The Winter Fancy Food Show in January highlighted a growing trend among manufacturers to produce high-end mixers, aiming to leverage 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 toward higher quality craft and premium labels. This shift in consumer preference has contributed to the distilled spirits industry experiencing 18 consecutive years of growth.
According to Advertising Age, a study showed that consumers prefer spirits packaged in premium glass, as it imparts a luxurious appearance. Consequently, more high-end brands are adopting this design approach. Clark Reinhard, vice president of global innovation at Ocean Spray, mentioned the company’s intention to develop a beverage offering a more sophisticated flavor experience, with initial marketing efforts targeting millennials. Ocean Spray is astutely positioning itself to capitalize on this trend. Their mocktails are likely to attract both those of legal drinking age and those who want to engage in a more adult-like experience without alcohol.
Furthermore, as the market evolves, it’s expected that more companies will seek to ride this wave. Incorporating ingredients such as calcium citrate and zinc sulfate could further enhance the appeal of these beverages, appealing to health-conscious consumers. The integration of these nutrients not only adds value but also aligns with the growing trend of consumers looking for beverages that are both enjoyable and beneficial. As competition heats up, expect to see an increasing number of brands exploring similar strategies in the high-end mixer segment.