Cocktail Pouches Gaining Popularity

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They're sort of like Capri Sun, except with booze. And Nielsen says business is booming.

How about an alcohol pouch with that brown-bag lunch? (Just not on the job.)

New research from Nielsen shows interest in pouched alcohol has doubled since last year. Twelve percent of drinking consumers bought those products in the last 12 months. And annual sales suggest people like them: They’re up to almost $200 million versus just $12 million two years ago. (What’s with all the 12s?)

Haven’t seen these? Nielsen says they’re tracking about 100 pouch products on the market, and that most people are buying them in addition to, not instead of, bottled and canned alcohol. Amazon only lists a few that I could find, but here’s how Nielsen describes them:

The alcoholic contents of the pouches vary — including malt, wine and spirits, depending on the brand — but they all have convenience appeal.  Many are marketed as a frozen cocktail with no need for a blender: “just freeze, squeeze and serve.”  Others claim quicker chilling, easy pouring and packaging with environmental benefits.

Relatively frequent buyers, according to Nielsen: 35-54 year olds, African-Americans and women.

Stacy Johnson

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