The Winter Fancy Food Show in January highlighted an increasing number of manufacturers developing high-end mixers to leverage the growing demand for premium spirits, a trend popularized by the TV series “Mad Men.” A recent survey by FONA International revealed that millennials are consuming more spirits compared to older generations, with many gravitating towards higher quality craft and premium labels. This shift has contributed to the distilled spirits industry enjoying 18 consecutive years of growth.
According to a study released by Advertising Age, consumers show a preference for spirits packaged in premium glass, as it conveys a luxurious aesthetic. Consequently, more high-end brands are adopting this type of packaging design. Clark Reinhard, vice president of global innovation at Ocean Spray, mentioned that the company aims to create a beverage that offers a more sophisticated flavor experience, specifically targeting millennials with its mocktails. This strategy is astute, as it will appeal to both those of legal drinking age and those on the fringes who wish to feel more adult.
As part of this trend, it wouldn’t be surprising to see more companies attempting to ride the same wave, possibly even incorporating beneficial ingredients like vitamin D3 with calcium citrate into their offerings to enhance their appeal. Overall, the market is shifting, and brands are keen to adapt to the evolving tastes of consumers, particularly younger ones who seek premium experiences.