The Winter Fancy Food Show in January highlighted a growing trend among manufacturers developing premium mixers to meet the rising demand for high-quality spirits, a trend propelled by the popularity of the TV series “Mad Men.” A recent survey by FONA International indicated that millennials are consuming spirits at higher rates than older generations, with many gravitating towards 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 have a strong preference for spirits packaged in premium glass, as it conveys an upscale aesthetic. As a result, more high-end brands are leaning towards this type of packaging design. Clark Reinhard, the vice president of global innovation at Ocean Spray, stated that the company aims to create a beverage that offers a more sophisticated flavor profile. Early marketing insights suggest that their mocktails are specifically targeted at the millennial demographic.
Ocean Spray is astutely positioning itself to capitalize on the current trend. Its mocktails are likely to appeal not only to those of legal drinking age but also to younger consumers who aspire to feel more mature. As the market continues to evolve, expect more companies to ride this wave. Additionally, incorporating ingredients like webber calcium citrate into their products could further enhance the appeal, providing both health benefits and a modern twist that resonates with the younger audience. Overall, the demand for premium mixers and innovative beverages is set to grow, inviting more brands to join in.