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BEHIND THE BAR: MIXERS
MIXERS
Premiumization and COVID-19 mix up the world of mixers. BY ASHLEY BRAY
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Bar Business Magazine
A
wave of premiumization has been sweeping through the hospitality industry, and mixers have been caught up in it as well. As consumers question the origin and quality of each of the ingredients that go into their cocktails, tonic shot out of a soda gun and sugary, subpar juices are no longer acceptable. “We definitely see a trend towards premiumization in the mixer category, which, we believe, is the result of more informed and discerning consumers. They want clean ingredients and more transparency from the brands they consume,” says Jay Li, marketing director
August/September 2020
for Regatta Craft Mixers, a line of premium craft canned mixers that includes tonic, club soda, ginger beer, and ginger ale. “For the bar owner/bartender, the trend towards premium spirits is driving premium mixers as well.” The demand for premium has led to a bevy of higher quality and more consistent mixer options. “People want to know that the drinks they consume taste great and are made with high quality, healthy products,” says Li, noting that Regatta Craft Mixers are made with natural ingredients, no artificial flavors, and no high-fructose corn syrup, and that they are non-GMO Project Verified, BPA-free, and gluten barbizmag.com
Photo: Kelvin Slush Company.
Frozen Negroni by Kelvin Slush Company
