If you’ve been feeling a little uninspired when it comes to cocktails ideas, then it seems that Bacardi is reading your mind. With so many of us making cocktails at home, the brand has launched a new app, Mix Lab that can help you create recipes based on the ingredients they have to hand at home.
As is easily assumed, the lockdowns have created a spike in internet searches for “easy cocktail recipes” throughout 2020, resulting in 40% of U.S. consumers being interested in make-at-home cocktail kits (Nielsen CGA 2020 survey).
As the latest 2021 Cocktail Trends Report from Bacardi highlights that one in four people in the U.S. say they are now making cocktails at home, and one in five people in the U.K. are hosting virtual gatherings from their homes, indicating that the trend of at-home drinking and cocktail-making kits is set to continue into 2021 and beyond.
Perfect for cocktail enthusiasts of all levels, Mix Lab is intended to serve as a one-stop-shop for the expanding global community of at-home cocktail makers. Developed by Bacardi with both the consumer and the bartender in mind, the app allows users to master and experiment with mixology from the comfort of their homes.
Furthermore, Mix Lab was designed to give bartenders a platform to share their craft, grow their reputation, and gain a following of cocktail enthusiasts by adding their own recipes and uploading video tutorials for users.
This past year, the bartending community has struggled as bars and restaurants shut down due to the pandemic, and Mix Lab serves as an innovative way for consumers to show support for this community by trying out their cocktail recipes and “liking” and “sharing” their favorite bartenders.
The app offers users the following features:
My Bar Tool: Provides recipe recommendations based on the ingredients users already have on hand, enabling them to create a personalized cocktail at-home. Simply add in your ingredients and watch the recipes appear.
Vast Library of Recipes: Users have access to over 300 cocktail recipes (and growing!) by their favorite bartenders so they can browse and try a cocktail that matches their preferences. Cocktails range from classics like a French 75 and a Moscow Mule to more unique concoctions like a Chai Old Fashioned.
Ultra-Personalized Recommendations: Utilizes an AI-driven recommendations engine that suggests cocktail recipes based on the user preferences selected when creating their profile, curating personalized options based on what they like, while removing any suggestions they don’t.
In-App Purchases + Online Delivery (via Thirstie): Gives users in the U.S. an easy way to stock up on ingredients for at-home cocktail creations.
Gifting Shop: In the U.K., Mix Lab hosts a gifting site where consumers can shop for their favorite spirits and alcohol gift sets.
Katie Kirkpatrick, global senior director, Bacardi Owned Platforms, said: “We know that there are many cocktail fans out there who simply lack the confidence to mix a better drink at home – a situation that only became more evident while people stayed safe at home this past year.
“We created Mix Lab to help people and arm them with the tools they need to master mixology without hesitation. When designing Mix Lab, we also made it a priority to continue to support the bartending industry by giving them a platform to practice and share their craft with fellow cocktail enthusiasts – something more important than ever during the pandemic.”