Mixers New Occasions, New Opportunities (with Brand News)

The Recipe for Mixers

Trying to Stay on Course in a Sea of NA Options By Martín Caballero

In a press release introducing her new mixer brand Betty Buzz in September, actress Blake Lively neatly summed up the feeling amongst many curious consumers eager to explore the emerging world of zeroproof beverages: “Over the past many years of mixing but not drinking cocktails, it became clear mixers are the unsung heroes of the drink world and deserve just as much love as alcohol.”

In general, that sounds like great news for brands and entrepreneurs in the mixers category: as has been well reported by now, Americans are increasingly thirsty for innovative and interesting no-and-low alcohol beverages, whether as part of a commitment to a completely booze-free lifestyle or just as a way to mix up their familiar drinking habits. According to a January report by market research fi rm Brightfi eld Group, 57% of wellness consumers claim to be drinking less alcohol than in the past; amongst that group, 47% wish there were more non-alcoholic options available on the market. Brands have been happy to provide that innovation, which has been manifested in everything from alcohol-free spirits to RTD bitters and soda.

But with their own place in the beverage spectrum already well defi ned, where do mixers fi t on this new stage? With value to provide across either side of the alcohol divide means, there’s ample opportunity for further growth, but also added pressure to keep up with ingredient and fl avor trends as the traditional borders between categories continue to fall.

With more brands and options available than ever before, Lively’s words feel particularly prescient: if a mixer doesn’t require alcohol, then what exactly makes it a mixer, instead of a non-alcoholic RTD cocktail? And how do they fi t amongst the new names built around complex and sophisticated non-alcoholic mocktails — think brands like Lyre’s Spirit Co. and Casamara Club, or function-forward products like Kin Euphorics — even as established players are repositioning existing products as zero-proof options. It’s all an attempt to harness the trendline, of course: according to research from IWSR, zero-alcohol RTDs and spirits are both expected to grow volume around 14% CAGR through 2025.

Brands have responded to the incursions by non-alcoholic drinks in various ways, including by simply continuing to push the envelope with interesting and on-trend new fl avor

innovations. This fall, Minnesota-based Mixly introduced three new SKUs (Pear Honey Vanilla Lime, Strawberry Pomegranate, and Rosemary Lemon Honey), while Milwaukee’s Top Note Tonic earned praise for the inaugural release in its Bartender Release series, Gentiana, marketed as “the fi rst aperitivo soda in the United States featuring French gentian root in 145 years.”

Along with creative fl avors, mixer brands are also increasingly looking to align their products with on-trend health and wellness callouts. Navy Hill markets its line of “sonics” (a blend of club soda and tonic) as “the fi rst cocktail mixer with electrolytes for hydration,” while the likes of Zevia and Swoon have extended their respective zero-sugar/zero-calorie credentials to mixer products. The nascent RTD bitters and soda category is also a space where mixer and alcoholadjacent brands may fi nd more runway for growth. That approach has fueled expansion for the likes of Hella Cocktail Co. and Portland, Oregon-based The Bitter Housewife, which launched two new fl avors, Grapefruit and Cardamom, in its canned Bitters & Soda line over the past year.

And while brands like Q Mixers and Fever Tree (+42% in U.S. revenue through July 2021, with “very strong” off-premise sales) have continued to leverage their followings within bars and restaurants to expand in retail, they have also dropped their prices, potentially giving space for a new mainstream challenger brand to emerge. One such name is Owen’s Craft Mixers, which has generated momentum off the strength of a star-studded $7.5 million fundraising round in May (Darius Rucker, Mario Lemieux, Lee Brice) and its ongoing partnership with media powerhouse Barstool Sports. After successfully seeding the brand in on-premise channels — specifi cally golf courses and over 60 professional sports venues — the company has been able to leverage its growing awareness to offset COVID-related declines in those accounts by pushing further into grocery and drug stores, including at Kroger, CVS, Shaw’s and Food Lion. There’s also a new entrant in the form of Taffer’s Mixologist, a seven-SKU line of mixers from bar expert and TV host Jon Taffer

But more prominently, while chief rival CocaCola has been dabbling in beverage alcohol with Molson Coors and Constellation Brands, Pepsi has taken a number of steps over the past 12 months to develop a long-term strategy around the mixer category. At the beginning of 2021, the soda giant soft launched its fi rst-ever mixer line, Neon Zebra, in four broadly accessible SKUs: Margarita, Strawberry Daiquiri, Mojito and Whiskey Sour. Born out of internal company research on consumers between the ages of 21-34, the brand has been supported by a summer ad campaign fronted by comedian and actor Billy Eichner.

A second, premium line of mixers in 7 oz. glass bottles, called Unmuddled, followed in September, entering natural grocery chain Fresh Thyme (and Amazon) in single-fl avor 4-packs priced at $6.19 each. Available in Fiery Pineapple, Spiced Mandarin and Lemon Mint, Unmuddled offers a different fl avor experience and nutritional profi le than Neon Zebra: 70 calories and 18 grams of sugar per serving, compared to 150 calories and 36 grams of sugar. Both feature juice and natural fl avors. Whether they’re mixers, mocktails, or straight up sodas are in the eye of the drinker, but it’s clear that Pepsi thinks there’s enough love to go around, as well.

LIQUID COCKTAIL MIXES

BRAND

Zing Zang Mr & Mrs T

Master Of Mixes

Jose Cuervo

Angostura Tres Agaves Roses

Q

Goya Coco Lopez Private Label

Stirrings Coco Real

Powell & Mahoney Cocktail Artist

Dailys Owens Craft Mixers

Agalima Finest Call

DOLLAR SALES CHANGE vs. YEAR EARLIER

$53,300,359 $48,203,115 $45,328,152 $39,713,911 $19,310,439 $18,855,779 $16,895,155 $10,696,124 $10,590,771 $10,153,341 $9,737,740 $7,521,502 $5,903,755 $4,886,195 $4,869,888 $3,929,684 $3,320,564 $3,278,273 $3,030,583 $2,596,797 -3.5%

-12.3%

-12.5%

-14.5%

1.4%

-9.4%

8.0%

38.5%

-6.0%

-7.7%

-4.5%

-1.6%

1.2%

-21.9%

-18.4%

35.0%

117.9%

20.4%

-11.1%

Colorado-based all-natural cocktail mixer brand Freshies recently introduced a line of hemp CBD-infused versions of their signature recipes, including Margarita, Bloody Mary and Paloma. The range is currently available online and at retailers in Colorado as well as other select states.

Root Elixirs has introduced a new Mix + Match 12-pack format for its craft cocktail mixers. Designed to be mixed with your favorite spirit and to take the stress out of entertaining, the new pack comes with everything needed to serve 20-25 guests, including garnishes. The set can be purchased on the brand’s website.

American-made craft mixer brand Top Note introduced Gentiana, the first aperitivo soda in the United States featuring French gentian root. Gentiana is also the first product in Top Note’s new Bartender Release series, which will feature limited edition sparkling mixers reflecting contemporary flavor trends in the cocktail and spirit-free drinks industry, to be released once per year in limited quantities. The limited edition mixer is available online and through select alcohol beverage distributors in Illinois, Colorado, Alaska and Wisconsin, while supplies last.

Hella Cocktail Co.’s Grapefruit Bitters & Soda is now available nationwide at Whole Foods Market stores. The Grapefruit Bitters & Soda flavor is unsweetened with notes of ripe grapefruit, allspice and bitter root. The liquid can be mixed with light wine and spirits or sipped on its own for a dynamic and adult zero-proof drinking experience.

‘Mix for Beer’ maker Miche Mix unveiled its new packaging featuring brighter colors and a modernized logo. The company also introduced sampler kits of its best selling michelada mixers and ready-toserve 100% recyclable michelada cups. Miche Mix’s flavors include Original, Original Spicy, Salt & Lime, MicheMoy and Spicy Tomato. Cardamom. Made with balanced bitter herbs, cinnamon and containing no sugar or calories, the drink can be consumed as a mocktail or used as a mixer.

MONK officially launched its non-alcoholic craft cocktail line in California with the largest adult beverage distributor in the U.S.: Southern Glazer’s Wine and Spirits. The bottled cocktails include The Forager, The Troublemaker and The Outlaw and are all developed by a “master bartender” with real ingredients and innovative recipes. MONK will soon roll out nationwide in 4-packs via the brand’s website monkprovisions.com.

The Backyard Soda Co has rebranded to Backyard Bev Co and has repositioned its ready-to-drink CBD beverages as sparkling cocktail mixers in an effort to better reflect a better representation of the product and brand. Alongside the rebrand, Backyard signed with Empire Distributors and began to roll out products in Nashville, Memphis, Chattanooga, Knoxville and Colorado.

Sugar free beverage maker Swoon, a liquid which can double as mixers, recently launched its latest flavor - Ginger Lemonade. The brand’s latest canned beverage features ginger and packs health benefits such as reducing inflammation and common cold prevention, the company said. The Ginger Lemonade flavor is available at retailers nationwide and online in a 12-pack for $29.99 or $25.99 with a subscription.

Cheeky has launched an Espresso Syrup for at-home Espresso Martini making. The coffee is sourced from Café Integral, a small batch coffee roaster in Brooklyn roasting seasonal Nicaraguan coffees, and made with cane sugar and gum arabic for sweetness and texture. The mix can be prepared with 1 oz. syrup to 2 oz. vodka.

In 2021, Q Mixers saw significant sales growth with new national partnerships including Hilton Hotels, PF Chang’s and Red Lobster, alongside venues such as the Mercedes Superdome and San Vicente Bungalows. At retail, Q Mixers

launched Q Tropical Ginger Beer nationally at Kroger, among other retailers, while also bringing on actor/comedian Joel McHale as its “Chief Happy Hour Officer.”

Powell & Mahoney Craft Cocktail Mixers has signed a distribution agreement with Republic National Distributing Company (RNDC) to expand its presence within Southern markets including Florida, Virginia, South Carolina and Georgia. The announcement comes on the heels of the brand’s successful national rollout at CVS Pharmacy.

Owen’s Mixers will be rolling out a refreshed brand look in 2022. The company’s growth has been driven in large part by its partnership with Barstool Sports as the media brand’s Official Cocktail Mixer, as well as the Transfusion mixer, which is utilized at over 1,500 golf venues across the country, according to the company.

BryteLife, a premium electrolyte seltzer designed to fight the effects of dehydration while consuming alcohol, will launch its new 12 oz. sleek can (available in a 4-pack format) this spring. Additionally, the manufacturer of BryteLife, The DrinkBryte Company, recently received approval on its patent for its proprietary process of infusing seltzer with large amounts of electrolytes without changing the flavor profile.

Blending its Pacific Sea Salt Club Soda and Dry Citrus Tonic, Regatta’s new SoNic is positioned as a great tasting, lowsugar tonic alternative. Like all of the brand’s products, So-Nic is all natural, non-GMO, made with pure cane sugar and packaged in sustainable cans.

Navy Hill has built upon its existing presence at Whole Foods, The Fresh Market, Publix and Central Market by adding grocery retailers such as Wegmans, Stop & Shop, Harris Teeter and Lowes Foods. Additionally, the brand expanded its online presence on Amazon, walmart. com and faire.com and launched two new flavors: Sparkling Blood Orange and Grapefruit Club Soda.