New cocktail concept, Muse, to cause a stir in trade
Charles Wells has made an unprecedented foray into cocktail culture with the launch of a new pre-mixed concept.
In a move that will not be welcomed by spirit companies, the Bedford-based brewer has launched Muse - a range of seven concentrated cocktail mixes that can be diluted at the bar.
According to Nigel McNally, sales and marketing director at Charles Wells, the new product demystifies the cocktail category and replaces time and effort with profit and consistency at the bar. He said: "All pub companies are reporting double digit growth in cocktails but many have a problem in that they take too long to make.
"By using Muse, barstaff can reduce the time it takes to make a single long cocktail drink from three minutes to 30 seconds and it also gives the consumer a consistent drink.
"The benefits to the publican are twofold. Firstly, it de-skills the cocktail category by removing the expense of training and retraining staff to make cocktails. Secondly, it delivers a very high and consistent retail margin."
Muse, 40 per cent ABV (eight per cent ABV when diluted), is available in seven different variants and is a mix of concentrated fruit juices, spirits and spices. All that needs to be added at the bar is ice, a slice and the appropriate soft drink mixer.
"All of the cocktails have been prepared by a master cocktail blender and the response from the trade on the taste of the products has been fantastic," said Mr McNally.
Following a successful trial over the Christmas period, SFI Group has taken the range and Mr McNally confirmed that other pub companies are interested.
The Muse range
- Sex on the Beach - orange juice, slice of orange
- Long Island Iced Tea - cola, slice of lemon
- Illusion - pineapple juice, slice of pineapple
- Zombie - orange juice, slice of orange
- Margarita - still mineral water, slice of lime
- Blue Lagoon - chilled soda, slice of lemon
- Cardinal Punch (non-alcoholic) - orange juice, slice of orange.
