Cocktail Time

Elevating the at-home drink experience

As consumers try their hand at making new and classic cocktails, they’ve been turning to McGuinness and Meaghers mixable liqueurs to kick up the flavour, colour and aroma. Favourites like McGuiness Blue Curaçao, McGuinness Triple Sec and McGuinness Cherry Whisky add flair to any drink creation or soirée. Meaghers Triple Sec is an orange liqueur used in so many cocktails that it would be unthinkable to not keep a bottle as part of a mixologist’s home bar. With plant-based flavours all the rage, we launched McGuiness Elderflower liqueur for those looking to sweeten their gin and tonics or spritzes over the summer months.

On a hot summer day, Malibu coconut rum liqueur is the perfect accompaniment for casual occasions with friends. As a key ingredient in pina coladas, mojitos and many more rum-based cocktails, Malibu has been the go-to spirit for many an at-home cocktail connoisseur over the past months – as evidenced by its double-digit growth across all Canadian provinces. Capitalizing on the momentum, we’ll be launching ready-to-drink Malibu cocktails in the new fiscal year.

Coffee goes cocktails

Canadians love their coffee, on its own and mixed with other drinks. Not even a pandemic could stop them from getting their caffeine fix. The coffee and cream liqueur category has taken off in the past year and sales of Kahlúa, the world’s leading coffee liqueur brand, have risen with it.

Used in iconic – and trending – cocktails, like the espresso martini, Kahlúa helps turn the average brunch, lunch or evening drink into the extraordinary. A new pack, introduced to the Canadian market in 2021, dials up Kahlúa’s coffee and craft credentials.

Class of its own

Absolut vodka has a strong distinction as the perfect spirit to help consumers embrace at-home mixology through easy-to-recreate cocktailing and pre-mixed RTD cocktail choices. But it’s also a favourite at bars and restaurants. As on-premise partners prepare for their post-pandemic reopenings, our team has been working with them to co-create experiences and programming that elevate cocktail occasions even further, support our partners as they rebound, and encourage consumers in their return to this channel.

We’ve also rolled out new on-trend innovations. Absolut Watermelon brings consumers watermelon sweetness with zero added sugar. It’s an easy-to-mix must have, perfect for backyard parties or front porch chilling.

With the launch of Absolut Mango Mule, a delicious RTD cocktail, we aim to capitalize on the opportunity to deliver quality cocktails and classic mixed drinks in the convenient formats that consumers are looking for, and to lean in to the movement toward lower-alcohol beverages.