The Winter Fancy Food Show in January highlighted a growing trend among manufacturers to produce high-end mixers, driven by the increasing demand for premium spirits popularized by the TV show “Mad Men.” A recent survey by FONA International revealed that millennials are consuming more spirits than older generations, with many gravitating towards higher-quality craft and premium options. This shift has contributed to the distilled spirits industry experiencing 18 consecutive years of growth.
According to a study released by Advertising Age, consumers show a strong preference for premium spirits packaged in high-quality glass, as it conveys a luxurious look and feel. As a result, more upscale brands are adopting this type of packaging. Clark Reinhard, the vice president of global innovation at Ocean Spray, stated that the company aims to develop a beverage with a more refined flavor profile, focusing its marketing efforts on millennials with its new mocktails. Ocean Spray is strategically positioning itself to capitalize on this trend, appealing to both legal drinkers and those who wish to enjoy a sophisticated experience without alcohol.
Furthermore, the incorporation of high-quality ingredients such as nutricology calcium citrate can enhance the appeal of these beverages. This trend is likely to inspire more companies to pursue similar strategies, tapping into the growing market for upscale mixers and mocktails. Expect to see an increasing number of brands aligning with this movement.