Company Website

https://drinkroc.com/

Company Introduction

ROC’s focus is making professional bartender quality cocktails available to anyone, anywhere. Our R&D team consists of European and North American bartenders who are passionate about breathing new life into classic cocktails – while not compromising on quality. You can find ROC cocktails in China’s leading bars, restaurants and hotels...but you can also buy ROC at convenience stores and supermarkets to enjoy the same quality cocktails in the comfort of your own home.

Product concept, highlights and added value

Our team approaches the pre-made cocktail industry from a unique angle in China: from the bar and bartender perspective. ROC’s co-founders’ experience working in, managing and owning bars and restaurants goes back to the 1990s. We have close to 100 years of combined bar & restaurant experience in China, the UK, Germany and the U.S. We started ROC to solve two main but related cocktail problems in China: 1) operating challenges for F&B owners and operators, and 2) taste and consistency issues for consumers.
Making a great cocktail is not easy, and making a great cocktail consistently over and over is even more difficult. Like top chefs, bartenders need years of training and practice. As owners of bars and restaurants ourselves, we saw that the demand from customers for high quality cocktails has far outstripped the supply of trained bartenders, with the result being far too many mediocre, inconsistent quality cocktails being served – in our eyes, a tragedy.
We produce bartender quality cocktails at an industrial scale and then keg, bottle or can, for distribution nationally. While we have had great success with traditional retailers such as Hema, 7-11, Metro, JiuGuang, Ito Yokado, etc., we are most proud of our F&B customers. From 5-star hotels (such as the JW Marriott) to China’s top sports bar (Cages) to international fast-food chains (Popeye’s) to hipster chains (Gonglu Shangdian), you can find ROC cocktails on tap and in bottles in more than 15 provinces.
ROC’s business model represents a new paradigm for the RTD cocktail industry in China – we have adapted the beer model to a new space. Like beer, our cocktails are offered on draft or in bottles. Our kegs come in 3L, 10L and 20L sizes and can be connected to draft lines or used with ROC keg stands or pumps, depending on the venue and their needs. No more mixing and muddling and waiting – just pour from the tap and serve mojitos, margaritas, Long Island iced teas and more within seconds.
Because we understand the pain points of operators, we designed our products to be incredibly easy to use – with 1 minute of training, a restaurant or bar employee with zero cocktail background can now serve classic cocktails that would be well received from New York to London to Havana.

Product Images

Please briefly describe how your product communicates with consumers

"ROC’s co-founders’ bars and restaurants are our hidden advantage – we have 100k members and own 8 different venues where we serve over a thousand Chinese customers every single day. This gave us the opportunity – and confidence – to do something that no other RTD cocktail brand in China had done in a meaningful way: launch pre-mixed classic cocktails rather than colored alcopop.
We spent over 15 months in R&D on our first line of cocktails before selling a single product – because we insisted on reaching world-class bartender quality for mass market products. Our R&D team went through hundreds of iterations of classic cocktails, with rigorous tasting sessions involving our bartenders – and, most importantly, our customers. Our bottom line was that we would not produce anything at the factory that we wouldn’t be proud to serve in our own bars or that wouldn’t be loved by our own customers.
And after launching, our conversation with customers continues every day. We tried out different flavored mojitos on the drink menu at our restaurants and gauged customer feedback, finally choosing the most liked – lime mojito, passion fruit mojito, and strawberry mojito – to launch a line of cans. Those three flavors, which first were offered on a small scale to customers in our own venues, are on track to sell many hundreds of tons of products this year nationally.
Communication with customers, and making products that people not just like but love, is ROC’s core competence and one that we are uniquely set up to do.

Product Images

Ingredients List Photograph

Launch Date

2021-6

Target Consumer

Targeted at the mainstream consumers in China between the ages of 18 and 39, who : - Has a habit of drinking cocktails, wine and imported, craft, and mass brands beers. - Has some understanding of cocktails, but does not need to have deep appreciation knowledge. - Is looking forward to trying cocktails that are more authentic and interesting than the low-alcohol brands on the market, which tend to have relatively simple and repetitive flavors.

Weight/Volume per Pack

200ml瓶装、3L桶装

Price per Item

14.8元、120元

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

Mainland China

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery; 餐饮&酒店 Restaurants & Hotel; 其他销售渠道 酒吧、夜店

Market Performance

N/A