Bottle Shops — MXTOLOGY Trade
Give your customers something no other fridge nearby has.
Your fridge already covers beer, wine, cider and spirits. Your customers can buy everything they need to make a Margarita — they just can't buy a Margarita. MXTOLOGY is Australia's premium pouched cocktail — a genuine bar-quality drink they can take to the barbecue, the pool, the boat or the campsite, and the one line in your fridge the shop down the road doesn't have. $7 LUC. $14 RRP. $5.73 gross profit every time it scans.
Ranged in Cellarbrations stores, NSW · #1 vendor · Canberra Beer & Cider Festival · 1,100 sold in one weekend · Adelaide · 4.9★ verified reviews
Talk to Aaron directly — 0410 497 602 · aaron@mxtology.com.au
The format is taking off. The premium end is still open.
Pouched cocktails are the fastest-moving new format in the fridge — more than 200 bottle shops around Australia have already adopted the pouch — and MXTOLOGY sits at the premium end of it. We're already ranged in Cellarbrations stores in New South Wales, selling through well, and wholesale is our fastest-growing channel — up 256% last financial year — because the stores that range it re-order. And because you're independent, there's no ranging fee, no planogram negotiation and no head office to wait on: your fridge can have it this week.
A new category for your bottle shop.
Every bottle shop in the country sells the same four things, and yours probably sells them well. But a fifth category is arriving fast — and the premium end of it is still wide open, most likely including in your suburb.
Your customers can already buy everything they need to make a Margarita. Now they can just buy the Margarita.
That's the whole idea. Not another flavour in the RTD bay competing with seltzers on price — a category of one, at a price point nothing else on your shelf occupies, for a customer who currently walks out without buying the thing they actually wanted.
A world-class cocktail, with everything between it and your customer removed.
Everything MXTOLOGY does comes back to one idea: remove the barriers between people and a genuinely exceptional drink. A great cocktail normally needs a bar, a bartender, ice, fresh citrus, three bottles and somewhere flat to work. We took all of that out and left the drink.
What's left is real named spirits, real citrus and 130ml of properly built cocktail — mixed fresh in Australia and sealed so it stays that way. It isn't a premix and it isn't a seltzer. Your customer opens it and drinks a proper Margarita or Espresso Martini wherever they happen to be. The format is just how we get it there.
- Resealable screw capOpens and re-closes — so it can be shaken, carried half-finished around the barbecue, and sealed between sips. A can can't do that, and that's the whole trick.
- Clear window down the middleYour customer sees the actual cocktail through the pouch before they buy. It merchandises itself in the fridge — no education needed at the counter.
- Hang-hole at the topThis is where the branded lanyard clips — the bit that turns a $14 sale into $16. More on that below.
- Mixed fresh, kept coldEvery cocktail is crafted fresh and is always best stored refrigerated, which is how it holds its flavour and quality. It sits in your cold fridge like everything else — and it keeps for 12 months, so there is no waste risk either way.
- Unbreakable and glass-freeCrush-proof in a packed esky, and legal at pools, parks, boats and campgrounds where glass is banned — most of the places your customers actually drink outdoors.
It doesn't need a whole fridge. It needs two facings.
Two facings, two jobs. Singles catch the walk-in impulse — the couple grabbing one each with the Friday shop. 5-packs catch the weekend shop — the host stocking up who doesn't want to come back tomorrow. The 5-pack sells at $60 — $12 a pouch, so it reads as genuine value on the shelf — and turns a $14 sale into $60 in a single scan, with $19.55 of gross profit instead of $5.73.
The 5-packs come as two ready-made mixed boxes, so there's nothing for you to build: "This Box Hits The Spot" — Espresso Martini, Elderflower Gin Gimlet, Cosmopolitan, Amaretto Whisky Sour, Aussie Berry Bliss. And "Can't Decide? Try 5" — Pornstar Martini, Tommy's Margarita, Mai Tai, Piña Colada, Shiso Sour.
It doesn't just sit at the top of the category. It activates.
Plenty of ready-to-drink cocktails will share your fridge. What separates them is what's inside and what happens when they're opened. MXTOLOGY is built the way the very top end builds them — real named spirits, real citrus, real liqueurs, mixed fresh in Australia — but where a premium canned or bottled cocktail still wants a shaker tin, ice and a glass to be at its best, ours needs nothing. The pouch is the shaker.
Every MXTOLOGY is an Activatable Cocktail. Open the cap and let some air in — the pouch naturally expands. Close it again. Shake the cocktail in its own vessel — it livens every flavour, and on an Espresso Martini or a Sour it builds a real crema, inside the very vessel you drink from. Then sip, straight from the pouch or over ice. A bottle can't do it — there's only a sliver of air in the neck. A can can't do it — once it's open, it never closes again. Only the pouch activates.
For your customer that means a genuinely premium cocktail with zero equipment between your fridge door and the first sip — it's ready to go straight out your door. For you it means the theatre happens with the product in their hand, not behind anyone's bar.
Then the lanyard does your marketing.
Clip a lanyard on at the till and the pouch leaves your shop swinging hands-free wherever they're headed. Every person who sees it asks the same question — "what is that, and where did you get it?" — and the answer is your shop, not the one down the road. It costs you $1, sells for $2, and every one that walks out the door is a walking ad for your fridge.
Cans pour. Bottles pour. MXTOLOGY activates.
Think about summer in your suburb, and you've already sold it.
Nobody buys a cocktail because of the packaging. They buy it because of where they're about to be — and around here, those places are what the weekend is for.
The backyard at sundown
Two people on the deck at the end of a hot day. That's a cocktail moment everywhere else in the world. Until now it's been a beer, because nothing else made it out of the fridge.
The pool afternoon
Towels down, music on, glass nowhere near the wet edge. A cold Piña Colada that's actually allowed at the pool is what the afternoon was waiting for.
The campground at five o'clock
Camp chairs out, no bar, no glassware, no bench to build a drink on. A proper Margarita out of the esky is the most civilised thing that's happened all day.
The boat, the jetty, the fishing trip
Nothing to shatter on a wet deck, nothing to leave behind. It goes in the esky with the bait and comes out cold six hours later.
The footy on the couch
Mates over, game on, slab in the fridge. The Espresso Martinis come out at half time and nobody has to leave the couch.
The long weekend barbecue
Friends over for three days who want it to feel like a holiday from the first hour. This is what they hand each other when they arrive.
Every one of those happens within ten minutes of your fridge. And right now, not one of them can be answered from it.
If it outsells beer at a beer festival, imagine what it does on your shelf.
Think about where a drink actually gets opened around here. In a backyard at sunset. By the pool, where glass isn't welcome. On the boat. At a campsite or caravan park with no bar and no room for a shaker, ice and three bottles. At a barbecue where there's beer in the esky but someone wants a Margarita. Every one of those was a cocktail that couldn't happen — and every one of those people walks past your fridge first.
The numbers below aren't the pitch. They're just the proof it sells hard when it's the drink that fits the moment:
Weekend crowds don't browse. They grab what's cold, easy and allowed where they're going. That's a pouch — not a bottle.
Vendor results from MXTOLOGY event sales, 2025–2026. Preferred partner, Thoroughbred Park Canberra.
Convenience gets the first sale. Taste gets the next twenty.
It would be easy to sell you this as a convenience product. It isn't. Convenience explains why somebody picks it up once — it doesn't explain a 4.9★ average across more than 1,200 reviews, and it doesn't explain why customers work their way through all eleven. Here's what they actually tell us:
- It tastes like the bar made it. Real Olmeca Altos tequila, real Archie Rose vodka, real Ink Gin, real citrus. Not flavouring and neutral spirit dressed up as a cocktail.
- It's the same every single time. No bartender having an off night, no heavy hand, no thin one. The Margarita they loved in January is the Margarita they get in March.
- They trust it enough to serve it to other people. That's the real test, and it's why the 5-packs move — nobody hands their friends something they're not sure about.
- It goes where they're going. Not "it's easy" — it's that the drink they wanted is finally allowed at the pool, on the boat and at the campsite.
- It becomes part of the occasion. The Friday knock-off, the long weekend, the birthday on the deck. That's what people come back for.
Nobody builds a habit around convenience. They build it around something that's genuinely good.
Six numbers that decide whether this earns its shelf space.
Australian drinkers have moved to cocktails — you already see it in what walks out of your fridge. The question for a retailer is narrower than "is the category growing": it's whether one facing makes money, moves, and doesn't create work. Here's what we can show you from our own books.
Gross profit on every single pouch — $7 LUC against a $14 RRPA 45% margin with GST properly accounted for, and no prep or breakage
Growth in MXTOLOGY wholesale, FY26Our fastest-growing channel — retailers and venues ranging it are re-ordering
Average from 1,200+ verified customer reviewsYou're stocking something people already ask for by name, not educating a cold shelf
Cocktails in the range, plus two 5-pack mixed boxesA repeat-purchase engine — they come back to work through the list
Shelf life with CitrusFresh™No date-code risk, no February markdowns, no reason to under-order for summer
Freight for 120 units, with Australia PostThe most economical way to get a starter range to your door
One facing. No prep, no pour, no breakage. It earns every time the fridge door opens.
Growth figure from MXTOLOGY management accounts (Xero, accrual basis), FY26 wholesale channel vs FY25. Review average from verified customer reviews across the range. Margin figures are illustrative at the $14 national RRP. LUC is ex-GST; RRP includes GST, so gross profit is calculated as RRP ÷ 1.1 − LUC. You set your own shelf price.
This is the drink of spring and summer — and spring starts now.
Everything this drink is good at peaks between September and February: warm afternoons, pools, boats, decks, long weekends and customers in a spending mood. It is a cold-serve, hands-free, glass-free cocktail — there is no season it fits better.
Goes where glass can't
Pool, park, boat, campground, backyard deck. Unbreakable and crush-proof — the drink that clears the rules everywhere your customers actually go in summer.
Peak season, premium ring
Summer is when shoppers trade up. A $14 cocktail lands easily in a basket that already has beer in it — this is the incremental add, not a substitute for your core range.
Esky and boat friendly
130ml a serve, flat, light and stackable. A week of cocktails fits beside the beer, nothing rattles in the boot, and nothing shatters on a boat deck.
Resealable against spills and flies
Open · Close · Shake · Sip. The lid closes between sips — no warm half-finished drinks. A can can't do that.
No dead stock after Australia Day
12-month shelf life with CitrusFresh™. Anything left after the summer rush simply keeps selling at the same margin — this is a permanent range addition with a season-sized launch.
No price war with the shop next door
Every fridge in the suburb sells the same beer at the same price. A pouched Espresso Martini has nothing to be compared against — premium price point, zero comparison shopping.
Strong numbers. Every unit.
One number to remember: your landed unit cost is $7.00 a pouch, ex GST — $7.70 landed with GST, which you claim straight back. Sell at the $14 national RRP, which includes GST the way every shelf price does, and you keep $5.73 on each pouch — a 45% gross margin with zero prep, zero pouring and zero breakage.
| Format | Your LUC ex GST |
RRP inc GST |
Gross profit what you keep |
|---|---|---|---|
| Single pouch | $7.00 | $14.00 | $5.73 |
| 2-pack | $14.00 | $25.00 | $8.73 |
| 5-pack | $35.00 | $60.00 | $19.55 |
| Lanyard upsell | $1.00 | $2.00 | $0.82 |
- Built for impulse and repeat: a bar-quality cocktail in seconds, no prep, no skill, no mess — and 11 flavours means they come back to try the next one
- Higher spend per visit: a premium product in a fridge full of $6 cans lifts the basket rather than splitting it
- Zero waste risk: mixed fresh, kept in your cold fridge, and CitrusFresh™ covers you for 12 months — no date-code anxiety, no markdowns
- No range risk: order a mixed case and we'll match the flavour split to what actually sold fastest at our last two events
- Small footprint, big ring: 130ml pouches — a single fridge shelf holds roughly 100 units, about $1,400 at retail
- The $2 counter upsell: hands-free lanyards are $1 LUC and sell for $2 — $0.82 gross profit, and every one worn out of the shop advertises your store
*Illustrative gross profit before operating costs: 100 units × $5.73. Gross profit is GST-exclusive throughout — RRP ÷ 1.1 − LUC — so it's the margin you actually bank. LUC is quoted ex GST ($7.70 including GST, which you claim back as an input credit); the $14 RRP includes GST, as shelf prices do. You set your own shelf price — at $12 the gross profit is $3.91.
We set your store up to sell it.
Point-of-sale kit
Fridge decals and shelf talkers that answer the question before they ask it: "a real cocktail — no glass, nothing to make, take it anywhere."
The $2 counter upsell
Lanyards are $1 LUC and sell for $2 at the till. "Want the lanyard with that?" is the easiest yes of the summer — and another $0.82 in the drawer.
Proven flavour mix
A mixed-case split based on what actually sold at Canberra and Adelaide — no guesswork, no slow movers taking up your shelf.
Fast reorders
Sell through on a long weekend? We'll have more on the road quickly — and anything unsold keeps 12 months.
Order now. Be stocked before the season turns.
Retail trade builds from the September school holidays and doesn't stop until Australia Day. Freight takes time and the flavour mix is worth getting right first — so this is the window:
Tell us your store
Email or call with your store name, banner and rough volume — we come back same day with trade confirmation and a flavour split.
We ship
Stock leaves with your lanyard order and point-of-sale kit — fridge decals and shelf talkers included.
Range it early
Land the pouches at eye level next to the seltzers, 5-packs facing at the end of the run. Let the locals find it first.
Peak season
Long weekends, school holidays and backyards full of people in a spending mood.
Pick a starting number. We'll do the rest.
Most retailers test the range with 5–6 flavours first, led by the proven top sellers: Tommy's Margarita, Espresso Martini, Fabulous Cosmopolitan, Piña Colada, Elderflower Gin Gimlet and Amaretto Whisky Sour. Both starting points come with the full support above, both run at the same $7 LUC — and 120 units ships for $30 with Australia Post, the most economical freight in the game.
120 pouches · 5–6 top sellers
The test-the-range order. A full fridge shelf and change — about $1,680 at retail and $687 of gross profit — shipped for $30 with Australia Post. Fridge decals, shelf talkers and an optional lanyard pack included.
200 mixed pouches + 5-packs
For stores expecting heavy holiday traffic. Same flavour mix and POS kit, 5-pack facings for the weekend shop, and priority reorder if you sell through early.
Ordering a different volume, or want to ask about minimum order quantities, GST treatment or payment terms first? Call 0410 497 602 or email aaron@mxtology.com.au — every first order is confirmed directly with Aaron.
Eleven cocktails. One fridge shelf.
Every pouch is 130ml, 8.7–16% ABV (0.9–1.6 standard drinks) — a genuine single cocktail, not a share bottle. Real named spirits, real citrus, mixed fresh in Australia. All eleven at the same $7 unit cost and $14 RRP.
Tommy's Margarita
Olmeca Altos Blanco tequila, fresh lime, Señor Maguey agave syrup. Sun-drenched, agave-forward and impossibly fresh — the number-one summer ask.
Pornstar Martini
Vanilla-infused passionfruit and premium vodka. Iconic, lush, unapologetically indulgent — and the single most-ordered cocktail in the country.
Espresso Martini
Husk spiced rum, Geisha coffee liqueur, cold brew, organic sugar, cinnamon, vanilla. Shake it and it builds its own crema — in the pouch.
Piña Colada
Caribbean rum, spiced rum, pineapple, coconut, fresh lime. Tropical escapism — the one that sells itself the second the sun comes out.
Mai Tai
Caribbean rums, house orgeat, fresh lime, Pierre Ferrand Dry Curaçao. Tiki royalty in every sip.
Fabulous Cosmopolitan
Archie Rose vodka, a 24-hour infusion of raspberries, strawberries and cherries, lime, Pierre Ferrand Dry Curaçao. The Cosmo, turned up to eleven.
Elderflower Gin Gimlet
Ink Gin, fresh lime, organic sugar, elderflower extract. Floral, fragrant and botanically brilliant — the gin drinker's pick.
Amaretto Whisky Sour
Bourbon, amaretto, fresh lemon. Rich, nutty and perfectly balanced — the cool-evening-on-the-deck order.
Shiso Sour
Red shiso from Shiranuka-cho, Japan, with Asian botanicals. Japan meets Australia — the one that gets picked up out of pure curiosity.
Aussie Berry Bliss
Native Australian berry flavours, beautifully crafted. The local hero — and an easy sell to visitors after something Australian.
Granny Smith Fireball
Granny Smith apple, Fireball whisky, melon, caramel, fresh lime, cinnamon. Tart apple meets fiery cinnamon — wildness, refined.
See them all poured
Every cocktail, every spec sheet and every review is on the public site — mxtology.com.au →
“You've given people their most valuable resource back. Their time. It's bloody brilliant.”
Retailer questions, answered.
What does stocking MXTOLOGY cost?
Your LUC — landed unit cost — is $7.00 a pouch ex GST, so $7.70 landed with GST, which you claim back. The $14 national RRP includes GST like any shelf price, so what you actually keep is $5.73 a pouch — a 45% gross margin. Singles carry the best margin rate; the 5-pack is $60 on the shelf — $12 a pouch — trading a little of that rate for a far bigger basket and $19.55 of gross profit in one transaction. Hands-free lanyards are $1 and sell for $2 as a counter upsell. Point-of-sale materials are included with your first order, and freight is simple: 120 units ships for $30 with Australia Post — the most economical way to get it to you. Call 0410 497 602 or email aaron@mxtology.com.au.
Will it just cannibalise my beer and seltzer sales?
No — it sits in a different job. Beer and seltzer are the base of the basket; a $14 cocktail is the add-on the customer wasn't planning on. At the Canberra Beer & Cider Festival we were the #1 selling vendor on the ground, surrounded by breweries and cideries — the cocktail didn't replace the beer, it sold alongside it. In a bottle shop it's an incremental premium ring on a basket you were already going to get.
Do you undercut us online?
No — and we've structured it deliberately so we can't. A single pouch is $14 on our own site, exactly the RRP we're recommending to you. A 5-pack is $60 — the same $12 a pouch you'd be selling it for. The only price below that is our Club subscription at $11, which people earn by committing to a recurring order, the way a wine club works. We'd rather protect your margin than win a direct sale off you.
It also means you aren't testing an unknown price point. We'll sell tens of thousands of cocktails right across Australia this year at these prices, with a 4.9★ average from more than 1,200 verified reviews, and our wholesale channel grew 256% last financial year. People are already paying $14 for this drink — your shelf is just the closest place to buy it.
It's a fresh product — what happens to stock that doesn't sell over summer?
Every MXTOLOGY cocktail is crafted fresh and is always best stored refrigerated, which is how it keeps its flavour and quality — so it lives in your cold fridge like everything else you sell. Behind that freshness, our CitrusFresh™ process gives you a 12-month shelf life, so there's no date-code anxiety and no markdowns. Anything left after the peak simply sells through at the same margin — a permanent range addition, not event-dated stock.
Why a pouch instead of a can?
Three reasons that matter. It's resealable, so it can be shaken to activate, carried half-finished and closed between sips. It's unbreakable and glass-free, so it's welcome at pools, parks, boats and campgrounds where glass isn't. And it has a clear window, so the customer can see the actual cocktail in your fridge before they buy — it merchandises itself.
How much space does it take?
Very little. Each pouch is about 15cm tall, 11cm wide and under 3cm thick — a single fridge shelf holds roughly 100 units, around $1,400 at retail. Most stores start with one shelf: singles at eye level, 5-packs faced at the end of the run.
Is it actually made in Australia?
Yes — MXTOLOGY cocktails are mixed fresh and pouched in Canberra, ACT, using real named spirits (Olmeca Altos, Archie Rose, Ink Gin, Husk, Pierre Ferrand) and real citrus. Liquor licence LIQP77001792418.
How is it different from the canned cocktails we already stock?
Two ways. What's in it: real named spirits (Olmeca Altos, Archie Rose, Ink Gin, Husk, Pierre Ferrand), real citrus and real liqueurs, mixed fresh in Australia — the way the very top end of the canned market builds theirs. And what it does: a can is sealed and static, but the pouch activates — open, close, shake, sip — so your customer shakes the actual cocktail in its own vessel and drinks it straight from the pouch, no glass, no ice, no shaker tin. The clear window also lets them see the real cocktail before they buy, which is why it merchandises itself in a fridge full of printed aluminium.
Put your best-margin drink in a fridge.
Call, text or email your store name, banner and rough volume — we'll come back same day with trade confirmation, a proven flavour mix and a delivery date, plus the point-of-sale kit to launch it.
Call 0410 497 602 or email aaron@mxtology.com.au
18+ only. Please drink responsibly. Made in Canberra, ACT. Liquor licence LIQP77001792418. Licensed retail sale is the responsibility of the stocking retailer.
