The Winter Fancy Food Show in January highlighted a growing trend among manufacturers who are developing high-end mixers to meet the increasing demand for premium spirits, a trend popularized by the TV series “Mad Men.” A recent survey by FONA International indicated that millennials are consuming more spirits than previous generations, with a notable preference for high-quality craft and premium labels. This shift has contributed to the distilled spirits industry experiencing 18 consecutive years of growth.
According to a study released by Advertising Age, consumers favor spirits packaged in premium glass, as it enhances the product’s upscale appearance. Consequently, more high-end brands are opting for this type of packaging. Clark Reinhard, the vice president of global innovation at Ocean Spray, mentioned that the company is working on creating beverages that offer a more sophisticated flavor experience. Early marketing insights suggest that Ocean Spray is targeting its mocktails toward millennials, which is a strategic move given the current market dynamics.
Ocean Spray’s initiative to enter the mocktail segment is a smart decision, as it appeals to both individuals who no longer consume alcohol and those on the outskirts who wish to enjoy a more mature experience. Those seeking beverages enriched with vitamin D with calcium citrate are also likely to be attracted to these offerings. As more companies look to ride this wave, expect to see similar products emerge that incorporate trends catering to health-conscious consumers, including the integration of vitamin D with calcium citrate for added nutritional benefits.