Canned Cocktails: Perspective from an Industry Rep

Dear Islander,

I'm looking across the campsite at my overly-enthusiastic friend, as he tries to cram all the cans and bottles for our weekend fuel into his beat-up Coleman cooler. As we maneuver the cans around the surprisingly pricey ‘cubed’ chunks of ice from the gas station, I think about all the cans this cooler has held over the years. We can look back just a decade even, and see how very different our canned beverages of choice were. Six-packs of beer, mostly domestic, a few ciders from the mainland maybe…..and hey someone brought Lucky! We've seen bottled margaritas and boozy sodas, Woody's and Breezers, all sugar loaded and sure to cause a fun headache if mixed with just the right amount of enthusiasm. Hard Iced Teas, Palm Bays, and even a few Moscow Mules.

Today, however, we're seeing a very different cooler — a tidal wave of bubbly basic-ness all wrapped up with a non-offensive label sure to please the entire market. It is over the past year or two that we've really seen the rapid rise to power of the mighty canned vodka cocktail.

Yes folks, the Hard Seltzer!

Whip your claws out and show off those Nudes, as the summer drink of choice looks like it will continue to be king. I will admit there is a very polarizing perspective on said drinks and there is clearly a massive fan base to support them - there are even White Claw tattoos out there!

But the question is then raised, what does that mean for Island Distilleries?

The recent release of the Strait & Narrow canned cocktails from Victoria Distillers mean we have officially ‘joined the party’ as it were.

But the argument has been made by many a bartender that it's actually not that difficult to mix gin or vodka and bubbly together — the counterpoint of course being the convenience when out-and-about and not wanting to mix a hi-ball. I get it. What seems to surprise me is how many people are taking boxes and indeed flats home. Where you can, in fact, mix them together with ease.

This is not a call to arms against the canned seltzer, so much as an observation of Island culture and trends. We have more unique products coming from Island distilleries than ever before – and if you do the math on that selection of cans versus a bottle of local vodka or gin and mix. You can kind of justify the purchase – definitely something to consider.

This past spring has shown itself to be a fair bit more complicated than years previous, and we have seen a tremendous effort from our island distilleries by way of making hand sanitizer. You don’t exactly get to taste the subtleties of flavours and botanicals in each of the little bottles of germ killer — but the thought is heart warming. We are seeing an interesting migration of efforts and I personally have been inspired by all those that have put their foot forward into making and even donating hand sanitizer.

All I ask, by way of supporting our local producers, is that this coming season when you go to the shelves, check out the local section. And grab a bottle of seltzer on your way out the door. 

Have a beautiful and safe summer
Cheers,
Just a Rep.