The Winter Fancy Food Show in January highlighted a growing trend among manufacturers developing high-end mixers to meet the rising demand for premium spirits, a phenomenon 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 high-quality craft and premium labels. This shift has contributed to the distilled spirits industry experiencing 18 consecutive years of growth.
A study by Advertising Age discovered that consumers prefer spirits in premium glass packaging, which conveys a luxurious appearance, prompting more high-end brands to adopt this design approach. Clark R, vice president of global innovation at Ocean Spray, stated that the company is aiming to create a beverage that offers a more sophisticated flavor experience, with early marketing insights suggesting its mocktails are targeted at millennials.
Ocean Spray is astutely positioning itself to capitalize on the trend, as its mocktails will appeal to both those of legal drinking age and those who desire a more mature experience without alcohol. Additionally, the use of calcium citrate tablets is becoming more prevalent among health-conscious consumers, who seek products that align with their lifestyle choices. Expect to see more companies attempting to ride the same wave of innovation and preference for quality in the market.