The San Francisco-based company is a cocktail subscription box that is delivered directly to the consumer’s door on a monthly basis. Inside the box is a collection of portioned ingredients needed to make a unique craft cocktail along with a recipe card, and in some cases a bar tool.
According to Saloon Box founder Samantha Spector, the DIY mail order cocktail kits incorporate a varied audience of parents who might not go out as much as they used to, foodies who like to discover new ingredients, corporate gift givers, and gifts for guys.
Focus on discovery
Customers receive a box of small-sized portions of top shelf spirits and other ingredients such as small batch syrups, bitters, and garnishes that can be difficult to find especially for the novice mixologist. This strategy keeps the overall price down with an average monthly cost of $37.50 plus shipping.
“We don't send big bottles which can make the kit cost $150 plus,” Spector told BeverageDaily.
Smaller-portioned bottles have another added benefit because Saloon Box wants its customers to learn about the art of mixology and experiment with new types of liquor to become comfortable creating a craft cocktail at home.
“Each kit has mini bottles so you can try and learn about lots of different spirits without committing to one big bottle or one type of liquor,” she said.
“There are cocktail kits out there that don't actually include any alcohol - which is a bit misleading, defeats the purpose of getting an alcohol kit and relies on the consumer to have the alcohol, which they may not have especially if the drink calls for an uncommon spirit such as ginger liqueur,” Spector said.
What’s old is new again
Spector also spoke to the power of old spirits rising to the top of the craft cocktail movement and how cities such as San Francisco have been overtaken by craft cocktail bars.
“Where we are in San Francisco, there's almost as many craft cocktail bars as there are Starbucks,” Spector said.
“Over the last five years, I will say is that there's been continued growth and continued innovation. Old spirits are being brought back to life. Traditional drinks are being completely re-imagined.”