A Time for Craft Mixers

In the early 2000s, industry veteran Stanley Rottell saw an opportunity to bring a more versatile ginger beer to the market than was currently available. The product he envisioned would go beyond the iconic Dark ‘n’ Stormy cocktail and mix creatively with a wider range of spirits. In 2006, Rottell’s vision became a reality when he launched Regatta Ginger Beer. This new brew soon became a favorite among bartenders and bar owners and was instrumental in bringing the iconic Moscow Mule back into fashion.

Upon his retirement, Rottell sold Regatta to current owner Affinity Beverages LLC, and the company has aggressively invested capital, infusing new resources and energy into product development, sales expansion, and marketing.

We spoke to Sam Zarou, CEO of Affinity Beverages LLC, about this new wave of craft mixers and what bartenders can expect to see from this category.

Q: Tell us about Regatta’s success with its Ginger Beer and what inspired the company to expand its offerings in the craft mixers category.

A: Regatta Ginger Beer was an instant hit with on-premise decision-makers and, in turn, their patrons. This has been reinforced over the years with multiple awards, including our unique position as a multiyear winner of the SIP Platinum Award as well as the SIP Consumer Choice Awards for taste and packaging.

With the recent explosion of premium craft spirits and cocktails, we knew the time was right to offer other high-quality products to mix with today’s preferred spirits. Our new Royal Oak Ginger Ale is superb in trendy bourbon drinks. Our new Dry Citrus Sparkling Tonic elevates the gin cocktail experience, and our Light Ginger Beer, sweetened with organic blue agave, mixes with vodka for a tasty, slim version of this cocktail favorite.

Q: What makes Regatta a line of “craft” mixers, and why is that important to bar owners and bartenders?

A: Our mixers are made with only the best natural ingredients, curated from around the world and then crafted in small batches—just as our award-winning Bermuda Stone Ginger Beer has been made since 2006.

Generally speaking, consumers today are more informed, educated, and health-conscious. They want to know what is in the products they consume, and we are listening. Our mixers are made with natural flavors, have no artificial ingredients, contain no high fructose corn syrup, are non-GMO, BPA-free, and glutenfree, and are all made here in the United States.

For the bar owner and bartender, our breadth of offerings not only meet consumer demand for healthier, more authentic mixers, but they also cater to the spectrum of mixing more interesting cocktails. We have something for every drinking occasion, whether consumers are looking to unwind in refined relaxation or quench their thirst with a refreshing indulgence.

Q: Tell us about Regatta’s success in the on-premise market, and why bartenders embrace the brand.

A: From the beginning, we have worked closely with the bartending community to provide the flavor profiles and pack formats that work for them. We were the first to offer ginger beer as a mixer in an 8 oz. squat can, perfect for behind the bar. We were also among the first to offer a smaller, 8.45 oz. bottle for higher-end premium accounts.

Bartenders understand that their patrons’ experience is paramount to their success. When customers ask for top-shelf spirits in their cocktails, they should expect only the best quality mixers to accompany them. Bartenders choose Regatta because our mixers are more flavorful, citrusy, sparkly, and refreshing, and lift everyday spirits into top-notch cocktails.

Q: Tell us about Regatta’s “Make It Interesting” tagline and how it impacts brand strategy.

A: At Regatta, we seek bolder, bigger, and better adventures. We relish the chance to make every aspect of our brand more stimulating and pride ourselves in pushing our limits. “Make It Interesting” was born out of our desire to make cocktails more interesting, but it has become so much more than a tagline. It is in our DNA and guides everything we do, from our product formulation and package development to our sponsorships, activations, and communications strategy.

Q: Tell us about the name and packaging. How has the brand’s identity/marketing directive evolved?

A: Regatta is unique in the category. In addition to being a mixer, we are also a lifestyle brand that appeals to consumers who are active, social, and like to get outside. It is both approachable and aspirational, and the perfect choice for those who seek products that share their values and enhance their lifestyle.

Our packaging is a reflection of this lifestyle and incorporates colors, tone, and packaging formats— including our new 250ml slim can 4-pack—that align with our active consumer who is more likely to be socializing outdoors, near the water on the patio or boat deck.

We also have a long history of sponsoring local and national sailing regattas, and are thrilled to announce we have just signed on as the Official Craft Mixer of US Sailing.

Q: Is there anything else you would like Chilled readers to know about the brand?

A: New ownership and the debut of our expanded line of premium craft mixers mark the beginning of a new era of innovation for Regatta Craft Mixers. We are committed to “Making It Interesting” by building on our expertise and further expanding our presence in the dynamic craft mixer space with exciting innovations planned for 2020. Stay tuned …