Mezcal-based cocktails and seltzers become more popular
Trend - The continued growth of canned alcoholic seltzers has resulted in alcohol brands extending their reach in this space. Now, brands in this space are increasingly releasing mezcal-based canned cocktails and seltzers.
Insight - The portability of canned beverages, coupled with the wide range of beverage types that are available, has resulted in consumers opting for these drinks in social settings, particularly outdoor ones. Consumers are no longer limited in the pre-made cocktail options they have to experiment with, and are interested in diversifying what they try in this space.
Insight - The portability of canned beverages, coupled with the wide range of beverage types that are available, has resulted in consumers opting for these drinks in social settings, particularly outdoor ones. Consumers are no longer limited in the pre-made cocktail options they have to experiment with, and are interested in diversifying what they try in this space.
Workshop Question - How could your brand prioritize convenience in its product experience?
Trend Themes
1. Canned Mezcal Cocktails - With the portability of canned alcohol beverages, coupled with the wide range of beverage types that are available, consumers are interested in diversifying what they experiment with in this category.
2. Low Calorie Mezcal-based Cocktails - The demand for healthy and low-calorie beverages is growing steadily, presenting a disruptive innovation opportunity for businesses to incorporate natural and low-calorie ingredients in mezcal-based drinks.
3. Functional Canned Mezcal Cocktails - The increasing demand for functional beverages represents an opportunity for brands like Madre Mezcal to create canned mezcal-based seltzers that contain superfood-based ingredients to meet consumers' health and wellness interests.
Industry Implications
1. Alcoholic Beverages - With the growth of the canned cocktail trend, businesses can create, market, and sell ready-to-drink mezcal-based cocktails that can attract outdoor or on-the-go drinkers.
2. Premiumization - Tequila's smokier cousin, mezcal, is gaining traction among consumers due to its unique flavor and authenticity. There is an opportunity to create premium and high-quality canned mezcal-based cocktails as a result of this trend.
3. Health and Wellness - Businesses can cater to health-conscious consumers by making low-calorie and functional mezcal-based cocktails that contain natural and superfood-based ingredients. This innovation can create a new market niche within the canned cocktail industry.
