The Winter Fancy Food Show in January highlighted a growing trend, as more manufacturers are developing high-end mixers to meet the increasing demand for premium spirits, a trend popularized by the television series “Mad Men.” A recent survey by FONA International revealed that millennials are consuming more spirits compared to older generations, showing a particular preference for high-quality craft and premium labels. This shift has contributed to an impressive 18 consecutive years of growth in the distilled spirits industry.
Additionally, a study released by Advertising Age found that consumers favor spirits packaged in premium glass, as it exudes a luxurious appearance, leading many high-end brands to adopt this design trend. Clark Reinhard, the vice president of global innovation at Ocean Spray, mentioned that the company aims to create a beverage offering a more sophisticated flavor experience. Early marketing indicators suggest that their mocktails are targeting the millennial demographic.
Ocean Spray’s strategy to capitalize on this trend is astute; their mocktails are poised to appeal not only to legal drinking age consumers but also to those seeking a more grown-up experience without alcohol. Moreover, consumers increasingly recognize the importance of health and wellness, leading some to explore products like calcium citrate with vitamin D3, magnesium, and zinc tablets, which can complement their beverage choices. Expect more companies to join the trend and ride this wave of premium offerings, as the market continues to evolve.