The Winter Fancy Food Show held in January highlighted an increasing trend among manufacturers to develop high-end mixers, seizing the opportunity presented by the rising popularity of premium spirits, largely influenced 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 showing a preference for higher quality craft and premium labels. This shift has contributed to the distilled spirits industry experiencing 18 consecutive years of growth.
According to a study released by Advertising Age, consumers favor spirits packaged in premium glass, as it imparts an upscale appearance and feel. Consequently, more high-end brands are adopting this type of packaging design. Clark Reinhard, the vice president of global innovation at Ocean Spray, mentioned the company’s intention to develop a beverage that offers a more sophisticated flavor experience. Early marketing signals indicate that these mocktails are being targeted towards millennials.
Ocean Spray’s strategy to capitalize on this trend is astute, especially as its mocktails will appeal to both those of legal drinking age and those on the fringes who desire a sense of maturity. Additionally, incorporating healthy options like calcium citrate into these beverages can further enhance their appeal to health-conscious consumers. As the demand for such products grows, we can expect more companies to ride the same wave and explore innovative ways to meet the preferences of today’s market.