Thirsty for… mixers. We

Thirsty for... We look into the latest trends in the world of mixers

The trusted classics

During times of upheaval and uncertainty (like right now!) customers look for reassurance and familiarity. Well-known heritage brands provide comfort and security, so remember to mention the brand as well as the drink.*

For on-trade, this means putting trusted brands front and centre, and providing comforting classics for customers to enjoy – think Britvic, CocaCola, Pepsi and Schweppes. Offer classic cocktails as well, such as a great Bloody Mary or traditional Cosmopolitan.

*Source: What European food and drink brands can learn from 2008-09 recession, Mintel 2020

Bloody Mary

Ingredients • 50ml vodka • 200ml Britvic Tomato Juice • 20ml fresh lemon juice • 5ml Worcestershire sauce • Pinch of salt and black pepper • Celery stick, to garnish

Method 1. Shake ice and the first five ingredients until combined. 2. Strain into a highball with cubed ice. 3. Garnish with a celery stick.

Hold the spirits

More people are ditching the alcohol and drinking mixers on their own – on-trade has seen a 6.4% increase in these occasions. This trend started in 2019 but could well continue with Covid-19 prompting new customer behaviours.

6.4%

growth in occasions where mixers are drunk without spirits

Source: Kantar Worldpanel, Take Home Usage Panel, Total Demographics, 52wks, Data to w/e: 03.11.19

According to a CGA study, 16% of customers surveyed cut down their alcohol intake as a way to protect their health during the pandemic and 43% of people who drink weekly in on-trade admitted to reducing or cutting out alcohol completely during lockdown.*

It remains to be seen whether this trend will live on when we revert to the ‘old normal’. In the meantime, it opens up the chance for outlets to increase their mixer sales. Keep your bar well-stocked with the new generation flavoured mixers as they’re big sellers. Elderflower is the number one tonic so make sure you have it on your bar – look out for new launches from Britvic and Schweppes, available from spring 2021.

*Source: CGA Covid-19 Insights April 2020

It’s not all about G&Ts

As popular as gin and tonic is, 74% of spirit and mixers sold don’t actually contain the juniper-spiked drink. Vodka and whisky account for a huge 51% of total spirits volume sold.*

So there is a real opportunity to pair mixers with spirits customers might not traditionally opt for to boost your mixer takings. Ginger ale or ginger beer make a brilliant companion to dark spirits such as rum and whisky. Suggest grapefruit or pineapple juice with vodka for a fruity twist.

*Source: Global Data, Spirit Analysers, Total Market, 52wks, 2019 vs 5 years ago, data to April 2020

Jack and Smoke

Ingredients • Ice cubes • 50ml Jack Daniel’s • 125ml Coca-Cola Signature

Mixers Smoky Notes • Orange peel

Method 1. Fill a highball glass with large ice cubes. 2. Add the Jack Daniel’s to the glass and top up with Coca-Cola

Signature Mixers Smoky Notes. 3. Garnish with a twist of orange peel.

WANT MORE DRINK IDEAS? Get some inspiration for the new year from Britvic: brws.it/britvic