Premium canned cocktails step it up a notch

July 30, 2021
By Ioni Doherty

It has been a big week for Curatif. Just two years since launch, the Melbourne canned cocktail business has secured $2.5 million investment funding and its range will be stocked nationally by Endeavour Group.

The business puts its success down to the growing demand for bar quality cocktails at home and convenient packaging for on-the-go consumption.

“To hit this milestone both financially and through distribution is a huge step forward for us”, said Curatif Co-founder Matt Sanger. 

“It will allow us to continue delivering drinks experiences that Aussies have previously only found at a bar to their home, in the convenience of a can. It will see us continuing to support the world’s best brands and bars through unique collaborations and importantly it will see more people drinking better cocktails.”  

The funding was secured from a consortium of private investors led by Brodie Arnhold who said, “Our consortium loves a founder-led business in a new category that has the ability to be the fastest growing beverage category globally.

“The international accolades already under their belt are testament to the strong brand equity established and IP around quality and shelf life, a credit to the founders’ strong background in the market.”

The investment funds will provide support for Curatif’s rapid growth into a category that they are already leading globally. Canned cocktails are a sub-segment of the premixed drinks category, which grew by 30.2 per cent in 2019/20 in Australia[*] and are expected to see continued growth in 2021 and beyond. 

From September, Curatif’s full suite of premium canned cocktails will be available to consumers across the country from selected Dan Murphy’s and BWS stores. Curatif makes cocktails using premium spirits from brands including Archie Rose, Never Never Distilling Co, Black Pearl and Plantation Rum.

“We are expecting premium, canned cocktails to be one of this spring and summer’s biggest drinks trends”, said Endeavour Group’s Category Manager Premix Lance Friedman.

“Customers got into the spirit of making cocktails and discovering exciting flavours during lockdown, and canned cocktails are a continuation of the trend but are making the art of enjoying cocktails a lot more convenient, while not compromising on quality.”

* IRI market research, 2019/20

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