No shaker required: Should you embrace premixed cocktails?

The hospitality industry is constantly evolving, and the rise of ready-to-drink (RTD) cocktails is a clear reflection of changing consumer trends.

This style of cocktail, available in a diverse range of flavours, are designed for immediate consumption, offering convenience and consistency. But should your bar embrace them?

Efficiency is at the heart of RTDs. With no mixing or preparation required, they allow bars to serve customers quickly, particularly during peak hours. Their simplicity also reduces the need for extensive staff training, allowing even new employees to serve drinks with ease.

One of their most notable benefits is their ability to deliver consistent flavour and quality. Unlike handmade cocktails, which may vary depending on the bartender’s skill or attention to detail, RTDs offer a reliable experience for patrons.

The first draught cocktails were created by Smirnoff and sat on a T-Bar, making it obvious to the customer that it was ready to pour. However, there is so much more choice on the market now and RTDs come in a huge range of styles, ranging from classics such as the porn star and espresso martinis to negronis and Singapore slings.

For bars operating under tight budgets, RTD cocktails can offer economic benefits. Their long shelf lives reduce waste, while pre-measured servings minimise over-pouring, ensuring better inventory control and maximising profitability.

There is still a lingering perception among independent bar owners that premixed cocktails are inferior to freshly prepared drinks, and this stigma can be especially problematic for bars that pride themselves on offering premium beverages. RTDs are often better-suited to casual or high-volume establishments, rather than bars that prioritise exclusivity or a unique customer experience, as well as those relying on the bar team to captivate the audience with their flair and imagination.

The cost of premixed cocktails per drink is also typically higher than the ingredients for handmade drinks, so balancing competitive pricing with profitability requires careful consideration. Choose premium brands that emphasise authenticity and fresh ingredients, and pair premixed drinks with fresh garnishes or creative sides to enhance their aesthetic and add a personal touch. By viewing RTDs as an opportunity rather than a replacement, you can create a balanced offering that appeals to both casual drinkers and cocktail aficionados.

Kelly McCarthy is the owner of Ye Old Sun Inn in Tadcaster, North Yorkshire

Do you have a question for one of the Drinks Doctors? Send your query to drinks@thecaterer.com