A case study on London Essence and how they can increase at-home frequency amongst urban professionals in the UK.
Essentially yours.
What’s with the fever?
Why aren’t people reaching for premium mixers at home?
Premium mixers live in performance culture. At home, people don’t perform — they decompress.
Too many options which are drastically cheaper. Additionally, there is an increase in purchase of nonalcoholic drinks due to the rise of the sober curious movement. (FortuneBusinessInsights, 2026)
London accounts for 40% share in the cocktail mixer market of the UK. Urban professionals between the age of 25 to 35 years are the prime target for diverse range of mixers. (Credence Research, 2023)
Brands such FeverTree dominated the market followed by Schweppes, Fentimans and then London Essence.
The Challenge
To increase in-home purchases for the London Essence by positioning it as a self reward that justifies the price.
Change for the better
We must tackle the problem as something bigger than the product. London Essence must craft a lifestyle that serves this purpose.
From social upgrade → to personal ritual. Make premium feel permissionless.
But how does this idea travel?
Rethink Drinking
Let’s be honest, the spirits will always dominate and we cannot persuade the consumer to think otherwise, but what if you flipped the script?
Utilize London Essence’s basket of flavours and promote the mixer as “Just Because”.
1) Social:
Create a hashtag #MyDailyDistillation and ask creators to show how London Essence’s signature mixers can be enjoyed.
Creators can be asked to use the hashtag and promote it by using the 3-2-1 method:
3 ice cubes
2 sprigs of herbs (personal choice)
1 bottle of London Essence
2) On ground:
Make a London Essence glassware. A universal glass. Market it as a Rituals By LE for display at John Lewis stores. Rituals by LE would include:
LE glass
Twin pack of the best seller flavours
Raw botancials used in the bottle eg: rosemary sprig, elderflower sprig (for garnish)
To take a step further we can include barcodes (discreetly etched) in the glasses that give direct access to the website to refill their cabinet with LE bottles. Promotion can be done using copy such as: ‘Pop. Pour. Perfect.’
Final words
Trying to win over spirits would be a battle of attrition which no mixer brand can do. Which is why
I believe it is best to flip the script and tackle the problem differently. Seed an idea of what makes this mixer worth while?
What do you think? Are these ideas something that you can utilize into your own brand? Let’s connect and discuss!
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