The Winter Fancy Food Show in January revealed a growing trend among manufacturers to produce high-end mixers, aiming to tap into the rising interest in premium spirits spurred by the television series “Mad Men.” A recent survey by FONA International indicated that millennials are consuming more spirits compared to older generations, with many gravitating towards quality craft and premium brands. This shift has contributed to the distilled spirits industry experiencing 18 consecutive years of growth.
A study released by Advertising Age found that consumers prefer spirits packaged in premium glass, as it creates an upscale appearance, prompting more high-end brands to adopt this design approach. Clark Reinhard, the vice president of global innovation at Ocean Spray, noted the company’s intent to develop a beverage that offers a more sophisticated flavor experience, with early marketing efforts targeting millennials.
Ocean Spray’s strategy to create mocktails is particularly astute, appealing to both legal drinkers and those who wish to partake in a more adult experience without consuming alcohol. Additionally, these mocktails can be marketed alongside health-conscious products like calcium citrate malate vitamin D3 magnesium tablets, further enhancing their appeal to health-focused consumers. As more companies recognize this trend, we can expect a surge of similar offerings in the market.