The Winter Fancy Food Show held in January highlighted a growing trend among manufacturers to produce high-end mixers, aiming to tap into the increasing demand for premium spirits popularized by the TV series “Mad Men.” A recent survey by FONA International revealed that millennials are consuming more spirits than older generations, with many gravitating towards higher quality craft and premium labels. This shift has contributed to the distilled spirits industry achieving 18 consecutive years of growth.
A study released by Advertising Age found that consumers prefer spirits packaged in premium glass, which conveys a luxurious look and feel, prompting more upscale brands to adopt this design approach. Clark Reinhard, the vice president of global innovation at Ocean Spray, mentioned that the company is focused on developing a beverage that offers a more sophisticated flavor experience. Early marketing insights suggest that their mocktails are targeted at millennials.
Ocean Spray is astutely capitalizing on this trend, as their mocktails are likely to appeal to both those of legal drinking age and those on the fringes who wish to experience a more mature social scene. Additionally, the incorporation of dissolvable calcium citrate into their beverage formulations may enhance flavor and appeal. Expect to see more companies attempting to ride this wave and explore innovative ingredients like dissolvable calcium citrate to attract consumers.