Embrace Speed: Discover the Appeal Beyond Snobbery

The canned cocktail industry is experiencing a remarkable transformation. Once considered a lower-tier option, ready-to-drink (RTD) cocktails are gaining respect among consumers and critics alike. The rise in the quality of these drinks is reshaping perceptions around convenience and craftsmanship.

Embrace Speed: Discover the Appeal Beyond Snobbery in Canned Cocktails

The Penicillin cocktail, created by bartender Sam Ross in 2005, exemplifies this shift. Recently, Penicillin became available in a canned version from Tip Top, a brand founded in 2018 that has quickly made a name for itself in the RTD market.

The Canned Cocktail Revolution

• Tip Top began with classic cocktails like Negroni and Old-Fashioned.
• New offerings include modern favorites such as the Penicillin and Jungle Bird.
• Market share for canned cocktails has doubled since 2021, even amidst challenges in the American spirits industry.

Despite their growth, some still cling to snobbery regarding canned cocktails. Retailers and bartenders often express skepticism about offering these drinks, believing they’re only suitable for those who lack the skills to mix traditional cocktails. Neal Cohen, co-founder of Tip Top, counters this notion. He argues that the issue is not with canned cocktails per se, but rather with those that are poorly made.

Quality Over Convenience

Tip Top has focused on quality from the start. Each cocktail begins with a recipe crafted by expert bartenders, ensuring that the canned versions maintain the complexity of their fresh counterparts. This approach has demonstrated that RTDs can deliver a high level of craftsmanship.

Canned Cocktails: Not Just a Convenience

• Canned cocktails are not solely purchased for convenience; many consumers enjoy them at home.
• They are often chosen for parties or specific occasions to reduce the burden of preparation.

Consumers find charm in the variety available in canned cocktails today. Experimenting with different brands and flavors can reveal hidden gems, adding excitement to social gatherings. Instead of dismissing these drinks, enthusiasts are encouraged to explore the market, which continues to expand with innovative options.

Craftsmanship and Community

Louis Catizone, co-owner of St. Agrestis, emphasizes the importance of distinguishing their products as ready-to-serve rather than merely ready-to-drink. This showcases the craftsmanship behind each cocktail, intended for aesthetic serving in a glass rather than directly from the can.

In Conclusion

The evolution of the canned cocktail market reflects a broader trend towards appreciating high-quality, convenient drinking options. Instead of succumbing to the biases surrounding RTDs, consumers should embrace this exciting category. Not only do these cocktails offer speed and ease, but they also maintain the quality and variety that serious drinkers appreciate. With so many delicious options available, the appeal of canned cocktails is undeniable.