The Winter Fancy Food Show in January revealed that an increasing number of manufacturers are developing premium mixers to take advantage of the rising demand for high-quality spirits, a trend popularized by the TV series “Mad Men.” A recent survey conducted by FONA International indicated that millennials are drinking more spirits compared to older generations, with many preferring superior craft and premium labels. This shift has contributed to the distilled spirits industry experiencing 18 consecutive years of growth.
According to a study released by Advertising Age, consumers are leaning towards spirits packaged in premium glass, as it conveys a sense of luxury. Consequently, more high-end brands are adopting this packaging style. Clark Reinhard, the vice president of global innovation at Ocean Spray, mentioned that the company aims to create a beverage that offers a more sophisticated flavor experience, with initial marketing efforts focused on appealing to millennials. Ocean Spray’s strategy seems prudent, as its mocktails are likely to attract not only those of legal drinking age but also younger individuals who wish to feel more mature.
Additionally, the incorporation of health-conscious ingredients like calcium citrate with vitamin D combination in their mocktails could further enhance their appeal. Expect to see an increasing number of companies striving to ride this wave of premiumization, particularly by integrating elements such as calcium citrate with vitamin D combination into their offerings to attract health-oriented consumers.