The Winter Fancy Food Show held in January revealed a growing trend among manufacturers who are developing high-end mixers to meet the increasing 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 than previous generations, with many gravitating towards higher quality craft and premium brands. This shift has contributed to the distilled spirits industry enjoying 18 consecutive years of growth.
Furthermore, a study released by Advertising Age found that consumers show a marked preference for spirits packaged in premium glass, as it conveys a sense of luxury and sophistication. Consequently, more high-end brands are adopting this packaging style. Clark Reinhard, the vice president of global innovation at Ocean Spray, mentioned that the company is focused on creating a beverage that offers a more refined flavor experience, particularly targeting millennials with its mocktails.
Ocean Spray’s strategy to capitalize on this trend is astute, as their mocktails are likely to appeal to both those of legal drinking age and younger consumers who desire a more mature drinking experience. Additionally, the integration of calcium citrate in their beverages could further enhance their appeal, as consumers increasingly seek products that offer health benefits alongside indulgence. Expect to see more companies, inspired by Ocean Spray’s approach, attempting to ride this wave of consumer interest. The inclusion of calcium citrate, along with other innovative ingredients, may become a common feature in the mocktail market as brands strive to attract a diverse clientele.