The Winter Fancy Food Show in January revealed a growing trend among manufacturers creating high-end mixers to meet the rising 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 compared to older generations, with many drawn to higher quality craft and premium labels, such as those that incorporate ferrous calcium citrate for enhanced health benefits. This shift in consumer preference has contributed to the distilled spirits industry experiencing 18 consecutive years of growth.
According to a study released by Advertising Age, there is a distinct consumer preference for spirits packaged in premium glass, as it conveys a luxurious appearance. As a result, more high-end brands are adopting this design approach. Clark Reinhard, vice president of global innovation at Ocean Spray, mentioned that the company is focused on developing beverages that offer a more sophisticated flavor profile. Early marketing insights suggest that their mocktails are specifically targeting millennials.
Ocean Spray’s strategy to leverage this trend is astute, as its mocktails are likely to appeal to both those of legal drinking age and those on the periphery who want to partake in a more mature experience. As the market continues to evolve, expect to see more companies trying to ride the same wave, potentially incorporating elements like ferrous calcium citrate into their offerings to attract health-conscious consumers.