Mistakes that are ruining your homemade cocktails
on 17/07/14 at 12:56 pmBooze News
It’s not surprising that the budget-conscious might choose to do a little at-home mixology. Even classic cocktails at your favorite bar can cost upward of $12 these days, with high-end and craft spirits or unusual ingredients pushing the price even higher. Heck, it’s not that unusual to see drinks that exceed the $50 mark.
Consumers have generally been willing to pay cocktail premiums—which can top 18 percent over the cost of the alcohol—because they perceive added value in the experience, said Kit Yarrow, a professor of psychology and marketing at Golden Gate University in San Francisco.
“What you’re paying for is not just the beverage, but the expertise and creativity of the bartender,” she said. “You can buy paint, or you can buy a painting. The artistry is so much more than the ingredients.”
Still, that adds up. The average American spent $449 on alcoholic beverages from July 2012 through June 2013, according to the Bureau of Labor Statistics; among households earning $150,000 or more, that figure rose to $1,204. It costs even more when you factor in the dining out and entertainment bills that often go hand in hand with a good drink.