Premium non-alcoholic cocktail supplier Mocktails Brand has partnered with Craftwork as a UK distributor.
The company was conceived by three American families who had first-hand experience of the gap in the market for alcohol-free drinks that presented a fair equivalent to their alcoholic counterparts.
Its range - created by Ezra Star, award-winning mixologist and former general manager of Boston bar Drink - so far includes the Mockapolitan, Mockarita, Mockscow Mule and Sansgria. They are all gluten-free, vegan, low in sugar and calories, and are designed to be treated like cocktails - shaken over ice and served in proper glassware.
The products are made in the UK, which along with other countries is seeing huge growth in the no/low drinks category as people - particularly the younger generations - look to reduce their alcohol consumption.
Alongside the distribution deal with Craftwork, Mocktails Brand has also announced the appointment of Elliott Clark as its UK sales director. He joins from drinks marketing and distribution agency Indie Brands and will be helping to grow Mocktails Brand's presence in the on and off-trade.
Bill Gamelli, founder and CEO of Mocktail Brand, said: "Covid-19 is accelerating trends already underway and reshaping the way consumers engage with all products and services. The drinking experience and occasion is no different and the industry is in the midst of unprecedented change. From our studies, we can see that consumers are more than twice as likely to order a second premium mocktail than typical soft drinks, event at higher price points."
Elliott Clark said: "Consumers can now enjoy a substantially better experience than standard soft drinks when choosing an alcohol-free option. The opportunity for hotels, restaurants, bars and catering managers to increase revenue streams is tried and tested. Research has shown that consumers are happier to pay more for an alcohol-free drink which has a grown-up flavour profile and presentation, whilst at the same time they are more likely to order more than one, unlike with a standard soft drink."
Jeremy Rockett of Craftwork added: "To date, there have been very limited premium offerings for the designated driver or those abstaining from alcohol. This is a real opportunity to reach a broad range of consumers who have previously been ignored when it comes to social occasions."
“We are thrilled to partner with MOCKTAILS to bring what we see as the solution to the on and off-trade throughout the U.K.”, says Jeremy Rockett of Craftwork. “Covid-19 has been a real catalyst for driving the No & Lo market in the U.K. To date, there have been very limited premium offerings for the designated driver or those abstaining from alcohol altogether. This is a real opportunity to reach a broad range of consumers who have previously been ignored when it comes to social occasions. These include: the young, health conscious generation; those not drinking for religious or cultural reasons; pregnant women; and those looking to moderate their alcohol intake. It also fulfils demand during seasonal occasions: “Sober October” and “Dry January”, which historically have had a negative impact on trading across sectors.”
MOCKTAILS has an RRSP of £1.99 - £2.49 per 200ml bottle. They are currently available in the U.K., U.S., and Asia.
29 September 2020 - Bethany Whymark