Dubbed the ultimate bartender hack, EasyMixt is the latest brand to join Ten Locks. The deal will see the team distribute and supply the product to the UK retail and hospitality sectors.
Set to shake up the industry, EasyMixt empowers cocktail bars and home-bars alike. The brainchild of Stu Bale, founder of innovative London based Drinks Lab, Crucible, it was created to offer a one-bottle premium solution to cocktail making, ensuring consistency and quality across the most popular serves.
A true innovation, EasyMixt balances sweet, citrus, salt and bitter flavours in one bottle. Combined with its 12.5% ABV, it replicates the creation of bar cocktails by mixing natural citrus distillates – lemon, lime, pink, grapefruit and clementine – with a blend of acids and sugars for a full mouth taste normally only achievable by bar professionals using multiple ingredients.
Bale’s inspiration for EasyMixt was also to simplify the cocktail making process, minimising the possibility of error for both consumers at home or bartenders. It can be used to create 29 of the top 50 selling cocktails* by mixing equal parts of spirit and EasyMixt before finishing off with the relevant garnishes.
The trend of making high-end cocktails at home is here to stay and millennials are now seeking innovative and hassle-free, yet premium products to suit their busy schedules and lifestyles. Be it for dinner parties, house parties or just for a night in, EasyMixt provides consumers with a reliable solution and should be considered a must stock in the year ahead to keep consumers coming back to the spirits aisle and experimenting at home.
The liqueur presents a striking solution to the on trade, offering bartenders the go-to hack for creating delicious serves at scale without compromising on quality. Ten Locks will play a role in securing listings in key cities, London, Manchester, Birmingham, Leeds, Liverpool, Glasgow and Edinburgh, with a focus on cocktail bars and TexMex-style restaurants.
Easy Mixt is a natural, preservative free product that doesn’t need to be refrigerated and is actively carving out implementing a more sustainable packaging solution. The planned ‘bag-in-box’ format for on trade accounts will not only enable easier serving, but also reduce packaging, reduce storage space in venues and bolster rate of sales.
With levy’s pending to encourage recycling from the hospitality industry, EasyMixt is at the forefront of this movement, falling perfectly into Ten Locks’ growing portfolio of truly innovative drinks brands that are driving a more sustainable and creative industry.
Becky Davies, Head of Commercial at Ten Locks, said “EasyMixt offers such a unique solution to cocktail making, both at home and in the on-trade. As the appointed distributor in the UK, we’re incredibly excited to play our role in stirring up the industry norms when it comes to creating fantastic serves with this pioneering product.
“We’ll be working to unlock its full potential through securing additional retail listings and increasing its presence behind the bar in venues across the country. EasyMixt will also be joining us at Imbibe and we urge everyone to come and taste it – you won’t be disappointed.”
Founder, Stu Bale, added “After almost two decades experience working with the best the UK bar scene has to offer, I’ve sampled thousands of cocktail creations from both amateurs and professionals alike that were over-complicated and offered too much room for error. That’s why we’ve worked hard to craft a brand that works for everyone – offering a cost and time effective, hassle-free solution to ensuring excellence in every cocktail, no matter what the environment.
“We’re proud to go to the next level with Ten Locks, who share our curiosity and creativity, coupled with a commitment to creating great drinks.”
*According to Drinks International.