To usher in what it calls "a new age of home cocktail drinking," gin brand Burleighs launched its 'Mail a Martini' service last year as a convenient way for consumers to order and enjoy pre-made cocktails. For Valentine's Day this year, the brand is putting a romantic spin on the service with a limited-edition holiday expression.
The Lychee and Rose Martini is described as a "balanced and refreshing" cocktail that is made with the Burleighs Pink Edition gin, a lychee liqueur and Liquour de Rose.
For Valentine's Day this year, the Mail a Martini service makes it easy for consumers to get a taste for the spirit made with delicate botanicals like Japanese cherry blossom, pink grapefruit, hibiscus and rose. Once ordered, the £10 cocktail is delivered to consumers in a conveniently packaged pouch.
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Why This Trend Is Growing
- Home Cocktail Drinking
- Opportunity for brands to innovate pre-made cocktail delivery services for at-home drinking.
- Limited-edition Holiday Expressions
- Opportunity to create exclusive, festive versions of pre-made cocktails to attract customers during holidays.
- Romantic Cocktails
- Opportunity for beverage companies to innovate with romantic-themed drinks to attract customers during Valentine's Day and other holidays.
Industries Being Reshaped
- Alcohol Beverage Manufacturing
- Innovative companies can cater to increased demand for pre-made cocktails during the pandemic.
- Delivery and Logistics
- Opportunity for delivery companies to collaborate with alcohol brands and provide convenient at-home cocktail delivery services.
- E-commerce
- Opportunity for online retailers to expand their offerings with pre-made cocktail delivery service, targeting at-home drinking trends.
