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Owen’s Craft Mixers Raises $7.5M for its Premium Mixer Brand as Interest in Drink from Home Surges
The pandemic has driven fundamental shifts in the business of alcoholic beverages as well as domestic behaviors within the home. With strict at-home orders, Americans began bringing more and more alcohol into their homes to combat stress in some cases and boredom in others; interest in at-home cocktail making rose sharply. Owen’s Craft Mixers is a premium mixer brand that offers an array of flavors and mixes to allow consumers to make the perfect cocktail from the comfort of their home. The mixers are available in 14,000 physical stores including Public, Kroger, and CVS, and online through the company’s website and Instacart. Owen’s Craft Mixers are also available at bars and restaurants, sports venues, and golf courses. This omnichannel strategy led to a 378% increase in sales year-to-date as compared to 2020.