MOTH: On raising the bar for the future of hospitality
Culture shift in a can
As the hospitality industry looks skyward to the horizon, one thing is clear: tomorrow’s consumers are demanding more—more quality, more convenience, more sustainability. To meet these expectations, innovation is essential. At the same time, the on-trade is evolving quickly, and there is no doubt that RTDs are playing a key role in that shift. At MOTH (Mix of Total Happiness), we see this as more than a trend. It is a fundamental change in consumer culture. A recent survey from the IWSR found that 40% of consumers are now drinking RTDs in pubs more often than they did last year1.
This rise reflects what we are seeing in retail, where shoppers are discovering premium canned cocktails on supermarket shelves and then looking for the same drinking experience when they go out. Quality is front and centre. Two-thirds of drinkers are choosing better-quality drinks over cheaper options, and over half are willing to pay more for that upgrade2.
Speed, consistency and craft
Premium RTDs meet these expectations while also helping operators stay efficient. They are consistent, economical, and quick to serve. These are all hugely valuable benefits at a time when hospitality venues are managing staff shortages and pressure on costs.
As MOTH’s On-Trade Manager, Ali Mather, puts it: “You can serve four MOTH Espresso Martinis in the same time it takes to make one from scratch.”
And this is not just any cocktail in a can. Our Espresso Martini is made with award-winning craft spirit from Wood Brothers single-estate vodka, distilled in Oxfordshire.
Real-world flavour: MOTH x Franco Manca
This idea isn’t just theory. It’s already happening, everywhere. Earlier this year, we partnered with sourdough pizza legends Franco Manca for a limited-edition “Margs x Margs” campaign pairing our Margarita cans with their iconic pizzas for a fresh, playful take on dining and drinks, launching on Margarita Day.
It proved what we’ve believed all along: that even popular, premium UK-wide restaurants don’t need a full bar setup for cocktails to make a meal. Just the right can, the right food, and the right vibe. And perhaps some creativity when it comes to collaborative branding (our black take on Franco Manca’s pizza boxes were a big hit with consumers and even appeared on ‘Famous Campaigns’.
Maximum taste (and morals)
Hospitality operators are increasingly seeking ways to deliver exceptional guest experiences without overburdening their teams. Premium canned cocktails deliver on that promise. They allow the craft and theatre of cocktail culture to show up in any setting, from buzzing rooftop bars to neighbourhood pubs, all without the overheads of intensive training or bespoke bar setups.
But it is not only about speed or efficiency. The future of hospitality is also being defined by sustainability. And consumer expectations here are rising fast. In a recent MOTH survey, 15% of people said they already consider sustainability when choosing RTDs.. Nearly half of UK consumers say they are more concerned about sustainability now than they were just two years ago3.
RTDs are well-positioned to meet this demand. Aluminium cans are infinitely recyclable, use less CO2 than glass, and have a lower carbon footprint than traditional made-to-order cocktails4. As a proud B Corp, MOTH is serious about building a better future for the drinks industry. And we are not alone. Brands like Longbottom & Co, The Uncommon, TRIP, and Jukes Cordialities are also leading by example.
While alcohol currently ranks low on consumers’ sustainability priorities at just 4%5, we believe this is set to change. The RTD category has an opportunity to move sustainability from an afterthought to a core part of the drinking experience.
So, what does the future look like?
That is the question. Well, for us it looks flexible, efficient, and environmentally conscious. It looks like scalable quality, without compromise. It looks like MOTH cocktails on the menu over delicious food. Ready to serve. Casual in the can. Or fancy in the glass.
Always bar-strength. Always delicious with real ingredients. And tip-top award-winning craft spirits. As bright as it can be – like a sparkling, limey Mojito on a summer’s day. Mix of total happiness.
1 The ISWR. How is the RTD landscape shifting? 12/09/2024.
2 CGA Drinks Survey 2024.
3 NIQ State of the Nation 2024.
4 Zevero Comparative Greenhouse Gas Study of Canned Cocktails from MOTH Drinks Compared to Cocktails Made from Scratch 02/2023.
5 NIQ The focus needed on Health & Sustainability, April 2024.
