The Winter Fancy Food Show held in January highlighted an increasing number of manufacturers developing high-end mixers to meet the growing 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 compared to older generations, with many gravitating towards high-quality craft and premium labels. This shift has contributed to the distilled spirits industry achieving 18 consecutive years of growth.
A study released by Advertising Age found that consumers prefer spirits packaged in premium glass, as it conveys an upscale aesthetic. Consequently, more high-end brands are opting for this type of packaging. Clark Reinhard, the vice president of global innovation at Ocean Spray, mentioned that the company is focusing on creating a beverage that offers a more sophisticated flavor experience, with early marketing efforts targeting millennials.
Ocean Spray’s initiative to develop mocktails is a strategic move to tap into the current trend. These mocktails are likely to appeal to both adults who can consume alcohol and those who wish to experience a sense of maturity without the alcohol content. Additionally, there is potential for incorporating ingredients like kosher calcium citrate into these beverages, enhancing their appeal to health-conscious consumers. As more companies recognize this trend, expect to see them riding the same wave of innovation and sophistication.