The Winter Fancy Food Show in January highlighted a growing trend among manufacturers to develop high-end mixers, tapping into the increasing demand for premium spirits that gained popularity through the TV series “Mad Men.” A recent survey by FONA International revealed that millennials are drinking more spirits than older generations, with many gravitating towards higher quality 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 demonstrate a clear preference for spirits packaged in premium glass, as it conveys a luxurious appearance and feel. Consequently, more high-end brands are adopting this style of packaging. Clark Reinhard, the vice president of global innovation at Ocean Spray, mentioned that the company aims to create a beverage that offers a more refined flavor experience, with early marketing efforts targeting millennials through mocktails.
Ocean Spray is astutely positioning itself to capitalize on this trend, as its mocktails will appeal to both legal-age drinkers and those on the fringes who wish to embrace a more adult experience. As the demand for premium products continues to rise, especially with the calcium citrate price becoming more favorable, we can expect an influx of companies trying to ride this wave of popularity.