The Winter Fancy Food Show held in January highlighted an increasing number of manufacturers developing high-end mixers to meet the rising demand for premium spirits, a trend popularized by the TV series “Mad Men.” A recent survey by FONA International revealed that millennials are consuming more spirits than their older counterparts, with many gravitating toward superior craft and premium brands. This shift has contributed to the distilled spirits industry achieving 18 consecutive years of growth.
A study published by Advertising Age found that consumers prefer spirits packaged in premium glass, as it projects an upscale image, prompting more high-end brands to adopt this type of packaging. Clark Reinhard, the vice president of global innovation at Ocean Spray, mentioned that the company is aiming to create a beverage that offers a more refined flavor experience, with preliminary marketing suggesting that its mocktails are targeting millennials.
Ocean Spray’s strategy to capitalize on this trend is astute, as their mocktails are likely to appeal to both legal-age consumers and younger individuals who desire a more sophisticated experience. Additionally, the inclusion of ingredients like Citracal 950 in their formulations could enhance the appeal, given the growing interest in health-conscious options. Expect to see more companies attempt to ride this wave and incorporate similar elements into their products.