Barcelona businessman Javier de las Muelas, owner of iconic bars such as Dry Martini and Gimlet, expects to have a turnover of 2.3 million euros in 2024 with ‘Speakeasy. Ready to Drik’, its line of high-quality, ready-to-drink packaged cocktails, and has set the goal in its strategic plan to reach 12 million euros in five years.
Specifically, with this line of business, which was born as a solution to supply its own premisesthe businessman estimates reaching four million euros in 2025, a 73% moresince it is finalizing the expansion and bringing these products to countries such as Belgium or the Netherlands, which would boost sales.
In this way, ‘Speakeasy. Ready to Drink’ currently offers a range of 80 references, including non-alcoholic cocktailsand has a clientele of 300 establishments in Spain. In addition, the brand includes exclusive glassware to complete the fine cocktail experience.
De las Muelas started this project 16 years ago with the aim of “satisfying the needs in some of the locations” with which it collaborated. “In fact, our center is in Barcelona and we were already sending ‘ready to drink’ products to Dry Martini in Madrid and Donosti, in San Sebastián, to the Hotel María Cristina. And well, two years ago we started to industrialize itbut in a more artisanal way, until now we are no longer losing that spirit of caring for what is artisanal, but with the effectiveness and efficiency of an industrial process,” he explained in statements to Europa Press.
In this way, This expansion that is now underway responds to the growing demand from bars looking for high-quality cocktailsbut they lack specialized cocktail staff. Thus, this proposal allows any team to quickly serve high-quality drinks, saving time and costs thanks to the absence of waste and the control of the stock that is achieved.
“This new category is a tool that comes to help, there are no costs for the businessman to store productsbottles of distillates, liqueurs and has no fruit waste. We have created a new category that helps all entrepreneurs and establishment managers in the Horeca sector,” he stressed.
Rule out taking it to the final consumer
Regarding the possibility of expanding this line of business to the final consumer and not only offering it to the Horeca channel, De las Muelas has acknowledged that they are not considering it at the moment. “It is there and it is thought of, but our strategic plan is to grow in the Spanish marketwhere we started a few months ago with distribution with very satisfactory results and at the beginning of the year we proceeded to sell in other European countries and enter the world of exports”, the businessman has advanced about the strategic plan for this line of business .
In this way, The key to these cocktails lies in their artisanal preparation and in the use of fresh and natural ingredients, without added preservatives or colorings. In addition, they are presented in practical containers and with a simple preparation (shake, open and serve), so they are designed to speed up the service without losing quality, thus facilitating their consumption at any time of the day.
These cocktails are packaged in single-dose or one-liter formatsmaking them perfect for events, catering services and the nightlife sector, such as party halls and discos. In addition, the brand offers exclusive training to all its clients to guarantee the quality of the final product.
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