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Master of Malt Trends Bulletin – April 2020
Master of Malt
22 April 2020 Welcome to Master of Malt’s trends bulletin for April! We’re taking a look back over the month of March to see what changed for all things drinks. Obviously there’s a lot going on in the world right now that is far from usual. Last month, we published our immediate insight into how the Covid-19 pandemic is impacting drinks sales, with a significant skew towards beer one of the more notable developments – more on that shortly. Now we bring you our regular update based on our internal data, and tools such as Google Trends.Other developments we’ve noticed during March include a shift in searched-for cocktail terms, and a certain collective of-the-moment hankering we’ve developed for fancy glassware. This is the month that was!

Martinis top cocktail search trends:
With the UK well and truly entrenched in lockdown, people are getting increasingly creative with their online drinking. We consulted Google Trends and had a look at some of the most-searched-for serves.

UK Google search terms for these classic serves, ranked over 30 days to 14 April.

  1. Martini
  2. Mojito
  3. Daiquiri
  4. Aperol Spritz
  5. Margarita

What’s most surprising is the increase in the search frequency over the same period. ‘Pornstar Martini ingredients’ jumped by more than 500%, according to Google Trends, with ‘strawberry daiquiri recipe’ up 300%. ‘How to make a Mojito’ soared by 250%, with ‘Margarita recipe’ climbing 200%. That’s a lot of at-home serves. And if anyone is too lazy to mix it up from scratch, there are plenty of bottled options available!

It’s always beer o’clock: March saw our beer category leapfrog the likes of rum, liqueurs and vodka to become our third-biggest category by volume. This is super significant – it signals a major shift in eCommerce purchasing habits as a direct result of all things lockdown. Some of the most popular names were Beavertown Neck Oil, Kona Big Wave Golden Ale, and BrewDog Punk IPA. Seems beer is an absolute isolation essential.

Glassware goals: Another surprising trend seen in April was a sizeable uptick in glassware sales. In fact, volumes soared almost 78% from February to March 2020. The top seller was our very own Master of Malt Riedel Tumbler, followed by the ever-chic Retro Fizz 1910 20cl Glass, both essentials for an array of serves. It seems next-level Zoom drinks are the name of the game.

Product of the Month: Jaffa Cake Gin

One bottle making waves right now here at MoM Towers is Jaffa Cake Gin. And it makes sense: flavoured gins and gin liqueurs are still riding a popularity wave, and this expression brings together two perennial favourites. It’s distilled with oranges, fresh orange peel, cocoa powder and real-life Jaffa cakes – so gin lovers with a sweet tooth are in for an absolute treat. It comes highly recommended in a Negroni, too.