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Saucey drives in-app sales by serving up Absolut Vodka cocktails, mixologists

Users will be able to order their usual favorite cocktails and alcohol from the Saucey app, which is available for Android and iPhone, but will also have the opportunity to book a trained mixologist who will provide a 30-minute crash course in the art of creating specialty drinks. Saucey will have the option available for the next few weeks, on every Friday, for consumers interested in having a mixologist arrive at their homes with fresh produce and a bartending kit.

“Saucey is providing an added value and creating an atmosphere where customers want to stay in for the evening, rather than travel to a bar or club,” said Mark Ghermezian, CEO of Appboy, New York.

Home delivery for services
While other alcohol delivery apps exist, Saucey is attempting to entice consumers by going one step further to offer bartenders for any special occasion or simply for an evening of learning. The mixologist crash course can be added on to any order until Feb. 20, with prices ranging from $40 to $100, based on the order containing a sole cocktail package, or a package and a mixologist.

The mixologists’ materials typically serve eight to 10 individuals.

Saucey has also driven sales by rolling out a targeted email campaign to users, which sent a promotional code to consumers that had previously made an in-app purchase (see story). The customers became more likely to buy from Saucey again, as targeted users made purchases 25 percent faster than shoppers who did not receive the promotion.

The Saucey app allows customers to select the alcohol of their choice, pay with a credit card on file and have the products delivered quickly to their homes by a Saucey driver.

The on-demand bartender service is only available in Los Angeles and San Francisco.

Absolut partnership
The Absolut partnership will also likely result in higher revenue generated, as vodka fans will be able to enjoy the signature cocktails and also learn how to capture the unique flavors if they book a mixologist.

The Absolut Vodka brand claims that it acknowledges consumers’ desire for convenient shopping experiences, prompting them to team up with Saucey’s bartender and delivery program to lend some expertise in creating popular cocktails.

In turn, Saucey is able to provide brands with perspective into consumer drinking habits, as it controls its own delivery and dispatch network.

The rise of home delivery mobile apps for food and beverages will likely continue on an upward trajectory in 2015 as busy consumers spend more time on mobile devices and search for streamlined, convenient methods of completing shopping activities.

“Partnering with major alcohol brands is great for Saucey,” Mr. Ghermezian said. “It improves customer awareness and brings customers’ favorite brands, right to their doorstep.

“Users who may have been wary of the app are likely to try it if their top choice brands are available.”

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York