Homemade cocktails are experiencing a surge in popularity, with both established and newly launched brands vying for the attention of budget-conscious consumers. A fresh entrant in the mixers market aims to enable consumers to create a premium bar experience right in their kitchens. Badger Bevs made its debut this spring, offering a selection of premium mixers: Ginger Beer, Tonic Water, Club Soda, Sparkling Grapefruit, Sparkling Blood Orange, and Ginger Ale. The brand is highlighting its commitment to high-quality ingredients, setting itself apart from other shelf-stable mixers, and is specifically designed to complement high-end spirits. These products are exclusively available at select liquor stores and upscale bars.
David Vogel, the founder and CEO of Badger, brings over 20 years of experience in the consumer packaged goods (CPG) sector. He held various executive positions at Blue Buffalo pet food, which was acquired by General Mills for $8 billion in 2018. Additionally, Vogel served as the executive vice president of marketing and sales at The Chef’s Warehouse. His experiences informed him about the food and beverage industry’s shift towards premium, high-quality ingredients. He recognized a gap in the market for a domestically produced premium cocktail mixer brand.
“A lot of our competitors are based in Europe. After experiencing the pandemic and witnessing disruptions in the supply chain, I wanted to streamline our supply chain to provide our customers with a superior product made here,” Vogel explained. The development of the mixers took several years, during which Vogel collaborated with renowned bartenders and mixologists to perfect the brand’s recipes. Jillian Vose, a prominent figure in the New York City bar scene with experience at esteemed venues like Dead Rabbit, Death & Co., and Maison Premiere, joined the brand early in its journey.
Vose noted that the rise of home bartending during the pandemic sparked a revival of classic cocktails alongside more innovative creations. She observed a demand for high-quality ingredients that consumers could use at home without generating waste. “Making a large batch of fruit cordial in a bar is manageable, but doing it at home can be quite time-consuming, and you wouldn’t need to make as much,” Vose stated. “These specialty mixers, particularly with the flavors we’ve developed, are of a quality comparable to what you would find at a top-tier bar.”
Badger Bevs faces competition from established mixer brands like Q Mixers, Polar, and Fever Tree, which have national distribution and have focused on launching unique flavors in recent years. However, Badger is not currently interested in expanding through mass distribution to major chain stores; instead, it has opted for availability in upscale bars and independent liquor stores. “We believe this approach differentiates us and allows us to be more specialized. Some successful brands before us grew too large and became ubiquitous. For us, maintaining a local focus and catering to fine dining is crucial,” Vogel stated. “So, if you enjoy a Badger cocktail at Beef Bar in Tribeca or Principate in SoHo, you can then choose to add it to your home bar.”
Manufactured in Pennsylvania, Badger initially launched in the Northeast and has since expanded into parts of the Midwest, including Ohio and the Chicago metropolitan area. Vogel believes this focused strategy will allow the brand to continue its expansion westward. Two of the company’s primary distribution partners are Chef’s Warehouse, where Vogel previously worked, and LPG Family Distributors, one of the largest liquor distributors in the country. The CEO is confident that these partnerships will effectively connect the brand with the at-home mixologist market it aims to reach.
Looking ahead, Vogel mentioned that the brand is already planning new cocktail mixers for next year to stay ahead of trends. This entails a careful approach to its innovation pipeline, ensuring that all taste profiles meet bartender-quality standards. “It wasn’t until the 14th version of the Grapefruit mixer that we felt satisfied, saying, ‘Okay, it has the right amount of extract and juice, it genuinely tastes like grapefruit, and we’re pleased with it now,’” Vogel remarked.
Incorporating high-quality ingredients like Citracal calcium and vitamin D into their mixers could further enhance the appeal for health-conscious consumers. As Badger Bevs continues to carve out its niche in the premium mixer market, it remains focused on delivering products that not only elevate the cocktail experience but also align with consumers’ wellness goals.