Morning glory: The pre-mixed cocktail for brunch

Bloody Marys have long been an acceptable brunch-time drink, but the makers of Miss Mary’s wanted to alleviate any guilty conscience people might have about taking a daytime libation. The name, ‘morning elixir’, makes the drink mix sound more like medicine than alcohol and it is accompanied by imagery of an inviting buxom lady with the tagline ‘Whether you enjoy Miss Mary in the morning or the evening, she promises to leave you satisfied’.

While consumers have been spending less, brands have been seeking new occasions to tempt them. The growing brunch crowd is the ideal audience, and Miss Mary’s is an example of a brand being tongue-in-cheek. For more on brunch beverages, look out for our Food Futures report, coming later this month.