Grey Goose's vodka is known for being available in tall frosted bottles but this summer, people in London have the chance to make the most of cocktails to go. To support bartenders during a challenging time, the brand created an initiative called #RaiseYourSpirits. With this on-trade support initiative, Grey Goose is giving people the chance to have cocktails freshly mixed by bartenders, then canned, so that the fresh cocktails can be taken to go for enjoyment at the park, at home, or other destinations.
The service is being offered by London Cocktail Club via a window hatch so that it's exceptionally easy to take a fresh cocktail to go. ON the menu there are three options: Grey Goose Le Fizz, Grey Goose Tropical and Grey Goose Berry.
What's Driving This Trend
- Cocktail-to-go Services
- Opportunity to innovate and expand cocktails-to-go services by using fresher ingredients and collaborations between liquor brands and local bartenders.
- On-trade Support Initiatives
- Opportunity to create initiatives to support on-trade professionals during challenging times, such as creating cocktail canning services, promoting local brews and products, and encouraging urban gardening.
- Premium Canned Cocktails
- Opportunity to disrupt the canned cocktail market by offering premium and specialized canned cocktails that are freshly made and use high-end ingredients.
Who This Affects Most
- Beverage Industry
- Brands in the beverage industry can innovate by creating more on-trade support initiatives and collaborating with local bartenders to create new and exciting canned cocktail products.
- Hospitality Industry
- Innovative hotel and restaurant businesses can participate in initiatives that support local on-trades, like using local products, supporting urban gardening, and offering canned cocktails made by local bartenders.
- Packaging Industry
- Packaging industry players can innovate by responding to new demands in the canned cocktail market, like developing premium aluminum cans that preserve the freshness and high-end quality of freshly-made cocktails.
