Bacardi launches Mix Lab cocktail app

Bacardi is branching out into a new area of the spirits market with the launch of its own cocktail app.

Mix Lab helps cocktail lovers to create recipes based on the ingredients they have to hand at home, while also offering bartenders a platform to showcase their expertise and build their reputation.

Born from a growing trend for at-home cocktail making, which has been spurred on by hospitality shutdowns due to Covid-19, Mix Lab is designed to cater to all levels of cocktail maker, from novice to expert. 

According to research by Nielsen, some 40 per cent of consumers in the US are now interested in make-at-home cocktail kits. Meanwhile, Bacardi's 2021 cocktail trends report found that one in four people in the US is now making cocktails at home, while one in five people in the UK is hosting virtual gatherings, which Bacardi said indicates that the at-home cocktail making trend is set to continue.

Mix Lab is intended to serve as a one-stop shop for the expanding global community of at-home cocktail makers, with a library of more than 300 cocktail recipes, personalised recipe recommendations, video tutorials from expert bartenders, and (currently only for US consumers) in-app product purchases. The app also offers hosts a gifting site for UK consumers.

Katie Kirkpatrick, global senior director, Bacardi Owned Platforms, said: "We know that there are many cocktail fans out there who simply lack the confidence to mix a better drink at home - a situation that only became more evident while people stayed safe at home this past year.

"We created Mix Lab to help people and arm them with the tools they need to master mixology without hesitation. When designing Mix Lab, we also made it a priority to continue to support the bartending industry by giving them a platform to practise and share their craft with fellow cocktail enthusiasts - something more important than ever during the pandemic."

Mix Lab is now available to download for free on iOS and Android.

11 February 2021 - Bethany Whymark