Conquering the Competitive Cocktail Industry

Daily's Discovers Succcess with Three New Flavors and a Ready-to-Drink Program
By Claire McElheney

   IN the competitive world of cocktails, trends can be a dime a dozen. Every few months, it seems, a new concoction breaks through as the must-have drink of the moment. Bartenders and establishment owners have to adapt to meet the demands of this competitive industry; otherwise, they will be washed away in the wake of progressive competition.
   With each new trend comes new obstacles in this quest for success, as well. Preparation time, ingredient prices and cocktail consistency are some of the challenges that have  surfaced with the popularity of specialty drinks such as the Cosmopolitan, Mojito and the variety of Martinis, Daiquiris and Margaritas. Muddling the mint of a Mojito, shaking and straining a Cosmopolitan and crushing the ice for a frozen Daiquiri cost bartenders precious time in an industry where efficiency equals profit. 
   To solve the problem of extensive preparation time and tricky ingredients, the innovative minds behind Daily’s Fruit Mixers have developed three new flavors and a Ready-to-Drink program that provide customers with the full flavor of a professionally made fruit drink without all of the frustration.

Full Flavor in a Flash
   In an industry where knowing what’s hot means the difference between big bucks and bankruptcy, Daily’s is on top of the market with their three new flavors of authentic non-alcohol fruit mixers. Launched in April 2006, the Cosmopolitan, Mojito, and mango-flavored mixers are providing bartenders an efficient way to serve popular cocktails.  These three flavors come in 1-liter, brightly colored bottles that catch consumers' eyes and generate profits for establishment owners.
   “The products are doing well for a few reasons. They eliminate a lot of the time involved in making a labor-intensive cocktail ­­­­­–– such as a Mojito –– allowing bartenders to make them faster and serve more customers,” says  Molly Boras, Daily’s senior marketing manager. “They also allow for consistency, so regardless of whatever bartender is making the drinks, (the customer) is going to get a quality, great-tasting drink time after time.”
   To further the success of these products, Daily’s launched a marketing campaign with distributors and customers that “included incentive monies, merchandising pieces,” and  on-premise programs, which “provide bartenders with recipe cards for a variety of drinks –– maybe a little more unique than a Cosmopolitan or Mojito –– that can be made with each flavor mix,” Boras says.
   With “such great success on-premise,” Daily’s wants to “continue with these flavors and create more tools (recipe cards), signature drinks and promotions, so that bar owners can use them to drive even more sales,” Boras says.                

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