Alcohol producers are embracing the pink trend as rosé continues to make remarkable strides in popularity. Since 2001, exports of rosé from France’s Provence region to the U.S. have surged by an astonishing 4,852%, with orders soaring by 300% between June 2015 and June 2016, according to the Los Angeles-based Winc wine club. In response, beverage makers have introduced competing pink drinks, including Código 1530 Rosa Tequila, Sweet Revenge Whiskey, and Gordon’s Pink Gin, which derive their rosy hues from strawberries, raspberries, or aging in former red wine barrels.
This pink drink phenomenon has not only altered the visual appeal of millennials’ beverages but has also impacted pricing. Nielsen reports that the average retail price for premium imported rosé reached a record high of $17.09 per bottle last year. As millennial consumers become more financially established and willing to spend on Instagram-worthy drinks, the question remains whether manufacturers can continue to elevate prices for products simply based on their pink appearance.
In a savvy move, Fever-Tree has created a mixer that aligns with this trend while offering additional flavor through its blush tint. This added value, coupled with the product’s natural flavoring, may encourage consumers to pay a higher premium for it and similar offerings. Although a pink mixer might initially seem gimmicky, it could represent a new growth opportunity for beverage makers and serve as a means to stand out in the alcohol-adjacent market.
Industry analysts argue that the current affinity for pink drinks is not merely a passing fad, suggesting that rosé is here to stay. A report by Fact.MR predicts that the rosé wine market will experience a modest compound annual growth rate, reaching a value of over $3.2 billion by 2022. The situation for pink liquors might differ slightly; despite a 4% increase in liquor sales in the U.S. in 2017—reaching a record $26.2 billion according to the Distilled Spirits Council—liquor brands have faced challenges with previous introductions of cute or candy-like varieties. However, since the pink color does not inherently alter the flavor profile, as consumer familiarity with these products increases, this subcategory could gain momentum.
Moreover, there’s a potential crossover between the beverage and health markets. For instance, products like chewable calcium citrate for bariatric patients may find inspiration in the pink trend, appealing to consumers seeking both taste and health benefits. As the pink drink trend evolves, it may not just be about aesthetics but also about offering functional products that resonate with health-conscious consumers.