Pocket Cocktails Have Entered The Chat
El Toro Tequila just launched a new line of compact and ready-made cocktails that, conveniently, can fit in anybody’s pocket. Whilst Gen Z drinks less alcohol than previous generations, the new line, aptly called “Pocket Cocktails”, is a frictionless way to enjoy a drink or two on the go.
The cocktails come in two flavors, “Emergency Margarita” and “Pocket Paloma”, Michael Newbold, Senior Brand Manager at Vok Beverages, emphasizes that whilst fun, playful, and convenient, the cocktails are made with premium ingredients.
Newbold further emphasizes that the pocket cocktails are perfect for the upcoming holiday season: “Usually, it’s a standard bottle of spirits bundled in a festive box next to a cheap cocktail shaker. We wanted to do something that stood out, something fun, cheeky, and that actually solves a problem: what do you buy a coworker you’ve only spoken to twice for a $15 Kris Kringle?”
Lifestyle Shots for El Toro Pocket Cocktails
El Toro’s newest product innovation is a stark contrast to the rise of non-alcoholic beverages. Well-known actor, Charlie Sheen, recently became the founder and spokesperson for Wild AF Brewing, an alcohol-free beer brand, and John Mulaney, the comedian, became an investor in Chicago-based non-alcoholic beer, Years.
Far from being a cash grab, both Sheen and Mulaney have openly spoken about their struggles with sobriety and their experiences in rehab. Sheen and his longtime agent, Todd Christopher, co-founded the brand alongside brand-building company, The Silent Group., and is debuting with just one flavor, Cold Gold.
According to IWSR, celebrity-backed brands tend to outperform the overall market; however, timing is key in their success, especially in nascent product categories that are in the early stages of new consumer acquisition. Data shows that non-alcoholic drinks market is expected to reach sales of USD 5 billion by 2028, with non-alcoholic beer leading the category.
