During the pandemic, The Cocktail Society responded to data that showed a 50.2% spending increase on subscription services and saw an opportunity to fill a gap in the market with its bottled cocktails, kits and hampers. The new drinks subscription makes it easy for consumers to get a variety of cocktails conveniently delivered to their door.
The debut box from the brand includes options of a Smoked Old Fashioned, Coconut & Kaffir Lime Leaf Daiquiri, Oak Aged Sloe Negroni or Salted Caramel Espresso Martini. On a monthly basis, members get their choice of seasonal cocktails, plus other products like snacks and The Cocktail Society’s magazine, Drink Up. There's also the opportunity to connect with a virtual service for drink-related questions.
Key Themes Behind This Trend
- Bottled Cocktails
- The pandemic has led to an increase in demand for subscription services and bottled cocktails, providing a disruptive innovation opportunity for companies to offer customizable cocktail kits.
- Drinks Subscription
- The rise in subscription services has created an opportunity for companies to offer customizable drinks subscription that deliver a variety of cocktails to consumers' doors.
- Virtual Drink Service
- The demand for virtual services during the pandemic presents a disruptive innovation opportunity for companies to offer personalized drink-related advice to customers.
Where This Applies
- Alcohol Industry
- The increase in demand for bottled cocktails and drinks subscription presents a disruptive innovation opportunity for the alcohol industry to offer customizable cocktail kits.
- Subscription Industry
- The rise in popularity of subscription services creates an opportunity for companies to offer customizable drinks subscription services.
- Virtual Service Industry
- The pandemic has led to an increase in demand for virtual services, presenting a disruptive innovation opportunity for companies to offer personalized drink-related advice to consumers.
