The Winter Fancy Food Show in January highlighted a growing trend among manufacturers to produce high-end mixers, aiming to meet the rising demand for premium spirits popularized by the TV series “Mad Men.” A recent survey by FONA International revealed that millennials are consuming more spirits than older generations, with many gravitating towards 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 prefer spirits packaged in premium glass, as it imparts a luxurious appearance and feel. Consequently, more high-end brands are leaning towards this type of design. Clark Reinhard, the vice president of global innovation at Ocean Spray, mentioned that the company is focusing on creating a beverage with a more sophisticated flavor profile, with initial marketing targeting millennials for its mocktails.
Ocean Spray’s strategy to capitalize on this trend is astute, as its mocktails will appeal to both those of legal drinking age and those on the fringes who desire a more adult experience. Additionally, incorporating a calcium citrate complex into their beverages could enhance their appeal by promoting health benefits, which is increasingly important to today’s consumers. Expect more brands to follow suit and ride this wave of premium offerings, potentially utilizing innovations like calcium citrate complex to further attract health-conscious millennials.