the respondents said they had been making more cocktails than ever. 54% plan to continue stirring and shaking up their nightly libations this summer and beyond.
Another major spirits e-commerce platform, Minibar Delivery, has found a huge surge in sales of the mixers category, with the category bursting over 200% over the pandemic period.
To dive into specifics, Canada Dry Club Soda has been Minibar Delivery’s top-selling mixer by volume. Limes, Canada Dry tonic, Jose Cuervo margarita mix, and diet coke are also in the top five mixers by volume.
Looking into Minibar Delivery’s top-selling mixers by sales, Jose Cuervo dominated. The margarita mix (one liter) was the top-selling mixer (by sales) over the pandemic period. Canada Dry club soda was second. Jose Cuervo margarita mix took up third and fourth place, with 1.75 L and 750mL options, respectively. Gosling’s ginger beer six-packs (12-ounce cans) were in fifth. The company predicts that this DIY cocktail culture will continue to soar as bars start to reopen.
One reason behind the new cocktail movement is that with on-premise locations shut, liquor brands are pushing marketing efforts to the home consumer to make up for the loss in bar customers.
The virtual happy hour is now the norm and liquor brands are rushing to boost their online e-commerce presence to meet these new consumer needs.
Another thing to consider is with everyone learning to make their Old Fashioneds at home, will consumers continue to pay upwards of $15 for a cocktail? Many say no—particularly with simple serves like Negronis, Old Fashioneds and Martinis. With consumers being forced to purchase and make these cocktails at home, they are more aware of the real price of the cocktail and the amount of effort required.
Pre-pandemic drink prices feels expensive.
This also works two-folds: home bartenders attempting orgeats and infusions at home are more aware of the labor that goes into these cocktails. Hopefully, they will gain a newfound appreciation of a complicated cocktail.