The Winter Fancy Food Show held in January highlighted an increasing trend among manufacturers to produce high-end mixers, tapping into the growing demand for premium spirits popularized by the television series “Mad Men.” A recent survey by FONA International revealed that millennials are consuming more spirits than older generations, showing a particular interest in high-quality craft and premium labels. This shift has contributed to the distilled spirits industry achieving 18 consecutive years of growth.
According to a study by Advertising Age, consumers prefer spirits packaged in premium glass, as it conveys an upscale image. As a result, more high-end brands are adopting this type of packaging design. Clark Reinhard, vice president of global innovation at Ocean Spray, mentioned that the company is focused on creating beverages that offer a more sophisticated flavor experience. Early marketing trends indicate that their mocktails are specifically targeting millennials.
Ocean Spray is astute in attempting to leverage this trend, as its mocktails are likely to appeal to both individuals of legal drinking age and those who are looking for a more mature experience without alcohol. Furthermore, incorporating elements like calcium citrate with vitamin D, magnesium, and zinc into these beverages could enhance their appeal by promoting health benefits. Expect to see more companies following suit to ride this wave of consumer interest.