These new East London Liquor Co ready-to-drink cocktails have been unveiled by the brand as a range of libations for consumers who are seeking out a flavorful product that won't require them to do any mixing themselves or have to head to a local pub to enjoy. The drinks come in four flavors including two Grapefruit Gin & Tonics with ABVs of 0.5% and 5% as well as a Rum & Ginger and Vodka & Rhubarb with 4.6 ABVs. The drinks come in packs of 12 and are perfect for consumers who are craving a quality cocktail from their favorite bar, but who can't get out to enjoy one this summer.
Founder of East London Liquor Co Alex Wolpert spoke on the new ready-to-drink cocktails saying, "Launching an RTD range was a natural progression for us. ELLCo has been making good booze at good prices for good people for over half a decade. So, for everyone who wants bartender-quality cocktails at home but can’t be bothered to make them, these are just for you. Sure, summer is going to be different this year, but we’ve never let anything hold us back. We’re all about drinking defiantly, even if that means a refreshing drink while working on your tan through wide open windows instead of in the park or on a beach.”
What's Driving This Trend
- Ready-to-drink Cocktails
- Disruptive innovation opportunity: Creating convenient and high-quality canned cocktails for consumers who want to enjoy a bartender-grade drink at home.
- Flavorful Convenience
- Disruptive innovation opportunity: Developing products that offer a tasty and ready-to-consume experience without the need for mixing or visiting a bar.
- At-home Drinking Culture
- Disruptive innovation opportunity: Tapping into the demand for enjoyable drinking experiences at home by offering pre-made cocktails that provide bar-like quality.
Who This Affects Most
- Beverage
- Disruptive innovation opportunity: Transforming the ready-to-drink cocktail market by offering a wider range of flavorful and high-quality canned options.
- Alcohol
- Disruptive innovation opportunity: Meeting the needs of consumers who want to enjoy premium cocktails without the time and effort required to mix ingredients.
- Food and Beverage Retail
- Disruptive innovation opportunity: Incorporating ready-to-drink cocktails into retail offerings, providing consumers with easy access to sophisticated and convenient drink options.
