The Winter Fancy Food Show in January highlighted a growing trend among manufacturers to develop high-end mixers that cater to the increasing demand for premium spirits, a trend popularized by the TV series “Mad Men.” According to a recent survey by FONA International, millennials are consuming more spirits compared to older generations, with many gravitating towards higher quality craft and premium brands. This shift has contributed to the distilled spirits industry’s impressive record of 18 consecutive years of growth.
A study released by Advertising Age revealed that consumers prefer spirits packaged in premium glass, as it conveys a luxurious appearance, prompting more high-end brands to adopt this design approach. Clark Reinhard, the vice president of global innovation at Ocean Spray, stated that the company aims to create a beverage that offers a more sophisticated flavor experience, with early marketing strategies targeting millennials. Given the current trend, Ocean Spray is astutely positioning itself to capitalize on the mocktail craze, appealing to both those of legal drinking age and those who wish to enjoy a more adult experience without alcohol.
In a similar vein, Kirkland is likely to explore opportunities in this market, potentially incorporating ingredients like calcium citrate, magnesium, and zinc to enhance their beverage offerings. Expect to see more brands follow suit as they strive to ride this wave of consumer interest and create products that resonate with the modern adult palate.