# Half-Full Cocktail Mixers Bottles from Swig + Swallow are Filled Halfway with Space for Alcohol By Laura McQuarrie | Published 2017-07-05 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/sip-and-swallow References: [bevnet](https://www.bevnet.com/news/2017/examining-trends-innovation-2017-summer-fancy-food-show) & [swigandswallow](http://www.swigandswallow.com/order/mojito) Swig + Swallow is a start-up that is putting a fresh spin on conventional cocktail products by packaging its mixers in bottles that are only half-full. As a result, consumers are invited to fill the bottles with the desired amount or alcohol in order to create ready-to-drink Mojitos, Margaritas and Daiquiris that do not need to be transferred to a new container for consumption. As such, the cocktail mixers are packaged in mini and 32-ounce bottles. As more consumers favor at-home drinking and DIY mixology over traditional bar experiences, a number of ready-to-drink alcohol products and cocktail mixers have been created, appealing to consumers who value convenience, yet also want to have a hand in the process of making their own drinks. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 12% | Activity: 62% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Half-full Cocktail Mixers:** Providing consumers with half-full cocktail mixers creates a hybrid DIY experience and a ready-to-drink product, which bridges the gap between consumer convenience and customization. - **Ready-to-drink Alcohol Products:** The rise of at-home drinking and DIY mixology has given rise to a subculture of ready-to-drink alcohol products, offering consumers convenience and quality in a single package. - **Packaging Innovation:** Packaging innovations such as Swig + Swallow's half-full cocktail mixers offer new solutions to age-old problems in the alcohol industry, aligning with rising consumer demand for customization and convenience. ### Who This Affects Most - **Beverage:** From wine to beer, the beverage industry is well acquainted with traditional packaging and delivery methods that, as the case of Swig + Swallow suggests, could use a new packaging innovation to appeal to changing consumer preferences. - **Hospitality:** Restaurants and venues that would traditionally serve mixed drinks have an opportunity to expand the traditional bartender-customer relationship by offering innovative drink packages and mixes as well as packaging innovations. - **Retail:** The retail industry has an opportunity to capitalize on the trend of ready-to-drink alcohol products, designing specialized displays and consumer education campaigns targeting those who value convenience and are willing to pay for quality. ## Related on Trend Hunter - [Single-Use Cocktail Sachets](https://www.trendhunter.com/trends/pax.md) - [Simplified Cocktail Mixers](https://www.trendhunter.com/trends/fever-tree-cocktail-mixer.md) - [Single-Serve All-Natural Mixers](https://www.trendhunter.com/trends/allnatural-mixers.md) - [Powdered Cocktail Mixers](https://www.trendhunter.com/trends/mixxers.md) - [All-Natural Alcohol-Free Mixers](https://www.trendhunter.com/trends/good-cocktail-co.md) - [Ultra-Concentrated Gin Bottles](https://www.trendhunter.com/trends/low-alcohol-gin-spirit.md) - [Stackable Bottled Cocktails](https://www.trendhunter.com/trends/bloc-bottled-cocktails.md) - [RTD No-Alcohol Cocktails](https://www.trendhunter.com/trends/booze-free-cocktails.md) - [Effortless Non-Alcoholic Mixers](https://www.trendhunter.com/trends/sodastream-crafted-cocktail-mixers.md)