Coastal Venues — MXTOLOGY Trade
Give your customers something they can't get anywhere else in town.
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 a genuine bar-quality cocktail they can take to the beach, the boat or the campsite, and it's the one line on your shelf nobody else in town has. $7 LUC. $14 RRP. $5.73 gross profit every time it scans.
#1 vendor · Canberra Beer & Cider Festival · 1,100 sold in one weekend · Adelaide Beer & BBQ Festival · 4.9★ verified reviews
Talk to Aaron directly — 0410 497 602 · aaron@mxtology.com.au
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 there's a fifth category, and almost nobody in regional Australia is stocking it yet.
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 down to the beach, and sealed against sand and sea breeze. 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 on foreshores, boats, pools and campgrounds where glass is banned — which in a coastal town is most of where people actually drink.
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 on the way to the beach. 5-packs catch the holiday shop — the family in town for a week who don't want to come back every afternoon. 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.
You already know cocktails are the best margin. The problem is they can't leave.
Ask any operator what earns the most per serve and it's the cocktail list — not the beer tap. But that margin only works while the customer is standing in front of you, and only while someone is free to make it. From the first long weekend in spring through to Australia Day, a town like Apollo Bay turns over more visitors in four months than it holds residents all year — and most of them are drinking somewhere you can't sell to:
- A cocktail you make behind the bar can't go to the beach, the boat, the campsite or the holiday house
- Every serve costs a bartender's time — at exactly the hour you're flat out and can least spare it
- Glass is banned or unwelcome on the foreshore, at the pool, on the boat and across most campgrounds
- Visitors self-catering in a caravan or an Airbnb can't make one at all — it needs a shaker, ice, fresh citrus and three bottles
MXTOLOGY is the takeaway version of your best-margin product. A complete, bar-quality cocktail — pouched, not bottled — that keeps earning after the customer walks out, goes anywhere glass can't, and takes nobody off the floor to serve. If you make a great cocktail already, this doesn't compete with it. It sells to the hours and the places your bar can't reach.
Behind the bar, it does something else: it makes you fast.
Most country venues start MXTOLOGY in the bottle shop. The ones that also run a bar find the second use quickly — and for a lot of them it's the one that moves the bigger number.
Picture your busiest night. Cocktails are what everybody wants and the one thing your staff can't make quickly. Each one is a shaker, ice, fresh citrus, a garnish and a couple of minutes of somebody's undivided attention — while the queue builds behind them. So the next four people order beers instead, because they can see how long that cocktail is taking. You didn't lose those cocktail sales on price. You lost them to the wait.
A MXTOLOGY pouch is a real cocktail served in under 30 seconds — out of the fridge and into a hand, or poured over ice in a glass if you'd rather present it. No shaker, no ice well, no citrus prep, nobody pulled off the taps.
- The round that would have been beers stays a cocktail round — higher average order value on the same number of customers
- Second rounds actually happen: a table that would have given up waiting orders again, because the next one arrives as fast as the first
- Your peak stops being a ceiling: the drink that used to bottleneck the bar is now the quickest thing you serve
- Function and event work gets easier: a hundred real cocktails out of an esky, with no bar build and no bartender
Then the lanyard does your marketing.
Clip the pouch onto a branded lanyard and your customer wears the cocktail around their neck, hands free, for the rest of the night. Every person who walks past asks their mate the same question — "what is that, and where did you get it?" — and the answer is your bar, not the one down the road. It's the cheapest advertising you'll ever run, it costs you $1, and you sell it for $2.
The drink everybody wants is the one you can't make fast enough. This is the one you can.
*Typical uplift in cocktail sales reported by venues serving MXTOLOGY over the bar, from MXTOLOGY's own venue and event trading — ask us and we'll walk you through the venue-by-venue detail. Serve times assume pouches held cold and ready. Please serve responsibly; standard drinks are printed on every pouch.
Think about summer in your town, 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 on the coast, those places are the whole reason people drive down in the first place.
The sun going down over the water
Two people on the sand at the end of a hot day. That's a cocktail moment everywhere else in the country. On the coast it's been a warm beer, because nothing else made it down the steps.
The holiday house on the second night
Eight people, a barbecue going, someone's brought a slab and someone else wishes they hadn't. The Espresso Martinis come out after dinner and nobody drives back into town.
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 end of a long walk
Coastal trails, national parks, a full day on foot. That last night is a celebration and it deserves better than whatever survived the pack.
The long weekend barbecue
Friends down 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 in a town like this. On the foreshore at sunset, where glass isn't welcome. On a boat. At a campsite or caravan park with no bar and no room for a shaker, ice and three bottles. In a holiday house where there's beer in the esky but someone wants a Margarita. Walking back up from the beach at five o'clock. 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:
Holiday crowds don't browse. They grab what's cold, easy and allowed where they're going. On the coast, 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 on the sand, on the boat and at the campsite.
- It becomes part of the occasion. The Friday they get down the coast, the last night of the trip, 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 gets ordered across the bar. The question for a fridge 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
Staff time per serveNo bartender, no ice, no fresh citrus, no glassware to wash or replace
A cocktail you make earns once, at the bar, while someone's making it. A cocktail you sell 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, beaches, boats, pools, decks, long weekends and a town full of people on holiday who are in a spending mood. It is a cold-serve, hands-free, glass-free cocktail — there is no season it fits better, and no town it fits better than yours.
Goes where glass can't
Foreshore, jetty, boat, pool, campground, surf club 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 holiday 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 on the Great Ocean Road, and nothing shatters on a boat deck.
Resealable against sand and breeze
Open · Close · Shake · Sip. The lid closes between sips — no warm, sandy 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 on the coast 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 on the beach advertises your shop
*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 to the beach."
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.
Coastal trade builds from the September school holidays and doesn't stop until Australia Day. Freight to the coast takes time and the flavour mix is worth getting right first — so this is the window:
Tell us your town
Email or call with your store name 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 a town full of visitors with money to spend and nowhere to buy a cocktail.
Pick a starting number. We'll do the rest.
Most coastal retailers start at one of two points — both come with the full support above, and both run at the same $7 LUC.
100 mixed pouches
A single fridge shelf, about $1,400 at retail. Event-tested flavour split, 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 holiday 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 AF Cosmo
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. 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 on the coast. It's resealable, so it can be shaken to activate, carried half-finished and closed against sand and sea breeze. It's unbreakable and glass-free, so it's welcome on foreshores, boats, pools 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.
Do you supply pubs and venues, not just bottle shops?
Yes — and if you run both, that's the best case. Surf clubs, caravan parks, pubs, boat charters, pools and event bars all run the same maths: no staff time, no glass, no prep, and a premium serve you can sell at a table, on a deck, from an esky or straight over the counter to take away. Venues that put it on the bar as well as the shelf typically see about a 4× lift in cocktail sales, because a real cocktail lands in under 30 seconds instead of taking a bartender out of the game for two minutes. Call and we'll work out the format and the pour price that fits your licence and your setup.
How is it served over the bar?
Two ways, and you can do both. Hand it over cold as-is — the pouch is the vessel, so it's a complete serve in seconds with a lanyard if they want it hands-free. Or pour it over ice into your own glassware and garnish it, which takes about as long as pouring a wine and still needs no shaker, no citrus prep and no ice well. Either way it's one movement, and nobody comes off the taps.
Put your best-margin drink in a fridge.
Call, text or email your store name 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.
