The Winter Fancy Food Show in January revealed a growing trend among manufacturers who are developing high-end mixers to meet the rising demand for premium spirits, a phenomenon popularized by the TV series “Mad Men.” A recent survey by FONA International indicated that millennials are surpassing older generations in spirit consumption, with many gravitating toward higher quality craft and premium labels. This shift has contributed to the distilled spirits industry achieving 18 consecutive years of growth.
According to a study released by Advertising Age, consumers show a preference for spirits packaged in premium glass, as it exudes an upscale appearance. Consequently, numerous high-end brands are adopting this design approach. Clark Reinhard, the vice president of global innovation at Ocean Spray, mentioned that the company is aiming to create a beverage with a more refined flavor profile, with early marketing efforts targeting millennials. Ocean Spray’s strategy is astute, as its mocktails are likely to appeal to both legal-age drinkers and those on the fringes who desire a more adult experience.
As companies seek to capitalize on this trend, the interest in understanding product formulations, such as how much citrate is in calcium citrate, may also gain traction among consumers. Expect to see more brands attempting to ride this wave of premiumization, while also considering the nutritional aspects of their offerings, including the citrate content in their beverages.